The new model agency and programmatic advertising platform to provide the industry with a new independent service encompassing programmatic marketing and digital consultancy


London, UK - Control v. Exposed (CvE), a division of US-headquartered, independent company Goodway Group, has today announced a partnership with Adform UK, only global, independent and fully integrated advertising platform built for modern marketing, to be its preferred choice for managed service across all addressable channels.


The collaboration will enable CvE’s clients to access Adform’s full-stack integrated adtech suite, while Adform’s clients will benefit from CvE’s consultative expertise on media strategy, digital transformation and programmatic in-housing. It will also empower brands that are new to programmatic to accelerate their digital marketing activity and bring programmatic advertising into their business growth strategy.


Adform is the only independent global ad management platform covering all aspects of the digital campaign lifecycle and is the preferred choice of leading brands across Europe such as Vodafone and T Mobile. This partnership comes as Adform launches its new product suite: Adform FLOW, which combines everything marketers need to plan, buy and activate media on one platform.


Paul Frampton, President of Europe and APAC at CvE, said: “This exciting alliance is very much a meeting of minds. Adform truly aligns with CvE’s open and independent ethos and we see this as a real opportunity for advertisers to benefit from honest and intelligent independent expertise and solutions.


“We are obsessed with proving incrementality and leveraging technology to get to better answers. We do this through deep activation and machine learning to ensure clients receive the best quality of supply.”


Philip Acton, Country Manager, UK & Benelux, Adform said: “Joining forces with CvE demonstrates our recognition of the need for increasing flexibility and agility in our services for clients and extending our scope beyond programmatic marketing.


“The timing of this partnership is optimal given the launch of Adform FLOW and the changing narrative around digital ad tech for our clients in Europe. We can positively build on this with CvE through our powerful and refreshing combination of complementary advertising solutions.”


About Control v. Exposed (CvE)
Control v. Exposed is a challenger brand: a new global agency purpose-built to deliver measurable business success through advertising whilst always maintaining client trust and transparency. It partners with like-minded clients who seek truth, answers and performance from their advertising in the form of measurable business outcomes. CvE is a division of Goodway Group, a 90-year-old privately-owned, US marketing services provider. 

Control v Exposed refers to the practice of analysing a control group who have not been exposed to a certain variable within advertising versus an exposed group who have been and the obsessive focus on analyzing the lift and the incremental impact of the right message in the right place at the right time. CvE takes a highly analytical approach to strategy and execution in digital using data science techniques to establish exactly what does work, do more of that and remove budget that is spent on tactics that simply don’t drive incremental value. CvE first launched in the US in 2018, in Asia in early 2019, and in Europe in September of 2019.


About Adform

Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.