Creative
Cases
News
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B2B Personalization: How to Create Customer Experiences That Resonate | MarketingProfs
Most teams are still segmenting audiences into buckets and calling it personalization; meanwhile, buyers say the content they receive is largely useless to them. Real personalization means understanding the full combination of motivators driving each individual, not acting on a single attribute and assuming it tells the whole story. Omnichannel personalization only works when every channel draws from the same customer profile in real time. The biggest barrier to effective personalization is unclear strategy, siloed teams, and treating personalization as a channel-level tactic instead of an organizational priority.
MarketingProfs, 07/20/2026
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While tech and AI have transformed the industry, they have also shifted attention away from a more fundamental driver of success: the strength of the client–agency relationship.
Advertising Week, 07/15/2026
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Journey-Led Growth: Turning Alignment Into Performance
Customer experience is defined by how well media, CRM and loyalty systems recognize and respond to customer behavior in real time. RAPP's Shiona McDougall spoke to MediaPost about how growth is stalling and why the fix isn’t more tools, but better orchestration across the customer journey.
Media Post, 05/14/2026
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How AI Is Reshaping The Marketing Scientist Role | AdExchanger
Machines can now flag anomalies, surface trends and spin insights in seconds. Yet, even with its speed, AI still can’t decode the “why” behind the “what.”
AdExchanger, 04/02/2026
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Ad creatives share the Super Bowl LX spots they wish they worked on | Campaign US
Campaign asked Adland to share the Super Bowl LX work they wish they did. RAPP's Shane Alderton shares his favorite features.
Campaign, 02/10/2026
Clients
| Client | Start Year | End Year |
|---|---|---|
| American Express | 2013 | Current |
| Charter Communications | 2011 | Current |
| ExxonMobil | 2002 | Current |
| Hilton Worldwide | 2022 | Current |
| KFC | 2021 | Current |
| Mercedes-Benz | 2020 | Current |
| State Farm | 2023 | Current |
| Toyota Motor North America | 2004 | Current |
| U.S. Army | 2018 | Current |
| Wells Fargo | 2015 | Current |
About
We are world leaders at activating growth with precision and empathy at scale: which means we help our clients turn data into personalized experiences that move individuals to action.
Brands are challenged now more than ever to connect customers and deliver bottom-line value for their business. That’s why we stand against bland, broad-brush generalizations and champion solutions that precisely understand the individual’s needs, beliefs, behaviors, and aspirations. Understanding is empathy. And in our work, a little empathy goes a long way.
People
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Jeannine Falcone
Global CEO
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John Wells
President, RAPP US
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Shiona McDougall
Global Chief Strategy Officer
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Troy Hitch
Global Chief Creative Officer
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Matt Pharr
Global Chief Marketing Sciences Officer
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Ursula Marchese
Global Chief Talent Officer
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Thibault Dargeou
Global Chief Technology Officer
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Steve Takla
Global CFO