Innovation is our middle name.
Fresh results are achieved by thinking differently.
Our Roots
It started with a simple question.
How do I optimize responses while maintaining scale in my addressable media campaigns? Answer: You need to target consumers who fit the behavior you’re looking for and are predisposed to your offering and are likely to respond. Sounds like a fantasy, but it’s necessary to compete effectively in today’s advertising ecosystem. The problem was (and still is) that most media buys today rely on behaviors, demos, syndicated segments, and other proxies to try to get at consumers who only sort of look like the target profile. In order to find your true target consumers, marketers must go beyond consumer behavior and target why they behave that way.
This is the idea that started Twenty-Ten. It sounds simple; target the “Why?”. But how? As it turns out, all it took to transform consumer targeting was this idea, and a layover in a Minnesota airport with a couple of stray napkins to scribble on. It also didn’t hurt to put together a talented team of forward-thinking developers led by a NASA-tested statistician to turn that promise into practice.
Fast-forward to today. We’ve misplaced the napkins, but gained a revolutionary system with three patents (and more pending) on our hyper-targeting technology, which can target any custom persona across all consumer touch points. Based in Toronto and New York City, we work with our Fortune 500 clients across numerous industries to significantly improve campaign objectives and KPIs by identifying and targeting the most optimal consumers for their campaign.
Shel Smith
President
Shel founded Twenty-Ten with a vision and technique to transform targeted marketing, bringing with him 25 years of marketing experience from both the agency and client perspectives.
After graduating with an M.B.A from McGill University, he started his career as a brand builder at Colgate-Palmolive and went on to establish two companies: Impaq Marketing and Artis, which delivered advertising and promotions services to Fortune 500 CPG clients. It was here that he saw the opportunity to significantly improve consumer targeting as we knew it, and Twenty-Ten began.
Shel leads Twenty-Ten’s senior management team in continuing to provide cutting edge solutions for marketers while consistently driving growth and improving capabilities.