• by Steve McClellan  @mp_mcclellan, July 29, 2016

Demand-side platform The Trade Desk has tapped Walrus as its first-ever agency leading B2B marketing efforts in 2016 and 2017.  

The selection came after a competitive review that included six agencies said Anne Hallock, CMO at The Trade Desk. 

Walrus will help The Trade Desk create a unified brand and develop initiatives that drive awareness of its range of products – including Advanced TV, Cross Device, Data Management Platform, Enterprise APIs, Audio Programmatic, FBX, and other offerings.

Walrus will also be responsible for creating campaigns for new products The Trade Desk plans to roll out this year, including a programmatic audio platform stemming from an agreement it struck with Spotify earlier this month. 

In addition to its own digital media, the company will utilize a number of trade outlets to reach its core target of advertising and marketing agencies. Hallock said it’s likely the company will continue using the tagline “True Buying Power.” Recent campaigns have focused on “The People of Programmatic,” that provides a glimpse at the some of the employees that make the magic happen inside the company. 

Hallock said the time was right to hire an agency to help branding efforts given its recent and rapid growth and development of an array of products. “We have an interesting story to tell the marketplace,” she said. 

Earlier this year The Trade Desk announced a $60 million round of equity funding from Wellington Management Company.