Seeking to address the growing importance of biddable media in advertising, industry veterans John Donahue and Chris Copeland today announced the launch of Top and righta consulting firm bringing together Donahue’s WLxJS consulting firm and Copeland’s growth consulting firm, C2Next. Top and right will focus exclusively on biddable media, encompassing all programmatic channels as well as search, e-commerce and social platforms. With growth accelerating rapidly over the past 18 months, these channels now account for more than 60% of all media investment, with total market size projections increasing by $120 billion over the past 18 months. single year passed.
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C2Next and WLxJS have created independent businesses in collaboration with renowned advertisers, including The Coca-Cola Company, Diageo, Hershey’s and Linksys. Both companies have also been recognized as industry leaders, winning awards including AdExchanger Programmatic Consultancy of the Year for 2020. Together, they have advised over $1.5 billion in media spend. Top and right will provide marketers with a path to greater agility and better performance through concurrency-enabled mediums.
The growth of auctionable media channels has completely changed the approach to media and the speed of response that businesses now need. Top and right provides expert guidance to improve performance across key programmatic, e-commerce and social media channels. In 2020, Diageo, in partnership with Top and rightincreased overall advertising ROI by 25% while achieving 31% savings on Facebook spend and 23% across their programmatic efforts.
Both Top and right The founders are veterans of influential advertising holdings: Donahue spent several years as global director of business intelligence analytics at Omnicom Media Group, while Copeland founded the research practice at GroupM, before creating GroupM’s innovation unit, GroupM Next, and spending more than ten years in executive roles there. Leveraging their extensive experience at the intersection of advertising and technology, the two leaders will strive to meet the growing need for marketers to deploy excellence in bid strategy across all bidding platforms. relevant, including Google, Amazon and Facebook. Top and rightExpertise ranges from technology assessment to optimizing internal and external resources, facilitating effective collaboration between advertisers and their advisors. In addition to brand clients, the company has also worked with ID Comms to conduct a variety of agency reviews.
“We are entering a new era for our business and leveraging the power of auctionable media channels. Up & to the Right helps us create exceptional processes for this approach while helping us realize great potential and drive our growth,” said Harry Dewhirst, CEO. from Linksys.
“ID Comms helps advertisers maximize their media investments in a time of massive change,” said CEO and Founder Tom Denford. “John and his team worked with ID Comms to design ways to perform real-time agency reviews on programmatic media, challenging partners to deliver exceptional performance in order to win.”
Donahue and Copeland are joined at Top and right by Bill Callahan, who will focus on the role creative assets play in auctions, and Michael Dowd, an industry leader in optimizing performance media through search and e-commerce channels.
“The industry’s evolution from reserve markets to auction markets has accelerated and outpaced the pace of change among advertisers and agencies,” Donahue said. “We believe we can help align technology and talent in this new world for the benefit of all.”
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