Xandr

19 April 2020

Objective:

Xandr (formerly AppNexus) is an important advocate for building a better internet. It exists to create a brand safe environment for advertisers, to eliminate ad fraud and revolutionise programmatic advertising in an ever increasingly digital world. But Xandr’s purpose was only being communicated to a limited audience in the marketing and advertising trade titles, W was enlisted to get Xandr’s mission out to a wider audience.

Strategy:

A proactive and carefully planned thought leadership campaign to place our key spokespeople at the heart of mainstream conversation. From jumping on events in the cultural agenda, a series of case studies, to bylines, commentary contributions and regular journalist briefings, we keep our fingers on the pulse to get Xandr’s message out there.

Results:

W was the first agency to secure an opportunity for Xandr on a global broadcast channel such as BBC. Xandr continues to be one of the agency’s longest standing clients.

• Secured interview opportunities in both Singapore and Japan

• Reached over 290 million people

• Secured coverage for 12 op-eds on top publications

• Year-on-year surge in sales enquiries