The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Newly acquired Wallaby Group works with iCrossing on Coca Cola’s search marketing.
Wallaby will lose its name and carry the iCrossing brand. Wallaby has headquarters in Santiago, Chile, along with offices in Mexico City, Mexico; Buenos Aires, Argentina; Lima, Peru; and Madrid, Spain.
“Over half of our clients have an international component to their digital marketing programs,” says Don Scales, president and CEO of iCrossing. “With Wallaby, we can help those clients increase the return on their current digital spend in Latin markets.”
Wallaby started as a search marketing agency, and in 2009 began working with iCrossing to provide search marketing in Latin America for The Coca Cola Co., iCrossing says. The former CEO of Wallaby, Gonzaga Valdés, becomes CEO of Latin America and Spain for iCrossing.
“iCrossing was the first agency to show how search insight could drive digital marketing and how digital marketing can build connected brands,” says Valdés. “Once we began working with them, we found that their expertise, company culture, geographic reach and commitment to client services made them a perfect partner.”