Associate Director Audience

3 weken geleden

Amsterdam, Nederland Mediabrands Voltijd

Initiative is different to other media agencies. We are not trapped by a legacy structure primarily centered on paid advertising. Instead, we are liberated by a new world structure designed to deliver highly differentiated and highly effective communications strategies for our clients.

We are the world’s fastest growing media agency built upon the strongest strategic capability of any agency in the market. Core to this strategic proposition is the belief that the faster a brand can move through culture the more relevant it can become. This works practically by using media to build brands and help navigate people through to a decision. We call this Fame and Flow. Audiences are at the heart of all successful communications. By identifying the right audiences to communicate with, marketeers increase the opportunities to grow their brands in competitive markets. By understanding how to reach these same audiences effectively and efficiently through media, we support our clients to convert this opportunity. Data – and the integration of Kinesso, Acxiom (an IPG agency) and external data into our planning tools and systems - is the key enabler of this understanding and approach within the agency. The role will need a solid understanding of both the research and strategic side of audience planning, as well as activation.

The Cultural Insight and Analytics (CIA) team is a group of 30+ specialists covering four principal areas of data and analytics: Business Intelligence, Audience & Data Strategy, Research & Insights and Advanced Analytics. Your role will require being at the forefront of data and audience innovation, informing others of the latest media activation trends and creating opportunity to improve the relevance and effectiveness of Nike’s paid communications.

Our Audience Planners also work as part of integrated client teams (encompassing client advice and management, strategy, and comms design) to ensure that their brands know who their key audiences (Growth Audiences) are and that these Growth Audiences are connected by data, tools and systems to our planning approach and buying and measurement systems.

They also work directly with their clients to ensure that Growth Audiences encompass the brand’s own 1st party data. As such the role requires strong knowledge of the adtech and martech eco-systems.

There are 4 key Initiative products that support the Audience Planners in their role with clients, and they are expected to identify the opportunity to leverage and/or sell-in each on their client accounts:

Growth Audience Identification (Identifies the audience opportunities to drive growth for a brand in their category)Ripple (The agency’s touchpoint planning tool. Can be customised to specific Growth Audiences and categories)Vision (The agency’s geo-mapping planning tool)Growth Audience Activation (Activation via biddable media platforms utilising Acxiom and 1st party data)

Successful Audience Planners marry the strategic skill-set needed to identify Growth Audience opportunities through data-led products and service (including a client’s own martech), with the hands-on experience of managing and delivering projects for clients. They are used to working across disciplines and building strong relationships with specialists to deliver the best outcomes for clients.Key Relationships

With their client team colleagues across client advice and management, strategy, and comms design to deliver on client briefsWith activation specialists in our partner agency, KinessoWith their Audience Planning colleagues across other UK and EMEA clients for best practice sharingWith the wider CIA team disciplines (Insight & Analytics etc.) on client projectsWith the CIA leadership to understand EMEA Initiative product adoptionWith their client’s data leads to incorporate/activate their 1st party dataWith external adtech suppliers


Key Responsibilities

Client Campaigns

Work within the client team to identify the Growth Audience opportunity on annual and campaign briefsProvide clear responses to briefs for an audience who may not be specialists of the given topicWith the Comms Design team identify the need for any custom research via the wider CIA team to support this Growth Audience identificationSupport the Comms Design team to access the appropriate data, tools and systems to allow them to plan against specific audiencesIdentify the need for any custom research via the wider CIA team to support these planning tools Work with the partnerships and digital activation teams to identify the opportunities to use data / media owners to buy specific audiences in mediaEnsure that a clear and holistic audience strategy is activated across all channelsWork with BI leads to identify the right approach to measurement whilst mitigating signal loss

Nike Audience & Data Planning

Running of EMEA audience projects for NikeWork with Global team to ensure synergy of audience strategySenior global and regional client stakeholder managementRegional and local market upskilling and management of audience acceleration projectsWorking with Kinesso and Initiative Ops teams to create and implement custom or 1st PD audiences across addressable media channels

Data Consultancy

Work with clients to ensure their 1st party data is part of the agency’s Growth Audience strategyIdentify and consult on the adtech and matech platforms that their clients are leveraging and work to find ways to connect these to our media recommendations as part of campaign responsesScope (with the support of the wider Audience Planning team across CIA) and produce additional data consultancy project proposals as requiredBe able to support clients in making sense of complex ecosystems, in particular managing the “logo soup”

Desired Skills & Experience

5+ years experience – ideally mostly in the media environmentExcellent knowledge of the digital advertising eco-system, including the programmatic landscapeExperience across multiple data-stacksExperience working with 1st Party Data and CRM data an advantageWorking knowledge on European data governanceGood knowledge of data-led audience identificationStrong project management skills – the ability to see projects through from inception to successful deliveryExcellent communicator – able to simplify the complex and ability to build a trusted advisor relationshipExcellent presentation skills


Process
Our process is designed to create ideas that move through culture through unique insight, market leading analytics and strategic media brilliance. Our new world model is comprised of “craft centers” – Client Advice and Management, Strategy, Communications Design, Partnership and Culture, Insights & Analytics. At Mediabrands, we celebrate difference and believe this makes us stronger. Mediabrands is an equal opportunity employer and committed to championing an inclusive culture that provides a sense of belonging for all our employees. We do not discriminate against any applicant based on age, disability, race, colour, ethnicity, national origin, gender, sexual orientation, gender identity, religion, belief, marital status or any other characteristic protected by law. If you need any adjustments to ensure our recruitment process is fully accessible to you, then please contact us on .We are Mediabrands
IPG Mediabrands is the media holding company of, among others, UM, Initiative, KINESSO, Yune & Magna, offering services such as media strategy, research, planning, procurement, creation, activation, and design. Alongside 450 colleagues, we strive to surprise and challenge brands and marketers. The emphasis on our growth culture is evident through traineeships for our young professionals, development programs, and a culture of continuous learning.

Our people are the heart of our company. We are a company of Challengers, focused on collaboration as one family. Diversity strengthens us, and we aim for an inclusive culture where equal opportunities take center stage. Regardless of age, disability, race, gender, sexual orientation, or any other legally protected characteristic, we invite all applicants to be part of our team. We believe in a workplace where everyone can thrive, and we encourage diverse talent to join our team. We are 'The House of Challengers'

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