CUB claims 30% rise in programmatic effectiveness since it was brought in-house

Carlton & United Breweries (CUB) – the parent company behind the likes of Corona, Great Northern, VB and Melbourne Bitter – has seen a 30% rise in the effectiveness of its programmatic spend since bringing the activity in house, according to Richard Oppy, VP of marketing for APAC south.

The alcohol giant announced further in-housing intentions in January this year, saying it wanted to bring its brands and consumers closer together.

Dominic White, Thomas Dobson, Richard Oppy and Lyndall Campher at Think TV’s ThinkTank in Melbourne

“The aim is to get our brands and our business closer to its consumers by owning the direct interactions we have with our consumers both online and in traditional communications, and also to acquire and gather the data that comes from those interactions and use those to make better commercial decisions,” Chris Maxwell, CUB’s consumer connections director, said at the time.

The Speakeasy Studio – which will deal with consumer experience, digital production, and data and technology – was officially revealed to the press today, and this morning Oppy was on stage at Think TV’s ThinkTank event in Melbourne discussing the success of bringing its programmatic trading in-house some time ago.

“We’ve brought our programmatic buying in house. We’re also working closely with Moat. And so we’re taking a lot more accountability and responsibility internally, which I’d highly recommend – A, for greater control and B, effectiveness has gone up by 30% since we brought it in house,” he told the audience of marketers and media agencies. 

CUB has worked with PHD to create the Speakeasy Studio and will continue to work with the agency to bolster the team.

“We’re excited that our new in-house team will take CUB digital to the next level, with more innovative, engaging and targeted communications,” Maxwell said about the Speakeasy launch.

“We’ve partnered with our media and communications agency PHD to build Speakeasy and embed it into the CUB business. CUB and PHD, with their extensive networks in the industry, will be working together to recruit the talent we need to make our vision a reality.”

Thomas Dobson, head of media and partnerships at NAB, however, said the issues faced by brands when they’re looking for brand safety and accountability, extend well beyond digital.

“I don’t think it’s just a digital problem though,” he said at Think Tank. “Obviously we don’t want a television commercial appearing in news and business content where there’s a negative story as well, but I think the digital platforms have let you apply filters, I think it’s opting in instead of opting out of things – so you don’t always know what you need to opt out of, but you opt into certain content in terms of how they classify it… It’s a problem for print too.” 

Of this morning’s launch, Maxwell said: “We know our consumers are evolving, and the way they engage with brands and each other is changing.

“We’re excited that our new in-house team will take CUB digital to the next level, with more innovative, engaging and targeted communications.”


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