Marketing Today: At Brand Marketing Summit http://bit.ly/2PY6MEw This week finds “ Marketing Today” on the road again. This time the destination was Brooklyn and the Incite Group’s Brand Marketing Summit, where I moderated a track — Customer Understanding and Personalized Experiences — and took the opportunity to talk with some of the marketers there about their brands: what was top of mind for them, key insights they had about the Brand Marketing Summit, and their thoughts on the customer journey and experience. We also talked about sources they turned to for information, the best pieces of advice they’ve received, and even things they love and hate. The four marketers I spoke with are: • Michael Blash, chief commercial officer at Ink Bench • Alegra O’Hare, vice president of global brand communications at adidas • Casey Hall, former director of social media at Thompson Reuters • Abinav Varma, president and CEO at UNIBEES Highlights from this week’s “Marketing Today” podcast include: Michael Blash describes Ink Bench as a firm “built on active creative collaboration that delivers powerful brain control.” In the process, it helps companies deal with the very real struggle of creating value in the digital supply chain by being better at getting content created, managed, and produced. He also notes, “If you can make a customer a fanatic, you have a customer for life.” Lastly, Blash revealed he has a love/hate relationship with pizza. (1:20) Alegra O’Hare seemed to think in couplets, of sorts. In discussing what's top of mind for her at adidas, she pointed out two challenges: (1) continuing to challenge the status quo, and (2) balancing brand and KPIs. Her take on the customer journey/experience found her thinking about (1) ways to be more surgical with the deliverables they create for campaigns and (2) coordinating between lead agencies and highly skilled specialty shops they partner with. She also revealed two pieces of advice she lives by: (1) do something every day that scares you, and (2) take your time in hiring people. (6:41) Casey Hall talked about how Thompson Reuters is a big believer in creating employee advocacy for its brand. It seeks to use Thompson Reuters employees to humanize the brand and get its brand story out there in a way that's difficult to do through branded channels. As for advice that Hall lives by: “Find a way to do something you want to do and don’t wait for permission.” (10:30) Abinav Varma discussed UNIBEES' main offering: a mobile app that helps college students find free food(!), special events, and giveaways on campus. In talking about the UNIBEES app, Varma revealed that increasing student engagement is constantly top of mind for his company. It seem to be succeeding at this goal, judging by the stickiness the company is seeing as a result of added features it's introduced. He also noted, somewhat tongue-in-cheek, that “My entire company is built on pizza.” (We’re sensing that pizza is a common thread among marketers.) (17:03) **Let Your Voice Be Heard** “Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it’s that easy. And if we can, we’ll answer it on the next podcast. We’re looking forward to your questions! Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH December 24, 2018 at 11:46PM
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Not Quite, But Close: AT&T Starts '5G Evolution' In 385 Markets http://bit.ly/2Ai123g
But what is it? It’s pretty close to what a real 5G service will be like, when the company gets around to putting it in more markets. “If you have one of the latest Android devices and it connects to a tower that’s enabled with 5G Evolution, you’ll soon see a ‘5G E’ indicator pop up on your screen. Initially we’ll roll this out on a handful of devices, with more devices showing the indicator in spring 2019,” wrote Kevin Petersen, senior vice president of device and network experiences, AT&T Mobility and Entertainment, on the company’s website. Really, it’s 4G LTE-A. That’s fourth-generation mobile phone, as denoted by 4G. Long- term evolution (LTE) is an improved version, and A is for an advanced improvement. AT&T says it has 17 different devices capable of accessing 5G Evolution, and while right now those phones tell users they’re connected via using 4G LTE-A, soon, AT&T will change that to “5GE.” Cell phone shoppers are barraged with all kinds of numbers and initials. Remembering a distinction between 5G and 5GE could be tough. For consumers, 5G’s improvement over 4G may boil down to one word: ”faster.” But 5G should also bring the ability to connect more devices at once. And 5G networks have far more capacity. Many experts think 5G’s real impact will be in the business world, for automation and in advance technologies like driverless cars. AT&T announced its intention to brand 5GE in April 2017, and got hoots of derision from some tech writers and competitors. T-Mobile’s often quotable CEO John Legere at the time tweeted, “For once, I think I’m speechless.… except… HAHAHAHAHAHAHAHA.” He added snarky hashtags ( “#nicetry” “ATTFake5G”) and then offered a link to a story on the Android Police website titled “AT&T Is The First Carrier To Say It Has A 5G Network Which Is Complete Bullshit.” 5G customer confusion may only get worse, and it seems 2019 will mostly be spent getting the ball rolling, though bragging rights, complicated as they are, started a lot earlier. In September, Verizon started its “pre-standard 5G” service base on the company’s own proprietary equipment in four cities: Indianapolis, Houston, Los Angeles and Sacramento, Calif. AT&T started its standards based service to 12 cities last week: Atlanta, Charlotte, Dallas, Houston, Indianapolis, Jacksonville, Louisville, Oklahoma City, New Orleans, Raleigh, San Antonio and Waco. The cities planned for 5G in the first half of 2019 are Las Vegas, Los Angeles, Nashville, Orlando, San Diego, San Francisco and San Jose. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH December 24, 2018 at 03:11PM The Dirty Little Secret Of Auto Ads http://bit.ly/2Ag1lf8 The pristine vehicle interiors shown in car ads and marketing are far from realistic. In real life, dirt, disorder and insufficient storage plague millennial and Gen X drivers, according to a study jointly published by Vizionation and Pay Your Selfie. Examining hundreds of cars, researchers found vehicles are environments that reflect everyday life -- only more chaotic and unclean. The visual study was based on hundreds of car owners between the ages of 25 to 54 and 1,200 photos of their car interiors and home environments. Cars are intensely private habitats, an extension of everyday life, says Barry Robertson, Vizionation principal and study co-author. Automakers need to have an authentic understanding of the untidy behavior in order to be more credible with car buyers, he adds. The report spotlights how cars are tasked to function as extended homes on wheels: busy mobile hubs where drivers and riders frequently eat, do business or homework, and groom themselves while traveling. Yet cars perform these secondary duties sub-optimally, given storage limitations and a lack of accessible solutions for keeping interiors clean and chaos-free. The impetus for the survey was to study how autonomous vehicles could radically change the way car interiors are configured. By the time self-driving hits critical mass, millennials will be in their late 30s, 40s and early 50s; together with Gen X, they will be the dominant force in the U.S. new vehicle market, Robertson says. In 2017, only about 15% of new car sales were accounted for by buyers aged 35 and under. "So we decided to investigate how millennials and Gen Xers are experiencing their vehicle interiors today,” Robertson tells MediaPost. “Admittedly, it’s a more prosaic topic than autonomous vehicles, but how drivers experience storage, order and transport issues today will drive tomorrow’s decisions.” After working with automakers and their ad agencies for most of his careers, one thing Robertson says he has learned is that engineers, designers and product planners —including automakers and key suppliers — drive the marketing process. “We designed the study with both brand and product decision-makers in mind,” he says. The study, “An Inside View: Car Interior Scenes & Secrets,” is based on in-depth explorations and surveys conducted between March through June 2018. A panel of 100 vehicle owners ages 25 to 54 with household incomes of $50,000 and above participated in multi-step photo surveys on vehicle interior storage use, satisfaction, organization, pain points and desired improvements. Additional photo surveys confirmed the importance of car interior storage and the “embarrassment factor” of dirty or disorderly vehicle spaces. Drivers spend about an hour and forty minutes in their cars each day, Robertson says. “If cars can’t transport people, pets and belongings in a clean and orderly way, the vehicle ownership experience degrades,” he says. “This is a major pain point for drivers that the auto industry can help ease.” Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH December 24, 2018 at 01:32PM MNI Targeted Media's Vicki Brakl Talks Strategy Behind Digital, Print Ad Bundles http://bit.ly/2T7mvmv Looking toward the new year, growing revenue and reaching target audiences will be top of mind for publishers and advertisers. Vicki Brakl, vice president, integrated marketing, MNI Targeted Media Inc., spoke with Publishers Dailyabout how those entities can use data and traditional ad strategies to maximize their success across print and digital subscription campaigns. Publishers Daily: How has technology allowed publishers to better advertise to their audiences? What does the future of data and audience look like to you? Vicki Brakl: Technology has gotten us to 1:1 conversations with the right prospects, but it is data that ensures ads are served up properly — at the precise time and in the right medium to make sure messaging resonates best with desired targets. Audio and voice technology is a great example of this. As the proliferation of podcasts and streaming services grow, so too does the ability to precisely reach and quite literally speak to target audiences with content meaningful to the listener. advertisement advertisement The ability to use data to pinpoint targets, times and spaces allows publishers to provide curated ads to their audiences and subscribers and provide enhanced value to them. This, in turn, drives consumer affinity for the brand and publisher, a win-win. PD: Why is it important for marketers to combine both digital and physical ad formats? VB: Moments matter. Or should I say, milliseconds matter. Marketers must be where their targets are to make a difference, but those who break away from the noise with quiet touchpoints will get people to look up and lean in. Digital is awesome — it pulls people in — but layer that with other palpable media like print, out of home or audio and engagement and attention is raised exponentially. Print is a more tactile and neural experience; the synapse connection is deeper, as science has proven. Print creates a more immersive experience and, like digital, has the ability to create memorable moments. That’s why a holistic approach to brand engagement is what sets brands apart. It’s never just one thing that makes a difference, although that can happen. It’s intersecting naturally with people’s daily journey that will best build brands. PD: What are unique campaigns you’ve seen this past year that combine publishers’ print and digital offerings to reach target audiences? VB: A few finance accounts using a combination of print cover wraps and digital to reach the C-suite come to mind. But in terms of originality, I’d have to say a recent campaign by a packaged-goods company wins for originality and commitment to the consumer experience. This company wanted to drive consideration and purchase across media platforms; MNI took a deep dive into their data set. Fueled by insights, the high-energy campaign was deployed to convey key messaging of nutrition to target families (moms). Elements included display, mobile and even a video promoting a sweepstakes. Additionally, print ads in women-focused magazine titles were placed, as well as ads on Pandora. All was carefully timed to maximize reach. In fact, campaign messaging was even coordinated with in-store shelf-talkers and in-home house parties with influencers. The results included impressive CTRs, video-completion rates, thousands of sweepstakes entries and even more coupons redeemed. This was a great example of a brand going full-throttle to drive consumers’ ownership of the brand experience.
PD: Which print ad formats have you seen nicely compliment digital advertising?
VB: Creating a print experience tailored to audiences, just as is done with digital, is the way to reinforce brand messaging. Airbnb, which is a digital enterprise, has its own magazine and recognizes the power of print. They even amplified their trust in print by wrapping a leading magazine with a second skin, aka a cover wrap, to create a brand takeover that furthers campaign messages. Efforts across print and digital need to be coordinated, aligned with goals and have clear measures of success. PD: Why is it important that both digital and print advertising is targeted to the right audiences? VB: Anyone can buy a list or tap into data; the difference is to make messaging specific and targeted. Knowing what your brand means to your targets is the best way to further awareness. If you are a golf-club outfitter, you don’t want to run a generic ad to everyone in DIY channels. You want to zero in on a target, so the message and offer matter. Otherwise, there’s waste. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH December 24, 2018 at 11:42AM Criteo Study Shows Mobile Transactions Rise For Brands Promoting Apps http://bit.ly/2T6hHOk Mobile transactions accounted for 40% in North America and 52% in Asia-Pacific of all transactions globally. In the United States, the share of sales via smartphone rose 14% during the third quarter in 2018 compared with the year-ago quarter. In other parts of the world, the spike was more dramatic. apps The Criteo data, gathered during the third quarter of 2018, analyzes browsing and purchasing data from more than 5,000 retailers in about 80 countries. It examines the rise of mobile, mobile transactions, active promotion of shopping apps, and omnichannel retailers. Findings from the Q3 Global Commerce Review suggest that mobile transactions continue to grow, especially when retailers promote their apps. Jaysen Gillespie, vice president and head of analytics and data science at Criteo, said this does not mean brick-and-mortar is dead. The consumer who searches and buys online, as well as going into the physical store, wants an experience and the convenience of purchasing online. advertisement advertisement The share of app transactions for advertisers that promote their shopping app has continued to steadily increase over time. Brazil experienced a strong spike in smartphone usage, rising 41% in mobile shopping compared with the year-ago quarter. Northern European countries like Sweden at 60% and Norway at 57%, as well as Japan 54% lead in mobile transactions. Omnichannel customers have the highest lifetime value -- on average generating 27% of all sales, despite representing only 7% of all customers. Retailers that combine their offline and online data can apply over four times as much sales data to optimize their marketing efforts. Retailers that actively promote their shopping apps, mobile transactions represented 63% of all transactions. On a year over year basis, in-app share of transactions increases for app-promoting retailers. In North America, the conversion rate on shopping apps is more than three times higher than on mobile web, and just short of two times higher than on desktops. For online-only retailers that promote their app, 31% of transactions come from the in-app purchase channel. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH December 24, 2018 at 09:41AM Amazon Struggles To Fulfill Orders And Other Predictions http://bit.ly/2Cw5RYl In the past two months I have bought several items through the Amazon marketplace by entering a non-branded keyword to search on the site. In both instances the brands were new to me and I purchased both products, but when the items failed to arrive for one reason or another, I received a credit for each. My experience leads me to question whether Amazon can handle its growth. Numerous consumer surveys in 2018 suggest that more online shoppers in the U.S. now begin their product search on Amazon. An eMarketer article points to a few. The Adeptmind survey, published in May 2018, suggests that 46.7% started their product search on Amazon compared with 34.6% who went to Google first. In 2019, I believe Amazon will struggle with growth and we will begin to see an increase of product searches begin on Amazon compared with Google and Bing. Consumers will place the orders, but Amazon and the merchants that sell products on its marketplace will not have the capacity to fulfill them. advertisement advertisement Andy Gallagher, domain lead in media and digital at Kantar Germany, calls Amazon “the archetypal disruptive brand” in the consulting firm's recently released report, which outlines its analysts’ predictions of 12 key media trends for 2019. All 12 predictions apply to search advertising and marketing in one way or another, but in this commentary I will just highlight a few. These predictions range from how advanced analytics and artificial intelligence will solve the challenges of integrating online with offline and using voice technology in creative planning, to creating new types of experiences such as combing attitudinal insights with predictive modeling to make programmatic buying more flexible and accurate. Brands will find their voice in 2019, predicts Jane Ostler, global head of media and insights at Kantar. She predicts that technology like smart speakers, connected in-car entertainment and formats like podcasts, voice search and voice assistants will create new opportunities for marketers -- but the challenge of how to develop an approach for sonic logos, taglines, and mnemonics remains. Voice will require companies to merge traditional marketing silos with customer service. Trust in brands will become even more important to determine the companies that move to the top of the list. Alexa and others will begin to be integrated into in-car entertainment and dumb objects such as the kitchen microwave. Voice also will be used more as a market research tool to answer questions, review experiences and submit product reviews. As voice grows in acceptance, Ostler expects new jobs to be created such as an audio influencer, a sponsored voice assistant, or the voice of branded audio content. For search marketers, voice will likely require additional skills in other media with an expertise on cross-channel marketing and advertising. In my opinion, we typically think of search marketers delving into social media or mobile advertisers as having much more experience, but marketers that want an expertise in voice also will need to know more about media such as programmatic and technologies such as artificial intelligence. This is how brands will create exponential experiences, according to Niels Neudecker, vice president of brand experience management at Kantar and Maura Caracini, head of media and digital in Brazil at Kantar. They believe media managers will turn into network managers and will create an integrated experience across all ways consumers interact with brands and businesses. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH December 24, 2018 at 08:57AM Amobee Takes Audience Buying To DOOH Programmatic http://bit.ly/2Ta8nsR Amobee recently announced a partnership with Place Exchange to launch one of the first programmatic marketplaces for out-of-home solutions to a challenging problem. “It allow us to break into a whole new channel, which is digital out-of-home programmatic,” said Katie Ford, chief client officer at Amobee. “A whole lot of people in the industry have been talking about it.” This partnership allows marketers real-time bidding as well as a way to plan and execute other digital channels alongside DOOH programmatically on one platform. Programmatic offers DOOH the ability to bid in real-time, Ford said. The fledgling media has room to grow, Ford said. “I’m not saying programmatic digital out-of-home will grow into the high double digits in 2019, but I do see an increase of advertisers taking advantage of the space,” she said. “I believe it will be less of a crawl and more of a skip or run into the space.” advertisement advertisement Ford hopes the partnership will create that easy entrance into the space, but does see some challenges in 2019. These include integration with other media to buy an audience rather than channel, scaling to reach a national buy to become locally relevant, and following a standard measurement. The partnership enables advertisers to buy an audience -- not just a channel -- which seems a little odd when talking about a digital billboard, but Ford said the targeting focuses on “a grid that connects through mobile where we can identify the ID and serve the ad based on location.” For example, the DOOH billboard could be close to a health club. For the first time, programmatic DOOH will have access to the same workflow, real-time bidding auction capability and the ability to buy transparently, as what’s known as traditional digital advertising for mobile or desktop display and video. The partnership, which is not exclusive to Place Exchange, allows Amobee to integrate information from any location, demographic, weather or anything based on first-party customer data, specifically for brands in the U.S. For Place Exchange, Dave Etherington, the company’s chief commercial officer, believes the partnership will allow advertisers to leverage familiar online and mobile capabilities such as hyperlocal targeting, real-time data triggers, dynamic creative execution, and video advertising. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH December 24, 2018 at 08:57AM
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Our Top 10 Content Marketing Posts of 2018 http://bit.ly/2QQyM2c The post Our Top 10 Content Marketing Posts of 2018 appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot http://bit.ly/2V5eKQ7 December 24, 2018 at 05:36AM
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How Brands Like M&Ms Are Using Fans For R&D To Create New Flavors http://bit.ly/2ByGgMI How Brands Like M&Ms Are Using Fans For R&D To Create New FlavorsBrands are using contests and open calls for suggestions to create new flavors, building a sense of ownership between customer and product Inviting brand and product fans to contribute to R&D, flavor creation and facets of the product through contests, competitions and tests, can provide consumers with both a sense of ownership and a one-of-a-kind experience.
Allowing the consumer to be at the forefront of the design, taste, and feel of the product, this process draws a closer connection between the brand and the customer to bring an element of customization and an interactive experience. Oreo Cookie brand Oreocreated a #MyOreoCreation Contest, which allowed fans to submit new Oreo flavor ideas. After receiving initial submissions, Oreo tested, tasted and reviewed the flavor ideas, the Oreo Wonder Vault is turning three fans’ ideas into real life Oreo cookies that will be rolled out to consumers in stores for a second round and final round of the competition. Upon their nationwide release to stores, fans will be able to cast their vote for which new Oreo creation they would like to be a permanent Oreo offering. Bompas & Parr
Bompas & Parr
launched a design competition to create three-dimensional ice cream mouldsfor London Design Festival (15-23 September). Following the success of The British Museum of Food’s exhibition SCOOP: A Wonderful Ice Cream World, the competition features displays of ornate ice cream moulds from the 18th and 19th centuries from Robin and Caroline Weir’s collection. Bompas & Parr is now inviting designers, architects and artists to restore the glory of the ice cream mould, creating shape and form that’s fit for 21st century snacking and display on contemporary dining tables. Auntie Anne’s
Auntie Anne’s
hosted its second Pretzel Nation Creation contest, which allowed the brand’s fans to vote for the next pretzel flavor—one that would be birthday-inspired to celebrate Auntie Anne’s 30th birthday. The Birthday Cake Pretzel Nuggets are dusted with vanilla and drizzled with chocolate syrup and then topped with confetti sprinkles. M&Ms Chocolate brand M&Mscreated a Flavor Vote campaign in March, where millions of people voted for their favorite type of crunchy M&M’s. Among three finalists, the winning flavor was Crunchy Mint, which features a rice crispy cocoa center and outer minty dark chocolate shell.
For more examples of how brands are pioneering fan-led flavors, download PSFK’s Incorporating Flavor Into The Brand Experience Ecosystem report. Inviting brand and product fans to contribute to R&D, flavor creation and facets of the product through contests, competitions and tests, can provide consumers with both a sense of ownership and a one-of-a-kind experience.
Allowing the consumer to be at the forefront of the design, taste, and feel of the product, this process draws a closer connection between the brand and the customer to bring an element of customization and an interactive experience. Oreo Cookie brand Oreocreated a #MyOreoCreation Contest, which allowed fans to submit new Oreo flavor ideas. After receiving initial submissions, Oreo tested, tasted and reviewed the flavor ideas, the Oreo Wonder Vault is turning three fans’ ideas into real life Oreo cookies that will be rolled out to consumers in stores for a second round and final round of the competition. Upon their nationwide release to stores, fans will be able to cast their vote for which new Oreo creation they would like to be a permanent Oreo offering. Bompas & Parr
Bompas & Parr
launched a design competition to create three-dimensional ice cream mouldsfor London Design Festival (15-23 September). Following the success of The British Museum of Food’s exhibition SCOOP: A Wonderful Ice Cream World, the competition features displays of ornate ice cream moulds from the 18th and 19th centuries from Robin and Caroline Weir’s collection. Bompas & Parr is now inviting designers, architects and artists to restore the glory of the ice cream mould, creating shape and form that’s fit for 21st century snacking and display on contemporary dining tables. Auntie Anne’s
Auntie Anne’s
hosted its second Pretzel Nation Creation contest, which allowed the brand’s fans to vote for the next pretzel flavor—one that would be birthday-inspired to celebrate Auntie Anne’s 30th birthday. The Birthday Cake Pretzel Nuggets are dusted with vanilla and drizzled with chocolate syrup and then topped with confetti sprinkles. M&Ms Chocolate brand M&Mscreated a Flavor Vote campaign in March, where millions of people voted for their favorite type of crunchy M&M’s. Among three finalists, the winning flavor was Crunchy Mint, which features a rice crispy cocoa center and outer minty dark chocolate shell.
Mobile Marketing via PSFK http://www.psfk.com/ December 21, 2018 at 10:32PM
http://bit.ly/2SZ6UW0
2018 Media All Star: Angela Steele http://bit.ly/2CrLBHs One could, perhaps, ponder the irony of advancements in digital data technology creating new opportunities to talk to human beings like they were, well, people. But Angela Steele has no time for ironies. She’s too busy bringing that mission to life for Carat and its clients. Since the digital media veteran was tapped to be Chief Strategy Officer for Carat U.S. in November 2017, her singular focus has been on transforming the Dentsu Aegis Network media agency brand’s domestic planning offering into an end-to-end marketing and media solution called The Path. Powering The Path is M1, the data platform inherited by Dentsu when it purchased a majority stake in performance marketing shop Merkle in 2017 that was developed to deliver “people-based” marketing solutions. In effect, Steele was charged with taking Carat back to the future. When the British planning agency set up shop in the U.S. 20-plus years ago, its reputation centered on creative planning that put people first. Indeed, Steele recalls that when she got the job, Carat U.S. CEO Michael Epstein talked to her about the “Carat legacy.” In 2018, Steele expertly evolved that legacy for the 21st Century ecosystem, a success story that earns her the honor of being named an Online Media All Star. She developed and integrated the M1 platform with other offerings such as Carat Content, the shop’s new creative content arm; Gravity, a full-service multicultural offering; and new digital out-of-home capabilities. Bringing all of that together has made media more addressable for Carat clients while also allowing the agency to take on some of the industry’s most critical issues, including ad fraud, brand safety and waste. In no small measure because of Steele’s efforts, the agency’s clients are seeing a 20% improvement on average in return on ad spending, per Carat. “Michael told me that the number-one thing to do was to make people-based marketing real,” Steele says about her efforts in her first year. “When we started, [the agency] was really focused on data. Now, 12 months later, we’ve done almost a 180, going from analytical to emotional. The core truth is that at the end of day, we are advertising to human beings, and human beings’ core needs and how they feel about brands hasn’t changed.” Steele’s success was not only built on better insights, but improved competitive prowess as well. She was a key player in Carat’s retention of the media AOR with Microsoft and in new-business wins that included Unit Airlines, Procter & Gamble’s haircare businesses, Jack in the Box and Intuit. In everything she does, Steele brings a questing intelligence that relishes a challenge, a drive honed when she was global product lead on General Motors for Dentsu Aegis, and before that, CEO of Ansible, Interpublic Group’s mobile agency, where she was recognized for rebuilding the agency. And before that, when in 2000 as a young graduate, all of her peers rushed to digital shops and she went to an ad agency to create animated GIFs for a cereal client. “I love figuring out things that haven’t yet been figured out,” she says. “In this role, we’re figuring out how we can evolve, given all of our new technology and capabilities. Our vision is to create advertising that adds value to people’s lives. I know that’s ambitious. [But the goal is] the whole experience, not just media.” Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH December 21, 2018 at 03:44PM |
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