“Help us find the soul of our brand.”
- The Trade Deskの CEO であるJeff Green、2018年初旬
As marketing challenges go, this was a big, inspiring one. Jeff gave me this task during a 1:1 early in my tenure as CMO at The Trade Desk. It isn’t often that a CMO has the opportunity to work on a company’s first brand campaign, let alone for a company as special as The Trade Desk. I keep the notes from that meeting in the top drawer of my desk.
Jeff’s request sent our company and marketing team on an 18-month journey, looking at everything from how we engineer our products to how we engage clients to how we work with industry partners. One theme became clear very quickly: The Trade Desk is focused on making a positive impact for everyone, from advertisers to content providers to consumers.
This common purpose has remained unchanged since The Trade Desk’s founding in 2009. We believe that the open internet is the best way to fuel a global marketplace of content and ideas, and that it empowers everyone producing that content — from journalists and broadcasters to media creators and idea generators of every type. Today, this open internet mission is more important than ever. We all want a media ecosystem that supports a broad diversity of content and voices.
このプロジェクトを実現するために、当社は広告代理店BBHと提携し、The Trade Deskが誰であるかの理解を深め、ブランドのありのままを映していきました。そのプロセスを経て、私たちはブランドの中核となる「理由 (Why)」を形にしていきました。
We wrote our mission as: “Transforming Media for the Benefit of Humankind.” And then we shortened it to a tagline: “Media for Humankind.”
It’s a hugely aspirational brand statement. But at our core, it’s what we stand for and what drives everything we do. After we saw this idea from BBH, I told Jeff we were flying to California to present one big “swing for the fences” idea.
“Good,” he replied. “Even if you miss, that’s what I want you to do.”
The Media For Humankind campaign launching today features consumers who represent all of us — the main beneficiaries of an open internet. To capture the diversity and uniqueness of people around the world, we enlisted award-winning photographer Martin Schoeller — known for his soulful, intimate portraiture that captures the essence of the human experience.
Our launch comes at a time when the vitality of the open internet is more important than ever. There are growing concerns about the transparency of the information that tech platforms share with marketers. The idea that the open internet represents a compelling alternative feels more relevant than ever, gaining vocal support from some of the world’s leading advertisers and content providers.
広告代理店 BBH の担当者と、このブランドのプラットフォームに精力的に取り組んできた社内クリエイティブおよびマーケティングチームに感謝します。これを広告キャンペーンと呼ぶのは少しためらいます。なぜなら、広告キャンペーンよりもより大きな意味があると考えています。市場がデジタル広告の未来に立ち向かうことのできるリーダーを本当に必要としているいま、それはThe Trade Deskの使命と大規模戦略だと考えます。
The Trade Desk