Omnicom has launched an Annalect-powered people-based insights and marketing tool called Omni to help marketers deliver personalized experiences across media, customer relationship management and creative at scale. The precision tool employs a consumer-based identity graph that pinpoints people's behaviors on a second-to-second basis and is fueled by data from third parties including Experian, Neustar and LiveRamp.
Deutsch is continuing Taco Bell's fake movie thriller campaign to tout its nacho fries with a new spot, "Web of Fries II: Franchise Wars." The trailer-style ad picks up the story where the last installment left off, with a daughter seeking to avenge her father as she tries to uncover the mysteries surrounding why the chain doesn't sell fries.
Aerie continues its #AerieREAL push with ads showing a variety of women with chronic illnesses, including diabetes, vitiligo and fibromyalgia. The women in the recent ads were chosen after responding on social media with photos and stories about themselves.
An anonymous former ad buying executive from one of the top five holding companies talks about how marketers focus too much on price instead of overall media strategy, how clients need to take more responsibility for overseeing their own supply chains and why target-based fee arrangements are unreasonable. "All it means is you're making the agency take on all the risk. That's not a partnership," the exec says.
According to ExchangeWire and IPONWEB, 49% of global media agencies, and 56% in North America, use their own technology to conduct programmatic media buys and 34% adopt a hybrid approach with third parties. "Owned technology also gives agencies the transparency across the ad tech supply chain that is increasingly being demanded by clients," said IPONWEB's Brian Fitzpatrick.
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Droga5 has been appointed without a review by the Kraft Heinz Co. to handle creative for its Philadelphia Cream Cheese and Kraft Mac & Cheese brands. A source stated that Droga5 has been named agency of record for both accounts and the partnership is not just on a project basis.
A few major brands, including Unilever and Pfizer, are already taking advantage of more transparent blockchain-based ad tech from IBM and MediaOcean. The technology provides minute examination of every step in a campaign, allowing advertisers to trace costs and determine whether actual consumers are seeing their ads.
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