News & Insights

With the climate crisis, harsh economic environment and an increasingly competitive marketing landscape looming over brands, those that are optimising for sustainability and business growth simultaneously are paving the way for true long-term and resilient business performance.

Our client, one of the biggest media & entertainment companies in the world, was facing challenges in getting the right information and in an efficient manner to drive better marketing-related decisions. Fragmented data across channels and markets resulted in a lack of unified vision of marketing performance and insights, as well as increased dependence on agency resources.

Learn how Google’s Enhanced Conversions helps marketers futureproof conversion measurement and drive greater long-term media performance in Search Ads 360 (SA360) and Google Ads through more complete and better conversion data.

Discover the power of incrementality testing in a privacy-first, cookieless world with our video guide on geographical experiments for multi-moment strategies and data-driven marketing.

Explore how Acceleration data-driven approach transformed a global home furnishing leader's offline segmentation into actionable digital strategies, resulting in a €5M revenue increase and enhanced media impact.

Acceleration welcomes Mats Holmberg as the new Country Lead for Acceleration in Sweden. Mats joins us after his recent role at Spotify as Associate Director of Premium Consumer Insights, bringing with him extensive experience from his previous positions, including his time at Nepa.

Companies with high digital maturity are twice as likely to grow their market share (1). This makes digital maturity an imperative for marketers. But faced with intensifying performance requirements, increasing privacy regulation, and non-stop technical innovation (not to mention a whole new world of AI opportunities), marketers are often challenged to advance their digital maturity.

Increasing ROAS & Decreasing CPA with Value Based Bidding for a Tech Client Not all interactions drive the same value for marketers. Our tech client wanted to identify their most profitable conversions and maximize returns on their media investment through more strategic bidding in paid search based on conversion value. Using our advanced data and tech expertise, we connected and analyzed the client’s historically siloed data sets to uncover consumer signals correlated to high-value conversions. Partnering with the brand’s media agency, these insights were activated through Value Based Bidding in SA360. We derived monetary values for conversions based on their individual business impact using advanced modeling techniques. This enabled Google’s bidding algorithms to work more strategically and ultimately drove significant improvements in ROAS and CPA.

As one of only seven Nordic Google Sales Partners that can offer this service, we are proud to announce that GroupM has been awarded Google Marketing Platform's Google Mobile Web Partner certificate.

It is becoming increasingly important to gain more granular insights into the effectiveness of each channel within social media. By understanding the true incremental value of each channel, businesses can make data-driven decisions on how to allocate their budgets and maximize their ROI. This highlights the need for robust measurement tools such as geographical experiments to provide businesses with the insights they need to establish priorities and stay ahead in a complex and ever-evolving digital landscape.

Experimentation is becoming a key talking point in the advertising industry.. Making incremental changes – rather than embarking on huge projects that take years to complete with no guarantees of success – is emerging as the way forward.

In recent years, many businesses have realized that cookies are not very reliable as a means of tracking and measuring the effectiveness of marketing campaigns. This is because cookies can be blocked by web browsers or deleted by users, making it difficult to accurately track the behavior of a specific group of users. Additionally, media platforms tend to under- or overestimate the performance of different media channels as they rely on last-click attribution rather than true causality measurement.

When advertisers embark on creating and promoting campaigns, they often face the challenge of measurement. The tricky part is determining the extent to which ads alone contribute to the campaign's impact. Traditionally, we have relied on dominant attribution models to gauge the influence of platforms like Facebook or Google. However, these models rely heavily on cookies.

When it comes to measurement, it's relatively straightforward to determine your current position on the digital maturity ladder. Equally important is the ability to identify the necessary steps to ascend to the next level, enhancing maturity and delivering greater value for your business.

​Toyota Sweden wanted to increase customer awareness and action for their digital advertising campaigns, improving overall ROI.

July 1, 2023 will mark a critical change for Google Analytics as Google sunsets Universal Analytics (UA) and moves into the next generation of privacy-centric solutions with Google Analytics 4 (GA4). In just a few short days UA will officially stop collecting data for advertisers using the standard version of Google Analytics. Customers who license the enterprise version will have a bit longer to prepare for the switch to GA4 – they can continue to collect data in UA until July 1, 2024.

Digital transformation is often understood as buying more tech and building new capabilities. But it is actually more about privacy and the changing ecosystem. Why? Because the third-party cookies are going away and thus the capabilities we have today will deteriorate - meaning that we need to change the way we work with data.

With 60+ physical spaces in Portugal, from proximity stores to hypermarkets, Auchan is one of the country’s most influential retailers. To support its large product portfolio, our client needed an omnichannel sales measurement solution to connect customers’ online research and offline buying behavior.

Our client, a worldwide sports retailer with 38 stores in Portugal, wanted to use Google Merchant Center feed to increase revenue and sales volume on their e-commerce website. The brand sells over 100,000 products for over 100 sports, managing multiple promotional campaigns and discounts dedicated to different sports and seasons throughout the year.

As an established mid-tier brand in a highly competitive US auto market, our client was looking to elevate their brand to “mid-luxury.” They wanted to improve customer loyalty by combining an exceptional customer experience with exciting new vehicles.

An Italian retailer – which sells thousands of products across fashion, beauty, home, design and food and beverage categories – wanted an efficient, centralized approach to manage multiple campaigns and promotional activities on different platforms.

On March 2, we opened the newest Acceleration office, officially launching our operations in Sub-Saharan Africa (SSA).

The Digital Maturity Assessment by BCG and Google can provide CMOs and Marketing Leads with valuable insights into their organization’s state of digital maturity, as well as a roadmap forward. By working with partners and taking steps to implement the outcomes of the assessment, organizations can stay ahead of the competition and succeed in an increasingly digital world.

Digital transformation can be daunting and overwhelming, but our panel discussion proved it doesn’t have to be. Thanks to the practical solutions and helpful examples shared by our speakers and our team, the event concluded with a strong sense of positivity and enthusiasm as we all continue to navigate the rapidly shifting digital landscape. We look forward to supporting Canada’s marketers on their transformation journeys.

Learn how we helped a leading tech brand take advantage of integrations in the Google Marketing Platform and improve media performance.

Discover how we enabled transformation and personalization in technology, customer experience, work processes, and systems for a major price-comparison aggregator.

Learn how we onboarded a major ecommerce brand to DV360 in just two weeks and helped maximize the impact and opportunity of the Google Marketing Platform.

Explore how we helped a major beverage brand future-proof their $340 million media spend and future-proof their marketing through data and analytics.

GA4 Privacy Guide Download (Open Access) A PRIVACY GUIDE HOW TO PREPARE FOR A PRIVACY-FOCUSED FUTURE WITH GA4 In the Know Series Are you and your brand prepared for a privacy-focused future?Google Analytics 4 offers new opportunities for marketers, including enhanced privacy protection and first-party data collection. In this guide, we dive into GA4's capabilities,

The importance of conducting incrementality research for advertisers investing in branded search on Google. It explains how ad budgets spent on branded search should be used on formats with a proven incremental effect on traffic and sales or placed on SEO to increase organic visibility. Advertisers need to conduct their own research and consider alternative options, adopting a test-and-learn approach, thinking full funnel, and considering generic, shopping search advertising and SEO.

Acceleration has appointed Nicolas Blanc as its new Nordic Managing Director. Blanc, who moved to Copenhagen from Paris with ten years of experience from Wavemaker France, will focus on customer cooperation and product development in his new role. The unit recently launched Paradigm, an end-to-end cookieless solution that evaluates media investments in real time and allocates media budgets directly on media buying platforms.

The rules of advertising have changed, with increasing limits on the use of cookies and other third party data. In this new landscape, marketers searching for signals on user behavior are being forced to rethink how to leverage customer data in a privacy-safe way. Download our new whitepaper on Meta’s Conversions API to learn how.

Volvo wanted to understand the complex consumer journey from discovery through to the purchase of their cars, but customer data resided at the car dealers. Learn how we helped them achieve their goal through a bespoke MMM.

Technology alone doesn’t solve problems. The solutions come from building a culture of experimentation – where organizations celebrate failures and share them openly, where teams use technology and data-driven approaches to test and iterate ideas. Check out our blog post to discover how to build a culture of experimentation at your business.

We collaborated with L'Oréal and Wavemaker to create and put into action the customized AI algorithm known as 'Tidal.' This innovation streamlined L'Oréal's social media advertising, resulting in a 22% improvement in media budget efficiency.

As Google’s sunset of Universal Analytics draws closer, many brands and advertisers are migrating to Google Analytics 4. If you haven’t started to plan your own implementation, now is the time to start. Explore our GA4 checklist to make sure you're covering your bases and maximing the impact of GA4.

Our sportswear client was not getting the most out of their media budget. They needed a more efficient solution than a marketing mix model to quickly analyze their media ROI. Learn how we delivered a best-in-class cookieless measurement solution that enabled media ROI analysis within minutes.

There's a massive opportunity for marketers to use data and technology to drive digital transformation and innovation at their businesses. Check out our new post to learn how.

Check out the top 8 takeaways from our new privacy guide to learn how you can use GA4 to start preparing for the new privacy landscape.

Discussing the challenges and opportunities faced by advertisers due to Google's third-party cookie phase-out, expected to be completed by 2024. Highlighting the importance of smarter data management, customized target audience segmentation, and innovative targeting strategies for advertisers to succeed in a post-cookie era, while also emphasizing on the need for close collaboration between advertisers and agencies to leverage new data sources and technologies effectively.

Marketers need sophisticated ways of identifying customers and their behaviors without the third-party cookie data they’ve become reliant. Check out our post to learn how to prepare for the first-party data future.

Our client, a global manufacturer and retailer of casual footwear, needed an advanced technology solution to better understand their audiences, produce targeted ads and improve marketing performance metrics.

Helped Shell to launch an always-on integrated campaign, supporting and optimizing revenue from all customer shopper missions and 14 product categories across the UK. By replacing platform algorithms with a custom-made algorithm, they optimized revenue and increased message relevance. The dynamic creative strategy resulted in over 8000 variants, driving 500,000 store visits and an uplift in sales of 1.6% per month.

Learn how we leveraged custom algorithms to increase conversions and improve media performance for a North American transportation client.

Going forwards Google will solely invest and increase resourcing to develop GA4. Beginning in 2024, maintenance improvements to Universal Analytics 360 will be wound down, and on July 1, 2024, Universal Analytics 360 will stop processing new hits. Learn more in our POV.

Our North American team recently hosted its Speed of Change event during Advertising Week in New York. It was a special evening that united senior leaders from across Google, WPP, GroupM, and clients to explore how to drive growth through digital transformation. Check out the event's highlights and key moments.

Acceleration@EssenceMediacom partnered with Specsavers to optimize their media buying and automate the manual process of budget allocation and pace management.

Acceleration launches in Italy, extending the breadth of the offering of GroupM Consutling. GroupM Consulting, active in the Italian digital transformation landscape since 2018, is now joining Acceleration, WPP’s center of excellence for data and technology consulting, and certified sales partner for Google Marketing Platform & Cloud technology.

Discover the impact of the Danish DPA's press release on Google Analytics & GDPR compliance. Explore 3 solutions to navigate data privacy concerns, maintain insights, and future-proof your analytics.

Acceleration@Mindshare wins Samsung's digital marketing pitch in the Nordics. The Acceleration@Mindshare team are delighted to be selected to lead the Nordic Digital Marketing account that previously sat with Cheil and Starcom.

Our client, a leading US retailer, wanted to future-proof their marketing ecosystem against sector changes. We collaborated with our client and their media agency to create a clear strategy and path forward.

Our client was leveraging legacy systems that were not integrated. As a result, they were missing out on vital opportunities to use data to maximize customer value. Learn how we helped them address this challenge and futureproof its global marketing with Adobe Target and Analytics.

Google has announced that third party cookie deprecation on Chrome will be delayed until 2024. Google is pushing back the deadline to allow more time for preparation and feedback to increase the testing window for the Privacy Sandbox APIs.

We are at a crossroads in marketing history, with not one but three major changes impacting marketers. Read on to learn how to prepare for cookie deprecation by building a solid first-party data foundation.

Learn how we helped a multi-national jewelry brand prepare for a cookieless future and supported their plans for digital expansion into new markets by giving them the technology and insight to facilitate and maintain rapid growth.

We are delighted to build on the success of our launch of Acceleration Madrid and open our second office in Spain. Our Barcelona office, led by Javier Oliete, MD Acceleration Spain, will accelerate our digital services in EMEA for GroupM, agencies, and clients alike.

On the 21st of June we launched Acceleration Portugal. Based on the WPP campus in Lison, João Cardoso, our new MD of Acceleration Portugal, will lead a team of digital and technology consultants, on a mission to modernise capabilities for our clients and complement GroupM services for angecies and clients.

In business, transformation has often been treated as a years-long linear plan that’s heavily invested in, then crafted and introduced. But by the time the plan is implemented, the market, technologies, and consumer behaviors have changed, and the plan becomes irrelevant. Modern brands, instead, need to build a culture of always-on transformation. Explore our new post to learn how.

Discover how we helped a leading fitness and media company use GA4 to gain powerful insights into the lifecycle of their customers in order to drive sales and boost revenue.

Digital transformation can feel overwhelming. To navigate and succeed, clients need the support and expertise of consultants and media agencies more than ever. We work with clients to create the right foundation for their transformation journey.

Discover how we collaborated with The&Partnership agency and our client to understand the impact privacy and data changes would have on online paid marketing, helping them prepare for a cookieless future.

This case study showcases how Acceleration helped Perrigo to create a bespoke in-housing approach, streamlining operations and driving digital excellence across 25+ European markets. With new strategic playbooks and data governance tools, we enabled 11 markets to activate campaigns in-house by Jan 2022.

When it comes to digital transformation, the pace of change is only increasing. Discover how you can simplify the daunting task of digital transformation with three easy marketing habits.

TOn the 5th of April we launched Acceleration Spain. Based on the WPP campus in Madid, Javier Oliete, the new MD of Acceleration Spain will lead a team of technologists and data consultanys on a mission to modenise capabilities for our clients and complement GroupM services for agencies and clients alike.

We helped a global interactive fitness brand use GA4's predictive reporting to gain a better understanding of customer behaviour among prospective customers to drive sales and revenue.

Google announced on their Google Marketing Platform blog that Universal Analytics - commonly known as UA - will stop processing new hits on 1 July 2023, with 360 properties ceasing to process their hits on 1 October 2023. Google Analytics 4 (GA4) will fully replace Universal Analytics. Learn more.

A global tech giant wanted to future-proof their marketing operations by embracing first-party data and engaged Acceleration@MediaCom to build the roadmap and foundation for their future 1P-driven marketing efforts.

Explore how our application of predictive and advanced analytics helped our client achieve a 2.5x increase in conversions with a privacy-first approach.

Learn how we improved media efficiency and supply chain management for a major retail brand through a cross-market solution that improved the visibility of performance metrics across their global markets.

In Partnership with Mindshare, we helped Swedish sports retailer Stadium adopt and leverage advanced analytics, AI, and automation to fulfill a surge in online shopping during the pandemic. Learn how.

Working with Mindshare we helped sports retailer, Stadium, react to unprecedented COVID-19 demand trends. We enabled them to be hyper-relevant using an automated dynamic approach to budget setting. Combining consumer search trends and first-party sales data helped the brand connect to consumers in a privacy-safe way.

We are facing the extinction of our third-party cookies. Discover how to unlock the power of first-party data in your marketing efforts.

The ability to capture, interpret and quickly respond to changing consumer buying behaviours is essential in the consumer products industry. Learn how we helped one multi-billion-dollar global consumer products company respond to the disruptive influence of the pandemic, helping it transform its face-to-face business model into a digital-first one across seven major markets.

Acceleration@Wavemaker announced it has been awarded an in-house consultancy and digital activation brief by global consumer-focused self-care company Perrigo