Advertising 2.0: reinvent formats for brand staging on media

How can media offer advertiser new ways to engage more effectively with consumers?

An international media group faced disruptive shifts in advertiser spending behaviours, leading to sharp revenue decline for certain titles.

To understand how to address these, we addressed over 20 large advertisers, global multinationals as well as national champions in different sectors.

First, we ran one-to-one “mini-workshops” with marketing directors of those brands. From those insights, we developed ideas for new propositions in workshops with all functions in the company, including the editorial side.

We then invited advertisers as well as other players of the ecosystem (creative agencies, media houses) to explore these concepts and co-design together ways in which media can help create new relationships with and among consumers, e.g. by inviting them into user-initiated conversations.

As a result, new contracts were signed with several advertisers to implement innovative brand staging solutions.

Claro Partners, Zilver Innovation