Client
Rubicon Project

Deliverables
Banners, landing page

Overview
I was new to programmatic advertising when Rubicon Project tapped me for this rush campaign for Advertising Week. They brought me on when the internal team had a rough concept of “risqué innuendo,” but wanted help refining the approach and landing execution across six value props covering unique parts of the wider business.

Challenges

Appealing to very diverse audience segments and business types, each with their own needs and pains

Telling the complex Rubicon Project story in a compelling, succinct, and ownable way

Refining a loose concept (innuendo) and spinning out a full campaign after joining mid-project

Hitting aggressive deadlines to ensure launch in time for Advertising Week

Solutions

Diving into diverse value props, audience segments, and user challenges to get up to speed on programmatic advertising

Coming up with the umbrella #doitbetter concept that runs through the overall campaign and ties together each value prop

Brainstorming six banners that all work individually in the wild and collectively as part of a cohesive landing page

Saving time downstream with multiple executions upfront, from safer to risqué