Posts Tagged ‘Light Reaction’

Light Reaction

Xaxis Launches Outcomes based unit Light Reaction

What: WPP’s Xaxis has launched a pay-for-performance media model called Light Reaction. Why it matters: As performance marketing currently assumes about 10% of Xaxis’ more than US$700 million business, the new business is expected to outmatch its other revenue streams. WPP’s Xaxis has launched a pay-for-performance media model called Light Reaction.The new mobile-first performance advertising business will be […]


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Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Miami-based agency Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms. Rapidly shifting technology requires brands to speak with consumers on multiple platforms, but Kawamura says engaging consumers requires deep brand understanding, big ideas, and the ability to entertain and react quickly to opportunities.


Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about the bran’s recent multi-year partnership with Riot Games, to become the first global sponsor for League of Legends esports.