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Martech Day: In A World Of Almost 10,000 Tools, How Can Brands Keep Up? | The Drum
You don’t need us to tell you that it was martech day earlier this week. For people in the martech world, technology is proliferating – we’re rapidly approaching 10,000 tools in the market. Using those tools to improve your work requires a certain amount of knowledge and savvy. Kerry Dawes, technical director at Digitas, tells us how to navigate the thicket of tech.

This week we celebrated martech Day: 3rd May 2022. Like Christmas day for all those who love, obsess over, and are deeply curious about all things martech. For everyone else, it’s just the day before Star Wars day.

The Chief Martech & Martech Tribe shared the latest report this week which details that there is now a total of 9,932 Martech tools out there, spanning six categories. That’s, yet again, huge year-on-year growth, meaning there are more companies, technologies and solutions than ever out there to help marketers.

972 technologies have been removed in the last year, but a whopping 2,904 technologies have been released, including new start-ups from across the globe.

It’s exciting for marketers that there’s more capability, innovation and growth in this space. But it’s also daunting as organizations are already struggling to keep up with customer needs.

So, …

Amid Streaming's Growth, Don't Neglect Cable Households: Digitas's Lindsey Carner Kroll - Beet.TV
SAN JUAN, Puerto Rico – National television networks are gradually adding addressable advertising capabilities to show different ads to different households during the same shows. When fully implemented, addressable TV will offer audience targeting that’s comparable to digital video platforms.

“We’re at this really interesting inflection point in the world of video where addressable television and these types of opportunities are becoming so much more important,” Lindsey Carner Kroll, vice president and group director at Publicis Groupe’s Digitas North America, said in this interview at the Beet Retreat San Juan.

“Yhey need to be part of cross-channel video plans in order to continue to check off on a really important subsection of the audience,” she said. “When we talk about the context of addressable television, we’re talking about applying addressability and targeting to the big-screen experience.”

The expansion of addressable TV comes as many viewers hook up their TVs directly to the internet and watch streaming services. The portion of U.S. households that watch streaming grew from 74% in the first quarter of 2021 to 80% during the first three months of this year, according to stock researcher MoffettNathanson.

While many people watch streaming content, there are still millions of homes that have cable …

Digitas Touts 'Beauty of Blackness' as a DEI Guide for Brands at NewFronts - Adweek
Digitas tackled diversity, equity and inclusion in its 15th NewFronts presentation, highlighting the documentary The Beauty of Blackness as a guide to how brands can deliver connected experiences through storytelling.

Epicore Biosystems acquires Eccrine Systems assets, adds seasoned executive Laura Lang ...
CAMBRIDGE, Mass., May 4, 2022 /PRNewswire/ -- Upon completing its recent $10 million series A funding round, digital health and wearable solutions company Epicore Biosystems announced today that it has acquired the assets and intellectual property of Eccrine Systems, a Cincinnati-based wearable sensor company with advanced aptamer-based sweat sensing technology utilized for precision medicine and adherence monitoring. Epicore also added Laura Lang, marketing executive, investor, and previous CEO of Time, Inc. and Digitas to its board of directors.

Epicore Biosystems acquires Eccrine Systems and adds Laura Lang to its board of directors.

This acquisition bolsters Epicore's portfolio of wearable microfluidic solutions with additional sensor technology from Eccrine Systems and the University of Cincinnati. The aptamer-based sensors developed by Eccrine Systems have been demonstrated in stress, pain and other healthcare management applications.

With Epicore's proprietary sweat sensing products in the market and this new acquisition, Epicore is positioned at the forefront in the non-invasive hydration and metabolic health market with over 100 patents issued or pending.

"The acquisition of Eccrine Systems' assets brings a complementary set of biosensing capabilities to Epicore," says Epicore CEO & co-Founder Dr. Roozbeh Ghaffari. "Epicore is leading the wearable sweat sensing space with products in the marketplace and an ever …

Skincare Brand Nivea Enlists a Soccer Team to Encourage Men to Talk About Mental Health
Announcing Brandweek, live and in person, Sept. 12-16 in Miami, Fla. It's a cant-miss experience where you'll join the brightest minds and biggest names in brand marketing and advertising to explore promising trends, proven solutions and pressing challenges facing the industry. Join the movement now

Nivea Men Spotlights Mental Health Crisis In Youngsters In Debut Campaign From Digitas
Nivea Men has asked men to open up about their mental health in its latest campaign run in conjunction with the charity Talk Club.

The campaign is Digitas’s debut for Nivea Men after it won the account in September. The skincare brand brought on the agency to drive its digital strategy, create its social media content and for community management.

Called ‘Strength in Numbers,’ it launched with a 60-second film featuring members of Liverpool FC U8 academy and kids from local primary schools. The film shows the kids speaking lines from the iconic Liverpool FC song You’ll Never Walk Alone, and concludes with the stat that 50% of mental health problems begin before the age of 14.

The spot directs audiences to the Nivea Men Strength in Numbers webpage, which offers support and advice, as well as asking men to share their feelings and mental health stories.

The project was inspired by the stat that one in three men claim they often feel lonely, but they don’t know how to talk about how they feel.

Director Karen Cunningham shot the film, which will run in UK cinemas and online and be supported by a social campaign and dedicated website.

“Our ambition with the ‘Strength in Numbers’ …

Nivea Men "Strength in numbers" by Digitas UK - Campaign
Nivea Men teams up with Liverpool FC and mental wellbeing charity Talk Club to tackle stigma around men's mental health.

Ad:Tech 2022: Decoding a single source of truth for digital marketing measurement - Campaign India
The first day of Ad:Tech 2022, saw Sonia Khurana, COO, Digitas, Rubeena Singh, country manager, Josh, and Monaz Todywalla, CEO, PHD India, discuss the importance (and obstacles) of unification of data for businesses, expectations consumers have from digital, and more...

The talk was moderated by Sumeet Singh, CMO, Info Edge.

As digital consumption grows, so does the expectation from consumers.

Speaking about expecting the bare minimum, Singh recalled a recent incident she faced when shopping online. "I wanted to purchase a lamp from a site I used to shop often on. They had my number, but not my email since it was not mapped together. I wasn’t able to log in and so I clicked on the WhatsApp icon that was meant for customer care, wrote to them and told them about the problem. They made me tell them the whole story, only to tell me that they couldn’t help, before redirecting me to customer care again. I was frustrated.”

Singh added that she knew the brand’s marketing head and wrote to him, instead of taking to social media (to share her experience), which would be her usual choice. “This is the reality. We’ve all faced experiences like these. This happens because there’s no …

Agency Report Cards 2022: Digitas | Campaign US
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5 brands in Malaysia that aced the data-driven marketing game
Data has always been an unprecedented tool for marketers, from the early days of Web1 to the now booming Web3. A study by McKinsey done last year reported that data-driven marketing will be the new normal, as marketers look to double down on precision and targeted marketing efforts. Companies that hone their data-driven marketing in streamlined ways can also drive significant customer acquisition, especially during periods of rapid change such as that of the pandemic.

However, brands will have to first update their data modelling systems in order to keep pace with consumers’ changing needs and expectations, and they must also be mindful of consumer behaviour. New data is also key, as well as adopting a wide-angle approach to data collection. Meanwhile, with the impending deprecation of third-party cookies, marketers are also doubling down on first-party data to build up their capabilities.

An Adobe study released earlier this year found that 45% of practitioners in APAC don't feel prepared for marketing in a world without cookies, while 59% in Asia rated their preparations for a post-third-party cookie marketing environment as "ineffective/highly ineffective". Despite the challenges, many brands still forged ahead and pushed to build up their own reservoir of first-party data.

As we …

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