The Challenge
AndBeyond.Media, a growing player in the programmatic ecosystem, wanted to strengthen its visibility and trust among publishers in emerging markets—especially in JAPAC, EMEA, and India.
While their product was solid, they needed sharper positioning, market-specific messaging, and a marketing engine that could drive both awareness and engagement. Their goals were clear:
01
Build a brand narrative that resonated with publishers
02
Create consistent communication across content, design, and events
03
Enter newer markets like Japan with the right story and presence
04
Set up a lean marketing function that could run across Events, SEO, PR, email, and social—without the cost or complexity of building a full in-house team
The Solution
plugging in from strategy to execution.
1. Brand and messaging
We led the narrative shift from a revenue-first adtech brand to one that champions publisher growth.
- Built the brand’s new positioning: Unlock the true value of your content
- Developed a complete messaging framework, editorial voice, and visual identity
This became the foundation for all outreach, content, and campaigns.
2. Community building with PubClub
As part of the larger marketing strategy we created for them, one key pillar was community. We recommended that Andbeyond.Media not just market to publishers—but build an ecosystem around them.
That idea evolved into PubClub, a first-of-its-kind community focused on publishers in emerging markets.
Tailwind led the entire initiative from scratch:
- Developed the PubClub brand, positioning, and identity
- Built its website, LinkedIn group, and communication system
- Ran launch roadshows in Jakarta, Bangkok, and Kuala Lumpur
- Onboarded advisory council members and members
- Hosted quarterly roundtables and webinars to drive engagement
In addition to PubClub, we also created the Publisher Playbook—a strategic guide designed to help publishers plan for growth and monetization. It combined insights, trends, and actionables and was positioned as an exclusive resource from them.
PubClub created meaningful touchpoints for them to engage, educate, and stay top-of-mind with its core audience.
3. Market-focused event strategy
Tailwind helped Andbeyond.Media show up in the right rooms, with the right story.
- Crafted narratives and themes for key industry events (ATS Tokyo, ATS Singapore, ad:tech New Delhi)
- Handled collateral, production support, and pre/post event outreach
- Worked with regional partners to create custom events and a consistent experience across all touchpoints and languages
This approach helped them stand out—especially in competitive markets like Japan and Southeast Asia.
4. Marketing operations across channels
Tailwind helped Andbeyond.Media show up in the right rooms, with the right story.
- Content marketing across blogs and case studies
- Monthly emailers that consistently saw 40%+ open rates from ABM’s publisher base
- Regular LinkedIn content with strong engagement in key markets
- On-page and off-page SEO to improve discoverability
- Organic PR placements in media like ETBrandEquity
- Website updates to reflect the brand’s evolving narrative
This helped Andbeyond.Media engage publishers at every stage—from awareness to re-engagement.
5. Tools to enable conversions
We also built a simple revenue calculator that let publishers see how much they could potentially earn with Andbeyond.Media.
Impact
- Built a credible, publisher-first brand for Andbeyond.Media in emerging markets
- Helped launch and grow PubClub as a meaningful community initiative
- Created a marketing engine that’s now built to scale, to retain and engage publishers
