Category: In the News

In an era of programmatic investment and complex media marketplaces made more byzantine thanks to the crush of ad-tech and mar-tech firms offering their brand of “unique” or “proprietary” solutions, does a personal touch or the offer of being a “partner” media agency matter anymore? 

The agency holding companies embrace that complexity and offer their road maps to massive multinational corporations to help wend their way across the landscape, but it’s hard to say they’re a “partner” to anyone but their own sibling companies — at least that’s the criticism of them and their size and breadth. 

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Food and beverage brands are introducing new products that aim to address the questions raised by consumer usage of GLP-1 weight-loss drugs like Mounjaro and Wegovy. At the same time, they’re beginning to borrow from the pharmaceutical and healthcare industry in their media choices.

Danone is experimenting with “patient portal” digital out-of-home investments alongside a battery of other digital channels it’s deploying to debut a new product aimed squarely at health-conscious consumers.

According to CMO Linda Bethea, Danone launched Oikos Protein Shakes this month backed by media spending on paid search, paid social, digital display, influencer marketing, retail media and connected TV (CTV). The “ambient” (industry code for non-refrigerated) shake targets consumers who seek more protein in their diet, including patients using GLP-1 drugs.

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