We decided to establish a Seamless Fusion Model. In 2019 we began investing much more in two key components: Predictive analytics that would draw insights from both client and proprietary databases to derive intelligence, and an external digital/programmatic buying group that would be big enough to buy direct for our clients as well as other mid-range independent clients.

Recently, we’ve been able to expand the depth of insight provided by tagging a device ID pixel to our display advertising tactics, specifically for our tourism clients. This has expanded our learning so we can track not just how the device ID advertising buy performs, but how well other digital partners (Expedia, TripAdvisor, GasBuddy, etc) are contributing to visitation. With this approach, rather than capture devices in a specific area, we simply add the tracking pixel, then track who saw those ads and came to the market. While this can’t be executed for search and social, it works very well for our display and some of our video campaigns – anything that can be clicked and directed to the website. Clients that have taken advantage of this expanded capability have leveraged valuable insight on top-performing media partners based on total visits as well as ROI based on spend levels for each of those vendors.

The Atkins Group (TAG), a San Antonio based full-service ad agency, received a gold and silver Hospitality Sales & Marketing Association International (HSMAI) Adrian Award in connection with work for two Texas tourism clients–Visit Plano and Visit San Antonio. The 63rd annual Adrian Awards are the largest and most prestigious global travel marketing competition. Adrian Awards recognize hospitality brands and agencies for their work in advertising, marketing, and public relations and over 1,100 entries were submitted for the 2019 awards.

Some business leaders understand that brand equals identity. That’s good. But clients still seem to lack a deep understanding of what brand and identity encompass and that their importance goes far beyond logos and pretty pictures and fluffy words.

The Atkins Group announced the addition of Winter D. Prosapio, a highly respected and innovative senior communications professional, to their team.

Fifteen years ago, I worked for a company as their VP of Marketing. My background was largely PR, but I’d done a good deal of marketing work for the brand and they tapped me for the role.

Visit San Antonio and its agency of record, The Atkins Group, garnered two prestigious Destiny Awards from the US Travel Association, the national trade association for travel and tourism.