{"id":4672,"date":"2018-04-04T15:35:52","date_gmt":"2018-04-04T14:35:52","guid":{"rendered":"https:\/\/mediamakersmeet.com\/?p=4672"},"modified":"2018-04-04T15:35:52","modified_gmt":"2018-04-04T14:35:52","slug":"thomas-cook-made-jump-travel-brand-media-owner","status":"publish","type":"post","link":"https:\/\/mediamakersmeet.com\/thomas-cook-made-jump-travel-brand-media-owner\/","title":{"rendered":"How Thomas Cook made the jump from travel brand to media owner"},"content":{"rendered":"<p><a href=\"https:\/\/www.thomascook.com\">Thomas Cook<\/a>, the FTSE 250 UK-listed company, has spent the past seven years focused on gleaning value from data it holds on the 22 million customers it has interactions with each month.<\/p>\n<p>In 2015 it enlisted Stuart Adamson to launch Thomas Cook Media Partnerships as managing director. Speaking recently at the\u00a0<a href=\"https:\/\/www.fipp.com\/\" target=\"_blank\" rel=\"noopener\">FIPP Innovators Summit<\/a>\u00a0in Berlin, Adamson said when the division launched the brand was a \u201cmedia owner waiting to happen\u201d and that his team has since built the division into a media powerhouse.<\/p>\n<p>\u201cThe key with our data is that every single one of those people that enters our world tells us where they want to go, when they want to go, who they want to go with, what star rating hotel they want to stay in, whether they want a beach holiday, a cruise holiday or a skiing holiday. And they also tell us how much they want to spend,\u201d said Adamson.<\/p>\n<p>As one of the earliest brands to embrace programmatic trading, Thomas Cook developed its own tech stack, incorporating a data management platform (DMP) and a demand side platform (DSP).<\/p>\n<p>The company\u2019s investment in a programmatic trading desk allowed the brand to leverage its own data and work with partners across the web, in a move that Adamson said \u201ctook the business to another level.\u201d<\/p>\n<p><a href=\"http:\/\/www.thedrum.com\/news\/2018\/03\/27\/how-thomas-cook-made-the-jump-travel-brand-media-owner\">Read more&#8230;<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Thomas Cook, the FTSE 250 UK-listed company, has spent the past seven years focused on gleaning value from data it holds on the 22 million customers it has interactions with each month. In 2015 it enlisted Stuart Adamson to launch Thomas Cook Media Partnerships as managing director. Speaking recently at the\u00a0FIPP Innovators Summit\u00a0in Berlin, Adamson [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3650,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,17613],"tags":[723,724],"yst_prominent_words":[7485,1567,7486,1476,3833,7487,1250,1256,1952,3256,3689,7484,2244],"acf":[],"_links":{"self":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/posts\/4672"}],"collection":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/comments?post=4672"}],"version-history":[{"count":0,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/posts\/4672\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/media\/3650"}],"wp:attachment":[{"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/media?parent=4672"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/categories?post=4672"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/tags?post=4672"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/mediamakersmeet.com\/wp-json\/wp\/v2\/yst_prominent_words?post=4672"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}