HP said that trust, discipline and candor have been essential in its relationship with agencies when moving into programmatic, leading to a 350% increase in click through rate.

HP’s campaign wanted to address the fact that the reasons for buying printer ink were incredibly varied and often price-driven. In order to put HP front of mind, it wanted to use data to really understand and answer the ‘I need a refill’ moment at the right time. The campaign needed the efforts from its media agency (PHD), creative agency (Gyro) and Google, in order to make it work.

Beth Hill, programmatic planning director at PHD, said: “The success of the project is the result of true collaboration between all stakeholders – we’re all working towards a common goal and are committed to achieving it. If either the client, creative agency, tech partner or agency leads aren’t present and invested, a project like this is unlikely to succeed.”

Read the full story on The Drum here.