Agatha B.

Reading ITV's latest press release the following phrase struck me: 'It (Planet V) is now the exclusive entry point for ITVX advertising, and handles over 99% of ITV’s digital ad bookings.' I have always championed self-serve ad platforms, having cut my teeth in the #Native space where self-serve was the norm, I then encountered the beast that is Meta’s ad platform. Both allowed #SME’s to flourish in the digital world where their smaller budgets often go unnoticed. There is a reason why some of the biggest #advertising businesses in the world offer self-serve and #ITV has tapped into that with an incredible £1bn in ad booking revenue in its first 4 years. Well done ITV! https://lnkd.in/eZAPvxqC.

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Advertising can be bold, brilliant and a major driver of business success. It can entertain, inform, and add value. But it can also be invasive, irritating, dull and wasteful. At worst it can harm the very fabric of society, and fund hate and violence. After more than 15 years in the industry I care about the evident decline in the industry. Revenue flows to an ever more concentrated group of companies. Publishers, and accountable sources of fact-checked news and information are underfunded. Billions of dollars of spend is wasted due to fraud and chasing the wrong metrics. Creativity is devalued and diluted in favour of short-termism, and businesses are floundering as a result. I care about this decline, and I believe that we can do better. Which is why I will be attending the Advertising, Who Cares? summit on 12th September. https://lnkd.in/dBYCWWWA The list of speakers and contributors is excellent. If there are still tickets left, and if you care about making a positive change for the advertising industry, I'd urge you to attend too. Brian Jacobs Nick Manning

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Tricky to get into, fairly good chances of promotion, average pay and poor retention of staff. That's The Economist's view of working for WPP in their recent "best British companies to work for to get ahead" report. Is this a judgement on WPP or the wider marketing and communications industry? I sense it's the latter. We know from industry censuses that our industry has to do better on mental health, gender equality, parental support, age related inclusivity and class participation. That said, my experience in the industry has been highly positive. It's been hard work, but also incredibly rewarding, giving me the opportunity to do work I'm proud of for amazing brands in many different sectors. I've been lucky enough to learn, grow and lead surrounded by supportive and talented people - which is all I could hope for. For me this highlights the importance of the ongoing work to improve access to and better support people through the industry - especially at a time where views on ED&I initiatives are changing. https://lnkd.in/e9pi-ZAD

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Having lived in UK for 6 years now, I can attest to how true this feels for UK, not just continental Europe. I know, ouch!! “Indefinite Pessimism Every culture has a myth of decline from some golden age, and almost all peoples throughout history have been pessimists. Even today pessimism still dominates huge parts of the world. An indefinite pessimist looks out onto a bleak future, but he has no idea what to do about it. This describes Europe since the early 1970s, when the continent succumbed to undirected bureaucratic drift. Today the whole Eurozone is in slow-motion crisis, and nobody is in charge. The European Central Bank doesn’t stand for anything but improvisation: the U.S. Treasury prints “In God We Trust” on the dollar; the ECB might as well print “Kick the Can Down the Road” on the euro. Europeans just react to events as they happen and hope things don’t get worse. The indefinite pessimist can’t know whether the inevitable decline will be fast or slow, catastrophic or gradual. All he can do is wait for it to happen, so he might as well eat, drink, and be merry in the meantime: hence Europe’s famous vacation mania.” FURTHER "Indefinite pessimism works because it's self-fulfilling: if you're a slacker with low expectations, they'll probably be met." ― Peter Thiel, Zero to One: Notes on Start Ups, or How to Build the Future When I recently wrote about UK politicians, I wasn't being political, I was being philosophical and it seems Peter Thiel has done a fantastic job of summarising it. Let's take this as a nudge to force ourselves towards definite optimism - Our future will be better if we plan and work for it. It's about having a clear vision and striving to achieve it. #IndefinitePessimism #UK #LeadershipPhilosophy #EconomicCrisis #PeterThiel #ZeroToOne #ManagedDecline #DontKickTheCan

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Despite the latest IPA (Institute of Practitioners in Advertising) Bellwether report showing a freeze in marketing budgets, Alex Cheeseman, our Head of Enterprise NE, sees potential in this moment. Brands that pivot to trusted publishers and invest in video content can build consumer trust and navigate economic uncertainty. Read more on Performance Marketing World. https://outbra.in/48iRpAi #IPABellwether

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The good news keeps coming… A bit more detail on the great results achieved through our Organic strategy which bagged a Best Use of Search award at the UK Search Awards last week. 2025 looks set to be an even more exciting year as we look to roll out even more award-winning work across even more brands. We have some availability for additional brands looking for SEO and Digital PR support, please get in touch with myself or George H M Webb for more information. #SEO #Organic #PerformanceMarketing #DigitalPR #Search #UKSearchAwards

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Our #Digital2024 Global July Statshot Report is now live! As always, it’s packed with the latest digital and social data. Here are some of the highlights: 📱5.68 billion unique individuals were using mobile phones at the end of June 2024, meaning that 70% of the world’s population now qualifies as a mobile user. 📈 TikTok’s ad reach may already have overtaken Instagram, with TikTok ads now reaching 1.604 billion adults aged 18 and above. 🎮 Around the world, the total time that people spend using the Roblox mobile app exceeds the total time that people spend using some of the world’s top social media apps. 💰Global spend on social media advertising has increased by 13% in the past twelve months. ⚙️ ChatGPT is the most used standalone AI tool, with more than 300 million unique monthly visitors in June 2024. 💸 TikTok earned the greatest share of app store revenues with worldwide users spending an average of more than USD $340 million each month over the latest three-month period. You can ready the full report here 👇🏼https://lnkd.in/gEawcURF If you brand/business needs professional opinion on how best to utilise certain data points for certain marketing objectives, feel free to hit me up for a drink!

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An interesting discussion is taking place with Max Wiggins Kantar chairing it with panellists Rachel Atchison and Sam Curtis also both from Kantar and Alex Peters Reckitt . Uncovering hidden consumer fuels and frictions using digital data and #ai and also seeing it through #behavioural lens - are crucial for influencing consumer decisions. #mrx #behaviouralscience #insights #marketresearch

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Last touch attribution is like Tesco having doors 👇 Genuinely one of the best analogies i've ever read on the problems of last touch attribution. I think the first time i read it was on 'How Not To Plan' a few years ago, authored by Les Binet and sarah carter and published by the APG. Anyway, fast forward and i also did my IPA (Institute of Practitioners in Advertising) effectiveness test in 2023. Learned a ton. Made lots of notes. And then kinda left them there. But if you know me, i like to share everything i learn. So i wrote about how the top 1% brands think about measurement, with practical things that definitely helped me wrap my head around all of it (or at least be less shit about it). And i genuinely had fun with this, because measurement can be fun (what!), or if nothing else it's crucial for us to be actually taken seriously by the wider business, not just other marketers. I'm sending a newsletter about it next week. The measurement piece is already live, but if you subscribe to Salmon Theory, you'll get that, other short sharp pieces, and a chance to access our private group: https://lnkd.in/dcBmJhnZ

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Whether you're a seasoned measurement professional or new to the industry, check out our latest guide which explores the value of panels in audience measurement, first-party data calibration and privacy-safe optimisation & targeting... including links to some of our most recent thought-leadership and case studies. #PeoplePoweredMeasurement #AudiencesUnlocked

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The use of AI to deliver strategic insights provides a competitive advantage to brands as well their retail partners. Couple this with the opportunity it provides to deliver personalisation with real purpose to improve customer experience across all touch points and you have a real game changer.

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Our latest episode of Mail Unleashed with behavioural science master, Richard Shotton, has arrived! In this episode, Richard and resident host Rory Sutherland, discuss how marketers can apply behavioural science to their campaigns to boost performance. Watch now! ➡️

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On the 6am the train to MeasureCamp London Nearly in London now - to the Circle Line!! Looking forward to chatting with everyone and doing my presentation - a sneak peak into my upcoming white paper on the current state of cookie compliance in the UK. #measurecamp #measurecamplondon #analytics #implementation #digital #digitaldata #data #cookies #tags #compliance

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The news is always at its most interesting when it challenges our assumptions. The IPA (Institute of Practitioners in Advertising) reminds us in ad land of the importance of checking our bias; it is so easy to slip into using short cut stereotypes. Our most recent data on young people aimed to check in on a few classic myths that exist around young news readers. So have you seen the news!?! Turns out young people read A LOT of news.

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Ooooh, this would have been a juicy session at SXSW Sydney! Who was there and can shed light on the audience response? These paragraphs got my attention: -------------------------------------------------------------- “Just to make it very explicit, the original [Ehrenberg] model requires stationary markets … It requires that your market share is not changing, and it requires that the products are undifferentiated,” he says. “You're making suggestions of how to change market share on the basis of a model that cannot handle change, or whose main assumption is that the market share won't change. So that’s a problem in application.” Felipe Thomaz suggests that’s why large CPG firms and the multinational brewers that followed the Sharp/Ehrenberg-Bass playbook, because it tallied with their short-term sales data, were ambushed by nimble differentiated start-ups, direct-to-consumer players and microbreweries. “That death by a thousand cuts, by a thousand differentiated small brands, seems to be a direct indication that these things don't work,” he says. “My research has shown it time and time again that this is a folly." ------------------------------------------------------------ Thoughts? Personally, I'm here for a new set of evidence to help us make the right choices. I've always believed when and how you apply marketing science and academic theory is contextual. It depends on your brand challenge, your category dynamics and your consumers needs/behaviours at a point in time. There is no silver bullet. The good marketers are across all the evidence and synthesise it to make the right strategic choices to match their challenge. And I do agree with Thomaz' call that marketing is a Social Science, not a pure science. PS - I have major FOMO missing SXSW but have an HSC/Final Exam daughter to support. Please tag me in your key takeaways so I can live vicariously 🤓

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Did you know 45% of people say they are more likely to notice a catalogue sent in the post than a marketing email? If you're in the planning phase for your Christmas activity take a moment, grab a cup of tea and discover more fascinating more stats and benefits for catalogues in our blog. ➡️

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Whitepaper predictions are great but how can you digest this information while on the go, on a crammed train, fighting for some personal space?? We've got you covered... 🎙️ We've just gone live with our first podcast episode of The Digital Edge. We kick things off with a fantastic conversation with our Chief Customer Officer, Jessica Jacobs, digging into what the future of digital marketing might look like by 2025. #TheDigitalEdge #FutureOfMarketing #DigitalInsights https://lnkd.in/eCBsJfMN

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Before I stepped out of permenant client-side roles I've worked in: 📈 B2B Data Consulting & Location Analytics (Marketing looked like creating events, collateral and supporting sales teams) at CACI Ltd Which opened the door to: 📖 B2B Publishing and Events (Marketing looked like understanding subscriber behaviour, looking to enrich the subscriber experience and playing with a new fangled thing called 'social media' - specifically LinkedIn) at Marketing Week Which led me to: 🗞️ National newspaper (Marketing looked like driving subscriptions, taking big brand activations and creating unique activations for audiences, negotiating for print advertising space, direct mail, paid digital and some eaaaaarly dalliances with conversion rate optimisation and user behaviour) at The Guardian Which then helped me land: ♣️ Gambling and eGaming (Marketing was the whole shebang - ATL, Social, Performance, CRM, CRO, Customer lifetime value, deep audience insights, revenue prediction modelling, budgeting, measurement, the works) at Paddy Power Which then opened the door to: 💅 Beauty On Demand (Marketing was everything you can name, across a two-sided marketplace, from an early stage startup) at blow LTD Which then gave me the training to do what I do now. So if you're in a career and feel like you're restricted by vertical, trust me, it's about understanding what's transferrable. Be a naive expert, bring the relatable skills to your company's problem, free from the handed down 'right way' to operate.

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