»PHD

Agencies Build Crowdsourcing And Automation Into The Media Plan

Agencies are adding new wrinkles to their media-planning processes to make sure campaigns are relevant and informed by expertise across many marketing disciplines. “More timely, adaptive media plans for clients make it easier to respond to things that drive business results,” said Joe Maceda, head of Mindshare’s Invention Studio in North America. And as holding... Continue reading »

by Alison Weissbrot // August 1st, 2017 //

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Omnicom’s PHD Leans Into The Future Of The Media Plan

In the future, brands will have to navigate a world in which consumers use their eyeballs to search for content and next-generation artificial intelligence layers connect our brains to the cloud. At least that’s the future envisioned by Omnicom media agency PHD and its worldwide planning and strategy director, Mark Holden. “The technology now facing... Continue reading »

by Alison Weissbrot // June 29th, 2017 //

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Why MGM Resorts International Brought Programmatic In-House

MGM Resorts International needed to revamp its go-to-market strategy. The hospitality company, which owns hotels along the Las Vegas Strip such as the Bellagio, MGM Grand, The Mirage and Mandalay Bay, as well as properties across the globe, was operating competing media plans for each hotel brand. “We’ve always gone to market as individual resorts,”... Continue reading »

by Alison Weissbrot // April 26th, 2017 //

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Move Fast And Break Things: Holding Company Shape Shifts Of 2016

For the big six holding companies, 2016 was a year of acquisitions, restructures, reviews and leadership shakeups, centering expertise around data and digital. But they also engaged in strategies at odds with best practices and client interests. Faced with shrinking margins and rising technology costs, holding companies found new ways to eke revenue – methods... Continue reading »

by Alison Weissbrot // December 29th, 2016 //

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Agencies React: MoPub Buy 'Reclassifies' Twitter

Twitter’s acquisition of mobile ad exchange MoPub adds a new layer to its strategy. In addition to selling native ad units, Twitter will become a seller of standardized mobile ads as well -- perhaps with its own user data thrown into the mix. "Buying MoPub reclassifies Twitter beyond a social platform, or even a broadcast... Continue reading »

by Judith Aquino // September 10th, 2013 //

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Multi-Faceted 'Context' Remains Key In Mobile Ads For PHD's Wolinetz

In her role as Managing Director of Connected Platforms at media agency PHD, Andrea Wolinetz helps manage client opportunities that are digital but don’t necessarily fit a silo such as “mobile” or “social.” She offers Foursquare as a prime example of this conundrum in the agency: “Should you call your mobile specialist because it’s a... Continue reading »

by John Ebbert // May 13th, 2013 //

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Can You Build a Brand in Programmatic Media?

The ad industry has moved well past the experimental phase of audience buying. But where programmatic media has proven most effective are still primarily around direct response objectives. Many in the space agree it's only a matter of time before brand marketers get serious. But is that true? To answer that, we asked three senior... Continue reading »

by Zach Rodgers // September 13th, 2012 //

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