How Werner & Mertz’s Brand Agent Directed 33% More Budget to Aligned Meta Placements

"In the Meta environment, the ability to discern quality and context from different lenses is extremely important for our quality-focused brands. Brand Standards gives us an incredibly effective tool to focus more media euros on quality, engaging content and brand-suitable context, without the burden of keyword lists."

~Anne-Sophie Urbanek, Global Media Manager, Werner & Mertz

The Challenge

Werner & Mertz, a large maker of high-quality cleaning and care products including the Frosch brand, faced a common challenge with advertising on Meta: reaching families and busy working professionals through self-care, food, and celebratory content without blocking otherwise suitable content because of context-sensitive topics.

The problem was particularly acute with culinary content. Blocking terms like "alcohol" would eliminate perfectly suitable cooking and lifestyle content featuring wine in recipes—content that aligned with their brand values and target audience. Traditional keyword blocking simply couldn't distinguish between unsuitable alcohol content and appropriate culinary references, forcing the team into an impossible choice: either over-block and miss valuable opportunities, or under-block and risk unsuitable placements.

The Solution

Werner & Mertz partnered with Scope3 to activate a brand agent with Brand Standards on Meta. Unlike traditional verification tools that rely on keyword blocking and struggle to distinguish cultural nuance, Brand Standards uses large language models (LLMs) to understand content context and meaning.

The solution provided full transparency into media decisions, giving Werner & Mertz direct control to improve suitability and performance. The brand agent could understand the difference between unsuitable alcohol content and appropriate culinary content—nuance that keyword lists simply can't achieve. This allowed the team to refine their approach continuously, learning which placements drove the best results while maintaining brand safety.

The Results

By identifying and blocking 25% of budget from running in unsuitable placements, Werner & Mertz unlocked the ability to reinvest in more aligned, relevant content—resulting in a 33% increase in spend on brand-suitable media. The shift wasn't just about blocking more effectively; it was about directing budget toward higher-quality opportunities that drove better performance.

The brand agent also saved 10 hours previously spent managing keyword lists, freeing the team to focus on strategy rather than maintenance. Full visibility into Meta posts enabled the team to make better decisions about content suitability, with the self-serve platform providing direct control over their brand preferences.

Looking ahead, Werner & Mertz identified significant potential to scale this approach across their brand portfolio and multiple markets from a single platform, eliminating the need to maintain separate keyword lists for each region and brand combination.

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