The Creation of a Content Interdisciplinary Team

In an industry built on face-to-face interaction, how do you harness commerce without harming current customer relationships? You create a powerhouse for developing human-centric content that attracts across all journey touch points, enhances connection and is intuitive. With a deliberate content model, VMLY&R performance, experience, media and social content teams collaborated to produce a holistic local contractor campaign for United Rentals that spanned the United Rentals ecosystem.

United Rentals Content Interdisciplinary Team Model

Performance Content creates data-driven digital content that drives visibility, conversions and other measurable results for United Rentals. We own ecommerce content development, and also help create search-driven website copy, paid search ad copy and any digital content that drives action and solve United Rentals’ business challenges.

Experience Content is a group of content strategists, directors, managers and administrators who use data-driven insights to inform action for United Rentals. We are dedicated to the philosophy, revitalization, health and management of quality and sustainable content for United Rentals.

Paid media content team uses audience segmentation, marketplace optimizations and real-time creative learnings to communicate with key target groups within the United Rentals audience. Through constant audits of marketplace shifts, media teams work to find where United Rentals’ users are and the best ways to communicate with them, driving bottom-line conversions.