ANA’s Liodice: In-House Agencies Are A Function of Growth

ORLANDO—Although the practice of marketers taking certain functions in-house as opposed to paying external agencies has been gaining traction in recent years, it’s a trend that has flown under the radar. Including at the Association of National Advertisers, which just concluded its first-ever event devoted exclusively to in-house agencies. “The in-house agency phenomenon is something […]

 
 

New Balance’s Ruhl Describes The Hybrid Approach To Advertising Resources

ORLANDO—The term “hybrid” doesn’t just apply to certain types of athletic shoes sold by New Balance. It’s also the international marketer’s approach to balancing an in-house agency and its global strategic agency of record, VMLY&R. “I see the hybrid model as being a great way forward for New Balance. We’re a business with a load […]

 
 

Being ‘Virtual’ In-House Means Recruiting For Talent, Not Location: PwC’s Teuber

ORLANDO—Working remotely isn’t for everyone, but it’s working out pretty well for 150-year-old PwC’s in-house agency. “My agency is a virtual agency, meaning we all don’t report into one headquarters operation and work together,” says Managing Director and Creative Leader Jack Teuber. “Rather, people are working sort of where they are,” Teuber adds. “We recruit […]

 
 

Technology To Deliver Creative Assets Should Be Invisible To Viewers: Extreme Reach’s McLaughlin

ORLANDO—Few companies want their services to be invisible to users, but when the mission is to ensure video ads play perfectly on every screen or device, viewers of those ads shouldn’t pause to wonder what’s happening behind the scenes. That’s the goal at Extreme Reach, whose AdBridge platform is used to manage and deploy creative […]

 
 

Some But Not All Media Activity Will Follow Creative In-House: ANA’s Duggan

ORLANDO—It started with “low-hanging fruit” like collateral and point-of-sale materials and package design then progressed to social media. Now more marketers are expected to bring some of their media activity in-house—one reason being to protect their first-party data, according to Bill Duggan of the Association of National Advertisers. “Currently, there’s much more creative done in […]

 
 

Marketers Should Seek ‘The Right Model’ When Deciding What To Do In-House: 4A’s Kaplowitz

ORLANDO—Before digital media and all of its complexity came along, advertising agencies were basically ensured of an end-to-end relationship with their clients. Now there’s so much more work to be done, it’s not surprising that more marketers are taking certain functions in-house, according to 4A’s President & CEO Marla Kaplowitz. “It’s been around for a […]

 
 

Electronic Arts’ Smith Charts The In-House Media Agency Journey

ORLANDO—Video game giant Electronic Arts didn’t decide overnight to buy media in-house across more than 40 countries. Building an in-house capability can start with baby steps, dipping your toe into the waters and, along the way, nurturing your talent so as to avoid “tissue rejection,” says EA Global Head of Media Belinda Smith. After buying […]

 
 

Brand Content Not Just ‘Nice To Have’ But The Future Of Marketing: DigitasLBi’s Donaton

LOS ANGELES – In an age of advertising as storytelling, it starts with deciding what stories to tell that are worthy of an audience’s time. The next part is what gets tricky, namely figuring out the best places and ways to tell those stories. As much as some brands might wish to create a particular […]

 
 

Faster, More Nimble Is The Mantra At Creative Shop Erich & Kallman

LOS ANGELES – Being big for the sake of buying clout used to differentiate media agencies. Now creative agencies are finding ways of trimming down to keep pace with ever-speedier, lower-paying client demands. For Steve Erich, “not your typical agency model” means contracting for the best creative talent for the nascent Erich & Kallman shop […]

 
 

Like Sponsorships, Content Marketing Requires Connecting With Audiences: Momentum Worldwide’s Weil

LOS ANGELES – If you could hold a mirror to the current world of content marketing it would largely reflect what’s been happening for a long time in sports and entertainment sponsorships. One of the elemental rules is that just borrowing enthusiast audiences doesn’t cut it unless you actually connect with them. “It’s not about […]

 
 

Scheppach’s Matter More Media Gains Co-Founder Murtos, Partnership With Tapad

LOS ANGELES – It’s been a busy six months for Matter More Media CEO & Co-Founder Tracey Scheppach. The addressable television specialist formerly of Publicis has a new partner in Co-Founder and Publicis colleague Steve Murtos and a new strategic data partnership with Tapad. Scheppach is particularly excited about new addressable TV operators and the […]

 
 

Engaging With Consumers Means Thinking Beyond Boxes And Screens: OMD’s Rozen

LOS ANGELES – Reaching the right audience with advertising is only part of the bigger puzzle called engagement. It starts with figuring out the role of media in driving creative decisions. “I think the opportunity around creativity is to divorce it from the visual design standpoint,” says Doug Rozen, Chief Digital & Innovation Officer at […]

 
 

GroupM’s Gotlieb On Addressable Ads, Creative Versioning And Brand Safety

LOS ANGELES – The year 2017 could see set-top box and other forms of addressable advertising become truly scalable, while a great deal of work is still to be done on creative versioning of campaigns. That’s the prognosis of GroupM Chairman Irwin Gotlieb, who doesn’t think media owners should be thrown “under the bus” because of […]

 
 

GroupM’s Cowdell: More Non-Competing Brands Will Share Consumer Data

LOS ANGELES – While in the larger world there’s nothing wrong with building silos, the advertising industry just has to break the habit when it comes to the digital space. Every time there’s a “new thing,” a new vertical is created even as consumers are craving ever more seamless experiences. “We as an industry, in […]

 
 

Target’s Agyilan: Seeking Granular Consumer Data Across TV Screens in 2017

LOS ANGELES – There’s something reassuring about knowing that a company called Target is very good at targeting its guests. In return, they inform the retailer about their television preferences along with “how they’re moving from one screen to another,” says Kristi Argyilan, SVP of Media, Guest Engagement & Measurement. “Because we’re a retail organization, […]

 
 

OpenAP Audience Buying Consortium Using Accenture For Back-End Posting: Turner’s Shimmel

LOS ANGELES – OpenAP, the fledgling audience-buying partnership of Fox, Turner and Viacom, will use Accenture for back-end posting of campaign results as it seeks to add more publishing partners. “The third-party post will come from a company who’s got a great reputation in the media management field,” says Howard Shimmel, Turner’s Chief Research Officer. […]

 
 

Creative Needs To Drive Effectiveness Along With Media, Says Starcom’s Richman

LOS ANGELES – Despite great advances in digital and television audience targeting, platform-specific creative is a milestone the industry has yet to achieve. Until a silver bullet arrives, there’s some “simple stuff” that agencies and brands can do, according to Amanda Richman. “One of them being, let’s bring together all the right parties that all […]

 
 

BOA’s Paskalis: Brand Safety On Digital Platforms A ‘100 Percent Requirement’

LOS ANGELES – By their very nature, financial institutions are held to standards of conduct that most marketers never have to worry about. So when Bank of America’s Lou Paskalis talks about brand advertising showing up alongside digital content that promotes terrorism, he’s unflinching about what needs to change. “We just can’t be in business […]

 
 

Taco Bell’s Thalberg On The Power Of Television, ‘Dark Clouds’ Over Digital

LOS ANGELES – Taco Bell CMO Marisa Thalberg knows that despite viewing shifts, traditional television is still a powerful medium for the fast-food giant. What she finds “very scary” is spending money on digital platforms given issues like viewability, fraud and the potential for the company’s ads to appear in the wrong environment. “TV’s still […]

 
 

As Dynamic Ad Insertion Grows, So Does Xaxis Ad Labs: Xaxis NA President Sweeney

LOS ANGELES – Some brand marketers are tired of hearing about things like ad tech stacks, data integrations, measuring click rates and figuring out last-touch attribution. But there is a growing focus on things like dynamic ad insertion to tailor messaging to the right audience at the most appropriate time. “What they want to know […]

 
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