Rebranding the Brands

Based on the premise that UK public trust in advertising is at an all-time low (25% this year compared to 48% in 1992), LoopMe’s panel at Advertising Week Europe wanted to explore the reasons why and discover how brands can win back public trust.

LoopMe’s GM International, Pete O’Mara Kane was joined by an expert panel which included Carl Carter, Head of Marketing Strategy & Effectiveness at IRI Worldwide, Amy Williams, Co-Founder & CEO at Good-Loop, Celine Saturnino, Chief Commercial Officer at Total Media and chaired by Chris Babayode, Managing Director EMEA at the Mobile Marketing Association UK. This is what they had to say:


Short-Term Focus

In a discussion about the issues marketers have faced in the last year, both Celine and Carl highlighted a shift from long-term strategy to short-term impact such as investing more time into developing ecommerce. FMCG was noted as an industry in a real state of change, with a multitude of data touchpoints but varying understanding of what will work for them, not to mention the issues they have faced in preparing for Brexit.


Lack of Trust

Amy asked the audience to think about why people ad block. Research shows that it’s down to control and choice which is a source of frustration for consumers. She encouraged brands to find more respectful ways of engaging with consumers – don’t follow people around the internet!


Be Authentic

One point which was reiterated by Carl and Celine was the importance of ensuring authenticity. Brands are moving to purpose-led marketing, but this needs to be realised through the entire company and supply chain otherwise they can be perceived as unauthentic. Patagonia and Lush were two examples of brands doing this well, with an honest and transparent business which is reflected in their advertising.


Establish Effectiveness

Pete asked brands to consider their measures of success, to move away from clicks and views and look at the impact their ads are having on their brand goals. Amy expanded on this, talking about the campaigns that LoopMe and Good-Loop have run utilising PurchaseLoop Brand that have measured and optimised to brand perception for ‘ethicalness’.


Close the Feedback Loop

There was a general agreement that brands aren’t using their first-party data enough to close the feedback loop. Pete encouraged brands to stop speaking to broad audiences and start speaking to people, because we don’t sit in broad buckets! The panel concluded by advising brands to focus on their long-term goals and ensure that these are reflected in the advertising and strategy.


Thanks again to our brilliant speakers for making this panel so interesting. See you next year Ad Week Europe!

If you want to find out more about LoopMe’s brand solutions, contact your local account manager or

LoopMe triumphs in the US, winning Digiday’s Best Ad Tech Innovation

We’re so pleased to announce that we secured a prestigious award in the US at the Digiday Video Awards, receiving Best Video Ad Tech Innovation for our product PurchaseLoop Brand. PurchaseLoop Brand uses first-party surveys, data and AI to optimize to brand metrics such as awareness, consideration and purchase intent. Brands running with PurchaseLoop Brand can expect to see an average 4X uplift in brand metrics.

We opened in the US in late 2015, with just 3 sellers working from New York and have since grown to 60+ in 7 offices with further expansion planned later in 2019.

Receiving this award on the eve of our 7th birthday makes it all the more special! We’re so proud of our team who have worked so hard to grow PurchaseLoop to the product suite it is today and we’re delighted to see PurchaseLoop recognised.

For more information on PurchaseLoop Brand check here or get in touch with your local Account Manager. Check out the rest of the winners here.

Happy 7th Birthday LoopMe!

On March 7th 2012 Marco and I registered LoopMe as a company. We were working out of the shed in my back garden.

Then, as now, we saw huge potential for data to be used in combination with artificial intelligence to close the loop on brand advertising, providing real-time feed-back and optimization on campaign goals.

Today our flagship product PurchaseLoop has been used by over 150 brands on 200+ campaigns, delivering improved results for brands and experiences for users. Instead of clicks and views, we are delivering incremental store visits, sales and brand sentiment.

We’ve learnt a lot over the last 7 years, first and foremost the importance of building a fantastic team. I’d like to say thank you to all the Loopers, past and present, for their talent, hard work and dedication, which has made LoopMe the success it is today.

Here’s to the next 7 years!