Decoded Advertising began in 2014 as the first truly integrated creative, tech and media ad agency designed to drive better performance for brands by uncovering the levers that actually produce powerful ideas. With offices in New York and Los Angeles, Decoded is revolutionizing advertising by using data analytic techniques to produce the most effective, breakthrough campaigns for DTC (direct to consumer) companies and big brands alike. Some of their most notable clientele include VISA, T-Mobile, HP, and Dollar Shave Club.
In this episode of Velocitize Talks, we sit down with Matt Rednor, CEO and Founder of Decoded, to discuss creativity, data and experimentation.
“I believe we have to start planning for a world in which there is no data. As advertisers, we don’t want to be reliant on these platforms. I love the Facebooks and Googles of the world, but it scares me how reliant we are on third-party platforms.”
New Breed of Ad Agency (0:45)
“We really are just a band of misfits…that are inherently curious to figure out the why behind advertising.”
Creative ad agencies are changing. For Decoded, finding the best creative solution for a brand originates from a place of genuine curiosity and thoughtful experimentation.
The Moneyball of Advertising (2:39)
“In sports, they have been able to use data and analytics to do things smarter. We believe we can do the same in advertising.”
Data analysis has seeped into the core of not only sports but many other industries today, revolutionizing the way they operate for the better. Why not advertising too?
Navigating the Data Overflow (4:15)
“We believe in creating data for clients because it’s way more valuable for them to own their own data…and track how people behave with different ads.”
The world shifted from data-scarce to data-abundant overnight but not all information is good information. The key to success lies in companies curating their own data in a way that helps them achieve their goals.
Becoming Your Own Client: 42 Birds (5:56)
“We wanted to give our employees and team the freedom to really experiment and play around to figure out how to come up with the right solutions.”
Decoded practices what they preach. Instead of claiming to be the latest marketing experts in eCommerce or Amazon-influenced consumerization, they position themselves as the client. 42 Birds, Decoded’s own DTC wellness company, gives them an agile environment to experiment without constraint. Can the fact that the company is becoming its own client help them achieve a breakthrough moment?
Branching into Media (9:35)
“In order to make creative smarter, we needed to be running the media in a certain way to get the insights we needed.”
Instead of waiting for media companies to catch up with them, Decoded decided to open their own. With experimentation and optimization at the forefront of their aims, Decoded Advertising opened Decoded Advanced Media (DAM). By starting their own media company Decoded finally found the missing piece to their advertising equation—an accurate media feedback loop with clean data to analyze.
For more information on Decoded, check out their website. To stay up to date with Matt Rednor, follow him on Twitter.
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