Celtra, a cloud-based Creative Management Platform for digital advertising has secured $15 million investment led by Unilever Ventures and WPP. With this investment, the two companies are partnering to use Celtra’s technology across Unilever’s global marketing organization and its ecosystem of service providers, technology vendors and media suppliers.
Celtra’s SaaS platform provides creative production, management, distribution and optimization of display, video and native ads and is targeted at agencies, media suppliers and brands. The Boston headquartered company was founded in 2006 and has offices in New York City, San Francisco, London, Ljubljana, Singapore and Sydney.
“Creative is the conduit for the marketer’s message. It should always be on point and carefully refined. Celtra’s platform helps transform brands, agencies, creative producers and other partners into highly performant, data-driven, effective digital storytellers,” said Miha Mikek, Founder and CEO, Celtra.
Celtra aims to help advertisers maximize their creative potential and use creative as a lever to achieve better results in digital advertising.
According to Keith Weed, Chief Marketing Officer, Unilever, creative is an increasingly complex challenge for large advertisers and one that is constantly changing due to rapid evolution of media consumption. He believes that people deserve advertising that feels native to each medium and delivers emotional value, and Celtra will help the company deliver that at global scale.
Agencies, as trusted partners and advisers of brands, play a pivotal role in the process and WPP is a key partner in the use of Celtra’s Creative Management Platform across Unilever.
“We believe the market is due for a creative management solution that can deliver real-time data driven creative at scale and tailored for every individual, across media channels. Celtra is a leader in this space. This investment is in line with WPP’s commitment to technology, data and content, which, along with horizontality, new markets and new media, comprise the Group’s four strategic priorities,” said Martin Sorrell, Chief Executive Officer, WPP.