The dozens, if not hundreds, of independent media agencies from which brands can choose to work in the United States, believe that they can be this “partner” with a more personal touch. They each try to bring a kind of unique element to their skills to stand out from each other.

For MediaPlus, an extension of the three -year media agency of a German outfit called Serviceplan Group, operational philosophy concerns personal touch and being a partner side by side of customers. This seems cliché and cheesy, but the way in which the North American CEO Tamara Alesi and the director of strategy Jasmine Presson (known to the industry under the name of Tam and Jas) direct the company, that the culture is infused by the operation of 48 people in the United States (the parent company is nearly 2000).

Despite its small size in North America, MediaPlus is trying to provide a data -oriented approach to its customer work to find opportunities that Alesi and Presson believe that a larger agency would examine or do not take the time to investigate and use to achieve the expected results of customers. But he has the support of a parent company with Reach in 24 markets around the world – Serviceplan opened an office in Beijing earlier this year, for example.

Three customers guarantee this key as a major differentiator compared to other agencies.

One, Mozilla, just widespread with MediaPlus, learned Digiday, developing a worldwide reward for her media needs, said Christina Lang, world vice-president of Mozilla marketing. Mozilla markets the Firefox browser against competition from Chrome and Safari, which are often integrated into the products, making it a climb for the browser focused on privacy.

“I want my partners and the agencies with which we work to give me something to whom I must say,” said Lang, explaining that she wants ideas that exceed the limits of Mozilla’s historical marketing efforts in order to get out of her comfort zone. “I have the impression that there is this hesitation in many partners who frankly, we do not get at all with MediaPlus.”

Among the media executions, Mozilla initially said no but ended up using was a media campaign outside in stands and bathroom mirrors (the ultimate place where people want private life) targeting Gen Z students and participants in the game conference.

“They stimulate the strategy on how we manage our programs, since we are an organization concerned with data,” said Lang. “How do you do performance marketing when you really want to avoid using many data that other partners use? They have been a real partner to help us understand how we can do tests to understand the performance of our campaigns.”

For their part, Alesi and Presson avoid any notion of acting as a holding company. “We don’t want to be a bulk buyer. We don’t want to be a raw material trader. We do not want to say that our board of directors had to spend 50% of the customer’s investment in the programmatic media so that we can earn a lot of money, “said Alesi.

Gudrun Wiegandt, director general of ideas in store, who consults a certain number of companies, including a mediaplus client who did not want to be identified, explained that MediaPlus approach mixes humanity and professionalism,

“If P&G came to say:” We want to move business for the X brand from one media agency to another “, I would certainly say to take a look at [Mediaplus] For the United States in particular, “said Wiegandt, who worked for the giant CPG in the past.” They are part of an international network, so they are not a garage group trying to find their melody. They are a serious actor who belongs independently in this landscape of multinational conglomerates. »»

Although it does not have the size of a Holdco, MediaPlus offers data -oriented intelligences but also has the patience to explain the intelligence of the less initiated data, Wiegandt said. It’s great to work with “a super professional team, but which is also in teaching mode to ensure that the customer can come on the trip, instead of simply being informed:” This is what we will do-shut up and eat your cookie “,” she said.

Alesi, Presson and Team are definitely based on the search for multimedia solutions and activations that target Zig while other ZAGs – often using traditional media methods that other agencies have left behind but always offer value for the right brand.

“Mediaplus has a clear understanding of what distinguishes our brand,” said MediaPlus Tatar customers, CMO of Organic Tequila pants, which has credited the work of the media agency to make it a best -selling tequila in total Wine and Plus, the largest retailer of spirits in the country. “They gave life to this positioning through percussive media – radio off -dweller and out -of -competition radio to an intelligent and contextual printing.”

The proverbial frosting on the cake for at least one client is the personal touch that Auti and Presson provide to the work they do.

“What was really important for us was to have more of this feeling of shop, but supported by the infrastructure and resources power of a global network they have in Germany,” said Lara Designore, media director and digital marketing for the Delonghi group, who has worked with Mediplus for about three years, “they have been on the speed dial.

Color by number

Given the size of a role that sports play in the purchase and sales at high level, it is worth watching the sports television in the video landscape in the United States according to research from the media agency involved by the media, here is what has stood out:

• Unsurprisingly, The NFL dominates American hearings with 79% of respondents After that, followed by university football (52%), MLB (49%) and NBA (49%);
• 90% of sports viewers use at least one subscription VOD serviceWhile 61% of sports viewers use the following three: SVODS, Avods and Linear TV;
• Given his omnipresent as a great supporter of sports television announcements, Bets are the most popular among the 18 to 34 year olds (69%)Monitoring of 35-49 (59%), 50-64 (34%) and 65+ (13%);
• Younger age groups (18-34 and 35-49) show a clear preference for streaming servicesWhile older age groups (50-64 and 65+) prefer diffusion / cable and hybrid configurations.

Takeoff and landing

• Publicis Group has even more deepened in the property of the influencer / creative world with its acquisition of Captiv8An influence marketing platform that said they had reaching 15 million creators worldwide, including 95% of all influencers with at least 5,000 subscribers. The purchase price has not been disclosed.
• Stagwell Assembly launched a new Mix Marketing Mixing Application called Assignment of the media modeled by the scene (MMA)which aims to help brands measure and optimize campaigns.
• Staff news:: IPG Mediabrands would have dismissed between 35 and 40 staff members of his analytical division, moving the offshore posts … Sophia ZhangNorth American CEO at Stagwell Gale agency, which leaves after only three months at the helm, and its functions will be taken care of by the world CEO Andrew Christmas.

Direct quote

“We are overwhelmed by the data, but where are the ideas of this data, and how are these data points together to contribute to the ultimate objective? It’s not a fucking dashboard. “

– Paul Woolmington, CEO of Canvas Worldwide, on the need to better understand what data can say brands.

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