Abi Moran

Over the last 15 years, we've learned a good deal about the power of reputation and how to harness this for client transformation and growth, grounded in world class measurement and strategy. In this video I explore some of our most fundamental learnings. This year's Ireland RepTrak 2024 report is on https://lnkd.in/eNXwbWRx #IrlRepTrak24

13

1 Comment

Interested in the world of online advertising? I interviewed Claire Kelly, the Head of Creative Partnerships for Google in New York , as part of our Marketing Masterclasses series hosted in partnership with Trinity College Dublin. Did you know Youtube is the second most visited website globally after Google? I loved chatting with Claire about the creator economy, the opportunity for brands and the playbook that Claire and the team came up with to help advertisers succeed in the Youtube space based on a study of 11,000 ads (I’ve copied the article on the ABCD’s in the comments section). I recently read Mr. Beast’s content playbook which aligned to the ABCD’s and summarized things quite nicely: “The longer people watch, the better a video will do. Hook people at the start of the video, transition them to an amazing story that they are invested in, have no dull moments, and then have a satisfying payoff at the end of the video.” Easier said than done. But the point is the rules of social video are different and there is a way to play to unlock value on these platforms. With over 2.5bn monthly users on Youtube, if you are in the brand space, it’s probably worth thinking quite deeply about 🤔 Thanks for the fab chat Claire. Full episode copied below: https://lnkd.in/d8xvNAtu DUBES - Dublin University Business and Economics Society Engage Video Group

41

9 Comments

Front seat reflections from the dad taxi today. 🚕 Inspired by a David Bowie and Prince tribute performance and the lessons we can learn as communicators. Tagging my biggest Bowie And Prince backers Shonali Burke and Lisa Arledge Powell, APR because.... #MarketingStrategy #Messaging #StrattegicCommunication

14

3 Comments

Thanks to the clients who have trusted us with one of their most valuable business assets – their brand. GatewayDMS, LNA, Access Mining, CarbonLink™, Venue Crew, UEC and Meridien Group. #brand #brandstrategy #marketing #creative #creativeadvertising #design #digital #brandevelopment #brandidentity #marketingplanning #communications #communicationplanning

6

As businesses experiment and learn more about generative AI, I often hear questions like: ➡ “What tools are our agencies using?” ➡ “Should we be putting policies in place for how our agencies use AI?” ➡ “Our meetings are automatically transcribed but nobody ever asked me if that was okay – do we need to outline some guidelines around this?” ➡ “How can I tell if something was created with AI?” ➡ “Can I expect agency costs to come down?”   ➡ “What are others doing?” ➡ “If we’re using AI tools, how can we be sure that the business context and data we feed these tools is safe?” Register to join this webinar with IAPI - Institute of Advertising Practitioners in Ireland in Ireland on 24th May, where I share insights on what is top of mind for marketing leaders around generative AI, give an overview of how the marketing landscape is evolving, and offer guidance on how agencies can support their clients to experiment safely. #marketing #futureofwork #generativeai #agency

8

Resilience is something you earn for yourself rather than a natural talent. I’m sure everyone has had a moment in their career that put them in the resilience “red zone” - mine was during the pandemic doing crisis response. In this ep Annie and I share ours honestly, how it’s taken a longer time than you’d expect to process these experiences, and the things that have helped us strengthen the resilience muscle. Knowing the signals, active management, long term mindsets and more - you'll find it in this ep. There are also some excellent resources in the show notes too - in particular an exercise I learned at a mental health first aid course for stress management, and support for those whose experiences might need more professional support. We hope you find something useful amongst it all, and that there’s a bit of self care carved out in your weekend ✌️ 🎧 Spotify: https://lnkd.in/e_9EK4Wc 🎧 Apple: https://lnkd.in/e9jq-iDt #resilience

28

1 Comment

Main takeaway: AI is making marketers more relevant and more effective. Here's a summary of the major announcements from today’s #GoogleMarketingLive: 1. AI-Powered Campaigns: Google is enhancing its Ads platform with conversational AI, enabling advertisers to create and manage campaigns through AI-driven chat interfaces. This feature helps generate and refine ad assets, making the process more efficient and tailored to specific marketing needs. 2. Search Generative Experience (SGE): Ads will now be integrated into the Search Generative Experience, allowing a more interactive and monetizable search environment. This approach aims to blend conversational AI with search ads, providing a glimpse into the future of search advertising. 3. Performance Max Enhancements: New features for Performance Max campaigns include advanced search term insights, the ability to set extended date ranges, and AI-driven creative content generation. 4. New Campaign Types: Google introduced two new campaign types—Video View and Demand Gen campaigns. Video View campaigns combine various video ad formats to maximize views, while Demand Gen campaigns utilize AI to target audiences across YouTube, Discover, and Gmail with tailored messages. 5. Product Studio and Merchant Center Next: The new Product Studio tool uses AI to enhance product images, allowing for background changes and resolution improvements. 6. Enhanced Measurement and Analytics: Google is focusing on first-party data strategies and integrating new data capabilities into Google Ads and Google Analytics 4 (GA4). This includes building GA4 audiences directly in Google Ads and utilizing AI to better understand and predict customer behavior. These innovations underscore Google's commitment to integrating AI across its marketing tools, aiming to streamline processes, improve ad relevance, and enhance overall marketing effectiveness.

7

There's some brilliant stuff in this post from Richard Shotton. I particularly like the idea of negative social proof - there are some great studies about the impact of this on people completing tax returns on time and using hotels towels more than once. Can think of lots of ways we can apply this to some of the perennial challenges that all professional services firms (e.g. getting people to use CRM systems, completing mandatory training courses, sending bills and collecting cash etc.)

10

2 Comments

Ready to transform your digital presence? Look no further. Based in Northern Ireland, we specialise in crafting impactful social media and digital marketing strategies tailored to elevate your brand. Curious about how to maximise your online reach? Do you know what strategies work best for your industry? Ask us anything! We are here to guide you every step of the way. Contact us today at 02890 992444 to kickstart your journey towards online success! #FullertonSocialMedia #NorthernIreland #DigitalMarketing

1

The team at CREATIVE 3 MEDIA™ had a great session delivering a marketing session to business owners and marketers in Belfast. Know your market; Know your strategy; Know your bait and measure the process. The five pillars of marketing, or the 5 P's, are essential for a successful strategy: Product: The item or service sold, including its quality, design, and features. Price: The cost to consumers, influenced by production costs, competition, and target market. Place: The distribution channels and locations where the product is available, both physical and online. Promotion: The methods used to communicate and market the product, such as advertising, PR, and social media. People: Everyone involved in the business, emphasising employee training and customer service for a positive experience. It all starts with a conversation guys, reach out to me or Christopher McClenaghan or one of the team CREATIVE 3 MEDIA™ and let's discuss what we could do together. #creative3 #marketing #strategy

11

"Irish sensibility prevents us from properly selling ourselves". I had the privilege of attending a live recording of the On Strategy Showcase at the iconic Guinness Storehouse. My key takeaways from the panel below. 1. Irish people get culture, we know how to make things happen and we're empathetic to other cultures. We're a nation of storytellers but we haven't been telling enough stories recently because we're too focused on tactical work and short-termism. 2. From a strategic point of view, we can compete with the best in the world. What we need is audacious ambition and a bit of courage. You can fake confidence, but you can't fake courage. 3. Marketing is an investment, not a cost and the dial is shifting (albeit slowly). We're the people who bring the voice of the consumer into the boardroom so we need to fight for our ideas.

80

2 Comments

Not everyone likes to hear this I know but standardisation and getting the fundamentals right are key to the success of retail media. Let’s work together as an industry to make this happen

14

We’ve made it our mission at AAR to bring together an extraordinary group of experts. A team who can supercharge marketing potential by ensuring your operating model; your people, partners, processes and platforms are firing on all cylinders. Cristiana Spataru FCX-I joined the consulting team this year and has bought a wealth of experience and energy into the team. Cristiana loves that her work requires a long-term perspective. With AI accelerating change, marketers need future-focused support to optimise their operating models. In this article Cristiana articulates the challenges and opportunities that she can see in the industry today.

14

MD of eight&four Amy McCulloch took to the stage at Advertising Week Europe 24 this week to talk GenAI + Creative marketing 🔥 In a fireside with one our most important clients - King - Amy & Sian agreed: 🤝 The most important application of GenAI can be creating higher fidelity concepts in pre-prod - reducing stakeholder feedback loops in creative asset generation. This could lead to business-altering productivity gains in complex marketing operation like King, who create over 20,000 assets a year internally. 💡 Customised GenAI tools - like eight&four's Coach - are critical for commercial application - off the shelf tools don't understand the specificity of brand worlds to make a meaningful difference in the creative process. 🎯 eight&four have found the most effective way to harness GenAI for clients has been targeting sector & business specific challenges - and building customised tools as a direct solution to them. Hence the build of Coach - which was built for Genesis (Hyundai) to support delivery of high quality automotive content at volume, or Scholar - a TOV governance tool originally built for our client Sandals. 🫂 The really hard part of it all? Taking your teams with you. They discussed the challenges of creating empowered, curious AI advocates within your business. They agreed it was an absolute necessity to do so - and the responsibility of marketing leaders to positively lead from the front. If you'd like to hear more about the talk, our GenAI consultancy, or any of our GenAI tools - just get in touch 👋 #AWEUROPE24

20

☘️ We're in Dublin 11th July! ☘️ If your in need Digital PR Services? Book a meeting with Christian Kemp and I, we'll be there from the the 11th of July 📆 #pr #storytelling #teamwork #yourbrandstory #digitalpr #brandstorytelling #video #innovation #digitalmarketing #technology #creativity #dublin

34

1 Comment

"𝘾𝙧𝙚𝙖𝙩𝙞𝙫𝙚, 𝙈𝙚𝙙𝙞𝙖 𝙖𝙣𝙙 𝘾𝙤𝙢𝙢𝙚𝙧𝙘𝙚 𝘾𝙤𝙢𝙗𝙞𝙣𝙚𝙙" was the theme of my Cannes keynote. One of the best case studies that that I have seen is 𝙊𝙥𝙩𝙞𝙢𝙪𝙢 𝙉𝙪𝙩𝙧𝙞𝙩𝙞𝙤𝙣....the billion dollar brand that you have never heard. I am proud to say, its an Irish brand that is #1 in its category globally, is growing exponentially, doing hundreds of millions online and selling in 90 countries. Added bonus - I get to work with them! Let's dive into the case study: -> Optimum Nutrition is a $1bn brand that is part of the Glanbia Group - a business in Ireland that grew from being a farmer's co-op fifty years ago to a world dominating brand. -> “Unlock More You” is the latest articulation of the global brand campaign “There’s more of you in you”, which has been running since late 2022. -> The goals of the campaign were to focus on the consumer as the insight is that "sports nutrition only works if you do", drive consistency via Distinctive Brand Assets every time consumers interact with the brand and show that they are the category leader. -> The campaign is built off the universal human truth that "we all have more potential inside us waiting to be unlocked" and ON helps support unlocking that potential. -> The #1 goal all the time is “relentless recruitment of motivated consumers”. with 'Unlock More You' giving a clear call to action -> The ON team, lead by CMO Colin Westcott-Pitt and Global Brand Director Mark Ryan, created a completely integrated campaign that encompassed D2C, marketplaces, influencers, athletes, instore and in-gym activations, Formula 1 city activations with Mclaren F1 stars, Lando Norris and Oscar Piastri across the globe. -> Results were ahead of target - and also delivered on KPIs that were specific to their online channel that ensured results were completlely 'omnichannel'. To me, Optimum Nutrition are one of those brands that is executing better than any of the brands who getting the PR in marketing publications. And, they are going to explode in both brand awareness - and, more importantly, revenues as they are just getting started. You heard it here first! .  

111

21 Comments