RPA
Revamped Audience Intelligence function for the largest independent West Coast agency to best in class while supporting over $500M in media spend
Hired to uplevel the audience intelligence function for the agency. Took over when it was a new function, and only supported one brand for major campaign efforts.
SITUATION
WORK COMPLETED
Established new working models for the audience function to partner with media strategy, creative, and media investment teams to manage media spend for major clients.
Built out new functions focused on conducting audience research and audience activation to support media planning and activation efforts. Audience research was support by the investment in Resonate which helped identify key traits used as inputs for creative and media planning.
Activation efforts were informed by defining the right media audiences to meet scale and KPI targets. This was done leveraging CDP, DMP, and other 3rd party data assets.
RESULTS
Led audience strategy and activation supporting $700M+ in media spend across automotive, QSR, home goods, and travel clients
Scaled team from three to eight members while expanding client portfolio from one to five major accounts
Created agency thought leadership platform through "Clear the Air" podcast while securing multimillion-dollar new business wins
