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 […]

 

Wavemaker Credo: Understand Consumers And Their Purchase Journey, Then Choose Technology

Consumer purchases aren’t made in a vacuum. Which is why understanding all of the variables that precede actual purchases is the key to unlocking the consumer journey. “The idea that you go somewhere, you decide you want something, you make that purchase and then you’re done is incorrect. Inherently it just doesn’t make sense. It […]

 

Wavemaker: Consumer Engagement Is Conversations, Not ‘One Big Idea’

Creativity in media is less about pushing one big message out to lots of people than it is generating conversations with consumers at every step of their purchase journey, says David Gaines, Chief Strategy Officer, Wavemaker US. “We’re moving away, I would argue, from media planning and saying ‘well, we actually need a content strategy,’” […]

 

Wavemaker’s ‘Principal And Defining Obsession’ Is The Purchase Journey: CEO Tim Castree

Few people would contend that the modern consumer journey leading to purchases of products and services is easy to understand. But for Wavemaker, it’s a distinct way to both differentiate itself from other agencies while helping brand marketers cope with fragmentation and focus on optimizing the right things. This is why Wavemaker’s “principal and defining […]

 

From ‘Momentum’ To ‘Trigger Phase’: Wavemaker Canada Digital VP Derek Bhopalsingh Explains The Consumer Journey

The traditional consumer purchase “funnel” doesn’t carry much weight with new marketing agency Wavemaker. “A lot of communication agencies out there look at the purchase journey as a funnel and really it’s not that whatsoever. It’s actually quite cyclical,” says Derek Bhopalsingh, VP, Digital, Wavemaker Canada. The new GroupM agency that launched in the U.S. […]

 

Rebooting And Redesigning The Modern Marketing Agency: Wavemaker U.S. CEO Amanda Richman

How do you reboot an agency to take on more of marketers’ problems in a world where consumer change is fast and furious? In the case of GroupM’s Wavemaker, it’s thinking far beyond simply combining agencies Maxus and MEC. “It has to be more than a merger. If all we did was take two great […]

 

Starcom’s Amanda Richman Named CEO USA Of MEC/Maxus Merger

About four months from the merging of MEC and Maxus, Starcom veteran Amanda Richman has been chosen as CEO USA of the as-yet unnamed entity. Coming on board in October, Richman will report to MEC Global CEO Tim Castree. “Amanda is a fantastic choice to be our US leader,” Castree said in a news release. […]

 

Time For Data To Fuel Creativity, Maxus’ Pattison Says

After a flurry during which the “maths men” seemed to be usurping the “mad men”, every ad-tech exec these days takes pains to promise that programmatic can propel creative marketer messages. But one ad woman says that isn’t happening – now, according to the Maxus Global agency’s CEO Lindsay Pattison, it is time to finally unite […]

 

Media Agencies Should Craft a Tech Stack For Each Client: Maxus’s Pattison

As media agencies strive to become much more to clients than ad buyers, some are making technology consulting services an increasingly visible part of their offering. Maxus’s global CEO Lindsay Pattison observes that her agency is applying the same principles to technology solutions that it does to the traditional discipline of media buying, and it […]

 

Clients Want an Offering With Creativity, Tech and Data: Maxus’s Williams

As the media landscape continues to shift, clients’ expectations of their media agencies are also changing — and becoming more demanding in a sense. “I think it’s becoming the norm now for clients, quite rightly, to expect flawless execution and great value for money and brilliant client service, and I think now that we’re seeing […]

 

How Ad Execs Think Differently About Mobile

CHICAGO — Mobile attracts different consumers in a different mindset than traditional digital media. So how can agencies get out of the “shovelware” mindset and give mobile users something more likely to yield results? A Beet.TV panel discussion heard executives’ answers: Maxus strategic planning director Jill Langan: “There are opportunities to use mobile as a […]

 

Branded Video Goals Wide Ranging by Brand, Maxus’ Jill Langan

Branded content goals vary widely by client, but can be used to deliver on a range of marketing goals, says Jill Langan, Senior Partner and Strategic Planning Director at Maxus, in an interview with Elaine Boxer, Director of Industry Initiatives at the IAB. Some Maxus clients lean on branded video to change brand perception. “We […]

 

How Media Agencies Will Be Forced To Change

CHICAGO — From clients who will take on the role of their own agencies to the need to reach out to YouTube stars – media agencies know they need to adapt, but how? In a panel convened by Beet.TV, several agency reps chewed over their tactics and visions. Havas Media Worldwide social marketing director Len […]

 

Brand Pair-Ups with Publishers Can Drive Key Metrics, Maxus’ Bahler

CHICAGO — Working with a publisher partner can be a smart strategy for branded content, especially to drive awareness and visibility, says Spencer Bahler, Managing Director-Chicago at Maxus in an interview with Beet.TV. “We have some challenger brands we represent and we look to partnerships to help elevate what we can do,” he says. That includes […]

 

Mobile Stream Simplifies Fragmented Formats: Maxus’ Egan

The emergence of stream-based content units popularized by mobile apps like Twitter and Facebook promises to simplify a confusing mobile advertising space, says an ad agency exec. “We’ve had an explosion of formats,” says Maxus’ north America chief strategy office Mark Egan We’re seeing a lot of this roll in to a common unit which […]

 

Brands Must Tap Emotions in Branded Content, Maxus’ Greene

With 90% of brands engaging in content marketing, media agencies have an opportunity to distribute that content for their clients, says Lori Greene, Director of Content at Maxus during an interview with Beet.TV. “Video is about tapping into emotions and making it memorable. It can be bringing up emotions like awe, surprise, sadness or happiness,” she […]

 

Maxus CEO: Addressability to Extend Across All Media

LOS ANGELES — Media agency Maxus is keen on addressable advertising and is aiming to work closely with multichannel video providers and delivery platforms by the fourth quarter on ways to make this type of media buying easier, says Louis Jones, North American CEO of Maxus USA, at the 4A’s conference in Los Angeles. “A […]

 

Maxus’ Cartwright: Nine In 10 Online Video Ads Are TV Spots

Online video advertising is taking off – because most of the ads are just plain ol’ TV commercials. Ruth Cartwright, the broadcast director at GroupM’s Maxus agency, told Beet.TV at the recent London Video Ad Strategy Summit her outfit is spending six to 10 percent of clients’ budgets on online video ads. “Ninety percent of the clients […]