Success story
Delivering advertising intelligence on the click of button.
Challenge
Haymarket brand Campaign is the world’s leading business media brand serving the marketing, advertising and media communities.
Launched as a weekly magazine in London on 12 September 1968, Campaign has blossomed into a globally-networked franchise providing real-time news and analysis by expert commentators in eight territories around the world. As well as the UK, Campaign now serves the US, South East Asia, India, China, Japan, Turkey and the Middle East.
Campaign wanted to develop a single, global data -led intelligence tool to help grow corporate license revenues.
Additionally, Campaign’s federated business model meant that global collaboration between its teams had never really taken place before.
Then a global pandemic came along 2 months into the project.
With multiple brands spread across various geographies and each brand with its own campaign scheduling and frequency, the challenge was to get low level details of all activities under one roof and consistently have them updated.
What TMotions did?
To ensure a trusted flow of data, the team first bought R3 on board to leverage its blockchain platform Corda that allows businesses to manage secure transactions directly between parties without any leakage of transactions to other participants in the network.
However, the data was messy and needed manipulation to get accurate visualisations to reflect trends across industries and individual agency performance. Audience feedback showed they wanted interpretation and analysis of the data and emerging trends, plus access to the raw data:
Tmotions worked with editorial teams in our 3 key markets (UK, US and APAC) to deliver contextual analysis.
The first phase was launched with limited features to very positive reception. However, with abundant feedback about making the solution more cutting edge, the team went into development again, creating profiles on 81 geographical markets and analysis on 4,500 global brands to add to the 1000 global agencies.
After further feedback, we started to offer reporting out of the system: both standard editorial analysis and bespoke monitoring.
Value Delivered
- After the platform was rolled out, it quickly acquired traction filling the gap of a much needed repository that dedicatedly tracks, updates and informs the users about specific policy changes.
- ENDS Europe’s web archives are offered as an unrivalled research tool to delve into archive coverage.
- ENDS Europe brings you the latest European environmental news and a wide range of services including analyses, interviews, opinion pieces and updates on national and EU laws, as well as additional reports on topical issues.
- As well as constantly posting new articles on its website, the portal also sends the news directly to customers emails. An update is published every business day and delivered via email campaign.
- About 26,000 articles published since its launch in February 1997 are available to all subscribers and are fully searchable.
- In addition to being a revenue channel for Haymarket, the clear roadmap for the next 2 years, along with the growing traction has placed the ENDS Europe Policy Development Tracker on course to be the single source of truth for staying current with policy related updates across Europe.
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