LinkedIn - 'Where Business Happens'

LinkedIn needed to position their Marketing Solutions business (i.e. advertising/social media sales) to overcome the perception of their social media platform as a ‘job site’. GUM conducted 'voice of the customer' outreach and uncovered global strategic insights that helped the advertising industry recognize that LinkedIn is Where Business Happens. We’ve helped them get better positioned at industry…

Hyperactivate - 'Activating Fans & Followers'

Hyperactivate (producers of HashtagArt) is mastering the art of participation marketing; in other words, getting social media users to do something more important than pressing a ‘like’ or ‘follow’ button. By Activating Fans & Followers, Hyperactivate is turning the traditional funnel model upside down by encouraging already rabid fans to ‘sneeze’ brand messages to their circles of…

Ace Metrix - 'The New Standard in Television Analytics'

Ace Metrix is The New Standard in Television Analytics, measuring the creative effectiveness for virtually every commercial, in real time by bringing digital technology, analytics, and speed to the advertising industry. GUM helped clarify their positioning, introduce them to the 4A’s and then brought them to the Cannes Lions International Festival of Creativity to meet the advertising…

Outbrain - Discover Content

Outbrain is revolutionizing content distribution by treating it and selling it as a better performing channel vs. display ads. GUM brought them into the arena and guided their positioning, helped them prioritize a complex buying landscape for more targeted sales focus, and assisted them in standing out in the advertising industry. We introduced them to Effie Worldwide,…

Zillow - 'Movers Are Shakers'

Zillow needed to differentiate their audience from other, lower priced online advertising options. With over 23 million monthly uniques, inventory was being sold below its premium value given its unique audience. GUM helped sales management understand that they needed hard data to help the industry understand that Movers are Shakers for many brands. And we helped them…

The Yahoo! Summit Series

Background: As the interactive advertising industry began to recover from the ‘dot com bomb’, Yahoo! was the weakest of the three portals (AOL, MSN and Yahoo!), especially in terms of raw marketing power. AOL had the benefit of the powerful position Time-Warner enjoyed in the traditional media world and MSN had buckets of cash. Either could outspend…

The Yahoo! Big Idea Chair

Background: In 2002 online creative basically sucked. Yahoo! recognized that clients not only wanted advertising that works but advertising of which they could be personally proud. In order to raise the bar for online creativity Yahoo! recognized that they had to connect with top creative talent and make them want to do great online work. The best…