Company: M&C Saatchi Performance, Beverly Hills, CA
Company Description: M&C Saatchi Performance is a leading global performance marketing agency, delivering profitable growth for brands through full-funnel performance marketing. The agency delivers world-class performance marketing services to help brands grow in the digital economy across all channels. With specialists across display, paid search, paid social, programmatic, streaming TV, Influencers and more, the M&C
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing or Advertising Agency of the Year
 Nomination Title: Delivering client success through dynamic growth and new services
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated department's, team's, or individual's achievements since January 1 2021, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
All information is confidential
- If you are providing written answers to the questions for this category, you must answer this first question: Briefly describe the nominated department, team, or individual: history and past performance (up to 200 words):
Total 199 words used.
M&C Saatchi Performance provides services that help brands grow in the digital economy. A dynamic team of performance marketing specialists operating campaigns on channels such as; streaming TV, paid search, paid social, programmatic, Influencers etc they deliver impactful results. M&C Saatchi Performance was the brainchild of Global CEO James Hilton, a pioneer in enhancing human connections via mobile way back in 2006. The team plan and buy media, optimizing against every action the consumer takes at every stage of their journey.
M&C Saatchi Performance is independent of network agencies but is part of M&C Saatchi Group, the $147 million London-based brand-building network. The agency has authority in growing subscription apps in sectors such as Entertainment, eCommerce, Education, Gaming etc.
The employees are the best USP, they are; ‘The minds behind the machines,’ ie a group of highly experienced individuals combining knowledge and data to deliver outstanding results and exceed client expectations.
Meet the American Agency leadership team:
Guillaume Lelait, Managing Director
Jennifer Sudo, Managing Partner
Jonathan Yantz, Managing Partner
Bridget Hall, Group Account Director
Jake Gillett, Director of Planning
Adrienne Rice, Director of Media Investment
Christopher Khan, Director of Search & Social
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- If you are providing written answers to the questions for this category, you must answer this second question: Outline the nominee's achievements since the beginning of 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 249 words used.
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There was no Marketing function for the US team prior to March 2021. Now, a successful strategy for content and partner marketing has been developed. Many of the team participate, providing their wealth of knowledge to potential clients.
- If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 247 words used.
Streaming TV
[REDACTED FOR PUBLICATION] The objective is to drive new users through app downloads. Results were so compelling that streaming TV quickly became an anchor channel [REDACTED FOR PUBLICATION]
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Influencer Performance Marketing
Rather than simply employing Influencers or Creators to promote products or services, this offering was launched when Jennifer Sudo understood the power of combining Performance strategies with Influencer campaigns. Originally influencer campaigns ran on TikTok to drive mobile app installs for a client while mitigating tracking issues coming from iOS 14.5 and ATT. The campaign was so successful that an Influencer Performance Marketing service was launched.
The team developed a strategic, data-led approach, with Influencers and Creators fulfilling different objectives.
Influencers:
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Cherry-picked for brand fit and following
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Create content to engage their audience
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Best-performing organic posts are promoted through paid media
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Performance is analyzed
Creators:
Creators are chosen to create content for the client's organic social channels. This subtle but important difference in approach has led to test campaigns turning into evergreen campaigns in 2022 across several clients in the US.
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- If you are providing written answers to the questions for this category, you must answer this fourth question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination. (up to 250 words):
Total 180 words used.
The team at M&C Saatchi Performance provides thought leadership for the media and advertising industry, with multiple reports, and webinars being published and also appearing on industry panels. By looking ahead to what clients will need to achieve success, the agency has developed new services to meet their needs. For example, streaming TV planning and buying and influencer planning and buying. This success is largely due to the leadership of Guillaume Lelait and the senior team, for example, Jennifer Sudo, Managing Partner who has led the development of an influencer marketing service, and Bridget Hall who has led the development of the streaming TV offer.
Examples of this can be found in the attachments or via these links, which are a number of papers published in 2022. For example;
* Advertising in the Privacy Era; A Guide for Performance Marketers
* Online Sports Betting Trends
* What TikTok users want, the Essential Guide for Performance Marketers
There are also several examples of work, eg
* Music streaming influencer case study
* Shopping influencer case study
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