Talking about data feels a bit transgressive in Cannes, where creativity is literally center stage. But with data driving so much change at agencies – including at creative shops – it seems an unavoidable topic. It came up frequently in a conversation on Tuesday with Americo Campos Silva, Shell’s Global Media Manager, and Sasha Savic, CEO […]
As the walls separating CRM data from social and other paid media channels continue to crumble, marketers are experimenting with how to leverage the added insight into their current and prospective customers. One such business owner is Johnny Earle. Back in 2001, Earle launched a confectionary-themed fashion brand, Johnny Cupcakes, by selling hand-printed T-shirts from […]
There are almost as many approaches to solving the attribution puzzle as there are brands. At Lancome, part of the strategy is to consolidate two key channels with a single vendor. Alessio Rossi is VP of digital marketing, ecommerce and CRM for the Loreal-owned luxury cosmetics brand. Since joining in May 2012, he has reevaluated […]
Last week, Ford Motors kicked off its latest long-term ad campaign, dubbed “And Not Or,” with a theme that could also apply to its digital strategy. The spots, which began running on TV and have heavy online video components, touch on concepts that people expect to naturally go together; consumers are asked to choose between […]
Freelancers Union is seeing powerful results after a marketing revamp that has it churning out more content and shifting spend to native ads and programmatic display. Chief Marketing Officer John Donahue describes a move away from campaign thinking to “always on” communications. That change, underway for several months, is centered on daily amplification of content […]
As content, commerce and ads collide in digital, retailers are looking for ways to capitalize. For pet supply company Petco and its director of online marketing Jason Stuempfig, strategic plans included bringing tag management firm Tealium into the mix. (Read the release.) Looking over the commerce landscape, Stuempfig says many retailers are becoming “content machines,” i.e. […]
“Traditionally from an online advertising perspective, we invest heavily in paid search and display advertising. We’re going to use data to start to test display advertising [more]: how effective is our display advertisement? We’re going to leverage our platform to serve up two different types of display ads to understand how effective our banners really […]
If there’s anyone still debating the role of data in ad creative, as opposed to media buying, they don’t work at Draftfcb. Last week, the Interpublic Group shop unveiled an integrated campaign on behalf of Amtrak’s express eastern seaboard rail service, Acela, that aimed to get business travelers to reconsider the value of air travel. […]
You wouldn’t expect a media-focused conference to dwell on content strategies, but “owned media” dominated at the Association of National Advertisers Media Leadership conference in Miami this week. Numerous client-side marketers trumpeted their content innovation, including paid integrations with network TV programming, mobile apps, and social fan engagement. They often appeared to give short shrift […]
“We have definitely seen [Facebook paid media] working in terms of fan acquisition and growing our fan base. Though, I think there is a point for all big brands where that begins to work a little bit less – meaning you’ve captured all of that low-hanging fruit and now your Facebook fan advertising has to […]
“For us it’s about transparency. It really seems like a big black box. We’ve been taking a more conservative approach. Maybe it’s our German heritage to be more cautious.” -Gerhard Louw, Senior Manager of International Media Management at Deutsche Telekom, responding to a question about his company’s use of agency trading desks. Louw spoke yesterday at the Association […]
Restaurant chain Moe’s Southwest Grill recently hired marketing agency Engauge as its media agency of record, handling a new national television campaign and the company’s foray into programmatic buying. “Moe’s is about 12 years old and we’ve just now gotten to the point where we’re collecting marketing dollars at the national level, rather than just […]
Like many big companies, Kimberly-Clark ramped up its investment in data-driven display media last year. The personal care giant, whose brands include Kleenex, Kotex, Cottonelle, and Huggies, started looking into a display “desk” a couple years back, and set one up last year in partnership with its media agency, WPP Group’s Mindshare. Jeff Holecko, who […]
Western Union describes itself as a financial services provider for the “underbanked,” a group it pegs at approximately 25% of the U.S. population. As with all financial companies it must be very careful with its customer data and how it uses that data to acquire customers and market new services. That caution extends to data-driven […]
As often happens with ad industry events, the ANA’s Masters of Marketing conference in Orlando has a front channel and a back channel. On the front channel, speakers are tackling big creative and consumer themes like the rise of cause marketing, “social by design,” and brands as content creators. On the back channel digitally focused attendees […]
Snack giant Mondelez (Nabisco, Cadbury, Trident) began trading as a standalone company this week after splitting from Kraft Foods (Oscar Mayer, Maxwell House). CEO Irene Rosenfeld said specialization will let the company focus on expansion, especially in developing markets, per Reuters. That means nailing mobile, since many people in developing economies are skipping PC ownership […]
Advertising and marketing trendspotting has no shortage of intriguing starting points. Take the marketer, for example. With audiences migrating online, knowledge and expertise with dense, digital marketing tactics has gradually competed in importance with the comparatively simple TV “buy.” To survive, and thrive, marketers need to understand tech. They may do by it by partnering […]
La Quinta Inns & Suites is pragmatic about digital media, using it largely as a DR vehicle to drive bookings while spending on broadcast for reach and branding. Mobile is no different. A newish mobile app and website, created by Definition 6, lets guests book a room in four screens on a smartphone. The strategy […]
Joel Ewanick, GM’s ousted chief marketing officer, was a good story while he lasted. For ad publications, chief marketing officers are the most important people in the business. The ultimate arbiters of change in media, they — collectively and individually — can make or break a media partner or a new technology platform. They have […]
Internet advertising is growing everywhere – even in economically bedraggled countries like Greece and Spain. So says GroupM in its new global report looking at measured media spend in 70 countries. The surge comes amid lower than expected growth in overall measured ad spend, both globally and in the U.S. Futures director Adam Smith spoke […]
Targeting cross-channel effectively remains one of marketing’s great challenges. Last week, The Weather Channel (TWC) announced the results of a new study created in partnership with TWC’s client Hallmark which showed cross-channel progress. The four channels – or platforms – identified include television, weather.com, mobile and the tablet. According to the press release, results showed, […]
The U.K. is rapidly catching up to the U.S. in programmatic media, with DSPs servicing about 30 percent of GroupM’s display ad spend this year compared with 20 percent in 2011. WPP’s global media arm issued its measured ad spending report for the country this week (press release), and while the overall picture is stagnant, […]
Bob Liodice, CEO of the Association of National Advertisers, is far from alone in being flummoxed by Microsoft’s decision to roll out IE 10 with Do Not Track “on” by default. But, as a key figure in privacy self-regulation, his confusion is poignant. “This came out of left field: no context, no rationale, no rumors […]
Recent years have brought tighter alignment between marketing and IT at many global organizations. Pressure to bring the previously fire-walled disciplines closer together is driven in part by the flattening of the purchase funnel, which has in turn eroded barriers between advertising and CRM and created opportunities to track and manage touch points from very […]
Holding company trading desks are moving to embed their capabilities locally within operating agencies, rather than operating entirely from a remote corporate hub. Speaking at the Association of National Advertisers’ financial management conference today in Boca Raton, Florida, the heads of WPP‘s Xaxis and Interpublic Group‘s Mediabrands Audience Platform acknowledged client fears about mandates and […]
Wilson Raj is SAS Global Customer Intelligence Director. Yesterday, SAS acquired publisher ad server aiMatch. Terms were not disclosed. Read the release -and industry reaction. Raj discussed SAS’s acquisition of aiMatch yesterday and its implications with AdExchanger. AdExchanger: What is the opportunity that SAS sees in advertising and marketing, in general? Wilson Raj: The CMO […]
Last week, Kenshoo announced that travel search site, KAYAK, signed a multi-year agreement with Kenshoo, to use Kenshoo’s Enterprise platform for search engine marketing campaigns. Read the release. KAYAK had been with Marin Software previously. KAYAK CMO Robert Birge and Director of Marketing Emily Scott discussed the announcement. AdExchanger.com: Why do you need a platform […]
If you were a traditional retailer looking to ignite an ages-old marketing strategy, Rent The Runway CEO Jennifer Hyman and One Kings Lane CEO Doug Mack would probably be a good place to start. On Sunday, with the able moderation of Castanea Partners Jeffrey Rayport, Hyman and Mack discussed the shifting, tectonic plates of retail […]
[Cue the Star Trek music] “Innovation, the final frontier…” “Innovation” was the buzzword of the day as marketers and their creative team members came together in NYC for Day 2 of the Association of National Advertisers (ANA) Creativity Conference. “Innovation” is a word that seems to get tossed around a lot lately – especially in […]
Bill Duggan is Group Executive Vice President at the Association of National Advertisers, a trade association for the marketer and which “leads the marketing community by providing its members insights, collaboration, and advocacy.” Duggan discussed the trade group’s latest whitepaper (read the release) which reviews on behalf of marketers the agency trading desk model. Download […]
