DMN's 2017 Agency Snapshot

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DMN's 2017 Agency Snapshot
DMN's 2017 Agency Snapshot

RAPP Worldwide

CEO/Principal: Marco Scognamiglio

Date founded: 1965

Services offered: CMR: Digital, Mobile, Social

Sample clients: AARP, American Family Insurance, Bank of America, Best Western, Charter Communications, ExxonMobil, Gilead, Johnson & Johnson, L'Oreal, Mercedes-Benz, Pepsi, SAP, Toyota, and Virgin Media

Describe your agency in 10 words or less: Global, data-driven creative agency, building meaningful relationships between brands/people.

The below quotes are attributed to Jessie Kernan EVP, Applied Data & Strategy

Sample Case Studies

PayPal France: The new PayPal P2P service makes life easier: now, sending money is simple, instantaneous and free. The challenge was to demonstrate how consumers could free themselves from old money habits: so ancient that people forgot how unpractical they are. A digital and DOOH campaign with a single headline was designed: ""New Money only needs your phone. Not your IBAN.""

Flying Blue - Mister Miles (Chatbot) Through its activations, Flying Blue aims at generating conversations and creating entertaining and innovative digital experiences. This year Mr Miles launched a contest to find his successor. A dedicated chatbot was built and structured around 15,000 conversational schemes and 10 challenges using extra API for text, object, voice recognition, live video recording and data collection. Mr Miles exchanged over 15 million messages with 105,000 participants of 48 nationalities.

RAPP owned UX strategy and UI to perform ongoing optimizations of the flyingblue.com platform (for members and non members). We deployedy the idea of Flying Blue as a service brand through the interactive experience and worked on the switchover from the age of compensation to the age of utility, to create an intimate empowering tool - making Flying Blue a program members will use.

What does direct marketing mean to you?

Direct marketing connotes different things for different groups of people or audiences. For those deep in the industry, “Direct" is, fundamentally, the focus on individual consumers — using data effectively to know who they are and what they want. For most others, “Direct” means direct mail and maybe email and direct TV response. At RAPP, we're considering both of these ‘definitions,' but we've moved away from direct as a channel, as more as a means of describing customer centricity and relationship-building, through data-driven marketing.

3 Trends for 2017

  • Data ethics and privacy take center stage

  • Narrow application AI takes root

  • Content matures as a discipline

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