“CvE has been helping brands with decisions over their operational model such as whether or not to in-house, continue to work with an agency, and what will the org-design look like,” Frampton-Calero told Digiday. True, many digital marketing firms have feathered their nest on the basis of ‘where there’s mystery, there’s margin … ‘ but the fact is it is increasingly incumbent upon brand-side marketers to protect their users’ data.Īnd if they are to use said user data for the purposes of marketing intelligence, brands’ marketing organizations will have to develop new skillsets with nascent technologies, a gauntlet requiring the mastery of a whole new set of acronyms. “For instance, when Apple removed IDFA last year lots of brands needed help with adjusting, especially those that were reliant on Facebook which is a huge channel on iOS.” But isn’t this relatively plain sailing once marketers address changes on their key advertising channels? “The most important skill that advertisers need right now is knowing how to change with the ever-changing platforms, and that means consultancy is becoming more important,” Webster told Digiday. The fact that privacy restrictions are prompting the internet’s largest platforms to subsequently curb the free flow of user data between anonymous ad tech middlemen means marketers have to take more responsibility over their use of data.Īll of this involves reining in the number of partners they share critical user data with, many now realizing that ‘off-the-peg’ solutions are far from ideal, a reality that means outside counsel and operational expertise are still required.īoth Frampton-Calero and Webster bring with them decades of experience of operating within the industry’s holding groups and have witnessed these changes in recent years as laws such as CCPA and GDPR prompt platforms like Apple and Google to disrupt the earlier status quo. outsource’, the fact is there are various shades of grey in between. Upon first look, this may seem counterintuitive, but that’s only if you subscribe to the binary notion of ‘in-house vs. An agency buying a consultancy that helps brands in-house? Rob Webster and Nick King, Canton’s co-founders, will now serve as global vice presidents of strategy and commercial respectively and will report to Paul Frampton-Calero, the U.K.-based president of CvE who said the combined headcount of the two will exceed 40.įounded in 2018, Canton has worked with brands including Nokia, gaming giant Paddy Power, Staples, plus global telecoms operator Vodafone to help them to exert a greater degree of autonomy over the operations of their online media buying.Īll of this is in addition to Canton consulting on the Walgreens Boots Alliance’s retail media ambitions with Frampton-Calero identifying the newly-acquired outfit’s “independence” from vested interests in specific technology vendors as a unique selling point. The financial details of the deal were not publicly disclosed, but it’s worth noting that while Goodway Group is making the purchase, its own consultancy arm Control vs. She never got back to me, and I assume that the agency blacklisted me from opportunities since I, a.) applied to a variety of jobs in the past and b.) turned down an offer that was aligned to my needs.For this reason, Goodway Group has purchased Canton Marketing Solutions, a four-year-old consultancy headquartered in the U.K., in a move the independent media agency hopes will allow it to better compete with some of the industry’s most established names. This was probably one of the most unprofessional phone screens I've had with a recruiter, and it made me feel very inferior, in the wrong for applying to jobs or ashamed that I turned a position down. She flat out said that because the agency isn't as large compared to the ones on my resume, that structure isn't something I would find here. When being asked what I needed in my next role, I said structure. Seemed like she wasn't taking me serious. Her demeanor was incredibly rude, she was playing with her hair the entire time, tone was stale and wasn't friendly in her questions. We jump on the phone and she apparently is trying to understand why I've applied to so many jobs in the past, why I didn't accept a position in signing the physical offer when I allegedly verbally accepted. I then reached out to a recruiter via LinkedIn as a media position was being actively recruited. Interview I've applied to a few roles within Goodway Group in years past, and most recently was offered a position as an AE but declined as I wasn't interested in a non-guaranteed bonus incentive format.
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