ADVERTISER CAMPAIGN MANAGEMENT
Hello Sunshine | March 21, 2023
Hello Sunshine, a part of Candle Media, announced today the launch of Solar, an in-house social agency helping brands connect with women through story-driven advertising. Overseen by Maureen Polo (Hello Sunshine’s Head of Direct to Consumer), Solar is being led by agency veteran Jennifer Wiener (SVP, Solar) in close collaboration with new creative leadership, Teneille Craig (VP, Creative, Solar).
Hello Sunshine has a rich history of partnering with advertisers to shape female-focused commercial messaging that truly resonates. With Solar, brands will now have the opportunity to partner more deeply with Hello Sunshine and to drive story-led marketing that shapes culture, drives impact, and ultimately makes the world a better place for women and diverse audiences. Solar empowers brands to tell more inclusive and representative storytelling that ultimately brings more underrepresented voices into modern media offerings. The agency also serves as the internal marketing engine that fuels Hello Sunshine’s content, commerce, and community model.
“Hello Sunshine has proven time and time again that we know women – what inspires them, connects them, and drives them to action. We're thrilled to formally launch Solar, an innovative in-house social agency that leverages Hello Sunshine's creative expertise to help brands authentically communicate with women,” said Maureen Polo, Head of Direct to Consumer at Hello Sunshine. “Our incredible team of marketers, creatives, strategists, and producers will work seamlessly with partners to drive story-led marketing that moves the needle.”
“Solar presents a more formal offering that operationalizes Hello Sunshine’s trust, influence, and deep expertise with female consumers,” added Sarah Harden, CEO of Hello Sunshine. “Leveraging our heritage in premium storytelling that centers women, we’re partnering with brands with full-service capabilities across the modern media landscape.”
More than a traditional agency, Solar teams up with mission-aligned brands to go beyond their standard strategy and creative needs. The agency’s collaborative model provides deep insight, intelligence, and credibility among women consumers. Solar’s work with brand partners includes extensive brand partnerships through Hello Sunshine IP and DTC brands, social marketing services, influencer marketing, licensing, product development, co-marketing, and women-centered consumer insights. The agency has already been working with a range of renowned brands, including Oui by Yoplait, P&G, Diageo, Pure Leaf, Stacy’s Pita Chips, Buick, Biossance, Lavazza, Anheuser Busch, Epson, Norwegian Cruise Line, and Fidelity.
“We approached Hello Sunshine because of their like-minded audience with Oui yogurt,” said Susan Pitt, Brand Experience Director for Cereal and Yogurt brands at General Mills. “We really wanted to reach women who are passionate about saying yes to making time for themselves. Hello Sunshine built out a strategic multi-channel program that has helped catapult our shared creative purpose messaging and ultimately help drive double digit increase in sales velocity.”
Along with Maureen Polo, Hello Sunshine’s Head of Direct to Consumer, Solar is led by SVP Jennifer Wiener. Wiener previously worked at Fullscreen, where she led sales and integrated marketing teams and re-positioned Fullscreen with Fortune 500 clients as trusted, insight-led marketing solutions and social services experts. Prior to Fullscreen, she worked at Dentsu Aegis, where she and her team led award winning branded content efforts for Microsoft and focused on business development for the agency. Before joining Hello Sunshine, Wiener ran the Entertainment Marketing Solutions team at WarnerMedia, leading all brand marketing, brand positioning, creative, brand partnerships and go to market storytelling for HBO Max, Adult Swim, Cartoon Network, DC Comics and Theatrical.
Along with a cross-disciplinary agency team, Polo and Wiener are joined by VP, Creative, Teneille Craig, an award-winning creative with over 15 years of experience in publishing, advertising, digital media, and fashion. Prior to joining Hello Sunshine, Teneille has made an impact in senior creative roles at ESSENCE Magazine, Dentsu McGarrybowen for American Express, and TikTok.
Hello Sunshine will continue to focus on long-form branded entertainment with Zoe Fairborn, Head of Brand Business Development and Branded Entertainment, continuing to lead those efforts.
About Hello Sunshine
Founded by Reese Witherspoon, Hello Sunshine puts women at the center of every story it creates, celebrates and discovers. Hello Sunshine tells stories across all platforms – from scripted and unscripted television, feature films, podcasts, audio storytelling, and digital series – all shining a light on where women are now and helping them chart a new path forward. Hello Sunshine is also home to Reese’s Book Club. Fast growing in reach and influence, this community is propelled by meaningful connections with stories, authors and fellow members.
Hello Sunshine is part of Candle Media, an independent, creator-friendly home for cutting-edge, high-quality, category-defining brands and franchises. By bringing together elite talent operating at the intersection of content, community, and commerce, it helps to position leading entertainment businesses for accelerated, sustainable growth in the current market and beyond. Candle is run by its Co-Chairmen and Co-CEOs, leading entertainment executives Kevin Mayer and Tom Staggs, and backed by investment capital from funds managed by Blackstone’s flagship private equity business.
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MobileFuse | January 02, 2023
MobileFuse, a leading digital advertising platform, has released a new mobile software development kit (SDK), mediation adapters, and a proprietary video player. These tools are designed to reduce friction and allow mobile app publishers and mediation platforms to access MobileFuse's premium inventory and increase revenue. This will help mobile app publishers and mediation platforms because it will give them access to MobileFuse's premium inventory and cut down on the costs of making their own tools.
The MobileFuse SDK has reportedly allowed publishing partners to double fill rates and increase eCPMs by 20% or more. The SDK has duoBid, which lets advertisers run video ads in larger static banner inventory. It also has a proprietary video player with full VAST capabilities, support for rich media, lightweight technology, and support for the latest mobile technologies. With the help of these tools, publishers and mediation platforms have been able to make a lot more money and make more money from what they make.
MobileFuse's SDK, integrated through an AppLovin MAX Custom Adapter, has yielded immediate success for our app. The SDK is generating higher fill rates, eCPM, CTR, and five times more revenue on a similar amount of bid requests than our oRTB connection. The implementation process was easy, and their team was responsive and always willing to help along the way."
Amy Nicole Hernandez, CFO and VP of Business Operations at TextMe
The SDK is the only way to get the proprietary video player, and the mediation adapters make it easier to connect to leading mediation platforms. With the SDK, publishers can also take advantage of the duoBid video ad-serving platform.
MobileFuse is a leading in-app advertising and CTV platform. In a variety of verticals, the company serves leading brands, agencies, bidders, and app developers. MobileFuse empowers its clients by reaching highly curated and receptive audiences through innovative solutions that combine location-based in-app and CTV exchanges, moments-based targeting, patented location verification, custom creative, and data-driven insights. MobileFuse, which was founded in 2009, is headquartered in New York City and has offices throughout the United States. The company will be carbon-negative by 2022.
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OpenX | January 03, 2023
Attain and OpenX have announced a partnership that will allow for the targeting and measurement of Attain's zero-party data using OpenX's OpenAudience audience solution tool. Attain's data comes from its financial services app, Klover, which has over 4 million users and provides marketers with fully permissioned purchase data across all channels and verticals to find and target new audiences. Through its partnership with OpenX, Attain will be able to use OpenX's OpenAudience audience solution tool to improve its data-driven features.
The partnership will enrich targeting capabilities for publishers and buyers using OpenAudience and will enable buyers to increase their reach and accuracy against target audiences by applying granular purchase data across their campaigns. This partnership will benefit both Attain and OpenX, as well as marketers, publishers, and buyers.
"With our Attain integration, buyers can apply granular purchase data across their CTV, mobile, and web campaigns via OpenX's supply-side targeting solution. Our supply-side data integrations enable buyers to increase their reach and accuracy among their target audiences. "Buyers get a closer connection to publishers, which leads to higher match rates. We are excited to bring more unique and privacy-first supply-side targeting opportunities to market with high-quality data partners like Attain."
Brian Chisholm, SVP of Strategic Partnerships at OpenX
The partnership will also provide advertisers with tools such as return on ad spend and sales lift to increase match rates and scale. Attain’s zero-party data combined with OpenX’s OpenAudience audience solution tool will enable more accurate targeting of audiences by applying granular purchase data to campaigns.
OpenX, Leading innovator in advertising technology, OpenX contributes to the development of a society in which the open web flourishes. The business powers advertising across connected TV, mobile, and web platforms, enabling advertisers to connect with their target market across OpenX's extensive global publisher network. Every day, OpenX receives more than 300 billion ad requests from its more than 130,000 premium publishers. OpenX is one of the first businesses in the world to achieve Net-Zero status and has been recognized as a CarbonNeutral® company.