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PMG Wins Five Honors at Digital Trading Awards

3 MINUTE READ | September 22, 2017

PMG Wins Five Honors at Digital Trading Awards

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David Gong

With PMG since 2012, David Gong has led marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry partners.

Last night in New York City, The Drum announced the winners of its second annual Digital Trading Awards, and PMG received top honors five times over. In a slate of categories that highlight PMG’s strength across the spectrum of digital marketing channels and disciplines, PMG won Best High Impact Campaign, Best Video Campaign, Best Paid Social Campaign, Best Paid Search Campaign, and Most Effective Use of Data.

In the High Impact category, PMG won for the work it did around the Anthony Joshua heavyweight fight for Beats by Dre. When the boxer knocked out former champion Wladimir Klitschko at Wembley Stadium earlier this year, he was not the only victor to own the moment. His triumph was shared by Beats by Dre. From a collaborative relationship with Sky Sports, to use of social, digital, film and music, we elevated Beats’ profile among consumers and differentiated them from the competition.

In the Video category, Beats by Dre sought to inspire people to adopt the wireless lifestyle and celebrate a life without constraints with its global Got No Strings campaign, which centered on an anthemic film scored to “I’ve Got No Strings” from Disney’s Pinocchio. PMG’s efforts helped Beats sell headphones. Lots of them, and also got people live life with no strings.

An indicator of the breadth of work for Beats by Dre, PMG won for yet another campaign on behalf of the client in the Paid Social category. During the UEFA European Championship, PMG developed and executed a multi-media strategy, targeting the diehard football fans across UK, Germany and France, and competing head-to-head with high-spender official tournament sponsors like Adidas. As a result, Beats saw its brand metrics rise significantly, with huge increases in traffic and user engagement compared to the prior year.

PMG’s technology and data chops were the driving forces in the agency’s wins in the Paid Search and Use of Data categories. For Paid Search, PMG solved the question of how brand can drive more SEM volume when its keywords already rank first among paid ads. Our team built an algorithm to overcome Google’s own ad units on the SERP through an iterative bidding process. The result? Flat CPCs and 62% traffic growth.

In the Use of Data category, PMG was recognized for finding a way to leverage retailers’ product inventory to guide bid optimizations that increased sales more profitably. PMG’s inventory scoring algorithm drove substantial lifts in conversion rate and ROAS, and eliminated wasteful media spend.

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PMG was the most awarded agency in a competition that field top agencies such as Mindshare, Cadreon, Resolution Media, and Universal McCann. The agency’s accolades follows last year’s wins across two categories in last year’s competition.