Portfolio
Adadyn
Clarifying a product story for sales and launch.
Clarifying a product story for sales and launch.
Adadyn was making programmatic buying and personalized creative more accessible through a self-service platform. The go-to-market challenge was to translate a complex combination of audience buying, retargeting, and dynamic creative into a clear reason to buy for mid-market advertisers and agencies. TWG provided senior marketing leadership to connect that product story with the audiences the company needed to reach.
Tony Winders served as fractional CMO and supported the in-house team across positioning, public relations, content marketing, and thought leadership. The strategy defined buyer personas, travel and retail priorities, product architecture, and a sales narrative that connected the platform’s capabilities to practical advertiser needs.
Program evidence: The finished product datasheet organized the story around direct advertisers, agencies, and trading desks. It explained dynamic creative and retargeting through buyer benefits such as campaign control, transparency, and personalization, giving the team a concrete sales asset for explaining a technically complex offering.
Capabilities: Brand and Positioning · Content and Visibility
