We built a purposeful onboarding plan for the team members with integration between the client and Merkle at its core. This included building out all processes, tools, and future planning with both the client’s roadmap and Merkle’s industry knowledge in mind. Making this happen also required the added complexity of working with and negotiating with three activation platforms: 4C, DV360 and TTD; as well as leading negotiations and management of 200+ publishers that made up the retailer’s off-site network.
We also integrated with three other agency partners outside of Dentsu Aegis Network to ensure a seamless experience for our clients, their vendors and of course, the end shopper.
Merkle answered vendor and agency RFPs on behalf of the retail client and developed people-based media plans taking advantage of the retailer’s first-party data; optimized campaigns to reach vendor and retailer goals; and reported back on a campaign and program basis.