Media Agency Blue 449 Seeks ‘Tighter Connection’ Between Marketing, Business

MIAMI-While advertisers’ first-party data is very powerful at helping them connect with consumers, it must be structured in an optimal way so as to be matched with other data to achieve scale, according to George Musi, Publicis media agency Blue 449’s EVP, Chief Data, Analytics & Insights Officer. By itself, “First-party data, although powerful, it […]

 
 

Wavemaker Crafting ‘Turnkey And Bite-Sized’ Audience Segments, Creative Iterations

Although it can be “very overwhelming” for brands to rationalize multiple audience segments and customized creative iterations, doing so can unlock sales growth and lower the cost of customer acquisition. “To serve one set of content or one-size-fits-all approach just doesn’t work anymore and it’s very wasteful,” says Rick Acampora, Chief Operating Officer at Wavemaker […]

 
 

Netflix Raises Raises the Bar for Advertising Supported TV, Dentsu Aegis’ Seiler

Reflecting on  the annual Upfronts and NewFronts, Dentsu Aegis Network’s Matt Seiler loves  the plethora of television content choices. “That we’re still talking about Upfronts and NewFronts and so on cracks me up, but whatever. Be that as it may, they continue,” says the President of Brand Solutions for the global network. “I think what’s […]

 
 

Havas’ Ankeney On The Future Of The Media Agency

MIAMI — In changing times, when advertisers are being invited to buy media directly with platforms, rather than continuing to go through their traditional agencies, is the writing on the wall for the incumbent intermediaries? In this video interview with Beet.TV, Havas Media Group North America president Shane Ankeney acknowledges “everyone is a little intimidated” by the […]

 
 

‘Complexity Of Change’ Spurred Campbell Soup Global Account Review

MIAMI-When Cambell Soup Company put its huge creative and media account into review last year, it didn’t seek the usual “spec creative” from contenders. Unlike when the company hired BBDO back in 1954, Campbell was looking for a partner to help it navigate “the pace and complexity of change.” Last month, Publicis Groupe was awarded […]

 
 

Oceans Of Ad Data Failing To Drive Business Growth: ANA’s Liodice

MIAMI — Advertisers now have an arsenal of tools with which to make and buy ads, and a plethora of platforms with which to measure them. But one outcome that is sorely lacking, according to the man who speaks for big-brand marketers? Advanced ad tools are not driving actual business growth. In this video interview […]

 
 

Facebook Should Consider A Better Value Exchange For User Data: Y&R’s David Sable

MIAMI-Having been in advertising since the 1970’s, David Sable knows all about the value exchange between consumers and advertisers. So when he views the controversy about Facebook and its users’ data, he sees “an awakening of the notion of data” and suggests another value exchange might be in order. “Let’s be very clear. This is […]

 
 

4A’s Chief Seeks ‘Client Of The Future,’ Launches Inclusion Certification Program

MIAMI-There’s lots of talk about the challenges facing advertising and media agencies, among them a very competitive recruitment market, diversity and inclusion. And then there is the actual value that agencies bring to the table. “There’s a lot of negative narrative out there about what’s going wrong for agencies,” says Marla Kaplowitz, President and CEO […]

 
 

Horizon’s Koenigsberg Surveys The Battle For Talent & the Future Of Digital Giants

MIAMI-Since Bill Koenigsberg founded Horizon Media nearly 30 years ago, he has opted for integrated services and independence over holding companies and their assorted offerings. And while he sees his media agency as a speedboat amid aircraft carriers, all vessels are fighting an uphill battle with the likes of Facebook and Google to attract and […]

 
 

Ad Industry Unifies Against Unsafe Media, GroupM’s Barone explains

MIAMI — As the name of an organization, it may evoke memories of 1950s cop TV series – but, whilst the Advertiser Protection Bureau (APB) fights misdemeanors, it isn’t a crime-busting agency and its members don’t carry badges. Launched at the 4A’s Accelerate conference, APB is a new body through which ad agency groups will […]

 
 

Blockchain Tokens May Solve Ad-Tech Challenges? Omnicom’s Steuer Thinks So

MIAMI — Bitcoin isn’t the only beneficiary from blockchain, the underlying technology that powers decentralized cryptocurrencies and, potentially, a whole lot more. That same kind of infrastructure is getting people in several industries excited. In particular, blockchains’ ability to store an immutable, public ledger of every system activity. In the advertising world, that capability has […]

 
 

Essence’s Jason Harrison On Balancing Narrow Targeting And Broad Exposure

MIAMI-Even as digital-based audience targeting techniques grow in the television medium, there still needs to be a balance between one-to-one marketing and broader advertising efforts. “I think the two have to work together and you need to be careful that you don’t optimize toward specific audiences and optimize yourself out of business,” says Jason Harrison, […]

 
 

Major Agencies Will Collectively Monitor Brand Safety with “Advertiser Protection Bureau”

MIAMI-A group of 4A’s member agencies is banding together under the aegis of the organization’s new Advertiser Protection Bureau (APB) to collectively monitor the environments in which their clients’ advertisements appear. The APB establishes a process in which risky environments are flagged and then investigated by agency-client teams. Announced today at the 4A’s Accelerate conference, […]

 
 

Nation’s Marketing Association Chief Demands Facebook and Google Provide Privacy Use Reports to Consumers

MIAMI – The Association of National Advertisers is calling for “a new contract” that Facebook, Google and other digital companies should employ to regularly tell consumers what happens to the data they share online. “How many times are we going to go through surprise after surprise after surprise,” ANA CEO Bob Liodice says in this […]