ClickZ Agency News Newsletter - 12.19.2024

PLUS: How LADbible & Mantis's AI solutions secures brand safety at scale

Author

Priscilla Soedarpo
December 19, 2024

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Welcome to ClickZ Indie Agency News, your essential newsletter for marketing agencies and e-commerce professionals.

This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Vogue

Universal Music Group (UMG) and WPP have embarked on a strategic partnership to reshape how brands and artists engage with audiences through AI-driven cultural moments. This collaboration offers WPP clients access to UMG extensive music catalog, featuring renowned artists like Taylor Swift, Harry Styles, and Adele. Michael Nash, UMG chief digital officer, emphasizes the partnership potential to merge cutting-edge technology with UMG data insights, creating lucrative opportunities for artists and songwriters. This initiative follows successful collaborations with Coca-Cola, such as Coke Studio and Sprite Limelight, showcasing the power of music in brand campaigns.

WPP chief technology officer, Stephan Pretorius, highlights music evolving role as a cultural force, with technology reshaping our experiences. The partnership aims to leverage emerging technologies and data insights to craft innovative, music-driven campaigns, setting a new standard for brand engagement. This move aligns with WPP strategy to invest in data and technology-driven solutions, underscoring the importance of staying ahead in the competitive marketing landscape.

The alliance between UMG and WPP is a testament to the transformative potential of AI in marketing. By combining UMG industry-leading data with WPP creative prowess, the partnership promises to redefine how brands connect with audiences, offering a glimpse into the future of marketing. This collaboration is poised to deliver actionable insights and strategic foresight, essential for marketing professionals navigating the ever-evolving industry landscape.

Mantis partners with LADbible Group to enhance brand safety and contextual advertising through advanced data solutions. This collaboration offers advertisers rapid, AI-driven semantic analysis for precise targeting, improving ad inventory monetization. Mantis’s swift page indexing surpasses traditional methods, marking a new era in brand suitability and strategic marketing opportunities.

Engaging.io has expanded significantly, adding 40 new clients and growing its team globally. The company, a top HubSpot partner, has secured major clients like Campbell Property Group and Mars Petcare. With strategic hires and a strong US presence, Engaging.io continues to deliver transformative marketing solutions.

Tech Crunch

Instagram Reels are essential for influencer marketing, offering wide reach and engagement. Agencies like The Influencer Marketing Factory and MOMENTiQ specialize in Reels, providing strategic partnerships with influencers. These agencies enhance brand visibility, manage campaigns, and deliver high ROI, making them invaluable for marketing professionals.

Beauty brands are preparing for a potential TikTok ban by diversifying their marketing strategies. They are reallocating budgets to platforms like Instagram, Facebook, and YouTube. While the ban outcome remains uncertain, brands are focusing on cross-platform promotion to mitigate risks and maintain consumer engagement.

Influencer Corner 📣

Riya Abraham on LinkedIn: Why SMEs Should Choose a Marketing Agency Over an In-House Team

For small and medium-sized businesses, marketing can make or break growth. Here’s why partnering with a marketing agency is a smarter choice than building an in-house team:

1️⃣ Cost-Effective Expertise:
Hiring an agency gives you access to a full team of specialists (strategists, creative team, analysts, Ad ops etc) for less than the cost of building an in-house team.

2️⃣ Faster Results:
Agencies come with tools, processes, and experience, delivering campaigns faster and more effectively.

3️⃣ Scalability:
Scale up or down based on your needs without the hassle of recruitment or layoffs.

4️⃣ Fresh Perspectives:
Agencies work across industries, bringing innovative ideas and strategies that in-house teams might overlook.

5️⃣ Focus on Core Business:
Let experts handle your marketing while you focus on running and growing your business.

Marketing agencies aren’t just a cost—they’re an investment in growth.

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

 📍 Austin, TX, USA

Affiliate Marketing

 📍 New York, USA

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