April 21, 2014

The Brainy Insight for B2B

Our client, MediaMath, was looking for a #cutthru idea that would help them engage with senior marketers and ultimately lead to a conversation about programmatic digital ad buying. Their platform is called TerminalOne Marketing Operating System (T1), which enables marketers to leverage their data and third-party data in the planning, execution, optimization, and analysis of digital marketing campaigns using their proprietary programmatic algorithm known as “The Brain.” We all know CMOs are extraordinarily busy people. They’re juggling strategic, tactical, managerial, vendor and customer challenges, all while trying to stay ahead of the curve. This is where Renegade saw the opportunity for a brainy introduction to MediaMath. We partnered with leading brain trainer Alvaro Fernandez of SharpBrains, to learn the best ways to keep your thinker ticking. At The CMO Club House during SxSW 2014, we introduced the concept of #TrainYourBrain, a triple threat brain treatment that would help keep CMOs at the top of their games. At SxSW, we gave CMOs brain food – dark chocolate to be exact – to stimulate receptors and activate the parts of the brain needed for deep concentration (not a bad treat if we say so ourselves!). Alongside the delicious brain boosting snacks were brain-training postcards containing puzzles and brainteasers to exercise critical thinking muscles. CMOs also had the opportunity to win a two-hour coaching session for their entire marketing team with Alvaro Fernandez. These sessions include all the exercises needed to maintain tip-top mental cognition specifically for marketing professionals. Other prizes included two free months of Lumosity, an online “gym” jam packed with brain exercises. With their demanding schedules, CMOs need to exercise their noggins so they can keep their schedules, tasks and campaigns all running smoothly. What better way than a few brain teasers, a healthy brain food and coaching? Our CEO, Drew Neisser, interviewed MediaMath SVP of Marketing Rachel Meranus about the campaign. Train Your Brain is another example of “Marketing as Service,” enabling MediaMath to start a relationship with CMOs by delivering a substantive value rather than a sales pitch. Helping CMOs step up their overall mental game in turn opened the door to a deeper conversation about how MediaMath’s own “Brain” could help marketers make smarter digital marketing buying decisions. It’s good to be smart!