OOH Agency Today – Wavemaker
Brands that include Adobe, Church & Dwight Danone, IKEA, L’Oréal and Paramount
OOH Agency Today – Wavemaker
Exceptional Growth Requires Uncomfortable Change
Wavemaker believes there is always a better way to grow. They know that growth models of the past will not serve the future. Exceptional growth requires uncomfortable change – and this change demands courage, from their clients and from their people. That’s why they’ve built Provocative Planning, a way of working powered by their spirit of restless enquiry in pursuit of better outcomes. It rejects traditional linear planning in favor of a modular approach, fusing machine learning and human intelligence in a unique way that gets the best from both.
It inspires them to be well-informed, careful listeners with the confidence and knowledge to ask tough questions. They become more confident, more courageous, more capable. When Wavemaker positively provokes, they Grow Fearless. Wavemaker shapes consumers’ brand decisions and experiences through media, content and technology. Wavemaker’s Provocative Planning is fueled by the world’s most powerful consumer decision-making data. This means they know where and how you can win customers.
OOH Today had the opportunity to speak with Rick Acampora, COO at Wavemaker. Acknowledged as one of the industry’s most innovative thinkers, Acampora filled us in on why Wavemaker is one of the industry’s most innovative companies. Here’s what he had to say:
Interview with Rick Acampora, COO at Wavemaker
Will Farmer: Please tell us about Wavemaker. How long have you been in business? Staffing? Size? Specialties? Billing? Regional Offices?
Rick Acampora: Wavemaker is a global media agency network invoking “Positive Provocation,” during a time when exceptional growth requires uncomfortable change. With more than 740 U.S employees, and GroupM’s marketplace access and scale at its foundation, Wavemaker works with renowned brands that include Adobe, Church & Dwight Danone, IKEA, L’Oréal and Paramount.
Under U.S CEO, Amanda Richman’s leadership, Wavemaker has emerged as a data-powered AI leader with strong capabilities across data, commerce, content and precision marketing, that resulted in global wins such as Adobe and Danone. Wavemaker has additionally cultivated an innovative and diverse agency culture over the past three years that attracts the very best talent, earning the agency Ad Age’s ‘Best Place to Work’ recognition two years running.
Wavemaker’s global footprint has 7,200 people across 90 markets with the deep knowledge, confidence and courage to provoke growth for some of the world’s leading brands and businesses. The company is a part of GroupM, WPP’s global media investment management company.
WF: What would you like the OOH Industry to know about your shop?
RA: At Wavemaker, we believe there is always is a better way to grow. We positively provoke growth for our clients by reshaping consumer decision-making and experiences through media, content and technology. Positive provocation for our clients is fueled by the world’s most powerful consumer data, with which we understand where and how marketing can intervene decisively to help brands win more sales.
Wavemaker has the largest database of customer journey insights in the world with nearly 1mm individual journeys across categories and markets. It is this unique, data driven view of the consumer journey that allows us to better identify growth opportunities, understand the influence of channels on consumer behavior and the role and importance of addressability and the modern application for hyper local/precise communications.
WF: Do you work with clients directly and/or through agencies? What is the percentage breakdown?
RA: We are an agency and work with clients directly – 100%.
WF: Any comments or suggestions for OOH reps in approaching or working with your company?
RA: Do your homework and have a point of view coming into the discussion. Identify specific clients you think are most relevant and come with ideas.
WF: What is your most memorable new business pitch?
RA: The last one! In new business, we believe there is only winning and learning. And the last one is always the one top of mind for both.
WF: What differentiates your business from others?
RA: Our unique, data driven view of the consumer journey and the depth and breadth of data and insights that underpin it differentiates us. That along with our positive provocation positioning. We will always have a POV to help our clients and people grow.
WF: How do you obtain new business?
RA: We prospect new business directly as well as work with consultants who lead RFIs. We typically pitch anywhere from 25-50 clients per year.
WF: Please share new business contact information.
RA: As Chief Operating & Growth Officer I look after new business and would be your contact.
WF: Discuss some OOH campaigns by Wavemaker. Any memorable or particularly interesting campaigns you could share?
RA: Wavemaker partnered with Screenvision and Vistar Media to launch the first-ever in-cinema programmatic campaign on behalf of our Adobe client. The campaign brought Adobe’s “Creativity for All” campaign to high-impact silver screens across the U.S.
Vistar Media announced a partnership with Screenvision to enable programmatic in-cinema advertising. This first-to-market offering launched with Adobe’s “Creativity for All” campaign, promoting the Adobe Creative Cloud product suite of software used for graphic design, video editing, web development and photography.
Screenvision selected Vistar Media as a supply-side platform (SSP) provider, and officially launched on the Vistar network with the Adobe campaign. Screenvision currently has 2,380 screens programmatically enabled today nationwide available for both open exchange and private marketplace (PMP) transactions.
The Adobe campaign, developed in partnership with Wavemaker, Vistar and Screenvision, featured a 60-second creative showcasing a variety of real-world applications of the Adobe creative suite and highlighting the various ways the product suite unlocks creativity. Adobe’s media agency of record, Wavemaker, brought the “Creativity for All” campaign to life across multiple media channels.
The campaign activated through the Adobe Ad Cloud platform and aired across Screenvision theaters nationwide. Adobe’s creative was placed within the premium pre-trailer spot during screenings of Terminator: Dark Fate, Star Wars: The Rise of Skywalker and other action films, from November 22 through December 29, 2019.
Marketing and Advertising
Content, Communication Strategy, Media Planning & Buying, Digital Marketing, Search/SEO/PPC, Social Media Strategy, Consumer Insight/Research