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Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.

Building the Agency of the Future

  I am thrilled to share some exciting news about AMP. The AMP Agency team has joined forces with  UX focused agency BLITZ and premier experiential marketing and branding firm 206Agency. The three agencies become AMP Agency, and while the name may be the same, we have an evolved look and a national footprint, with five offices and more than 300 employees to build solutions for our partners.     Also joining our team is Adlucent, an industry leader in performance media and analytics who, through their proprietary technologies and methodologies, have launched successful performance campaigns for clients, including many retailers, including Amazon, Wasserstrom, and Gardner’s Supply Company to grow their ecommerce performance. We’re excited to have Adlucent join the AMP family,  operating under their existing brand.   What does this mean for our clients?     We believe brands that design better customer experiences lead the world in business performance. While these agencies have been collaborating behind the scenes for a few years, by more fully integrating, our teams have the ability to affect change at “every touch-point” of the customer journey, delivering exceptional brand experience systems – the Holy Grail for CMOs and modern marketers.    Our brand ecosystem agency has offices in New York, Boston, Los Angeles, Seattle and Austin. Together, we use proprietary data, behavioral analysis and predictive analytics tools to better understand our clients’ audiences and drive business results through creative marketing solutions.   I’m humbled by the incredible team at AMP Agency. 300+ happy AMPers, digital natives and global thinkers who are passionate – and yes, maybe a bit obsessive – about the work we create every day for clients like Amazon, Facebook, Fisker Inc., Garnier Fructis, Levi’s, LinkedIn, Maybelline, Southwest Airlines and Patagonia.   With a rapidly changing technology landscape and connected consumers’ demands for more personalized products and services, there is no question the pressure is on modern marketers who must continually evolve. I am confident our team of number-crunchers, strategists, analysts, geeks and creatives can deliver on this mandate, building solutions across the entire brand ecosystem, connecting people and brands in more meaningful ways that grow businesses.   We look forward to tackling your most complicated marketing and technology problems and creating solutions that move business forward.   Gary Colen CEO, AMP Agency        

New DataXu Professional Certification is Precursor to Programmatic Future

Ongoing Education and Multi-Level Certification Enhances Self-Service Clients' Expertise and Addresses Industry Skills Gap BOSTON, MA--(Marketwired - Oct 13, 2016) - DataXu, a leading provider of programmatic marketing and analytics software, today announced the rollout of its new DataXu professional certification, designed to provide defined educational paths and resources to DataXu platform users at brands and agencies. With programmatic ad spending in the United States projected to reach 82% of all digital display spending by 2018, the market is hungry for education on technology that enables measurable return on marketing investment. As agencies and brands consolidate marketing efforts with select partners instead of a large set of siloed specialty vendors, on-demand training has become crucial to success for programmatic marketers. The rollout of DataXu's professional certification seeks to address this need and offer a superior practical educational experience for the users of DataXu's AI-powered marketing platform. DataXu platform users can earn accreditation as a Certified DataXu Platform User, Specialist or Expert depending on their level of expertise. The certifications build upon continuing education opportunities; annually, certified users can maintain their status by ensuring all corresponding learning paths are complete as courses are updated. Throughout the learning paths, users' understanding of the DataXu platform and associated concepts that surround it will be assessed. "We consider our platform users to be some of our most innovative clients. They look to the DataXu platform as their toolkit for leveraging new insights and tactics to improve their campaigns and deliver maximum ROI on every marketing investment," said Kim Remley, Senior Director of Learning and Talent Development, DataXu. "With this new certification, we're filling an industry skills gap and empowering our clients to better meet and surpass business goals with their media plans." In order to achieve DataXu platform certification, users must: Meet prerequisite guidelines for platform usage. Participate in web-based curriculum on the DataXu platform and programmatic marketing topics. Successfully complete on-demand assessments designed to measure user proficiency. Boston-based integrated marketing agency AMP Agency, a part of Advantage Media Solutions, is an early partner in DataXu's certification. "The programmatic market is moving forward at lightning speed, and as our clients become more and more entrenched in it, it's crucial to keep our skills up to date and to ensure we have exceptionally trained media buyers," said Chris Boucher, SVP Advertising Technology at Advantage Media Solutions, AMP Agency's parent company. "With DataXu's professional certification, we have created a team of experts able to utilize all aspects of the DataXu platform, a clear benefit to both our employees and our clients." "Ongoing learning is a crucial component of both our employee and corporate value proposition here at DataXu," said Tiffany Mosher, Senior Vice President of People Strategy, DataXu. "Now, with the launch of DataXu's professional certification, we're thrilled to offer additional on-demand learning opportunities to our customer base." DataXu certification is available to DataXu self-service clients globally. To get started, contact your DataXu Account Representative. __________________________________________ About AMP Agency  AMP Agency is a full service marketing agency with offices in Boston, New York City and Los Angeles At AMP, we believe in better ideas created a different way. It’s in our heritage. Through the years, we’ve morphed from a non-traditional marketing agency into a full-service shop. Today, we’re a team of 200+ intellectually curious individuals who are eager to solve your business challenges. About DataXu DataXu's mission is to make marketing better using data science. The world's top brands and agencies use DataXu to better understand and engage customers across all devices and media formats. Our solution provides marketers with unparalleled Media Activation, Marketing Analytics and Data Management capabilities. With sixteen offices in eleven countries, DataXu's full-stack solution is powering the digital transformation of the world's most valuable brands. Source- DataXu

AMP Agency and Lotame DMP Partner to Increase Engagement by 250%

https://youtu.be/_BKhs9RyBIM AMP Agency leverages Lotame's Data Exchange and DMP to power MomentAware (a proprietary in-moment marketing solution that delivers the industry's most detailed audience segments) to increase engagement by 250% and decrease data cost by 83% for a leading Pet Care Brand. OBJECTIVE:  AMP Agency wanted to support a major Pet Care Brand with advanced audience targeting in order to find a niche group of pet owners most likely to respond and engage with their marketing and recruitment efforts. To do this, they relied on MomentAware, AMP's proprietary solution backed by Lotame's Data Management Platform, which marries AMP's rich demographic, psychographic, CRM and location data with a massive network of device signals (~150 MM unique mobile devices monthly). STRATEGY:  Using MomentAware and Lotame's Data Management Platform in tandem, AMP's data points provide valuable insights into consumers' pet ownership and preferences ( Dog/ Golden Retriever, Cat/ Persian), the pet owner's choice and location of grooming and veterinarian care, frequency of pet care, even the approximate location and times pet owners walk and exercise with their pets. AMP was able to enhance their existing data with additional demographics, interest, and purchase behaviors from Lotame's Data Exchange to create a robust profile of the pet owner and ensure marketing messages were delivered when and where pet owners are most receptive to messaging and offers. RESULTS:  By employing MomentAware, consumer engagement, as measured by click-through rate, increased by 250%, showcasing the advanced relevancy in regards to targeting. Thousands of new pet owners were identified that weren't included in standard third party audience segments and the advanced device graph opened up an opportunity to message consumers across devises, in the moments when they're most likely to engage. In addition, AMP Agency was able to generate data costs savings of 83% for this Pet Care Brand. Want similar results? Get in touch- info@ampagency.com  _________________________________________________________________________ About AMP Agency:  AMP Agency is a full service marketing agency with offices in Boston, New York City and Los Angeles At AMP, we believe in better ideas created a different way. It's in our heritage. Through the years, we've morphed from a non-traditional marketing agency into a full-service shop. Today, we're a team of 200+ intellectually curious individuals who are eager to solve your business challenges. About Lotame:  Lotame is a universal cross-device data management platform that is humanizing the consumer decision journey by empowering enterprises to deliver more relevant content, products, and services. Lotame unifies and enriches the world's data to create more meaningful relationships and increase commerce and brand loyalty.    

AMP Agency Endorses HookLogic's New Performance Marketing Capabilities

HookLogic, the pioneer of performance marketing for brands, today announced exciting new features as part of its 2.0 platform release, arming brand marketers with enhanced controls to drive sales performance across 80 percent of the top multi-brand retailers. The key new features include: Advanced Attribution Reporting ' an upgraded reporting suite now includes more granular sales attribution data, enabling greater insight into bidding strategies and resulting sales. Bid Multipliers ' new bidding features enable brands to create and manage campaign strategies using bid multipliers for different shopper segments and stages in the shopping funnel. Advertisers can focus their investment on shoppers currently in-market, looking at related products for cross-sell, and shopping more broadly, as well as different page placements such as homepages, category browse, keyword search, product detail pages, and shopping carts. Keyword Controls ' brands now have improved keyword controls to deploy cross-sell strategies and more granular targeting. Endorsing the product benefits, AMP Agency's Director of Integrated Media, Megan Walsh, stated: 'We are always looking for new value to offer our brands, and HookLogic provides true innovation in search on ecommerce sites. Now we can show a definitive ROI broken out against each of their different business strategies. This is a game-changer.'? Read the full release here.

AMP's SEO Support for Princess Cruise Leads to Top Ranking

According to a recent report conducted by UK-based digital agency, Inside Online, Princess Cruises is leading the Cruise category with their SEO strategies and tactics. Read the full article here.

Event Marketer Covers Client Activation at Bonnaroo

Event Marketer featured AMP's work for Garnier Fructis at Bonnaroo this year, stating: "If it's one thing gals (and guys) desire at Bonnaroo, it's clean hair when possible and festival-dos. Hair care brand Garnier Fructis delivered. In this enclosed salon that was bustling every day'bursting at the seams actually'festivalgoers could get in line to register for a hair washing, festival braids and styling. The air-conditioned salon also featured a self-style station for quick touch-ups, cell phone charging stations, and temporary tattoo applications. What we liked the most? The reservation system. Participants received a card with a code that was scanned before registering. They then sat in a waiting area at the center of the room to cool off before their appointment.  Screens mounted to stage lighting frame/trusses overhead displayed names in order of appointment. On top of that, the well-branded space was inviting, and despite the demand, organized." Photo Source: Event Marketer   See more activations here.

3 Questions You Should Be Asking Your Agency

Originally Published in iMediaConnection  The trades are amuck with headlines around the need for a "new agency model" fueled by the rise of ad tech and digital media. These types of headlines have riddled publications since the dot-com era. Don't get me wrong -- there is some truth in the speculation. Underlying the latest wave of headlines is the theme of technology changing the brand and agency dynamic: Are brands and agency willing to adapt together? Question No. 1: What's your fee structure? You deserve to understand what your agency's money is doing for you. And agencies deserve to make a fair-market profit. (You'll know if you're working with the right agency if it strategically reinvested that profit back into the costly business of building excellence in evolving digital media space.) As planning and buying platforms evolve, so to do compensation structures. Programmatic ad spending topped $10 billion in 2014 and is projected to double to more than $20 billion by 2016. This represents 63 percent of total digital display advertising, according to eMarketer. The increase in programmatic spend begs a simple question: What should agencies be charging to provide the optimal return to marketers? Transparency is crucial. Fees should be fully visible to the client through a fixed commission-based compensation model or a flat retainer. With this approach, the client benefits from buying efficiencies given an increased yield from the media budget. Be cautious of agencies that provide costs based on aggregate Cost Per Thousand Impressions (CPM) or Dynamic CPMs. By providing only the agreed upon CPM, agencies are masking the cost of the working media and the commission charged on the media -- thereby decreasing the media buyer's incentive to drive a marketer's CPM down to provide more return for the investment. Takeaway: The fee structure should enable the agency to reduce complexity and drive performance for the client. As in any good relationship, transparency and open communication will allow the agency to achieve these goals for the client. Question No. 2: What's the role of data in planning? There's no debating that businesses have an insatiable appetite for data. According to an Accenture report, 89 percent of executives reported they thought big data would "revolutionize the way we do business" as much as the advent of the internet had done. There's no lack of tools and subject matter experts to collect, manage, synthesize, and activate the data. But just because an agency positions itself as a big data Ninja does not mean they are the right fit. (The self-appointed "Ninja" title should raise concerns.) When working with agencies that manage the tools, platforms, and analysis, ask about the data compliance, governance, and process. Then dig deeper and ask about the rationale for the partners, tools, and processes employed. Look for agency partners who build out a customized plan given client needs. Three key parts of the planning process to look for include: The integration of first-party to build look-a-like models Use of multiple data sources to build profiles Creative messaging aligned with customer profile and desired behavior Takeaway: With the constantly evolving digital media space, marketers and agencies should continue to test multiple methods, tech, and vendors to find the right recipe. As true business partners, marketers and agencies should learn and build together. Question No. 3: Can I trust you with my data? According to eMarketer, "If data is digital marketing's currency, then the Data Management Platform (DMP) is its bank." Similar to a financial institution, DMPs have a mountain of rules and regulations. As agencies play a more pivotal role in sifting through the rules and regulations to help build DMPs, help them integrate within your company's digital ecosystem. Agencies are well-positioned to bridge the gap between technology, service, and data, and you need to play an active role in the process. Asking your agency "who owns the data" means more than contractual obligations. It means: "How can we access and interpret the data to become smarter about our customer, our brand, and our business?" Takeaway: It's time to rid ourselves of "I don't trust the data." Sabotaging your company's ability to clean and leverage its data is no different than sabotaging your own ability to activate on that data. Like any good relationship, you should be with someone who makes you better. A participatory process helps improve both agency and marketer fluency in the space, leading to a better understanding of and sophistication within digital media. Conclusion Technology -- particularly the mass adoption of ad tech and rising emphasis on programmatic buying -- has forced brands and agencies to take a hard look at their relationship and ask: "Is this working?" However, every headline and every article appear to miss the point. It's not about placing the blame -- it's about asking the right questions. Is the relationship built on trust, open communication, and mutual respect? Will we weather the latest "storm" together? Are we willing to learn together? If the answer is yes, then have conviction when managing your agencies. When they see you lead with conviction, they will believe in you and deliver incredible things for you. Read more at http://www.imediaconnection.com/content/38786.asp#singleview#yoK0GSK8IHtH0IPM.99  

A Shift in Mindset for Your Go-to-Market Strategy

Originally published on MITX's Blog Every year, some 50,000 new products are introduced. But shoppers are often driven by habit, repeatedly buying the same items for most of their household needs. It's no wonder that, according to Booz & Co., some 66 percent of new products fail within two years of their introduction. So what's a marketer to do to help consumers cut through the new product clutter? Spend the time evaluating all facets of the go-to-market (GTM) strategy. While considered an entrenched and tedious part of the product launch process, the GTM strategy remains incredibly important and requires some TLC. After all, it's the document that lays the foundation for your business to succeed. There are key questions to answer about your product to determine the best strategic approach that will resonate with the customer. But, more importantly, there is a right and wrong way to frame those questions to obtain the best possible results. Given AMP Agency's experience leading product launches for a variety of clients, we are providing key considerations to develop an impactful approach to bringing a new product to market: Value Proposition: Take an 'Outside In'? versus an 'Inside Out'? Approach Always consider the customer benefit when developing the value proposition. Oftentimes, companies make the mistake of taking an insular or 'inside out'? approach as opposed to an unbiased 'outside in'? approach. When considering the value proposition, assess the attributes that make your product superior (inside out) but assign more clout to answering the perceived benefit and value to the customer (outside in). Audience Identification: Define People and Not Targets By honing in on people's interests, behaviors and attitudes, you can create messaging that resonates with them and develop an impactful media strategy that reaches the people most likely to consider, try or buy your product. While the tried and true attributes that define a target audience (age, gender, income, geography, etc.) remain immensely important, a persona which includes granular information, around who the person is as an individual and what they value, provides an invaluable level of insight. Objectives: Leave the Kitchen Sink Behind Relying on one marketing effort to achieve every objective' awareness, buzz, trial, sales and loyalty ' without exhausting the budget is usually an unrealistic approach. Unless you have a robust budget to adequately fund each of these objectives, it will prove more effective to focus your efforts. By focusing on one or two realistic goals such as generating awareness or growing sales, you will be able to allocate dollars and resources appropriately to achieve the objective(s). Budgeting: Outsmart instead of Outspend Spending more dollars does not always equate to results. An efficient media plan focuses on reaching the most relevant people' those likely to consider, try or buy your product. This approach focuses on limiting waste and maximizing impact. One way to spend smarter is to ensure that media spend syncs up with distribution. Analytics: Predictive over Reactive True business value comes from leveraging the right data to understand what happened, why it happened and what could happen. The third question focused on predicting the future state is more complex to answer but provides the most business value. To answer this third predictive question, you should continually collect data to get smarter about your consumer. By consistently collecting data, you can build models to answer key questions that will help you optimize future marketing spend. Channel Strategy: Think About People First Product development and go-to-market strategies typically follow a linear process ' develop the product and then determine the promotional and marketing strategies. Historically, this process worked well given marketers employed a 'push'? communication strategy ' pushing the message out to people. While 'push'? tactics are still a viable approach, layering on a level of 'pull'? tactics enables a more impactful channel strategy and overall customer experience. Counterbalancing tried and true strategies to bring a product to market with a new and fresh perspective allows you to take advantage of the changing media landscape and the redefined relationship between a brand and customers. To learn more, download AMP Agency's whitepaper on the New Rules for Bringing Your Product to Market.

AMP's Rich Grogan Shares Perspective on the Role of Big Data in An Agency

AMP's Vice President of Measurement and Analytics shares his insight on the evolving role of Big Data in marketing for a recent article published on Marketing ID.  On the role of big data in an agency setting, Grogan said, "We're now able to see, through Big Data analysis, more than a client's brand investments. This can help decide where investments need to be made to make an ultimate impact.'? Read the full article here.

AMP's Work for John Hancock Featured in MarketingSherpa Case Study

SUMMARY: After the bombing of the 2013 Boston Marathon, 30-year sponsor John Hancock knew that the 2014 race would be especially significant. To reflect that, the company designed a campaign that focused on connecting those involved and featuring their unique stories. See how they were able to draw 33,000 entries into their #WeRunTogether picture and story mosaic that celebrated the strength of the 2014 Boston Marathon. Read the full case study here.

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