Vega Awards Arcturus Winner Winner

2019

The Creation of a Content Interdisciplinary Team

Entrant Company

VMLY&R

Category

Website - Copy or Writing

Client's Name

United Rentals

Country / Region

United States

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.

Credits

Connections Supervisor, Performance Content, VMLY&R
Karen Munns
Connections Manager, Performance Content, VMLY&R
Karly Caylor
Group Connections Director
Heather Physioc
Content Strategist, VMLY&R
Adam Rodenberger
Content Strategist, VMLY&R
Pete Scantlebury
Sr. Connections Manager, Paid Media, VMLY&R
Alex West
Connections Manager, Paid Media, VMLY&R
Madison Rodick
Sr. Connections Manager, Organic Search, VMLY&R
Chris Rodgers
Associate Connections Manager, Organic Search, VMLY&R
Daniel Moreno
Sr. Connections Manager, Paid Search, VMLY&R
Alan Schieber
Connections Supervisor, Paid Search, VMLY&R
Stephen Chambers
Connections Manager, Paid Search, VMLY&R
Victoria Colmenarez
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