Haydon Bray returns to media with new agency offering Audience Precision
Media industry entrepreneur and former Chairman of Carat, Haydon Bray, has launched Audience Precision, a new media strategy consultancy and technology business.
Bray, alongside five founding team members and equity partners, have worked together for the past five years to develop the Audience Precision model and to establish proof of concept and now it is ready to commercialise globally.
The model challenges the "outdated media buying industry" by using a combination of technology that delivers actionable insights and superior strategy, which is now being applied both in Australia and globally.
Working with foundation client, Warner Music, Audience Precision has already established offices in New York and London with further global expansion to come.
“When I returned to the market, I found it in a worse state than when I left. It’s an industry overwhelmed by new platforms, hundreds of new reporting metrics and still marred by murky deals and a legacy model that hasn’t moved on since the 1990s. Real change was needed,” Bray said.
“Audience Precision rewrites the rule book. We use data – in fact 35,000 data points for each audience segment in multiple countries - combined with proprietary systems and machine learning to help marketers better understand audiences and potential customers, align their marketing efforts, optimise marketing expenditure and significantly reduce media wastage across all media channels."
Audience Precision has worked across numerous Warner Music artists to better connect them with existing and potential fans.
Tony Harlow, the outgoing global President of WEA Group at Warner Music, said: “Fan engagement is increasingly at the heart of what we do – data insights around fans can play a huge part in marketing success. Audience Precision has given us a competitive advantage on how we can reach and connect with fans. The data they provide is readily usable, easy to digest, and has made a real difference in helping us think harder and smarter about the way we market our music.”
The Audience Precision team includes Bray as Global CEO, Samantha Bolton as Managing Partner USA & UK, Laura Newman as Global Head of Research, Alison Coleman as CFO, Sean Gerraty as Head of Operations and Jeremy Cath as Chief Technology Officer.
Audience Precision is channel agnostic, does not conduct annual negotiations nor has any reliance on media owner share or commissions.
It does not buy media based on demographics, there is minimal advertising expenditure wastage and it uses machine learning to predict campaign success and media performance at a channel level.
Building mental availability in audio has never been more challenging. Once-traditional radio businesses are now competing with video, streaming and social media content – but audio has some powerful strengths in that battle. As NOVA Entertainment’s Adam Johnson writes, the ‘Place’ in McCarthy’s ‘Four Ps’ is key with quality content and ubiquitous access –physical availability – driving marketers’ goals through audio.
Patagonia’s repairs, New Balance’s leather leading as consumers’ vote with wallets for future value – conscience and commerce key
What can Benjamin Franklin, the ‘Green Revolution’ and consumer purpose teach us about future value? A lot, writes VMLY&R’s Troy Nicoll. In the third instalment of VMLY&R’s value series, he says brands that move last will be remembered – negatively. And those that understand ‘value’ as being a holistic, long-term relationship with consumers – like Patagonia and New Balance – will help reimagine marketing thinking. People are already voting with their wallets out of principle, identity, and survival.
There’s an unfair image of Millennials out there that paints them as poor financial managers, economics journalist Jess Irvine says. But they’re hungrier for information and advice than any generation before them. Despite this, a new survey from Nine has found that they’re becoming less sure of themselves. And with more than seven million Australians aged 18 to 39 set to inherit $320,000 each over the next 20 years – that’s $3.5 trillion in total – the brands that share smart information that doesn’t oversimplify things can help these Millennials – and themselves.