WPP has opened a local unit of its digital media consultancy in Sydney, touting its ability to make big data into small, useful data.
Jon Brennan is the Media Innovation Group's man on the ground. Fresh from MIG London, he's only be here for a month but reckons the MIG unit can corner a niche. That's because it will sit between brands and creative agencies, feeding them the information to change campaigns while in play and adapt the creative to deliver best results.
“We can provide insight they wouldn't normally have access to,” he said. “That really resonates with them because it enables them to do a better job.”
There's also the usual opportunity to help advertisers buy and bid more effectively in real-time environments, not on context, or price, but on audience at scale. The broad offering is data management, media buying, planning and optimisation.
So who has the unit so far done deals with? Brennan remains tight-lipped. “I can't give that away but the verticals we're targeting are hospitality and travel, with e-commerce to follow.”
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