Advertisers felt like they got good at Facebook some time ago. But, at the world’s largest ad agency holding group, most of that expertise was concentrated amongst the buyers of ad space.<\/p>\n
That’s why WPP saw the need to tool-up Facebook savvy amongst the people actually tasked with creating ads for that inventory.<\/p>\n
Together with Facebook, the group created a Creative Ambassador Program, designed at injecting best practice in the creation of modern mobile and video ads for Facebook in to the agencies that actually make them.<\/p>\n
“We already had a really deep, broad relationship with Facebook,” says WPP’s chief digital officer\u00a0Scott Spirit<\/a> in this video interview with Beet.TV. “But it was primarily based in our media agencies (GroupM)<\/p>\n “We felt that there was a lot of innovation in media, but the creative and digital agencies had been a little bit left behind. We were slightly concerned that our creative agencies weren’t really aware of the full capabilities that Facebook had.\u00a0So we put together this program to really address that.<\/p>\n “We decided we were going to really fully commit to this and get all our agencies involved. I think it’s the first time that Facebook’s worked at a holding group level to really roll something out on a global basis”<\/p>\n