The First Ever Reactive TV Campaign


The First Ever Reactive TV Campaign, MediaCom with GlaxoSmithKline / Piri
Everyone has seen reactive digital campaigns – but those campaigns lack the impact and effectiveness of TV. By collaborating with ITV, we brought data and audience closer together, creating the first reactive TV trading model. Our data-informed, regionally executed campaign was twice as effective at driving sales as traditionally planned broadcast.

Media Director: Jonathan Robson