Goodway Group Spins Off New Company, Control vs. Exposed

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Catering to global marketers, CvE is a performance agency built to deliver truth, transparency and tangible business results

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Goodway Group, the digital partner advertisers trust to deliver campaign performance and media efficiency, has spun off a performance agency focused on delivering measurable outcomes to global marketers. Control vs. Exposed (CvE) incorporates the best features of consultancies, media agencies and technology companies in one single package. Services include full-service digital media, programmatic in-housing, consulting and implementation and audit and analytics. CvE offers marketers full transparency from a fee, data and performance perspective.

“Control vs. Exposed was created under the vision of a company that would encompass the best of all worlds,” said Brody O’Harran, EVP, Global Business Strategy at CvE. “CvE provides the strategy and know-how of a consultancy, the execution expertise of a media agency and the technical chops of an adtech company. We deliver everything marketers love and need without the legacy elements of these models.”

While Goodway Group has made a strong name for itself working domestically across many client types, Goodway noticed a strong trend in client demand for hyper-focused, financially-minded, global marketing expertise. CvE is being created to partner specifically with these marketers who seek truth, answers and performance from their advertising in the form of positive impact on their P&L. The company’s scientific marketing approach ensures CMOs are equipped with the right materials when connecting with CEOs and CFOs. Marketers now have the ability to test and leverage their own data to build a lift-based roadmap which drives real profit for their business. CvE and Goodway Group are subsidiaries of Goodway Holdings.

“We’ve hacked the marketing process to incorporate fresh, scientific methods. Our vision is to create a nimble, strategically minded agency that changes how marketers view their relationships with advertising partners,” said Jay Friedman, President of Goodway Holdings.

‘CvE is the performance αgency of the future. It is focused on delivering measurable financial gain for clients based on performance metrics, truth and transparency.”

Under Brody O’Harran’s leadership, CvE is building out a team of the best minds in the media industry with deep expertise working with Fortune 500 brands at global advertising agencies, premier technology companies, data management and SaaS businesses, and leading holding companies. Rounding out the leadership team are Ned Gorges, who joins from Dentsu Aegis Network, Doug Martin, VP, who joins with a background from agencies like The Richards Group, Wieden + Kennedy and Moroch, and Adam Herman, who joins from Centro. Each will lead global business strategy units.

CvE is based in Philadelphia, with newly-created locations in London and Singapore. Similar to Goodway Group, which employs a 350+ remote workforce, CvE employees will have the option to work remotely and will also have access to flexible office spaces in many markets.

About Control vs. Exposed:
Control vs. Exposed is the alpha of performance agencies, a new breed that combines in a single package the best features of consultancies, media agencies and technology companies. We partner with like-minded clients who seek truth, answers and performance from their advertising in the form of measurable business outcomes. We use a scientific marketing approach to ensure CMOs look amazing to both CEOs and CFOs by helping them test and leverage their own data to build a lift-based roadmap which leads to stratospheric business success. For more information, visit https://controlvexposed.com/.

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Rachel Jermansky