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Pitch deck reveals how ad giant Omnicom won the US Army's $4 billion marketing business. Its first ads are about to hit digital and social media.

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  • An Omnicom team led by DDB last year won the US Army’s ad business, covering an estimated $4 billion over 10 years.
  • Business Insider got the full pitch deck that won the account.
  • DDB’s first multimedia campaign is set to launch in the coming weeks on platforms like Instagram and Facebook.
  • The winning pitch includes personalized social-media videos targeting high-school students, ads featuring headshots of new recruits, and a campaign starring soldiers’ parents as influencers.
  • It also proposed the Army run ads on publishers such as BuzzFeed, Twitch, and The Washington Post.
  • Click here for more BI Prime stories.

The holding-company giant Omnicom’s Team DDB in November won the US Army’s ad business after a multiyear review, covering an estimated $4 billion over 10 years. In addition to the lead agency DDB, the winning group includes the media shop OMD, the public-relations firm FleishmanHillard, and the multicultural agency Fluent360.

Business Insider obtained the full pitch deck that Team DDB presented to Army officials. The document is embedded in full at the bottom of this story.

Read more: The military can’t get Gen Z to enlist. Here’s how top Army marketers plan to fix the problem.

Omnicom pitched a variety of digital and social efforts, including episodic Instagram stories and sponsored content on BuzzFeed, Twitch, and Reddit

The deck includes a wealth of proposals for the company’s first multimedia campaign, under the new tagline «Tomorrow Takes an Army,» which is set to launch in the coming weeks across platforms including Instagram and Facebook, and youth-oriented media outlets.

Brig. Gen. Alex Fink, the Army’s head of marketing, told Business Insider his team looks to reach the elusive Generation Z with «immersive episodic storytelling,» like that featured in «72Hours.» That’s one of the ideas in the pitch deck — an Instagram and YouTube video series highlighting individual missions and updating every three days.

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Other potential aspects of the campaign include Facebook video ads targeting high-school students by name and sponsored BuzzFeed surveys that show users jobs they might get after serving in the Army.

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Additional slides list Reddit, Snapchat, and the gaming platform Twitch as potential destinations for sponsored content alongside traditional publishers like The Washington Post and the Houston Chronicle.

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Spec ads say soldiers could get jobs at tech companies like GitHub and LinkedIn

The deck lists Microsoft, General Electric, Tesla, and Amazon among Omnicom’s potential partners on the Army account. It also implies that service in the armed forces could lead to jobs at «great companies» like Google, Facebook, and Apple.

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Omnicom proposed an unbranded campaign called TTAA, or Operational Thunderbolt, that would attract recruits by promoting high-skill jobs at tech companies such as GitHub, CareerBuilder, and LinkedIn.

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Spec ads highlight high-tech Army initiatives like «real life Iron Man suits,» as well as work in the solar- and wind-power industries and a proposed Lab of Tomorrow, described as «an interactive, multisensory futuristic dome, highlighting the innovation and technology of the US Army.»

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The new campaign has tagline ‘Tomorrow Takes an Army’ and features ads starring recruits and proud parents as influencers

The deck even proposes enlisting soldiers’ parents as influencers who create sponsored blogs and content on Goarmy.com to position membership in the Army as a family decision.

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Another proposal involves creating a database of headshots from every new recruit to target people with personalized ads across platforms, including social, digital, and even highway billboards.

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The agency proposed making a big shift into online video, away from linear TV

Omnicom pitched significantly cutting the Army’s linear TV spend in favor of online video, search, social, and influencer content. Another slide describes this strategy as «mobile to the core,» though TV ads would still make up the majority of the Army’s annual paid media budget of about $100 million.

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Omnicom also proposed using behavioral data to shift its buys from segments to individuals, with potential buys on platforms such as Spotify, Amazon Prime, and Hulu; travel hubs like TripAdvisor; online job sites for major employers like Walmart; and publishers including ESPN and TMZ.

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In terms of hypertargeting, Omnicom proposed using search-engine data to identify people who recently bought test-prep books or searched for jobs in healthcare.

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Fink told Business Insider the Army would hold the agencies more accountable by attaching goals to every individual budget item. Another slide identifies some of the numbers Omnicom would be expected to deliver.

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The new campaign’s key goal is to make the US Army more relevant to young Americans

The pitch deck opens with a bold thesis of «reverence vs. relevance» and cites surveys finding that while most Americans have great respect for the Army, they know little about it, do not find it relevant to their lives, and have no interest in enrolling. 

That sentiment was echoed by Army officials who told Business Insider that this irrelevance, combined with a low-unemployment economy, is to blame for the military’s recent recruitment struggles.

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The pitch emphasizes that the military is about «more than combat and war,» with soldiers enlisting to expand their career options, rather than «as a last resort.»

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Omnicom encouraged a particular focus on recruiting women, with additional spec ads highlighting diversity efforts amid emotional appeals to protect the US from outside threats and «hate.»

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The Federal Procurement Database lists the minimum value of Omnicom’s contract at about $128 million over a 10-year period, but according to a Department of Defense statement, the company could earn significantly more, depending on how many projects the Army assigns.

Read the full pitch deck below.

 



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Macros (Scripting). Self Botting. ( Probably the most lucrative post you'll see in a while)

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As a kid I loved Dragonball z. One day I found a 2d gaming site, full of anime games. One game I played people had the power level of 1000000 (You had to sit there and Press «P» to press the punching bag. Where my powerlevel was only 300. No matter what I did.

One day I found out that these guys were cheating. They were using a software called Ez Macros/ Macro Express (More complicated but i recommend it) to train for them while they were sleeping.

If you cant beat em, join em. I cheated. Made my 300 -> 1000000. Many, many times even after i got banned. So many times i was known as the Ez King. lol.

10 years later…

I thought to myself…If I could make 1 digit into 1000000. Why cant I make $1 in my bank account into $1000000. In the end All we are dealing with are numerical digits.

I used used Ez Macros / Macro Express. And created numerous databases. This is a freebie and a spoon feed to you guys. It will take you some time to master the art of recording -> scripting.
I wouldn’t be surprised if they moved this thread to VIP section. Im teaching you how to hire 10 men for free. AI and Robots are the future. This is how you use a «Computer». Make it move for you. Bring this to an interview and you’ll get hired (worked for me).

Dont be a fool and give out your niche. Just know the wealthiest members have been here for YEARS and might have 2 or 3 posts. I am giving back because i’m tired of being a piece of shit.

HulioG

 



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Brands Should Work With Influencers, But Only If They’re Smart About It

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If you Google the phrase “influencers are,” you get these descriptors: dead, stupid, annoying, gross, losing their influence. And those are some of the more diplomatic responses to that popular open-ended search.

So why should brand marketers continue working with self-styled digital tastemakers and trendsetters?

“Consumer sentiment has never been so negative,” said Amber Atherton, founder and CEO of Zyper, a company that helps connect brands to their die-hard fans. “The market is saturated, and trust is being eroded.”

The key is choosing the right influencers, sometimes those with sway over a relatively small number of people in their immediate social circles, since 83% of consumers trust recommendations from family and friends more than any other form of advertising, according to Nielsen stats.

That insight came during Adweek’s Elevate: Influencers conference Oct. 17 in Los Angeles as Atherton discussed the value of super fans with Akash Mehta, Christian Dior’s global digital manager of parfums.

In the past three years, Mehta has zeroed in on “the bottom of the pyramid,” meaning those budding online mavens with 1,000 to 10,000 followers, where he’s found “more conversion and potentially more credibility” for the Dior beauty brand. (The top 1%—celebrities and other famous faces—still play a role, he said, but mainly in building awareness.)

The execs wanted to dispel the notion that working with everyday folks can’t move the needle.

“When you activate an influencer, it shouldn’t just be image driving—it should be business driving,” Mehta said, who also noted that he’s using gifts, free product and other rewards as incentives to get quality user-generated content. “We’ve seen ROI improve as we’ve gone further down that pyramid.”

The afternoon thought leadership event, held at Deutsch’s Steelhead production studio, included sessions with Kalen Allen, a video novice turned viral star (and Ellen DeGeneres protégé) and Drew McGowan, communications lead at Clif brand and Luna Bar, whose partnerships with members of the U.S. Women’s National Soccer Team highlighted the battle for equal pay for the World Cup-winning athletes. Helixa CEO Florian Kahlert told attendees to drill down further into influencers’ audiences (beyond demographics to psychographics) to find the best brand match.

Other insights from panelists included words of wisdom from Aimee Song, an “OG” blogger who’s built the fashion brand Song of Style with online retail giant Revolve, who has always listened to her “inner voice” about working with marketing partners. “I won’t promote diet tea because I don’t believe in it, for instance,” she said. “There’s quick cash to be made” from such one-off deals, “but I’d rather have longevity.”

Execs at Revolve, an early adopter in the space, have built a stable of some 3,500 millennial and Gen Z influencers “in over a decade of making smart, strategic bets,” Raissa Gerona, chief brand officer, said.

“We’ve always looked at influencers as entrepreneurs,” she said. “A lot of companies don’t understand the power and complexity of influencers.”

Revolve, amping up the experiential marketing that it’s pioneered with its influencers, has toyed with the idea of opening a branded hotel or restaurant (there’s already a members-only Revolve Social Club in L.A. for loyalists) as part of realizing its “lifestyle brand” status.

L.A. Brand Stars winner Russell Barnett, CMO of My/Mo Mochi, spends “an inordinate amount of time” vetting and educating a highly curated group of influencers for the sweet treat brand, knowing that sometimes they may toss the script.

“If they go rogue, we love that and we don’t love it,” he said during a session with fellow L.A. Brand Stars from Beyond Meat and FabFitFun. “Sometimes it’s a happy accident because that’s where the real passion is. If it goes bad, you can ride that out.” 



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Direct-to-consumer brands that have tested Snapchat's latest ad format say it's helping drive returns while bringing their cost-per-purchase down

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  • Snapchat’s Dynamic Ads format is already working well for some e-commerce and direct-to-consumer brands.
  • Snapchat is rolling out the new format today. Business Insider reported first that it was testing the dynamic ads format this summer.
  • Brands including Princess Polly Clothing and Vitaly Design said the Dynamic Ads are helping cut the cost of ads and are increasing return on spend for them.
  • Click here for more BI Prime stories.

Snapchat is rolling out a new ad format it’s been testing for months, and some e-commerce and direct-to-consumer brands said it was already paying off for them.

Dynamic Ads let advertisers automatically create ads from their product catalogs and serve them to people on Snapchat in real-time, based on interest people have shown in the brand online. Business Insider broke the story about Snapchat testing the dynamic ads format this summer.

Read More: Snap is secretly testing dynamic product ads that retarget consumers as it races to compete with Facebook and Pinterest for e-commerce dollars

Such ads already exist on Facebook, Twitter, and Pinterest, and the new format is a way for Snapchat to make a bigger effort to grow retail, e-commerce and performance marketing dollars, sources previously told Business Insider. Advertisers can bid for Dynamic Ads on Snapchat’s self-serve platform Ad Manager. The ads will be available to brands everywhere, but campaigns will only reach its US audience to start.

Advertisers say Dynamic Ads are working for them

Some DTC advertisers that have tested Dynamic Ads include Princess Polly Clothing, Vitaly Design, Shady Rays Polarized Sunglasses, and The Ridge Wallet, said Dynamic Ads are helping bring their cost-per-purchase down while increasing their return-on-ad-spend (ROAS) compared to other  ad formats on Snapchat.

Snapchat has given brands discounts to get them to new formats, but didn’t do so with Dynamic Ads, a company spokesman said.

Online retailer Princess Polly Clothing has been testing Dynamic Ads over the past month to retarget people. Dynamic Ads let it easily personalize the ad creative depending on the user and drive purchases, said Kim Zorn, its digital marketing manager. The retailer said its cost-per-purchase decreased by 60% while its return on ad spend is 171% higher than compared to other, similar product-focused campaigns.

For accessory maker Vitaly Design, Dynamic Ads let it easily reuse its product feeds to create ads, saving time and money, said Joe Cornfield, director of marketing at Vitaly Design. The company said it saw a 21% decrease in cost-per-purchase and a 29% increase in ROAS compared to other cross-platform e-commerce ads.

Retailers could import their product-catalog feeds on Snapchat to create other ads such as Story Ads, Snap Ads, and Shoppable Snap Ads since September, but until now, the ads had to be targeted manually. Dynamic Ads’ automatic nature means the company doesn’t have to create a new ad for every item, said Chris Ratterman, founder and CEO at sunglasses maker Shady Rays.

«Although it’s early, we’re seeing very promising results,» he said, adding that Dynamic Ads campaigns resulted in a 66% decrease in cost-per-purchase and a 286% increase in ROAS compared to its other retargeting initiatives.

Snap is making a bigger play for e-commerce dollars

In recent years, Snapchat has been catering to performance-driven advertisers with initiatives like its self-serve ad platform, Snap Pixel, Product Ads, and Reach and Frequency-based buying. More recently, it launched the Snap Select program, tools for video marketers and updates to its non-skippable, six-second video ad format Commercials. 

Snapchat has also been working to appeal to DTC advertisers outside of products. The company recently reorganized its sales team under its new chief business officer Jeremi Gorman, with a sales team dedicated to «emerging brands» or DTC brands. These reps frequently offer tips and credit to try out new formats, DTC brands like Curology have told Business Insider.

Read More: Popular direct-to-consumer brands like Brooklinen, Curology, and MeUndies are flocking to Story Ads on Snapchat Discover as Instagram gets crowded and pricier

Snapchat’s move comes as many DTC companies are shifting spending beyond the channels that helped propel their businesses, especially Facebook and Instagram to marketing channels like long-form video. 



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