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Omnichannel Opps: The Guardian debuts global campaign from Uncommon Creative Studio (Score 64)
There should still be time to secure last-minute revenue from the campaign, so sellers should reach out. Then, watch for year round revenue since The Guardian does not have a top spending period. It has a wide demographic, so wide-reaching omnichannel strategies may be best.
Keep in mind that the new campaign has three main goals: "to restate the publisher's purpose, build brand affinity among readers and encourage them to subscribe and support its journalism." According to Campaign, it will also help The Guardian secure another million subscribers by the end of 2022.
These goals are what agencies and martechs should focus on when sending pitches to the Oliver Agency.
Feel free to read more about the publisher - personnel shifts as well as recent spend and strategy - below.
The following was originally published September 19.
After a competitive pitch, Uncommon Creative Studio to produce a major brand campaign. The work will launch later this year and promote the news outlet's global impact. The company currently publishes in the UK, the US and Australia, but has plans to expand internationally.
CEO of parent company Guardian Media Group, David Pemsel, told Campaign that it will expand internationally to reach its goal of having two million annual contributors by 2022. The expansion comes on the heels of the parent company improving its financials. After enacting a three-year turnaround strategy, it broke even in the 2018/19 period.
This financial turnaround should see The Guardian's recent spend increases continue. This possibility is furthered since The Guardian just saw a few changes to its marketing leadership.
The news outlet hired Michael Balabanov as its first North American sales SVP in March 2019. He reportedly leads US advertising sales and marketing in the new role. His experience includes tenures as Meredith Corporation, Oath and Washington Post Digital.
Since Balabanov is leading marketing, he seems to be the reason why North American CMO Heather Mann stepped down in September. Mann now serves as the company's sustainability and trade marketing VP, but she is based in South Carolina, so she will not show up in Winmo. Her email is firstname.lastname@example.org.
On top of that, the company saw programmatic sales & ad operations VP Brendan Cleary depart in September to become programmatic demand head at IBM. It brought on Isatou Kebbeh as its customer experience associate in July.
Agency and martech readers -- these personnel shifts will likely result in more agency reviews, so reach out. You'll have the best of luck with project-based work similar to Uncommon's remit, but don't discount AOR work. Creative is out of London-based PHD Media London for media. Focus pitches on helping The Guardian reach its contributor goal.
Sellers -- since spend will likely continue to increase under the new marketing personnel and with the financial turnaround, be sure to reach out for revenue. The Guardian does not have a top spending period, so watch for year round revenue and the new campaign from Uncommon. It has a wide demographic, so wide-reaching omnichannel strategies may be best.
Adbeat reports digital display over the last 12 months has totaled $239.1k, an increase from the $141.6k spent during the 12 months prior. Ads are placed primarily via AppNexus (27%), Google (24%) and Amazon Advertising (12%) onto sites like theguardian.com, littlethings.com, msn.com, yahoo.com and youtube.com.