Danny Weitzkorn

Danny Weitzkorn

United Kingdom
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Verulam

About

As a Managing Partner at Starcom, I lead a group of high-growth clients across various…

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Activity

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Experience

  • Starcom Graphic

    Starcom

    London, England, United Kingdom

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    London, United Kingdom

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    London, United Kingdom

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    London, United Kingdom

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    London, United Kingdom

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    London

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Education

  • Verulam

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Courses

  • TV Thinkbox Masters

    lyqwkwuzlt

Projects

  • Oykos Island Escape

    - Present

    Oykos has partnered with singer and TV personality Peter Andre for its 2017 Oykos Island Escape on-pack promotion. This has been brought to life with an exclusive cross media partnership across Northern & Shell titles.

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  • Light & Free

    - Present

    Danone brand Light & Free has teamed up with Spotify UK for a year-long partnership to strengthen connections between the Greek-style yoghurt brand and a music-loving audience.

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  • Littlewoods Live

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  • Go Grab the Butterkist

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    Butterkist’s brand purpose is to create a feeling of togetherness, so in a low attention world where people are often doing three things at once, Butterkist knew it had to play a role in creating a shared feeling.

    The brand’s target audience finds the greatest entertainment in keeping up with celebrity drama, constantly refreshing their mobile newsfeeds for the latest social currency. However, Butterkist recognised that mobiles and multi-tasking go hand-in-hand and that there was a…

    Butterkist’s brand purpose is to create a feeling of togetherness, so in a low attention world where people are often doing three things at once, Butterkist knew it had to play a role in creating a shared feeling.

    The brand’s target audience finds the greatest entertainment in keeping up with celebrity drama, constantly refreshing their mobile newsfeeds for the latest social currency. However, Butterkist recognised that mobiles and multi-tasking go hand-in-hand and that there was a chance its message could be missed if they relied on mobile advertising. Reinventing the brand required it to be unmissable.


    To do that, Butterkist mimicked the mobile with an approach that embraced the novelty and unexpectedness of the small screen whilst capitalising on the visibility traditional media offers, forming a reactive approach that drew its audience in. This is where news brands stepped in.

    The celebrity news context, coupled with millions of eyeballs and short lead times, made news brands an ideal platform to create shared knowledge of Butterkist and catapult ‘Go Grab the Butterkist’ to fame.

    In a smart, tactical move, Butterkist played into the “Wagatha Christie” news coverage, jumping into the story as the libel trial was drawing to a close. The brand secured a half-page position right next to the editorial, with an ad reflecting the story in court sketch style. That gave Butterkist kudos, cultural and social currency.

    Butterkist achieved a ‘break the internet moment’ with a single print ad, seeing a 72% increase of #GoGrabtheButterkist on social media and national news brands publishing stories about the ad online. The original print insertion planned to reach a maximum of 4% of 25-44s, but instead delivered almost five times that target. As a result, Butterkist was 6% more likely to come to mind for its target audience and 5% more likely to think of the brand.

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  • The Great advertising experiment

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    For a bricks-and-mortar business which had never advertised and had no ecommerce capabilities, Primark was hit hard by pandemic lockdowns. This prompted it to turn to media for the first time in its 50-year history in a bid to help kick-start growth. The brief had some tricky stipulations however; namely with a specific aim of disrupting online shopping journeys to drive customers into physical Primark stores.

    Starcom Digital Data Tech (DDT) experts turned to its Intent Based Planning…

    For a bricks-and-mortar business which had never advertised and had no ecommerce capabilities, Primark was hit hard by pandemic lockdowns. This prompted it to turn to media for the first time in its 50-year history in a bid to help kick-start growth. The brief had some tricky stipulations however; namely with a specific aim of disrupting online shopping journeys to drive customers into physical Primark stores.

    Starcom Digital Data Tech (DDT) experts turned to its Intent Based Planning (IBP) tool for insights, finding that despite the boom in ecommerce, three-quarters of search volume within Primark’s competitive set was people exploring, but not buying. A year-long test was able to prove the hypothesis that media drives incremental revenue in store, achieving Revenue ROI of 5:04, thus comfortably beating its 4:1 target. The transformational results of this econometrics great advertising experiment created a robust, scalable testing methodology and unlocked further UK investment and investment in five other markets.

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Honors & Awards

  • TV Master Thinkbox

    Thinkbox

    TV Masters Thinkbox. TV Masters covers all the existing and emerging ways brands can work with TV to deliver business success, focusing on the key skills and know-how you need to get the most out of today’s TV.

    There are six, video based, modules in all, totalling around 13 hours of learning.

  • Best Digital Initiative: 'Re-view' Mirror' - Kia Motors

    AM Awards

  • Best Retail Campaign Finalist: Littlewoods Live

    Dadi Awards (The Drum) 2013

  • Retail & E-commerce Winner: Littlewoods Live

    RevAwards 2013

  • Best Use of Social Media: Littlewoods Live

    VENDA-ECMOD Direct Commerce Awards 2013

  • Content Marketing Agency of The Year 2015

    The Drum Network Awards

    We're delighted to announce that The Drum Network Awards named Kameleon Content Marketing Agency of the Year 2015.

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