Medtronic Diabetes has reappointed digital media agency Bench, expanding its scope of work.

Bench has been a strategic partner to Medtronic since 2016, working across its Diabetes and Bariatric portfolios. The agency is currently spearheading the 'No More' brand launch, a campaign underscoring Medtronic’s commitment to combating Type 1 Diabetes.

Kiran Buckman, from Medtronic Diabetes, has praised Bench's ability to give their campaigns an edge.

"Bench’s reach and targeting capabilities have really given our campaigns an edge, as we have been able to identify and target platforms across the open internet where we can efficiently reach our very niche audience,” Buckman said.

The challenge of reaching niche audiences efficiently is a common one in marketing. Ori Gold, CEO and co-founder at Bench, emphasised the importance of a smart digital media playbook.

"Many marketeers only realise too late that it’s imperative to adopt a smarter digital media playbook to achieve their desired results. The days of simply using Google and Meta are over and marketeers need a breadth of media and data providers to ensure they are cost efficiently reaching their target audiences and gain an edge on their competition,” Gold said.

Gold also stressed the benefits of diversifying media and data sources. "By diversifying media and data sources, businesses can mitigate risks and tap into new audiences. This involves focusing on broader, upper-funnel activities to reach these new audiences and elevate demand. Such diversification results in improved performance, better cost efficiency, enhanced data and insights, and overall superior outcomes,” he explained.

Buckman echoed Gold's sentiments, praising Bench's technology and strategic approach.

"Bench has the right technology and smarts that allow us to closely and transparently manage our campaigns. We can measure the efficiency of our campaigns with ease and in real time. This has ensured that our media investments are returning value and delivering the desired business outcomes,” Buckman said.

Buckman also hinted at a strategic shift for Medtronic Diabetes. "We wanted to expand our focus beyond playing at the bottom of the funnel and solely generating leads. We wanted to start thinking about how we're positioning our business from a branding perspective to build awareness and grow our market share,” she said.