DMN's 2017 Agency Snapshot
DMN's 2017 Agency Snapshot
CEO/Principal: Mark Read, Global CEO
Services offered: Data Analytics & Insights: Owned Data Services, Business and Data Strategy, Target Audience Assessment and Scoring, Omni-channel Management, Investment Optimization; Creative Communications & Experiences: Integrated Marketing: Mobile, Content & Social, CRM/Loyalty, Digital Experience/ Live Events; Technology Enabled Marketing: Platform Enablement, Consumer Database Build & Run, Data Onboarding and Activation, Marketing Automation Deployment
Sample clients: Ford, Microsoft, Dell, Pfizer, United Airlines, Glaxo Smithkline, Shell, Best Buy, Deutsche Telekom, United Health Care Group, Nestle, Blue Cross Blue Shield, Mutual of Omaha
Describe your agency in 10 words or less: We inspire people to take action.
The below quotes are attributed to Mark Read, Global CEO, Wunderman
Fundación Huésped is an Argentinian NGO with regional reach. It is devoted to the area of Public Health, focusing in HIV/AIDS. All of the services provided by the NGO are free of charge and are financed through donations and support.
Every time someone tests for HIV/AIDS faces the possibility of obtaining a positive result. At first this generates stress and fear and then a feeling of relief and happiness when they see it's “negative”. However, regardless the outcome, the process creates a unique and responsiveness approach towards the issue. We then thought that it would be very helpful to take advantage of the happiness that a negative result generates and place those people in the shoes of someone affected by AIDS.
We therefore placed a sound chip in all the negative tests that were performed during last November (like the ones used in Christmas cards) When people opened the envelope and learned that they had tested negative, the voice of a person suffering from HIV surprised them with his/her story and encouraged them to transform that good news (not being affected by HIV) into something that could really help those who had the illness People could donate on the spot through a QR code printed in the result which they had just obtained.
Offline (Print Media) Media also communicated the action on AID's worldwide day. In summary we obtained 4.5MM media impressions and 2MM earned media while monthly donations increased by 67%. But, what is most important, we regained the country's concern related to the fight against HIV and their interest on the activities of Fundación Huésped.
Dream Team is one of the UK's favourite fantasy football games. But other games were about to launch. We not only had to convince previous Dream Teamers to stay with us, we also had to acquire new players. Fantasy managers usually pick famous names from big teams and watch the points roll in. But last season was different. Outsiders Leicester City lifted the League trophy, turning all assumptions upside down. And if this season is anything like last – fortune would favour the brave. We devised the cheeky line “It pays to experiment” and, using well-known club nicknames, we showed innuendo-laden scenarios of fans “experimenting” with unfamiliar players. Central to the campaign was a personalized video sent to 200,000 Dream Teamers, using data – their team and league names, results, etc – culled from last year. In just 4 weeks we reached 60% over the original target. Total social reach was over 12 million people. And although the game is free to play, 170,000 of our target audience went on to pay to join the premium game."
What does direct mean to you?
Today, all marketing is direct marketing. Brands want to get the right message, to the right consumer at the right time. Wunderman has transformed its business into a digital agency but retained its direct marketing heritage, both creativity and data, to enable it to inspire people to take action.
3 Trends for 2017
- Emphasis on building a joined-up consumer experience and bringing the digital and traditional touch points together.
- A focus on customers or consumers and putting them at the heart of marketing.
- The practical application of AI to actual marketing campaigns in a way that delivers incremental ROI.
With the increasing focus from clients on data, ROI, cost and effectiveness, there's never been a better time to apply the principles of direct marketing to marketing. Lester Wunderman invented much of the discipline and today we are reaping the benefits of his foresight in the work we do for clients. Increasingly, we are working with clients on much broader and bigger problems, helping them to transform their entire marketing approach to a much more flexible, digital one. The future has never looked brighter.