Data-Driven

Data-driven media is the application of data and technology to identify and match the right audiences to the right message at the right moments.

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Liberating A Legacy Pancake Brand Beyond Breakfast

In 2018, IHOP seized the power of data to solve media’s greatest mystery. We reversed IHOP’s declining conversions by introducing four paths for growth. We translated these into communications missions and crafted high-value audiences for each. We then pushed further where most would have stopped; we leveraged our data stack to supercharge optimization with granular insights garnered via a one-of-a-kind closed-loop attribution model.


Brand: IHOP
Client: IHOP
Agency: Initiative

Let's Move On

This is a story about a brand doing the unimaginable; positioning itself as unimportant in the lives of its consumers. By breaking marketing and category conventions, our campaign shot the brand from third place to outright leader in less than two years.


Brand: U by Kotex
Client: Kimberly Clark Australia
Agency: Ogilvy Australia

How questioning the unquestionable breathed new life into Canadian Club

By treating ‘Over Beer?’ as a big culturally-provocative idea, not just a bumper sticker, Canadian Club became the catalyst for all Australians to question the unquestionable: is it time to ditch our cultural commitment to beer? By asking ‘The Big Question’, Canadian Club took it to a whole new level, leaving the category in its dust – achieving an incremental +$35M value sales uplift year-on-year, growing drinkers at 3-times the category, delivering an ROI of $3.12 in incremental profit for every marketing dollar spent. Best of all; Canadian Club overtook Bundaberg Rum in value sales for the first time in history.


Brand: Canadian Club
Client: Beam Suntory
Agency: The Monkeys

2019_me_2019_e-3610-340_hero_1 Kings Island Using Data to Make the Park Personal
2019_me_2019_e-4250-978_hero_1 AT&T It Can Wait It Can Wait: The Faces of Distracted Driving
2018_au_2018_58_hero_1 Canadian Club How questioning the unquestionable breathed new life into Canadian Club
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