Target Marketing spoke with Julie Rezek, Managing Director of Wunderman Seattle, part of the larger Wunderman agency headquartered in New York and focused on interactive, digital, and relationship marketing.
What makes you famous?
We have, by far, the strongest data and data management capabilities within our industry. We own data. We know how to collect it, connect it and integrate it into creative efforts. Clients around the world look to us to combine that data with creativity in a way that speaks authentically to consumers. It’s a craft we’ve honed since Lester Wunderman first coined the term “Direct Marketing” in 1958.
What are the most important trends you see in interactive advertising today?
There has been a whole paradigm shift in advertising, where marketers need to stop interrupting what people are interested in and BE what they are interested in. We know customer journeys aren’t linear and Big Data is becoming less daunting.
A great example of how this is changing marketing is content marketing. It’s reinventing brand communications and becoming more and more critical to our clients and how they reach their customers. In many respects, content marketing has become relationship marketing, because we are nurturing customers through the entire journey.
What’s been your biggest hit of the past year?
The Dream Team work our Wunderman London office did for News/UK demonstrated precisely how data and creativity can come together to get great results. It was based on the insight that fantasy football (soccer to some of you) players very often betray their allegiances to their favorite teams and pick stars from hated rivals.
We knew the audience extremely well — from whom they supported to the players they selected last year. This helped us develop a strategy that stayed true to the brand’s voice and drove action. The tone was confident and controversial, and we were able to use different media strands: targeted emails, digital ads and social media. More importantly, the results were huge: 630,000 registrations, 12 million reached on Twitter and 4.1 million on Facebook. We were able to increase usage over 600 percent.
What’s your most important takeaway for marketers?
Be authentic, put people first and never forget your roots. We talk a lot about marketing automation, data, technologies to help innovate and the need to be agile at Wunderman. We’re excited about always innovating to reach our clients’ customers — but at the end of the day, we still rely on human insights to move the needle, because that makes our work really matter to people.