Episode 3: Branding Isn’t a One-Time Effort

Harry Quadracci founded the company 52 years ago this month. Harry’s son, Joel, is now CEO. He took over in 2006, as print continued its slow decline and before the great recession upended the global economy. “I did everything my father told me not to do, which was go public and buy broken down printing companies,” Quadracci told Adweek during Cannes Lions last month. It was Quadracci’s first time at the Festival of Creativity where the intersection of creative, brand, platform and production merge. It’s also the intersection Quad aims to transect with a rebrand resulting from a 15-year transformational journey. “For us, it was we better become the consolidator, or the consolidating is going to be done to us,” Quadracci said. While its roots are indelibly in print, Quad now calls itself a marketing experience company that aims to rid companies of wasteful processes.

As many of us know, it’s easier and more profitable to reactivate a lapsed customer than trying to gain a new one, whether through digital, postal or retail. There are many techniques that are deployed in order to identity the proper audiences in the offline world, such as RFM+ segmentation and optimization, or modeling through a co-op. All of these techniques are tried and true and should continue to be used to identify the appropriate reactivation group for any campaign. But now there is a new player in the game and it’s proving to be a game changer. CohereOne has had a long-standing relationship with the digital company 4Cite, leaning on their technology to drive many programs, which has increased our client’s digital performance. Using their digital data, 4Cite could identify the postal address for anonymous site browsers and/or cart abandoners, and thus we quickly determined that we should be using that powerful data in our postal efforts. Learn more at: https://cohereone.com/a-game-changer-in-customer-reactivation/?utm_medium=email&_hsmi=107235557&_hsenc=p2ANqtz-9ESPdGAIhmNcVSGZR77As1qmy4lY9GqSh2PQ9NzBP9Kv4yqujTZTJsfpoWxLiFkdMvnjrIsPwNHFtnsS51cux8k_J2E-IohhzmZ_lBHIiBqBPTApg&utm_content=107235557&utm_source=hs_email

For Advertising Week New York, Meta has introduced generative AI ad tools designed to help advertisers capitalize on changing user behavior across Facebook and Instagram; according to the tech giant, 60% of users' time on both platforms are now spent watching videos. Due to “advertiser demand” and promising adoption of the company’s recent Image Expansion tool, Meta is unveiling a Video Expansion feature, which will automatically let advertisers adjust video creative assets by “generating unseen pixels in each video frame to expand the aspect ratio.”