WITH WINS EUROPEAN BRIEF FOR CHANNEL FACTORY, DRIVING ‘BRAND SUITABILITY’ AND CONSCIOUS ADVERTISING FOR YOUTUBE ADVERTISERS

25 March 2022

After a competitive process, Channel Factory has appointed With as its lead European communications agency. The agency has been tasked with building Channel Factory’s corporate reputation as a pioneer in safe and suitable video advertising for brands. While brand safety is a set of measures that aim to help brands avoid content that people universally agree should be blocked, brand suitability is unique to each brand. Ignoring brand suitability risks costing brands dearly, with 82% of consumers saying they would reduce spending on products advertised in an unsuitable context.

With was selected based on its deep experience in adtech and martech PR, but also its ability to build influential reputation for technology businesses across Europe, leveraging that across multi channel campaigns for commercial benefit. 

“Our mission to make advertising not just brand safe but brand suitable has never been more critical than today” said Jessica Littlemore, Channel Factory’s Director of Marketing EMEA. “The team at With really gets the complexities involved in that for marketers and media agencies. We have been really impressed by how quickly they have been able to understand our message in a clear and concise manner that resonates with our core audience.” 

As the regional PR hub, the With team will deliver the PR programmes in the UK, Nordics and France as well as coordinating PR delivery in Benelux, Germany, Poland, Italy and Spain. The communications plan will help define Channel Factory’s role in building better consumer engagement by delivering brand suitable advertising on YouTube; a narrative which will be used to educate the markets and drive sales. Measurement will draw on metrics spanning share of voice, market perception and, ultimately, business growth across Europe. 

“The rise of the conscious consumer has seen us question not just what brands do but how they communicate with us. The With team is passionate about helping drive globally important narratives for highly specialised technology clients and so this is a dream brief.” commented Debbie Zaman, Founder and CEO of With.