CEO Jason Harrison Tracks The Genesis Of Team Arrow Partners, the GroupM Unit For Target

MIAMI – When full-service ad agencies started unbundling their media departments in the 1990’s, the media landscape was a whole lot simpler—as in no digital. This is reflective of why when GroupM unveiled Team Arrow Partners for its client Target about 18 months ago, the announcement declared “Analytics and creativity are no longer opposing forces” […]

 
 

Target’s Argyilan On The Changing Value Of TV

Only one company spent more on US TV ads during the winter holidays, according to iSpot.TV – but Target is still looking for the box in the corner of the living room to prove its worth. One of the retail giant’s  top execs says TV is still performing for the chain – but that doesn’t mean times are not […]

 
 

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, […]

 
 

Ad Buyers Want Linear TV Sales To Go Programatic, Experts

SAN FRANCISCO — IPG’s insight agency Magna Global is using the current TV upfronts, the annual process by which TV networks sell advertising inventory for the year ahead, to push cable networks to adopt programmatic trading techniques. Says Magna Global USA president Kristi Argyilan: “We are pushing for our planning teams to reconsider cable television and think […]

 
 

IPG’s Magna Global Joins AOL “ONE” as Charter Partner, Kristi Argyilan explains

SAN FRANCISCO – Today, AOL announced the  organization of its programmatic advertising operations into a new entity which it calls “ONE.”   Joining the initiative as “charter” partner is Magna Global, the media agency of IPG Mediabrands. Speaking with Beet.TV, Kristi Argyilan, president of Magna NA, gives an overview of the automation of digital media, […]

 
 

Hiring Challenges Abound with Automated Buying, Magna Global’s Argyilan

As marketing becomes more reliant on programmatic buys, agencies are needing to hire more technically-minded people, says Kristi Argyilan, President of Magna Global North America, MediaBrands, in this interview with Ashley J. Swartz at the recent Beet.TV executive retreat in Vieques, Puerto Rico. “We are starting to profile more like a financial portfolio management mindset. We are hiring more data scientists, […]