WPP media agency Mindshare taps Jeff Malmad to strengthen mobile focus
August 23, 2013
Jeff Malmad is head of mobile at Mindshare
Mr. Malmad will also hold responsibility for integrating mobile into overall planning and activation processes at Mindshare, a shop owned by WPP Group’s GroupM media arm that last year posted billings of $29.2 billion. The New York-based executive is a 15-year veteran of WPP and GroupM, most recently serving as group account director in charge of mobile at Joule with clients such as Shell, Dell, Unilever and H&M.
“I am tasked with ensuring that the most effective mobile strategies continue to be incorporated into our client campaigns,” Mr. Malmad said in an extensive interview.
“I am expected to stay ahead of the industry, ever vigilant in identifying and adopting new technologies that increase brand performance and connectivity to consumers,” he said.
In this Q&A, Mr. Malmad discusses Mindshare’s focus on mobile, the opportunities and issues with mobile media planning and buying, and marketplace adoption of mobile advertising and marketing. Please read on.
Your appointment at Mindshare as head of mobile must signal something within the agency, right?
Our goal is to continuously cascade this thinking across the agency and client base.
I plan to further enhance and expand our more mobile activity in addition to the very strong work we currently do.
Since mobile data is collected in real-time and can be specified to location and device, we can create consumer connectivity that extends far beyond the banner.
I am expected to stay ahead of the industry, ever vigilant in identifying and adopting new technologies that increase brand performance and connectivity to consumers.
The role at Mindshare is to help form centers of excellence and best practices that can be applied for future initiatives.
We also have a North American mobile task force that cascades ideas and innovation in their respective offices.
Prior to Mindshare, I was with Joule, a full-service mobile marketing agency that is part of WPP. Remaining in the WPP family allows me to still work closely with Joule while at Mindshare.
Mobile media buying is happening. What we need to move towards is bringing mobile thinking more upstream in the overall planning process.
Mobile is uniquely important to all legs of the campaign, providing coveted insights and seamless connectivity to consumer lives. It is not a silo.
We also look to be their eyes and ears on their ground, identifying new mobile opportunities quickly and deftly weaving them into our plans.
Keep it new, learn and learn some more.
We have bimonthly calls during which we share best practices and update each other on new technologies we’ve successfully incorporated into our mobile campaigns.
Clients are looking for education as well as best in class work for their brands. In a society where everyone is constantly looking down at their devices, everyone recognizes that if we are not connecting in this space, we will lose share.
Land Rover has done innovative work leveraging mobile media and immersive app experiences bringing to life the on-road and off-road driving experiences.
We have also had great success with American Family Insurance out of Chicago where the team worked with SessionM and created a Distracted Driving Game and won an IAC award for Best Insurance Mobile Application.
Campaigns coming down the pike will be focused more on adaptive mobility throughout the purchase funnel, leveraging location and device attributes to drive engagement and sales. It is not about buying a mobile banner, it’s about creating a deeper mobile marketing experience.
From a mobile measurement standpoint, as long as you go into the campaign with clearly defined KPIs and clarity on what performance factors should be tracked, we can easily comply.
One of the reasons I was so excited about joining Mindshare is that we are part of that few that have taken mobile from theory to reality.
Effective mobile advertising is not about buying a banner – it’s about providing utility and being adaptable using campaign insights.
You will continue to see mobile flash sales specifically on Black Friday and Cyber Monday.
In a world where all surfaces are shoppable, look for more commerce-enabled out-of- home ads and virtual popup stores.
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