At DigitasLBi, Macdonald will work much more closely with clients than she did as director of global partnerships at WPP’s Xaxis, which openly keeps its clients in the dark about media markups.
“Certainly we worked with clients [at Xaxis], but not in the planning process in a really integrated way, which adds more transparency and trust with the client,” she said.
DigitasLBi offers programmatic as a service to all of its clients, buying through partners like MediaMath, The Trade Desk and Google’s DoubleClick. In most cases, the agency runs all media buying for clients, Macdonald said.
Currently, DigitasLBi runs programmatic buying for Standard Life, Belmond Hotels, Starwood Hotels and Resorts in EMEA and more.
Macdonald and DigitasLBi will also lean on Publicis Media's programmatic practice for support.
Update: DigitasLBi will get support from Publicis Media's programmatic practice, not Publicis.Sapient.
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