Overview
DAZN
Scaling an Innovative AdTech Solution Into a Five-Year Client Relationship
DAZN emerged as an opportunity through an established relationship with its media agency, Essence. Working with Essence’s Head of Performance and 7th Minute’s Product Development and Delivery teams, I helped evolve our existing media automation technology into a sports-focused solution that could support DAZN’s rapid international expansion.
What began as a proof of concept grew into a five-year client relationship, supporting more than 400,000 subscriptions and creating a scalable solution that was subsequently taken to other brands.
The Objectives
Role: Client Solutions Director
Expand 7th Minute’s footprint within Essence by building relationships across its client teams and identifying opportunities to apply our technology to new business challenges.
Support DAZN’s rapid market expansion by developing a scalable approach to digital media activation that could improve speed to market, reduce acquisition costs and support growth across multiple markets.
Use client performance, market insight and emerging requirements to continually evolve the solution, while creating a commercially sustainable relationship for both DAZN and 7th Minute.
Expertise
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Account Growth Strategy
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Commercial Strategy
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Solution Strategy & Development
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Multidisciplinary Team Leadership
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Innovation & Strategic Roadmapping
The Approach
Opening the Agency Opportunity
Built on successful work across Essence accounts to identify opportunities for 7th Minute’s technology. Working with Essence’s Head of Performance, identified the potential to adapt technology originally synchronising digital media with TV signals to respond to live sporting events.
Turning Innovation Into a Scalable Solution
Worked with Product Development and Delivery to align the technology with DAZN’s customer acquisition and expansion challenges, progressing from an initial proof of concept to a solution scaled across markets.
Growing Through Client Insight
Worked with DAZN’s executive sponsor and our Delivery and Insights teams to continually assess performance, demonstrate value and identify opportunities to expand into new markets while improving media and acquisition efficiency.
Balancing Client Value and Commercial Performance
Led the commercial relationship, ensuring the solution delivered increasing value for DAZN while maintaining a sustainable model for 7th Minute, helping retain the relationship despite changes to DAZN’s media agency.
Turning Innovation Into Wider Growth
Used insight from DAZN to evolve the product with Insights and Product Development, then worked with Sales and thought leadership activity to take the proposition to new clients.
Winning Demand Driven By Sports Moments
The Results
400,00+ Subscriptions
Client Value
What began as a proof of concept scaled into a major media automation solution supporting DAZN’s international growth. The activity drove 400,000 plus subscriptions through PPC, while helping improve the speed and efficiency with which DAZN could activate media and acquire customers across expanding markets.
Account Growth
Developed DAZN into a five year client relationship, retaining the business even after the client changed media agency by continually demonstrating the value of the solution and aligning its evolution with DAZN’s changing requirements.
Account Growth
The capabilities developed through the DAZN relationship created a repeatable AdTech proposition that could be taken into new client environments. The solution was subsequently sold to organisations including NBA GamePass, Sainsbury’s, Samsung, and Volkswagen, extending the commercial value of the original client innovation.