From the most effective digital ad campaigns, to the cutting-edge social media outlets, iCrossing is always scouring the market for the most innovative ways to attract customers. In that vein, the company recently launched the iCrossing Collaboratory to build brand momentum and create unprecedented market opportunities.
The iCrossing Collaboratory solves problems and creates opportunities for clients by connecting them with industry-leading platforms and technologists. With the help of these partners (think Google Glass, Soundcloud, UPWORTHY, Stipple, Facebook and Twitter), iCrossing clients will have exclusive access to first-to-market ideas and innovative ways to enhance the customer experience.
iCrossing has long worked with platforms, networks and technology companies, and recently they began to explore the opportunity of connecting clients directly with these best-in-class companies.
“As business challenges become increasingly complex, some agencies will claim to have all the answers,” says Constance DeCherney, head of the iCrossing Collaboratory. “The truth is, while we have many, it’s really our partners that know their own platforms best. Connecting our clients with innovative start-ups and partners gives them an unprecedented opportunity to shape the trajectory of their businesses.”
In founding the Collaboratory, iCrossing worked with Google, Twitter, AOL, Bankrate, YEXT and Mass Relevance to generate valuable solutions for clients. Some of these partners shared their predictions about media and some are developing an expanded relationship with iCrossing as a Collaboratory partner.
iCrossing also worked with many startup partners, which offer clients benefits including an enhanced focus on experimentation and agility. Instead of developing proprietary technologies as many agencies do, iCrossing plans to maintain leadership through partnerships with startups.
The founding partners of the iCrossing Collaboratory fall into seven digital categories automotive, retail, travel, finance, sound, data visualization and social media. The first four categories are areas where the community is seeing the greatest change in consumer behavior and venture capital investments. The remaining three categories are inherently digital and transcend every vertical for a connected brand. Any company that falls within those categories can inquire to become part of the Collaboratory.
The Collaboratory is already in action: Adaptly, a social ad-buying company focused on increasing brand engagement, has successfully connected with several iCrossing clients. One consumer packaged goods client saw a 100 percent increase in engagement and a 30 percent decreased cost per click by working with Adaptly to secure social ad space.
“The ideal client for iCrossing Collaboratory engagement is a company that’s eager to create innovative ideas,” DeCherney says. “Brands that want to think critically about creating a marketing advantage will benefit from the close contact with our trailblazing partners.”
As part of the Collaboratory’s launch, iCrossing held a “hatch” event at the Digiday Agency Summit in February where attendees were challenged to “hatch” an innovative solution for a brand’s real-world problem. The brand: Toyota. The question: How does Toyota connect with millennials when launching a new car? Fifty participants from startups, other agencies and ad tech companies split up into seven teams and spent 18 hours hatching creative ideas to best solve Toyota’s challenge.
“Today, only 11 percent of marketing budgets are spent on innovation, but I think we’ll see that grow in the future,” DeCherney says. “There’s $149 billion spent on advertising in the U.S. alone each year, and with such a small percentage currently going towards innovation, there’s a huge opportunity for brands to think outside the box.”
iCrossing looks forward to growing the Collaboratory with both new partners and new clients. Email partner[.]icrossing.com for more information about getting involved.
The iCrossing Collaboratory solves problems and creates opportunities for clients by connecting them with industry-leading platforms and technologists.
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