Keen business development managers searching for innovative ways of boosting their agency’s fortunes might consider emulating Collective, a New York digital marketing services company which has just launched a branding campaign to promote itself.
The campaign uses the same techniques normally reserved for clients, and is aimed at media-purchasing firms and ad agency executives (business development managers, that means you) as well as CMOs from Fortune 100 companies.
Why not blow your own trumpet if it’s good?
Collective, which was co-founded in 2005 by erstwhile MediaMind executive Joe Apprendi, not only identifies markets for its clients, it selects the most suitable media for them, too. Its name stems from its ability to provide coordinated media buys across a raft of different devices, from desktop screens to TVs, and from tablets to smartphones. As far as placing digital ads goes, it can also create them and it works with American Express, KFC and Chase along with media-purchasing outfits like Publicis Groupe’s ZentihOptimedia Omnicom Group’s OMD.
As any business development manager will agree, when you have a trumpet as impressive as this, why not blow it yourself? And that’s what Collective’s new campaign, entitled “Life is but a screen”, is doing, showcasing its capacities with a dash of advertising verve.
Multiple defining points
The idea for the campaign crystalized when Collective conducted research in March into what Neilsen data revealed about advertising reach and frequency. The conclusion? Opportunities for both are no longer governed by TV time frames like prime time, but are instead distributed over multiple devices where they’re defined by consumer preferences and device usage.
Collective’s CMO, Ed Dandridge, said that today advertisers need to be aware that they can reach potential customers with mobile devices during rush hour when mobile usage peaks, but would be better switching to desktop screens between late morning and early afternoon, when online video-viewing peaks. The evening commute sees mobile usage peaking again, while consumers tend to switch to TVs and tablets between 8 and 11pm when social media usage peaks.
Mr. Apprendi said:
“The clear shift in consumer media behavior to multiscreen is a significant opportunity for brand marketers. Our campaign highlights precisely why consumers now expect marketers to deliver the right ad to them in the right format, on the right device at the right moment.”