DBC, a PR and marketing agency specializing in adtech and data insights, has been named to Cynopsis’ inaugural “25 in 25” list, recognized for its forward-thinking approach to helping clients break through a crowded and rapidly evolving marketplace. President Bill Daddi discusses how the company continues to stay ahead of the curve.
DBC is an expert in the adtech space. How has your business evolved in response to the shifting media landscape?
Research conducted this year by DBC in conjunction with Advertiser Perceptions shows the myriads of touch points that influence brands and agencies when selecting adtech and martech vendors. These include the referrals of colleagues, informational emails, trade press, search/AI and conferences and events. In fact, some 90% of brands and agencies say they are starting their vendor search through AI. So, we have long been adjusting accordingly, diversifying services to include GEO, email marketing, strategic partnership development, sales and promotion collateral development and event conceptualization. This is in addition to our core offering of brand platform development and PR/communications services support. As vendors know, it is a very cluttered and competitive environment, and to differentiate, they need to be seen in a variety of touch points of importance to their target.
What is one piece of PR advice you would give to execs in the media industry?
It’s not about you. It is about your customer. It’s understandable that an adtech or martech vendor would want to highlight product or service benefits, but to engage your target, you need to talk about what is important to them – their needs, concerns and challenges. In the research we conducted with Advertiser Perceptions, the top decision criteria for choosing an adtech or martech vendor was “they understand and articulate my challenges,” followed by “innovative technology.” So, demonstrate a unique and proprietary understanding of the target in your marketing. It is the most effective way to engage them so that you can communicate product and service benefits to an attentive and pre-disposed audience.
What is the one resolution you would like to offer up to the industry for 2026?
Take a step back and consider the bigger picture. We as an industry are – appropriately – focused on delivering near term results. But, in order to have the industry that we want in the future, we need to be able to understand and articulate what that is and consider where current paths might lead us. Cost-efficiencies from AI are certainly a benefit, but what will be the ramifications 3 to 5 years from now as a result of a reduction in entry level positions? Will we have a sufficient source of new ideas, innovation and experienced middle – management down the road? Are we over-optimizing advertising and if so, what are the potential impacts of that? How will AI effect the concept of brand and how should we account for this? It’s important as an industry that we keep a longer-term perspective as we address near term needs to ensure that the future of advertising is indeed the one we want and that we are best prepared to leverage it.
