Once, there was a prevalent philosophy amongst consumer-facing online companies that what was built online was best marketed online. More recently, a new generation of entrepreneurs have set out with a greater ambition - to build their tech companies into universally recognised household names. Increasingly, those businesses have turned to traditional mass media advertising to grow awareness and customer acquisition. Many of those companies - like Zoopla, Funding Circle and TransferWise - have used Squadron Venture Media to help them rapidly develop effective advertising exposure to accelerate the growth of their companies.
We provide ambitious fast-growth companies with two key services:
'Off-Grid' Media Buying:
Most media buying is now done through a handful of global media buying conglomerates such as WPP, Omnicom and Interpublic. They exist largely to help large global corporations manage their huge global advertising budgets. They are not structured to help young, emerging brands. Indeed, their goal is to impart a competitive advantage to the very 'old-economy' companies that many young tech brands are seeking to disrupt. However, the media companies themselves acknowledge that the biggest advertisers of tomorrow will not be those of today. Media companies like Sky, Channel4, ClearChannel, News Corporation, JC Decaux and Global Radio recognise the need to incentivise young, promising companies to their medium so they work with Squadron Venture Media to find innovative ways of trading media space that can mitigate the financial risk for our clients. These 'off-grid' media deals may include trading media space for equity in a client company. They may involve paying for media on a CPA basis rather than on a fixed-price basis. Or they may involve utilising low-cost distress media inventory to test a medium's efficacy. Put simply, we find creative ways to gain media space for our clients which delivers them a competitive advantage and helps offset the capital risk of large scale advertising campaigns.
Creative Development Consulting:
The marketing departments of most young tech companies are generally focused on digital marketing disciplines. Often there is little experience in developing 'above the line' advertising creative. Squadron Venture Media work with clients' marketing teams to write creative briefs, find a relevant creative agency, help develop the advertising creative and identify the most relevant media channels.