Category Archives: Media Owners

Rise of the global creative media agencies

IdeaThe idea that we are standing at the precipice of a new age in the communications industry, wherein the more ‘creative’ media agencies are separating from the ‘old-school buying’ media agencies and securing creative mandate from advertising agencies occurred to me in the most poignant way over a year ago.

Imagine, the first local-market meeting with a new client after a new global media contract has been secured. The pitch was led and won on the other side of the world and this local client had very little input into the pitch process. Now, the local client is following their directions to onboard us, the new local media partners. It has been rumored that our new local client was perfectly happy with her smaller-scale buying-centric media agency. Read More »

Is this the end of Facebook?

Facebookbuilding640The end for Facebook? Maybe the beginning of the end. Although tit has done a terrific job at making something so useful and addictive that people seem not to care if they forgo privacy. Or choice, it seems.

Its biggest problem is attracting youngsters who are increasingly going for ‘ephemeral’ social platforms like Snapchat where the emphasis is more on connecting with friends in a way that doesn’t leave an audit trail for Mum (or future employers) to find. People don’t seem to be put off Facebook by any ethical questions, more questions of their own convenience. Read More »

Cannes film lions: why the winners won

Cannes filmEvery jury panel at Cannes is said to be a completely different experience. It all depends on the mix of judges and, most of all, the organisation and communication skills of the jury president.

I’m happy to say that on the film jury – made up of 21 creative directors from different countries around the globe, and headed up by a fantastic jury president (Amir Kassei, CCO of DDB Worldwide) – the culture was one of total openness and respect. It was also great fun.

This meant the discussions could be very robust whilst giving everyone the space to properly interrogate the work – and each other’s opinion – to be able to arrive at a consensus.

Read More »

Infographic: 42.1 million Britons consume newsbrands

AustraliannewspapersThe latest NRS PADD (Print and Digital Data) report reveals that eight in ten British adults consumed a newsbrand, either in print or via PC or laptop.

The quarterly report that fuses April 2013 – March 2014 NRS data with Comscore data from March 2014, estimates an enormous 42.1 million people across the UK consume national and regional newsbrands on a monthly basis.

 

Read More »

Cannes gets programmatic

CannesProgrammatic is the new buzz word of the advertising world. Even in the traditionally creative focused environment of Cannes Lions, programmatic is dominating the session agenda.

Everyone is talking about it from third party vendors to agencies, (Marco Bertozzi of VivaKi makes some interesting points in his recent article on Digiday), with each having their own opinion about how brands should utilise the discipline. Before the plethora of opinion that will erupt when Cannes kicks off; it’s important that brands truly understand what programmatic best practice is before they are clouded by the Cannes agency chorus.

At the moment, programmatic is a bit of a mystery and brands have a conundrum. Do they  rely on the agency that has been buying their space on traditional media outlets for years to keep their digital ad strategy on point, or do they venture into the unknown with a third party vendor?

Read More »

Digital publishing and the art of achieving audience loyalty

newspapercollageNewspaper and magazine publishers have always been rather more than pure media companies. Look back a hundred years and you’ll find a multiplicity of reader promotions and clubs designed to keep readers loyal.

For most of the twentieth century these promotions were usually tucked discreetly away in back pages and seen as a nice additional revenue stream. The real business of audience loyalty was driven by the quality and tone of editorial and by a lack of media choice. Read More »

Digital ad spend hits a record high, with 2014 set to rocket

MobileholdingphoneThe Digital Britain conference returned to Manchester last week, for the unveiling of the latest IAB/PwC 2013 digital ad spend report. A packed and lively event, demonstrating the growth and energy in the industry, and an energy that goes beyond London.

The methodology that drives the report is essentially revenue submissions from over 100 key players in the digital space, publishers, intermediaries and buyers. Critically, as some major players don’t submit (Facebook), and others don’t segment between their different business models, such as display vs search (Google), the model is then also checked against an advisory board, made up of the agency trading groups that influence the majority of advertiser dollars that flow through the industry.

In case you missed it, here are the key take-outs: Read More »

How big data and personalisation will make the future of brand communications U-shaped

PersonalisationAs brands and brand marketers look to gain an edge on each other by engendering a meaningful, two-way dialogue with consumers, there can be no doubt that mass digitalisation, big data and personalisation are drivers for significant change. Brand marketers are striving to innovate at any available opportunity leading to a scenario where data scientists are desperately extracting insights and channelling them into mass market, personalised digital communications.

With this in mind, it is essential for marketers to spot the impact of digitalisation on the landscape of brand communications and set a long-term strategy for its implementation. With big data still in its relative infancy and personalisation often interpreted as a crude method of marketing, inspiration can be drawn from other industries where the mass adoption of digital has had a polarising effect. Read More »

Why marketers need to be directors of their brand’s online story

story booksDuring the course of the 19th century, writer George Polti compiled a categorical list of every dramatic situation which might occur in a story, which is now known as The Thirty-Six Dramatic Situations.

Although there are only 36 possible narratives, there have of course been countless different films, novels and plays produced. This responsibility of crafting a single dramatic situation into a great story that people want to watch and engage with lies with the director, writer or producer, and their unique interpretation of a plot. Read More »

The best bits from Advertising Week Europe

IdrisAll this week our LIVE@AdvertisingWeek blog has brought you the best news, views, videos, pictures, tweets, interviews and behind-the-scenes gossip from the four-day event. As our teams try to stop their heads from spinning, The Wall brings you a best of the best bits curation from all the daily highlights. Read More »