Editors’ Note

Corinne Casagrande brings more than 17 years of experience to Broadbeam Media, a subsidiary of Active International, where in her role as Senior Vice President, Strategy, she leverages her background in business analytics to identify pockets of previously unforeseen opportunity, maximizing marketing spend. Casagrande spent the majority of her career in the creative agency world where she spearheaded rebranding and marketing strategy, as well as conducted consumer research and wrote integrated marketing plans.

Company Brief

Active International’s (activeinternational.com) purpose is to transform data into insights, strategy into action, and vision into value. With the entrepreneurial spirit of a startup, and the capabilities of a global corporation, Active continues to redefine what’s possible and turn possibilities into positive business outcomes. Active drives performance through industry expertise, its Corporate Trade Model, and portfolio of companies with a core competency in media, to create and deliver value for leading brands throughout their business life cycles.

Will you provide an overview of your role and key areas of focus?

I help clients grow their business by finding pockets of opportunity. Opportunity looks different for every brand - it could be a new audience, a new marketing strategy or a media tactic. It requires creativity, but I need to power that with research & analytics to find data-driven insights. Digital media is an area of focus for me because there is always a new tactic or technology to evaluate and it could be a big opportunity or a big waste of money.

How do you define the Active culture and how critical is culture to the success of the company?

There is no innovation without risk, but employees need to feel brave to take risks. The Active culture is incredibly supportive of risk-takers and it allows me to do my job better and create more value for clients. Creating an environment that rewards and encourages creative solutions is very difficult in a large organization, but Active has managed to create an entrepreneurial culture. As a result, the entire company grows and evolves with our rapidly changing industry.

Will you highlight Active’s investment in digital and the growth opportunities that digital offers?

There have never been more ways to reach and study consumers than through their actions online. As a result, there is an explosion of technology and tools to help plan, buy and attribute digital media. Active has a unique purview on digital investment that comes from decades of early investment in high potential media as the landscape evolved. A great example of this today is our Private Programmatic Marketplace, in which we have leveraged positions across one billion unique impressions online to connect our clients, agency and media partners. By making strategic early investments, we’re able to deliver premium inventory with precise targeting capabilities in a way that delivers outsized value for both our clients and agency partners.

Will you discuss Active’s commitment and emphasis to research?

Research is a key way of mitigating risk in untested or unproven marketing strategies. At Active, we dive deep into the consumer, industry and marketplace. Active has partners in all aspects of media and marketing. Our partners provide us with timely and invaluable information, and the company has invested to make sure we have access to data and cold, hard facts to hold our partners accountable. Having our own source of truth empowers us to be better collaborators, negotiators and partners.