Visto

Visto is a technology company dedicated to bringing transparency, interoperability, and accountability to digital advertising.

Company GOAL:

Gain recognition as a forward-thinking ad tech company following a major rebrand and repositioning

Clarity’s Challenge:

Reposition Visto (formerly Collective) and showcase the company’s platform as the solution to issues of transparency in digital advertising

ABOUT

Visto came to Clarity following bold changes within the company that was still, at the time, known as Collective. With the knowledge that transparency in digital advertising would soon be an industry rallying cry, CEO Kerry Bianchi steered the company in a new direction and turned the 11-year-old ad network media business into a forward-thinking technology company committed to bringing simplicity, transparency, and efficiency to digital marketing.

Clarity worked in partnership with the internal marketing team to completely redefine the company and develop new messaging that would reflect the value proposition of their platform, the Visto™ Enterprise Ad Hub.

Both before and after introducing the vendor-neutral platform to the ad and marketing tech community, Clarity played a vital role as trusted advisor, providing counsel on both internal and external communications following the rebrand.

Clarity executed a highly content-driven campaign for the company while also putting the dynamic CEO in the spotlight. Through bylined articles, reports, white papers and speaking engagements, we successfully established the company as one leading the charge of transparency in programmatic advertising.

Results

Secured editorial coverage in major business publications and advertising trades
Spearheaded a successful executive positioning program for CEO Kerry Bianchi that included a regular Forbes contributorship and numerous award wins as well as podcast appearances and event speaking opportunities
Secured honors for the company and platform including placement on the Drexel Analytics 50 as well as the short lists for The Drum's Digital Trading Awards, The Digiday Awards and the Best in SaaS awards

selected press

Can Omnichannel Marketing Exist in a World of Walled Gardens?

The advertising and marketing industries are currently facing two seemingly contradictory problems. First, there’s the confusion of “too many,” the result of a vendor ecosystem that has grown at an unbelievable pace.

Let's Try to See Clearly on Blockchain for Advertising

The release of the Interactive Advertising Bureau's Blockchain for Video Advertising white paper has the digital ad industry abuzz.

How This CEO Shakes Up Linear Hiring Practices

As a college psychology major, Kerry Bianchi knew she wanted to work in advertising. What she didn’t know was that one day she’d be leading a advertising technology company.

Podcast: Kerry Bianchi On The Shift From Service To Software | AdExchanger

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Our guest this week is Kerry Bianchi, president and CEO of Visto, formerly Collective. Bianchi has overseen a major transition of the company since taking the helm from founder Joe Apprendi one year ago. That transition includes a sale of the legacy managed services business.... Continue reading »

Multi-platform strategy a must for best programmatic ROI, suggests study | Mobile Marketing Magazine

The optimal programmatic media buying strategy requires multiple partners, with multi-vendor supply path optimisation resulting in tenfold improvements in key areas, according to a new study by ad tech provider Visto . With an estimated 80 per cent of digital ad placements now purchased via programmatic exchanges, advertisers looking to get the best performance while not over-complicating their ad tech stack are looking for every advantage they can get. Visto's study attempted to quantify price, performance and quaity variations across formats, buying platforms and methods, even when targeting the same publishers and using the same tactics, just through different partners. Leveraging the multi-platform optimisation (MPO) tool from its Enterprise Ad Hub, the company compared campaigns that were run...

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Tempow

Company Goal: Build the Dolby Labs of Bluetooth

Clarity’s Challenge: Paint a hardware vision using only software

Led by one of the most energetic, engaging, and hardest hustling young startup CEO’s in the world, Vincent Nallathamby, a small team of engineers out of Paris embarked on a mission tech giants long ago abandoned: unlocking the true potential of the Bluetooth protocol.

Few people think about it when pairing their phones to earbuds or a home speaker system, but Bluetooth is an incredibly powerful piece of software that can be used for so much more than “connect device A to device B”. Back in 2016, Vincent and the team at Tempow took this misunderstood piece of tech under their wing and built the Tempow Audio Protocol (TAP) with the initial application of allowing one phone create a surround sound system with any number of speakers from any 3rd party brand.

This test case proved incredibly fruitful when they caught the eye of Motorola and became one of the showstopping features for the Moto X4, unveiled at IFA 2017.

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Trilith Studios

Company Goal: Pinewood Atlanta Studios came to Clarity for a total rebrand to Trilith Studios… then COVID struck and all production was halted

Clarity’s Challenge: Rebrand a major studio in the middle of a pandemic, positioning it as a leader and educator on bringing production back safely.

Pinewood Atlanta Studios (now Trilith Studios) is world famous for its long legacy of churning out blockbuster hits through collaborations with the likes of Disney, Marvel, Sony and Warner Bros. In 2019, the company was poised for not just a rebrand but a reimagining, branding the company to Trilith Studios and reinventing the company as not just a production studio but a new live/work model encompassing a fully integrated production armed with its own IP as well as a walkable residential community for a new generation of creatives, entrepreneurs and storytellers – not something that had been done at this scale.

With a timing of June 2020 to unveil the new brand, Clarity began placing a series of agenda-setting features in industry trades and business, tech and real estate media introducing this new expansive live/work studio environment for creatives, while retaining the Studio’s impressive stature as a movie-making hub rivaling the biggest in the world.

Then, with the onset of COVID-19 in March 2020, production is halted across the industry and Trilith faced both a need to align on best practices and protocols to restart filming, without losing momentum of the business while the rebrand was pushed off. 

Clarity responded quickly, aggressively promoting CEO, Frank Patterson as an authority on the effects of the pandemic on production, pointing to the studio’s own stringent COVID protocols as a gold standard for the industry, announcing state of the art testing protocols and plans to reopen and restart movie and TV production, cementing their position as an industry leader and giving them tremendous visibility and credibility ahead of the delayed rebrand, which took place in October 2020. 
 

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Crest Medical

Company Goal: Crest approached Clarity for support in growing online sales for their consumer brand, First Aid Warehouse, differentiating it from its B2B offering.

Clarity’s Challenge: Building consumer awareness in a commoditized category.

Clarity conducted a deep dive to understand the user requirements and brand / product appetite, which allowed us to construct a blended approach of paid search, Shopping, and paid social to promote at a category & individual product level. We leveraged granular shopping feed management to maximise Shopping performance and made recommendations to improve CRO including  landing page updates, pricing reviews and competitor analysis.

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