[Marketing Week] Bob Koigi: Advancing partnerships across content, advertising and marketing

With increased competition in the media, marketing, PR and advertising space and evolving consumer demands, agencies and corporates are looking at new and innovative ways to stay afloat while looking at ways of meeting market needs with partnerships becoming an all too common strategy.

Indeed one of the world’s largest out-of-home advertising business Clear Channel Europe (CCE) and Broadsign a company that works with media owners, agencies and brands to harness the power of OOH and connect with audiences across the globe, have announced an expanded partnership through which the full stack of Broadsign's digital-out-of-home (DOOH) marketing technology solutions will be deployed across CCE's DOOH network spanning Europe.

The expanded partnership also standardizes the use of Broadsign's full stack of technology across all CCE business units, including new deployments in the UK, Italy and France. 

On the other hand Verizon Media and Condé Nast have expanded their partnership to build the next generation of content and advertising experiences for consumers and advertisers.

Pairing Condé Nast’s iconic brands with Verizon Media’s unparalleled technology and reach, the partnership unlocks new content distribution opportunities and increased access to Condé Nast’s premium inventory.

 In addition, the companies will collaborate to create immersive content, advertising, and commerce experiences.

This, as Samsung Ads, the advertising arm of Samsung Electronics and the global player in advanced TV, has entered into a partnership with Nielsen in an arrangement that will see advanced TV measurement from Nielsen being available for purchasing inventory on Samsung TV Plus, Samsung’s popular free ad-supported TV (FAST) service.

Nielsen Digital Ad Ratings (DAR) will enable advertisers to more easily buy and optimize Samsung TV Plus inventory.

In other news Outbrain, a web advertising platform, has unveiled an academy to help grow the learners’ marketing skills in an area that is experiencing huge growth: Native Advertising. By the end of the course, beneficiaries of the training will receive certification as a Native Advertising Strategy Expert — distinguishing themselves and the work they do daily.

Outbrain Academy is part of the company’s mission to invest in the education of today’s marketing and media professionals, equipping them with the latest tools, insights, and techniques required to advance their marketing qualifications.

At the same time, Global media and entertainment company ViacomCBS Inc. recently showcased the strength of its content and capabilities with a special celebrity-casting Upfront edition of Survivor.

Through a series of unique challenges, fan-favorite talent from ViacomCBS’ portfolio of entertainment, news and sports brands highlighted the company’s largest slate of premium programming, powerful suite of advertising solutions and massive reach to help marketing partners outplay, outwit and outlast in today’s increasingly complex marketplace.

At  the appointment scene,  global advertising agency Leo Burnett has appointed Chaka Sobhani, as the Global Chief Creative Officer.

In her new role, Sobhani will work closely with the Leo Burnett creative community around the world, to represent the Leo Burnett brand, work and culture within the industry and take it to even greater heights. 

Havas Media Group (HMG) has also appointed Mike Bregman as Chief Data Officer of Havas Media Group North America.

Based in New York, Bregman will serve on HMG’s North American executive leadership team.

Bregman joins Havas with 20 years of experience leading data and analytics teams. His career has focused on building proprietary AI-driven personalization and next best experience engines.

GroupM, WPP’s media investment group, has announced that Krystal Olivieri has been elevated to the role of global Chief Innovation Officer.

This newly created role advances GroupM’s directive to better leverage scale to innovate, differentiate and create sustained value for clients through homegrown products and offerings.

Through the lens of the Responsible Investment Framework, Olivieri will be responsible for elevating, enhancing, and streamlining GroupM products and solutions in collaboration with the group’s agencies and partners, including start-ups.

Elsewhere Amstel ULTRA®, the premium low-carb, low-calorie light beer, is launching a new global campaign with tennis legend, Rafa Nadal, titled ‘Choose Your Way to Live’.

The campaign highlights the importance of finding balance in life and the benefits of selecting a beer that works for you.

Launching first in Mexico and Spain, with an additional 10 markets following later in 2021, the campaign demonstrates how Amstel ULTRA® and Amstel 0.0 are high quality, refreshing alternatives for those occasions where low calories or zero-alcohol beers are a great fit. 

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