Campaign Building Blocks (jschmid.com)

A new study from Interpublic’s Magna and the IPG Media Lab reinforces the idea—embraced by the industry for a number of years now—that ad personalization is one of the best techniques to help brands deliver more relevant and effective ad experiences. The study focused on three key ad categories—auto, retail and finance—and includes responses from more than 6,000 participants. Testing was conducted on two audience types: brand target demographics and high-value audiences based on people-based IDs created by precision targeting platform Kinesso. Six types of data sources for personalization were tested: demos, past purchases, location, life events, search terms and precision messages for high-value audiences. The study found that most forms of ad personalization had some value and that higher levels of personalization were more effective at shifting difficult-to-move metrics.

CohereOne, the premier direct-to-consumer marketing agency and strategic consultancy, is pleased to announce the addition of Rob Santangelo as Senior Vice President of New Business Development. Santangelo joins CohereOne after six years at Belardi Wong in New York, where he successfully spearheaded the business development infrastructure for the marketing strategy and creative services firm. As both the youngest director and vice president in company history, Santangelo closed business with over 200 top brands during his tenure and generated at least $1 million in new business revenue each year. “CohereOne has been enjoying tremendous growth,” said Tim Curtis, President / CEO of CohereOne. “The addition of Rob supercharges our effort to serve the burgeoning direct-to-consumer industry. His insights and his understanding of how digital native brands launch and expand their use of the direct mail channel speaks for itself.” Santangelo began his career at 1-800-Flowers.com, and rapidly advanced in the organization from Associate Category Manager and Category Manager of Ecommerce Merchandising to Manager of Fulfillment Partnership Sales. Under his direction, the company’s Fruit Bouquets product line increased its fulfillment footprint from 13% to 78%.

Marketers and their creative partners know there is no sure thing when it comes to marketing. They spend resources creating assets; producing images and messages hoping to drive success for their brands. No matter the category, competition is always fierce and consumers have become increasingly fickle when it comes to their brand preferences. The pandemic has presented new challenges for marketers. With non-essential stores closed or closing, many retail brands have had to play catch up by creating or significantly increasing their digital presence as customers’ traditional shopping patterns adapt to this “new normal.” Brands and creative agencies are constantly looking for ways to improve their odds of success in today’s evolving marketplace. Research can certainly play an important role in this quest. Successful campaigns start with the answers to three critical questions: *What do your customers really want and need? *Do your customers believe your product meets those wants and needs? *What do your customers need to see/hear to convince them that your product is the right choice? read more at: https://www.jschmid.com/blog/breakthrough-creative-research/