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
Who would have thought, a client side marketer presents a nice story to the board by claiming better performance since in-housing!
Given CUB don’t really sell their product direct to consumers, online or offline, how is effectiveness measured and hence how is this 30% improvement measured?
Hi ‘Effective’,
Unfortunately I didn’t get the chance to ask additional questions about this, but I will likely follow up with the CUB team and can hopefully provide more clarity for you.
Thanks,
Vivienne – Mumbrella
When they are measuring effectiveness are they including the internal staff costs as well? Would love to know if they are measuring it solely on the lower margin media costs that don’t have actual wages built in.
why has their head of media just left then?!??
I see this has brought out a few media agency trolls. Can’t think why?
30% is likely the programmatic t(x)axis they were paying before.
Creative agencies have a future: able to add a fresh perspective. Outsourcing buying??? Media agencies have a bleak future, surely?
Big creative ideas are global. Media is very much local. Maybe consider outsourcing your creative, and fish in a bigger and fresher pond that would undoubtedly be cheaper.