ClickZ Agency News Newsletter - 11.28.2024

PLUS: Pizza Facials? Channel 4 & Dominos Redefine Branded Content this Thanksgiving season

Author

Priscilla Soedarpo
November 28, 2024

Welcome to ClickZ Indie Agency News, your essential newsletter for marketing agencies and e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns sparkle and your sales shine!

This week’s updates for agencies:

📈 2024 Omnichannel Strategies: Personalize interactions, unify messaging, and leverage analytics for success.
🏆 Clemenger BBDO & L'Oréal: New ANZ partnership for brand and social campaigns launching in 2025.
🍕 Domino’s Pizza Spa: Innovative branded content merges comfort food with wellness treatments.
🛳️ Ogilvy PR & TUI: Managing communications for First Choice and Marella Cruises to target younger audiences.
🐾 MG OMD & Pets at Home: New media partner to drive tailored solutions and growth.

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

To thrive in 2024, businesses must adopt an omnichannel marketing strategy, ensuring a seamless customer experience across all platforms. Key elements include:

  • Customer Understanding: Gather data on preferences and behaviors to personalize interactions.

  • Consistent Messaging: Maintain uniformity across websites, social media, and physical stores.

  • Integrated Channels: Connect online and offline touchpoints for a unified brand experience.

  • Responsive Customer Service: Offer prompt support across all platforms.

  • Data-Driven Decisions: Use analytics to refine strategies based on performance metrics.

Utilize tools like CRM systems, marketing automation platforms, and data analytics to support your strategy. Regularly measure success by defining key metrics, gathering feedback, and adjusting your approach. This ensures your strategy remains effective, fostering strong customer relationships and boosting engagement.

L'Oréal

Clemenger BBDO has been chosen by L'Oréal Group Agency Village for brand and social campaigns in Australia and New Zealand. After a rigorous selection process, Clemenger's expertise in brand strategy and social media was recognized. This partnership aims to enhance campaign efficiency and cultural impact, starting in early 2025.

Channel 4 and Dominos Pizza have launched the world's first pizza spa, offering unique treatments like tomato facials. This creative campaign, produced by Havas Play UK, highlights Dominos' comfort food ethos. The project, premiering on Channel 4's social media, exemplifies innovative branded content and seamless brand integration.

Ogilvy PR has been chosen by TUI to manage communications for First Choice and Marella Cruises after a competitive pitch. The agency will use its expertise in behavioral science and social media to develop strategies targeting younger audiences, enhancing brand stories and propositions for these prominent travel brands.

Pets at Home

MG OMD has been appointed as the new media agency for Pets at Home, replacing Carat after a decade. Their innovative approach and understanding of the market impressed Pets at Home. MG OMD will provide tailored media solutions to support Pets at Home's growth and customer engagement.

Sky has split its European media account between Publicis and WPP. Publicis will handle media planning in the UK, Germany, Austria, Switzerland, and Ireland, while WPP retains Italy. The contract, valued at 341 million euros, starts January 2025. This strategic move aims to enhance Sky's media presence across Europe.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending.

Jake Abrams on LinkedIn: Harsh DTC growth truth

Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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