GroupM Seeks To Simplify Offerings, Diversify Talent Mix: CEO Castree

The year 2018 was one of considerable change for WPP, from the top of its management to its various operating companies and GroupM offerings. But it’s possible to map the road forward largely with one word: simplify. As in, make things as simple as possible for the biggest of clients and the teams within GroupM […]

 
 

Video Tops The Performance Stack, But Distribution Too Fragmented: GroupM’s Castree

Even as more marketers come to understand the value proposition of advanced advertising targeting, more sell-side silos are being erected. This is why a big focus under new GroupM North America CEO Tim Castree is to encourage the disaggregation of data, inventory and technology. While a lot of progress has been made in the last […]

 
 

Wavemaker’s Castree Pores Over Purchase Journeys

It was one of the latest steps in a series of ad agency reconfigurations. But what are the founding philosophies of Wavemaker, the agency formed from the merger of Group M’s MEC and Maxus? In this video interview with Beet.TV, global CEO Tim Castree offers three pillars… Marriage of media content and technology: “Media is not just […]

 
 

In Video’s Future, Two Targeting Types Collide: Wavemaker’s Castree

What’s old is new again – but, in advertising, the old practices have also received a pretty significant upgrade. So says Tim Castree, global CEO of the Wavemaker agency formed from the merger of Group M’s MEC and Maxus. In this video interview with Beet.TV, Castree says traditional TV viewing is declining – but, by […]

 
 

Cannes Lions Media Jury President Tim Castree is Looking For ‘Creativity And Context’

As Tim Castree prepares for his role as Jury President of the Media Lions for the upcoming Cannes Lions International Festival of Creativity, he hopes to see entries that reflect how brands have effectively married creativity and context. His first-time judging gig comes after the Cannes Lions reached a tipping point in 2017 as some […]

 
 

Wavemaker’s Castree Explains Purchase Journey Planning, Endurance Of Mixed Trading Models

Tim Castree likes to think about audiences “as the nests that sit inside that larger purchase journey context to opportunity.” Until you can completely understand those consumers, you cannot target them to fulfill those opportunities. Wavemaker uses a two-step process that begins with identifying “the gaps, barriers, challenges, opportunities” associated with the purchase journey, the […]

 
 

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 […]

 
 

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. […]

 
 

MEC’s Tim Castree: Solving Cross-Screen Convergence Will Keep Agencies Relevant

CANNES – As long as television and premium video remain atop the ROI stack for marketers, agencies need to solve convergence of the two for their marketer clients. If they don’t, they could be disintermediated by giants like Facebook and Google and knocked down a rung on the value chain by new entrants like Accenture. […]

 
 

Yield Management is Essential for Digital Video Business, MEC Global CEO Tim Castree

CANNES – What constitutes “premium content” is in the eye of the beholder. So rather than trying to ascertain a common definition, one’s time is better spent understanding the drivers of ROI while taking into account things like environment, ad formats and targeting. “That’s really more what we’re focused on versus worrying too much about […]

 
 

More Standards For Advanced TV, Premium Video A Bulwark For Agencies: MEC’s Tim Castree

CANNES – Solving the challenges of optimizing advanced television and premium video surely will provide better audience targeting and advertising performance. But just as important, it’s also a “bulwark” for agencies to defend their turf against consultants and other forms of disintermediation. This is the viewpoint that Tim Castree brought to global advertising and media […]

 
 

Tech Stack ‘Fiefdoms’ Will Consolidate, According To MediaMath, Videology & Google

VIEQUES, PR — Over the last few years, we have seen an avalanche of new advertising technology solutions come to market, all helping marketers reach consumers – and, arguably, all making their job even more complex. Now we may see an accelerating flurry of mergers and acquisitions, as larger players gobble up vendors to streamline the ecosystem again, a panel convened […]

 
 

Can Programmatic And Guarantees Exist In Harmony? Answers from GroupM, Google, MediaMath, Target and Videology

VIEQUES, PR — So-called “programmatic” advertising – techniques for refining and automating advertising trading – grew up around real-time bidding, the instantaneous transactions that seem anathema to traditional upfront ad sales. But, as the technology has matured, it has also begun to allow for old-fashioned-style upfront buys – with all the added efficiency of programmatic. A panel […]

 
 

Videology’s Castree on Segmented Market Opportunities

FORT LAUDERDALE — It’s one of the major ad tech vendors promising to define the emerging video advertising space. But what is going on at Videology lately? The way North America MD Tim Castree describes, Videology is a little bit like geology… “Sand — How we can use our Nielsen and Rentrak data to score television […]

 
 

Castree On Videology’s “Sand, Rocks & Boulders”

FORT LAUDERDALE — It’s one of the major ad tech vendors promising to define the emerging video advertising space. But what is going on at Videology lately? The way North America MD Tim Castree describes, Videology is a little bit like geology… “Sand — How we can use our Nielsen and Rentrak data to score television […]

 
 

‘Tech Stack’ Proliferation Hurts Advertisers: Videology’s Castree

FORT LAUDERDALE — The emergence of so-called “programmatic” ad-trading techniques, in which new software platforms enable precise, data-driven ad buying and selling, has kicked off a race of ad tech suite vendors. Each promises to serve customers with a specific part of the value chain – but one vendor says this just confuses customers. “There […]

 
 

The Transformation of Television Advertising via Addressable is Inevitable, Videology’s Castree

FORT LAUDERDALE — It’s going to be gigantic when all the technology is in place – but why let the future get in the way of disrupting the present? “At end of 2015, we’ll be lucky if 3% of the total video universe is transacted programmatically,” ad tech firm Videology Group‘s north America MD Tim Castree […]

 
 

Ad Tech Won’t Kill The Media Agency: Videology’s Castree

Brands that previously let their ad agencies get on with the business of advertising are increasingly using available new technology platforms do do some of the work themselves. So is the very existence of the media agency under threat? Not according to one agency exec who has just crossed to the other side. “More clients […]