Brainlabs awarded $50M Media Business for Mobile Operator, Consumer Cellular
We are delighted to share the news that mobile operator Consumer Cellular has joined our growing client roster in the US. Brainlabs will manage its multi-million retail media, paid search, and paid shopping account.
Brainlabs and Consumer Cellular spoke to Adweek about the brand’s huge ambitions for growth and innovation, and the important role Brainlabs plays as an agency partner.
The appointment comes following a review of the company’s marketing strategy under the new leadership of CMO Craig Lister, who joined in August of this year, and represents a period of significant change for the brand.
“We’d like to see a much more balanced footprint and one that addresses all the points of the customer journey. Because we know it often begins in digital, and in some cases can end there as well,” the CMO told Adweek.
“We were looking for groups that were performance-marketing oriented, extremely data-driven and could scale very gracefully into other types of programmatic media,” Lister continued.
During the review, Brainlabs evaluated Consumer Cellular’s account data and shared optimization recommendations, impressing the brand team. It also created its own method for managing paid media accounts, which hinges on constant campaign testing and optimization, and coined it d’Artagnan. This industry-first approach enables always-on testing and optimization, essential for effectively leveraging performance data and increasing results by up to 70%.
Commenting on the appointment, Jeff Allen, COO Brainlabs North America, Brainlabs said: “Consumer Cellular has a powerful customer-first mindset, a huge appetite for growth and innovation and many other values that align meticulously with our own at Brainlabs. We’re ecstatic to partner with Craig and his team to build on the brand’s deeply loyal community, and transform their customer acquisition journey to dominate in the competitive telco market.
We’ll be taking an approach that doesn’t exist anywhere else thanks to the technology our team of media scientists have created, and we couldn’t be more excited to showcase its capabilities with a client like Consumer Cellular.”