Category: Blog Posts

Video: Belinda Smith of Electronic Arts Shares Her History of In-Housing, Recruiting Talent, and Instituting Change

 

Recently, MightyHive hosted its first In-House Alliance Dinner in San Francisco where the conversations centered around recruiting and building in-house programmatic teams. MightyHive President Americas, Emily Del Greco asked Electronic Arts’ Global Head of Media, Belinda Smith to share her experience as a change agent building teams at both AT&T and EA. Also in attendance at the dinner were senior marketers from Merck, Visa, Sprint, Electrolux, IHG, and others.

Belinda Smith, left, Global Head of Media, EA and Emily Del Greco, President of the Americas, MightyHive, speak at the inaugural MightyHive In-House Alliance Dinner in San Francisco.

“I feel like I have seen advertising from all sides… and at each junction I was so frustrated by people not willing to admit the failures of the ecosystem.”

– Belinda Smith

Ultimately, Smith changed the culture of the companies she worked for. To do this, she moved teams halfway across the county, launched robust talent recruitment programs, and successfully campaigned for millions of budgetary dollars. But perhaps the biggest challenge was finding ways to blend agency culture with the deeply-rooted brand values.

“If I think about what I want to accomplish in my career, what’s going to be worth it to me to not be at home playing with my kid…then I really want to change the industry.”

– Belinda Smith

During the interview, Smith confessed she missed the variety an agency affords, but showed no signs of wanting to return. At EA, Smith recognizes that she is in a place where she can make the most impact.

Smith and Del Greco spoke about building in-house teams in front of an audience at the MightyHive In-House Alliance Dinner.

“When you are at an agency… your client being happy is what is sustaining you. That creates an inherent conflict of interest when you have bad news to tell them…so for me, I am fulfilled by the fact that I am in a position to have the mandate to be audacious and to challenge what is going on and to think about how we do things differently.”

– Belinda Smith

Digiday: Bayer Saved At Least $10 Million After Taking Programmatic In-House

MightyHive is partnering with Bayer to help their team bring all of their digital media in-house by the end of 2020, which has resulted in reduced costs and increased ownership:

“Bayer was able to reduce its programmatic buying costs by $10 to $11 million within the first six weeks, according to Paul Gelb, Head of Programmatic and social at Bayer while speaking at the Digiday Programmatic Summit in Austin.”

As part of the presentation at the Digiday Programmatic Summit, Paul Gelb also addressed how Bayer is approaching programmatic talent and recruitment for their in-house agency.

Read the full article on Digiday.

More about Bayer’s in-housing journey:

Case Study: MightyHive Helps Introduce Mercari to America

“MightyHive’s data-driven approach and expertise of the digital marketing ecosystem aligned perfectly with our expectations and goals. They were instrumental in helping us brainstorm, plan and execute an effective brand awareness campaign. We look forward to collaborating with them on our future campaigns.”

-Scott Levitan, CMO, Mercari

Scaling Success: Mercari Targets International Markets

Mercari, known as “The Selling App,” is a hugely popular e-commerce app where users can buy and sell unused goods through a community platform. Mercari is extremely successful in its native Japan with a significant user base. The brand wanted to parlay its success in Japan to new markets and set its sights on expansion into the US.

Mercari app Screenshot

In order to successfully introduce the Mercari brand to the US, the team at Mercari needed a US partner with cross-cultural experience. MightyHive has experience successfully launching brand awareness and audience acquisition campaigns across the globe. Given this experience, Mercari selected MightyHive as its partner to introduce the brand to American audiences.

With a goal of maximizing reach and gathering information about potential audiences, Mercari and MightyHive leveraged Google Marketing Platform and Facebook to launch Mercari’s US “Cheers” digital campaign.

Audience Discovery and Insights

As a newcomer to the US market, Mercari’s primary goal was to identify and understand potential audiences for its brand. Using a robust combination of Google and Facebook, MightyHive was able to maximize reach while gathering valuable data about Mercari’s US audiences. Using this data, MightyHive was able to draw insights about Mercari’s target audience and optimize creative and messaging to align with audience preferences.

After the six-week test flight, Mercari saw accelerated new user growth and had reached 47% of its US target market.

47 Percent of US Target Audience Reached

On-Demand Reporting

With Google Analytics 360, MightyHive was able to provide Mercari with granular data about its audience to use for better insights. MightyHive aggregated Mercari’s reporting into comprehensive daily reports through Google Data Studio. Mercari was easily able to track campaign performance and trends with transparency.

MightyHive’s data-driven approach opened the door for Mercari to enter a new market with the confidence that they were maximizing reach across the right audiences. Mercari can build on the insights collected in the “Cheers” campaign to continue to successfully grow its brand in the US.

The team of digital experts at MightyHive can help you reach the audiences most aligned with your brand. We focus on unifying media and analytics to build digital campaign strategies that are informed by data. Please contact us to learn more.

 

MightyHive Helps Introduce
Mercari to America

(click to read the full case study)

MightyHive Has Merged with S4 Capital

To our clients and partners:

MightyHive is proud to join forces with S4 Capital. The merger enables MightyHive to meet rapidly growing demand from clients and expand the opportunities that MightyHive can help our clients unlock. We are particularly excited about the impact this news will have on the global brands and agencies we serve and are pleased to communicate the facts below.

What is S4 Capital?

The mission of S4 Capital is to create a new era, new age digital solution embracing data, content, and technology in an always-on environment for global, multi-national, regional and local clients, and for millennial-driven digital brands. Earlier this year, S4 Capital merged with MediaMonks, a global creative production firm that has produced award-winning creative for clients like Audi, Google, Netflix, and Adidas. The MightyHive is the first entry S4 Capital has made into digital media.

Why Have MightyHive and S4 Capital Merged?

MightyHive is aligned with S4 Capital’s mission to create a new-era marketing services firm that focuses on digital content, digital media, and first-party data. As advertising, content, and commerce continue to converge and data plays a central role, our clients will be able to do more through an integrated offering created by the companies that are a part of S4 Capital. The integrated solution will also be amplified by the strength of our partnerships with Google, Amazon, and Facebook. These technology partnerships set the operational heartbeat of the MightyHive business. Additionally, the merger allows us to scale our people development to ensure that MightyHive talent continues to lead the market.

What is the Structure of the Deal?

As a result of the merger, MightyHive is a wholly owned subsidiary of S4 Capital. Pete Kim, MightyHive CEO and Co-Founder, and Christopher S. Martin, MightyHive COO and Co-Founder, have joined the S4 Capital board of directors and are also remaining in their roles running the day-to-day operations of MightyHive.

What are the Benefits of the Merger for Clients and Partners?

There is a fundamental shift in media today. Consumers can now access content anywhere, at any time, and with greater personalization than ever before. Rising consumer expectations for relevance, coupled with the complexity of the ad tech ecosystem, have left marketers underserved.

MightyHive recognized this change in 2012. But our crucial insight was that while the market produced a proliferation of technologies, the highly skilled talent required to master this new space was lacking.

S4 Capital brings together the pioneers of the new era. Both MightyHive and MediaMonks are regarded as leaders in their respective fields: MediaMonks is one of the most awarded creative production companies in the world; MightyHive is a recognized leader in programmatic digital media buying. With our complementary capabilities, MediaMonks and MightyHive will explore integrated solutions that enhance our ability to service clients in the new media landscape.

As MightyHive develops a combined digital content and media offering with S4 Capital, interested clients will have unique opportunities to help shape these solutions. Otherwise, MightyHive will conduct business as usual, focusing on delivering superior service and solutions.

A Closing Thought

We are excited about the opportunities ahead, but for now, you can expect business as usual. MightyHive is still on the same mission of digital marketing transformation we’ve been on since our founding. The company’s leadership will remain involved in the day-to-day operations of the company, and our services and approach are not changing.

As we mark this milestone in our shared history, please know the team at MightyHive is proud to join forces with S4 Capital and MediaMonks because of one reason — it allows us to serve you, our clients and partners, in a way that was impossible in the past and will drive the future. We extend a heartfelt thank you to our clients, partners, investors, and our advisors, Petsky Prunier Securities who served as exclusive financial advisor and Cooley LLP who served as legal advisor to MightyHive on the transaction.

Lastly, we want to thank our people for being with us on this journey. MightyHive would not be where it is today without you.

Kind Regards,

Pete Kim
Co-founder and CEO

 

Chris Martin
Co-founder and COO

 

Lexi Viripaeff
Co-founder and CTO

 

About S4 Capital plc (Founded 2018)

S4 Capital was created with the objective of building a digital, multi-national business in the advertising and marketing services sector. S4 Capital’s mission is to create a new era / new age digital solution embracing data, content, and technology in an always-on environment for global, multi-national, regional and local clients, and for millennial-driven digital brands.

About MightyHive (Founded 2012)

MightyHive is a new breed of media consultancy that partners with global brands and agencies seeking transformative marketing results in a time of significant disruption and opportunity. Recognized as a global leader in advanced marketing and advertising technologies, MightyHive provides consulting and services in the areas of media operations and training, data strategy, and analytics. The company is headquartered in San Francisco, with offices in New York, London, Toronto, Singapore, Stockholm, and Sydney.

MediaMonks (Founded 2001)

MediaMonks is an award-winning international digital creative content and production company. MediaMonks partners with clients across industries and markets to craft amazing work for leading businesses and brands with integrated production capabilities that span the entire creative spectrum, covering anything you could possibly want from a production partner, and probably more.

From creative campaigns and content to bespoke development and design, MediaMonks works above the line and below the fold at the intersection of creativity and technology. MediaMonks operates across teams, time zones and technologies with a team of 900+ Monks. Their work is recognized by advertising and craft awards around the world, with 110 Cannes Lions and 200+ FWAs to date.

Founded in 2001 and rooted in digital, MediaMonks has offices in San Francisco, Los Angeles, New York, Mexico City, Buenos Aires, São Paulo, London, Amsterdam, Stockholm, Dubai, Singapore, and Shanghai.