Dive Brief:
- After six years of serving as Bloomberg’s internal creative agency, the group is branching out to help a new client, Morgan Stanley.
- The deal came after internal discussions on what group would be best to handle Morgan Stanley’s latest ad push.
- Bloomberg’s Ad Innovation Group recently rolled out its first product, Trendr, an ad widget that aggregates trending stories around specific companies and allows marketers to buy ad placements within that content.
Dive Insight:
Six years into being an in-house creative agency for Bloomberg, the 60-strong group has a new, paying client in Morgan Stanley. The bank is a client of the agency's parent company, Bloomberg LP. The deal came about after Morgan Stanley approached Bloomberg looking for advice about who they thought could best be able to handle the financial entity's latest marketing and landed on the internal agency.
Deirdre Bigley, chief marketing officer at Bloomberg, told Digiday while this is a "one-off" for Bloomberg's agency for now, “Morgan Stanley is such a great client and it’s an opportunity to solidify our relationship. But you never know where we go next.”
Bloomberg has been active on the creative front hiring a creative ad director to front Bloomberg Media Studios, a different group from the internal agency, and its Ad Innovation Group put out a widget that gives marketers an opportunity to buy ad placements around trending stories based on algorithms. These data-driven ad products are produced in-house at Bloomberg.
