Cox Communications has more than 40% share in television sales. However — through acquisitions and lack of strategic focus — COX’s digital sales unit was a complex, inefficient and ineffective organization. They were trying to sell a generic product without a product differentiator. Our task was to merge several internal units and align it around a coherent and externally valuable offering.
CO OP was given unprecedented permission to create new products and team structures, got harsh but fair input from clients, and had to get past the internal scepticism that ‘if all we have to sell is service, then we should go home’. But however proud the team was of being a cool new start-up, clients wanted the exact opposite. They wanted a resourceful, insightful team that knew how to help clients navigate the ever-changing world of digital advertising. They wanted a smart company who knew everything from one end to the other of the media market – hence the name we created, Gamut.
United around a new brand, our focus was on creating a single team that could deliver a simple promise everyday. Understanding Activated became the simple promise and guide to behavior, reinforced from the new (and explicitly brand-led) office space, to recruitment criteria, to the new products we jointly created. Over the years since we launched the brand, the personnel and offering have changed out of all recognition, but the brand and promise still guides their future.
Scott Siegler – Gamut, VP West Coast Operations
Brand and Digital Activation
Media Planning & Buying
Website Strategy & Design
Asset Creation (Photography, Renderings, Video, Maps, Infographics)
Print and Collateral Design
Advertising – Digital/Print
sales increase annually
increase in staff
Bought by Apollo Global Management
rated in Local OTT media