MediaScience strengthened with creation and data

Robert Hagendoorn, known from Red Urban and Etcetera, will become director Strategy & Concept at MediaScience, the agency that until now mainly specializes in 'programmatic advertising'. It is a new department in which creation is combined with media and data. These are often still separate silos at media agencies, but MediaScience has completely integrated its creation and media

Robert Hagendoorn, known from Red Urban and Etcetera, will become director Strategy & Concept at MediaScience, the agency that until now mainly specializes in 'programmatic advertising'. It is a new department in which creation is combined with media and data.

These are often still separate silos at media agencies, but MediaScience has completely integrated its creation and media. 'You still see far too many links in this process, which means a lot of effectiveness is lost', says Hagendoorn, who already worked freelance for the Amsterdam office.

The broadening of MediaScience only within the company's new LIVE philosophy. Technology has ensured that we recognize people from the target group when they are online. Hagendoorn: 'That has changed the whole game. We are now able to tune the message at those times. Someone checking on A'dam CS Facebook at 6.30 pm, we hit with a different message than someone who looks at the news briefly in between. If you recognize that and you have built up the campaign well in this way, you as a brand can suddenly be very relevant in the customer's experience. '