
0
revenue generated in one year
0
campaigns activated in one year
0
campaign automation tools built and provided to the retailer
0
publisher negotiations
Challenge
This leading brand sought to build a media organization with Merkle as their agency partner, with the eventual goal of in-housing the team. Some of the universal challenges facing this client and any organization looking to in-house include:
- Organizational design: building out the organization, its processes, ways of working and collaboration models.
- Creating a vibrant culture: developing an agency culture within the in-house environment, ensuring the culture is representative of both the client and agency organizations.
Building a highly proficient team: encouraging innovation, thought leadership, and the sharing of best practices.
Solution
We built a purposeful onboarding plan for the team members with integration between the client and Merkle at its core. This included building out all processes, tools, and future planning with both the client’s roadmap and Merkle’s industry knowledge in mind. Making this happen also required the added complexity of working with and negotiating with three activation platforms: 4C, DV360 and TTD; as well as leading negotiations and management of 200+ publishers that made up the retailer’s off-site network.
We also integrated with three other agency partners outside of dentsu to ensure a seamless experience for our clients, their vendors and of course, the end shopper.
Merkle answered vendor and agency RFPs on behalf of the retail client and developed people-based media plans taking advantage of the retailer’s first-party data; optimized campaigns to reach vendor and retailer goals; and reported back on a campaign and program basis.
Results
Our solution resulted in:
- $150MM+ revenue generated over a 12-month period
- 2,100+ campaigns activated over a 12-month period
- 8 campaign automation tools built and provided to the retailer
- 235 publisher negotiations
- 40% of staff re-badged and in-housed to retailer
More Than That with Gia Peppers
Created for Black audiences and produced and distributed exclusively by underrepresented businesses, the series aims to address the inequities in the advertising supply chain by providing a plat...
The Cadillac Live Experience
Dyslexia Canada
One in five people have dyslexia and 40% of children with learning disabilities experience mental health problems. Over 750k Canadian students are Dyslexic, however, Canada lacks the tools neces...
Seize the Awkward
To approach the issue of mental health awareness and youth suicide prevention, the Ad Council, in partnership with the American Foundation for Suicide Prevention and The Jed Foundation (JED) lau...
OREO Doomsday Vault
The Oreo Doomsday Vault
Generali
Having never built a global brand, Generali has an intricate web of partners, involving disparate agencies in local markets, delivering their own creative and production. The result was marketin...
Cost of Winning
Nominated for a Sports Emmy, The Cost of Winning series premiered on HBO, followed by streaming on HBO Max, and quickly became the top performing sports title since the launch of HBO Max.
Harvard Pilgrim Healthcare
Dentsu health helped design and implement a go-to-market strategy with a best-in-class campaign that capitalizes on historical learnings, is grounded in data and analytics to inform key decision...
Foot Locker
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
Crayola Color Your World
Crayola need a unique campaign to emphasize their belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to ...
Intel
How do you break through the clutter and build momentum in a way that earns credit for reinvigorating the traditional PC ecosystem? With 15 micro-influencers creating a network effect across a ...
Multiple Myeloma Customer Centric Multi-Channel Campaign
American Multi-Brand Pharmaceutical Company Increases Oncological Growth Potential by Combining Personal and Digital Promotional Strategies
Myeloid Leukemia Multi-Channel Campaign
An American multi-brand pharmaceutical manufacturer needed to re-position as the brand of choice for Myeloid Leukemia therapy, increase NRx and maintain and protect existing Rx.
Cancer Treatments Pharmaceutical Manufacturer
A pharmaceutical corporation specialized in the manufacturing of cancer and immunology drugs needed to design a program to support the launch of its key multiple myeloma (MM) treatment product. ...
Season of the #Whiff
Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
A Top Ten Global Pharmaceutical Company
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
Ascensia Diabetes Care
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacie...
Sprint: Smack that Talks Back
Meet La Futbolera, the smack-talking granny who ignited the competitive spirit of US Latino soccer fans while creating a fun, long-lasting exchange with Sprint.
Copa Airlines: Sube La Marea
Promoting Copa’s generous sponsorship of the Panamanian national football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What bette...