WAVEMAKER ITALIA SRL
Location
MILANO
Founded
1984-12-10
Website
Risk Signals
1353 news mentions monitored
Industry Context
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Recent Articles about WAVEMAKER ITALIA SRL
Live alerts from global media, monitored by Business Radar
2025-04-14 (mi-3.com.au)
Short-term 'trap': Oxford Uni professor warns on TV industry plan to build outcomes model – but still thinks they should build it; says agencies hold key to advertising beyond reach, and can lift his code | Mi3
Oxford University Associate Professor Felipe Thomaz was a runaway Mi3 hit last year with a peer-reviewed paper that smashes the economics and relevance of audience reach. His analysis – based on 1,000 campaigns and a million customer journeys via Kantar and Wavemaker data – finds blunt use of reach will not deliver business outcomes, because not all reach is equal. Business outcomes was all the talk at the Future of TV Advertising last week, with industry backing the build of a real-time dashboard via Adgile Media to map and measure impressions delivered to hard results close to real-time. Thomaz thinks it's a start but warns industry risks falling into a "trap" of short-term skew, essentially applying performance metrics to a brand channel. "That worries me," per Thomaz. "We know from decades of existing research that the long-term impact of advertising is twice the short-term impact of advertising." But that doesn't mean industry shouldn't build it. Per Thomaz, `` It 's definitely the right path, and we can
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2025-03-15 (mi-3.com.au)
'Really mediocre outcomes': Oxford Uni professor says Byron Sharp and Ehrenberg-Bass' marketing science rules no longer hold – 1,000 campaigns, 1 million customer journeys as evidence | Mi3
Associate Professor Felipe Thomaz, of University of Oxford's Saïd Business School, suggests Professor Byron Sharp's best known book, How Brands Grow, is a misnomer – it's actually about how big brands keep big marketshare, not how they got there. He also says it's based on flaws within Andrew Ehrenberg's earlier work, primarily static markets and a requirement not to differentiate. Thomaz suggests that's why FMCG firms adhering to those rules were caught napping by more nimble differentiated start-ups. Optimising media for reach alone no longer works, he suggests, because all reach is not equal – and used bluntly won't deliver business outcomes. "There is a missing dimension," per Thomaz. He's out to prove it with a peer-reviewed paper that analyses 1,000 campaigns and a million customer journeys via Kantar and Wavemaker. The upshot? "None of it holds … I'm seeing that 1 per cent of campaigns are actually getting exceptional money, while the vast majority are choosing to get some really mediocre outcomes."
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2024-09-20 (youmark.it)
Retail Media: Sofidel and Wavemaker Italia increase sales of Rotoloni Regina with the Lidl Plus app and Beintoo planning
In a dynamic context such as that of digital advertising, Retail Media is rapidly emerging as one of the most effective channels for connecting brands to consumers. Its ability to reach customers directly at key moments in the purchasing and generating decision-making process
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2024-09-03 (portada-online.com)
Verizon, Michelin, Nutrilon and Eight More Brand Initiatives
Verizon, Michellin and more brands targeting the U.S. consumer right now.
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2024-05-15 (campaignlive.co.uk)
Thinkbox TV Planning Awards 2024 shortlist unveiled
The Thinkbox TV Planning Awards shortlist for 2024 is now LIVE! With an impressive array of more than 100 entries showcasing innovation, creativity and effectiveness, narrowing down the finalists was no easy task.
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2024-02-12 (cbnews.fr)
Boucle d’Or tests Aldi products
In 2023, Aldi focused on explaining its “discount” prices. Today, the brand highlights the quality of its own brands which are “at the heart of its business model and represent 90% of references in stores”, indicates a press release.
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2023-04-20 (lapublicidad.net)
Are older people more concerned about the use of plastic containers than young people?
Continuing with the objective of the Wavemaker agency to analyze the consumer and their behavior, and how this affects their consumption.
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2022-10-19 (brand-innovators.com)
News: Innovator Insights: Wavemaker’s Dennis Potgraven
Though it’s not normally shared publicly, the team at Wavemaker produces an annual research study dubbed “Provocative Perspectives,” which helps its clientele of CMOs understand shifts in consumer behavior as they prepare their marketing strategy.
Read more![How Oddle utilizes its expertise in data and O2O in optimizing restaurant delivery and dine-in [Q&A with CEO Jonathan Lim]](https://images.businessradar.com/articles/15d14777-4046-4279-bc87-bb71b852b946)
2021-03-03 (technode.global)
How Oddle utilizes its expertise in data and O2O in optimizing restaurant delivery and dine-in [Q&A with CEO Jonathan Lim]
In this TechNode Global Q&A with Jonathan Lim, Co-Founder and CEO at Oddle, we learn about the dynamics of the restaurant, F&B, and logistics industry in the region, particularly with the impact of the pandemic on customer behavior, such as dining in and delivery.
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