The creation of CHOREOGRAPH comes during a time when management consultancies and technology platform players zero in on agency share. Caer, however, believes that agencies distinguish themselves with the creative assets they offer.
On the media side, CHOREOGRAPH’s access to WPP’s programmatic-buying capacity by way of Xaxis and 24/7 Media deepens targeting to very specific audience levels “as opposed to [only using] content as a proxy,” Caer said. “That’s the big difference. [Operating a] data-driven agency allows us to go down to an incredible level of granularity in our media reach.”
CHOREOGRAPH has also forged technology partnerships with Oracle, Salesforce.com and Adobe Marketing Cloud, which are simultaneously seeking ways to diversify their marketing technology stacks to account for new client demands.
“In many ways, Adobe has established technology infrastructure that allows their customers to interact with their customers across paid, owned and earned channels,” Caer said.
But leveraging agency relationships on Adobe’s end has proved difficult; agencies are, at times, grouped under media, social or creative umbrellas themselves. “When we mentioned CHOREOGRAPH to them, they were thrilled to have a partner that [was also] looking to connect dots and siloes.”
CHOREOGRAPH plans to begin with eight to 10 employees, although Caer said revenue goals could create a need to double staff next year.