MEDIA RELEASE: April 8 2021: There is endless talk and buzz around measurement, optimization and attribution amongst marketers and there has never been more data to feed into marketing KPIs. Yet despite all this, the marketers’ task is becoming harder, not easier, as more data is collected, analyzed and interpreted in separate silos. It has become difficult for senior decision makers to be able to see the whole picture.
Crater Lake & Co is a collective, set up specifically to support marketers in their quest to build their brand and their business long and short term. It brings together the four key disciplines of marketing analytics, creative strategy, media planning and market research and blends them to deliver clear, actionable answers to questions around their clients’ toughest marketing decisions.
The Collective provides an unbiased view of what is working and what is not in time for clients to re-direct their efforts in real time as their strategies and tactics unfold. It gives leaders foresight based on predictive and actionable insights using research and analytics that cut across silos and enables all disciplines to pull harder on behalf of the whole. And it does so in a way that enables everyone, from the CMO and CFO to the creative and media agencies to understand what is happening and why and how to pivot to take advantage of the moment.
In short, Crater Lake & Co makes sense of it all.
To achieve this outcome, Crater Lake & Co puts storytelling at the heart of its process and its product. It creates a single clear narrative that quantifies cause and effect, makes clear the trajectory the brand is on and the next steps that are needed to achieve marketing’s goals. The narrative acts as a unifying force that enables more effective collaboration and inspires change across both the organization and its partners.
Unlike other companies, Crater Lake & Co puts all the pieces of the measurement puzzle together in one place and using storytelling principles crafts a clear performance narrative.
The Collective’s founding partners are:
- Brian Jacobs – Global media planning leadership at Leo Burnett, Carat and Universal McCann; co-author (with Dr Simon Broadbent) of “Spending Advertising Money” and Fellow of the Institute of Practitioners in Advertising
- Fiona Blades – President of MESH Experience, a market research business based in London and New York and a Fellow of the Market Research Society
- Hilary Woods – Global creative strategy leadership at BBH, Ogilvy and mcgarrybowen
- David Beaton – Co-Owner of Custometrics, a developer of advanced analytics algorithms for prediction and optimisation
Brian Jacobs said “We do not write ads, nor do we construct media plans. We don’t shoot commercials, nor do we buy media. We act as out-sourced integrators, working with clients to make the most from their marketing investment. However many or few jigsaw pieces clients have, we help them create the picture on the box.”