Y&R Group establishes Performance Marketing Unit
Following the introduction of co-creation and the establishment of the Content Marketing Unit, performance marketing is the third component of the Y&R Group Switzerland’s strategic realignment.
Henry Ford already recognized the basic problem of advertising 100 years ago: "I know at least half of my advertising budget works - I just don't know which half." Today, digital communication channels make it possible to analyze the user journey in detail and thus track the effectiveness of advertising measures in real time.
For more than 12 months, Y&R Group Switzerland has therefore already been implementing performance marketing projects and has now bundled its activities in this area by establishing a corresponding unit. A comprehensive performance marketing offering has already been defined that supports customers in constantly measuring and optimizing the effectiveness of ongoing measures. In this way, budgets can be booked in such a way that they generate maximum return on investment. In addition, the data collected provides valuable insights for creation and strategy.
The team of four has already successfully implemented performance marketing measures for clients such as Microsoft, Schroders, and various e-commerce providers and real estate companies. Projects are currently being implemented with further clients.
The Y&R Group is thus bringing an essential part of media planning back into the agency. Y&R Group CEO Andreas Widmer comments: "We see performance marketing as the backbone of modern campaigning. Consumer insights gained in real time are of strategic importance. Today, there is no longer one campaign launch and it's all over - according to the motto "Pay and Pray!". Nowadays, permanent optimization begins with the launch of a measure. This forces us to do the planning and implementation in-house, because only in this "closed-loop" process can we achieve the best results for our clients."
