The Ask

A luxury retail conglomerate wanted to leverage addressable channels to connect with current and prospective customers, but had concerns about protecting the equity of a diverse and autonomous portfolio in programmatic. They needed a partner to craft a brand safe model designed to increase confidence and investment in programmatic.

The Approach

• Conducted an extensive business analysis to identify current strengths and opportunities.
• Designed a detailed programmatic operating model for the portfolio and its agency partners, including transitioning to a new preferred programmatic buy-side platform.
• Developed an activation playbook and educational materials to educate the broader organization.

The Outcome

• Corporate and brand teams have renewed confidence in the viability of programmatic for luxury brands.
• Brand has actively created private marketplaces to secure more premium inventory to align with new programmatic operating model.
• Portfolio is projected to increase programmatic media spend by 300%+ for next fiscal.