Crater Lake & Co collaborative launches to bridge measurement silos
Four specialists from different marketing disciplines have come together to form a collective to help marketers ‘make sense of the measurement puzzle’.
Former Carat International MD, Brian Jacobs, MESH Experience president and chief experience officer, Fiona Blades, Mcgarrybowen’s global executive planning director, Hilary Woods and Custometrics co-owner, David Beaton have teamed-up to launch Crater Lake & Co - named after the US national park in south-central Oregon (pictured).
The collaboration brings together the four key disciplines of predictive and optimisation analytics, creative strategy, media planning and market research (including real-time experience tracking), with the aim of providing an unbiased, silo-less view of what is working and what is not in time for clients to re- direct their efforts in real-time as their strategies and tactics unfold.
Crater Lake & Co founding partner, Jacobs said: “By using this fusion approach, we can help clients to create a marketing effectiveness story that will drive greater growth for their products, brands and business; a story that will be as compelling for CFOs as marketers.
“We do not write ads, nor do we construct media plans. We don’t shoot commercials, nor do we buy media. We act as out-sourced integrators, working with clients to make the most from their marketing investment. However many or few jigsaw pieces clients have, we can help them create the picture on the box.”
According to Jacobs, to achieve this outcome, Crater Lake & Co puts storytelling at the heart of its process and its product. It creates a single clear narrative that quantifies cause and effect, makes clear the trajectory the brand is on and the next steps that are needed to achieve marketing’s goals.
“The narrative acts as a unifying force that enables more effective collaboration and inspires change across both the organisation and its partners,” Jacobs concluded.