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Something to Proove: 3 minutes with Adam Lutz, Managing Director, Proove

Q: Let’s start with the name. Proove.
A. Proove is our twist on prove, which is a value we live by. It is a hard word for some people to commit to…I mean it is quite a word to live up to. That’s why I like it. It says everything we are: accountable, actionable and measurable. And we’re willing to prove it, not just say it. We live and die by our performance, and we’re willing to commit, right there in the name — in the very first thing you learn about us — to standing behind our work. And the extra “O”, that’s because it’s not all science. There’s some magic required too. Some art.

Q: Accountable, actionable, measurable. Can you tell me more about how you do that?
A: What got me excited and challenged about Proove is how we can not only provide service but also drive differentiation. Here is an example: our reporting that we deliver to our clients is robust, but we’ve taken it a step further. We look at factors outside of paid media that could potentially impact media performance, which typically leads to unique insights into our clients business. It’s about the story behind the numbers, the real story. We believe in numbers but we want to go beyond the numbers and offer actionable analysis.

Q: The media landscape is changing so fast. There’s the rise of social, the ever-changing world of SEO, new media outlets, shifting demographics, the rise of mobile and other connected devices and on and on. In the face of all this and more, how should a marketing executive view the planning process?
A: The planning process doesn’t change, but the consideration set when evaluating media channels certainly does. A key piece to staying on top of the landscape is to be aligned with the latest technological and targeting advancements that are being introduced. I don’t want to tell a client that he or she should be doing social, SEO, mobile, etc., just based on content — that was what happened 1-2 years ago and agencies are still making these broad recommendations. I want to tell the client that he or she should have media presence across mobile, social, etc., aligned with relevant content & with “X” level of targeting across these tactics. The cutting edge targeting advancements is what is exciting and what to pay attention to. The planning process will stay the same as the landscape evolves, but targeting is what is truly evolving. We develop a matrix of channels, targets and understand how they work together in an integrated fashion. It’s not just the channel that changes but the messaging needs to be aligned both for that channel, for the target and for the way the channel fits into the target’s life.

Q: You spent many years working at some of the world’s biggest agencies. Why did you start Proove with DIGO Brands, a mid-size firm?
A: Large agencies have their own model, which works for certain clients. I am excited about being at a mid-size agency because we are able to respond to our client’s needs with more nimbleness, flexibility and speed. In my first few months here, I’ve witnessed many examples of creative work, problem solving and innovation happen much faster than the large agencies. I’ve seen things that take literally 6 months at a big agency happen here in a matter of a couple of weeks. At a firm of this size, we’re able to bring our best minds to the table and to think proactively about the client’s business, not just their media. It’s a completely different mind-set and level of customer service.

Q: What keeps you up at night?
A: There is a popular advertising phrase that goes: “half the money I spend on advertising is wasted; The trouble is, I don’t know which half”. Proove is about putting that cliche to rest. We are here to eliminate the waste and being able to show the client exactly what happened. We’re not offering guess work. We’re offering to Proove it.

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