Vertical Venture Partners

Jenny Görlich Joins OMD as Managing Partner for Performance

OMD Germany has named Jenny Görlich as Managing Partner Performance, a newly created role aimed at harmonizing and strategically advancing the agency’s performance marketing offerings. She will report into the Business Transformation Unit, an internal arm of OMD Germany established in mid-2021, and will collaborate closely with subject‑matter experts across the company to align client campaigns for maximum impact. Görlich previously led Online Marketing & Kooperationen at Deutsche Kreditbank AG (DKB) and has held roles at Verti (formerly Direct Lines Insurance) and the Organisation Werbungtreibende im Markenverband (OWM). René Coiffard, CEO of OMD Germany, praised Görlich’s customer experience and collaborative leadership, emphasizing teamwork over ego. Görlich expressed excitement about applying her knowledge to help clients navigate a fragmenting digital landscape and ensure that performance marketing initiatives are coordinated for optimal results.

Mit Dynamic Search Ads und Audience Targeting die Kampagneneffizienz steigern

Verti, Germany's second-largest direct motor insurer, partnered with digital agency Quisma to boost campaign efficiency using Dynamic Search Ads (DSA) and Audience Targeting. In a six-week test, the initiative increased generic insurance applications by 61% and reduced cost per application by about 55% versus existing generic campaigns. The setup used two DSAs for the domain www.verti.de: one without audiences and another with Audience Targeting, while both campaigns excluded existing keywords via negatives to prevent overlap. The approach leveraged Google's dynamically generated ad copy from website content, complementing manually managed AdWords activity. Audience Targeting described includes retargeting concepts and Remarketing Lists for Search Ads (RLSAs), with plans to extend reach using Similar Users who haven’t yet visited Verti's site. The effort also yielded new keywords such as “Kfz Versicherung online wechseln abschließen” that entered the regular keyword setup. The case illustrates DSAs as a powerful complement to traditional keyword campaigns in competitive insurance search.

HP Autonomy Tries To Claw Back After Lawsuits And Write-Down

HP Autonomy, the UK software maker bought by Hewlett Packard for $10.3 billion in 2011 and later written down by about $8.8 billion, is pushing a new initiative to repair its image: the HP Digital Marketing Hub. The cloud-based platform blends Autonomy's unstructured-data analytics with HP Vertica analytics and HP Labs to identify customer segments, build prescriptive campaign models, and engage across advertising, contact centers, mobile, print, social, and web touchpoints. It offers partnerships with BlueKai, Digital River, ExactTarget, Experian Marketing Services, Hybris Software (acquired by SAP), Kenshoo, Marketo, and Rio SEO, plus consulting partners Covario, Critical Mass, Deloitte Digital, Realise, and Sapient. Andrew Joiner, GM of emerging technology and marketing at HP Autonomy, said the hub enables access to new data sources to improve consumer insights. Leadership changes included Michael Lynch leaving Autonomy in May 2012 and former Microsoft executive Robert Youngjohns succeeding him, outlining three employee goals for a customer-focused, innovative, and integrated future.