Carol Middleton

Omar Oakes in The Media Leader UK touching on one of the biggest issues of our age. Network Media Agencies are having to turn to 'products' (many non-transparent) to find additional margin as pressure mounts on them to replace lost margins in creative, production and other disciplines within the Holding Companies. Selling products for a mark-up shouldn't be a core feature of a service industry. Adding value through strategic insights, sophisticated media planning and effective (not just efficient) execution should be the way that agencies demonstrate value and drive margin. Charging properly for this has to be the solution rather than today's race for the bottom of faster, better, cheaper. Hopefully this will be discussed at the Future of Media conference happening today and tomorrow from Adwanted UK events.

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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

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We have partnered with Mi3 to survey Australia's top marketers, gaining valuable insights into drivers and obstacles to growth. Follow the link to download the report. Let us know what you think. Jen Davidson Anthony Gregorio Paul McIntyre

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Today's all-new Cog Blog on how a simple example based on newspaper audiences illustrates many of the issues faced within today's media planning and buying business. Or should that be media buying and planning business?

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It's been a busy few weeks here at OMC/Diversiffi Media..... .. with global DOOH progression,& market maturity top of the agenda. Data reveals that not only is OOH media holding its ground, but projections report it will outpace the UK advertising market growth in 2024/25. Not unexpectedly, this is propelled by DOOH, the convergence of technological advancements, the demands of advertisers, evolving consumer behaviours, & innovative approaches to creativity. The digitisation of assets, enabling dynamic content capabilities & programmatic trading options, redefines brand engagement. It is interesting to explore what opportunities these advancements present for clients/brands navigating audience attention in a cluttered media environment.  Will the flexibility of real-time, contextually relevant messaging extend brand resonance & increase budgetary investment? The integration of data-driven insights & analytics into campaign planning & execution is reshaping the OOH ecosystem. With advancements in technology enabling precision targeting & measurement, clients/brands have access to unlocking new levels of campaign performance and ROI.  Creativity also continues to flourish across both traditional & digital OOH, as clients/brands leverage more immersive experiences to captivate audiences & nurture lasting connections. The changes in consumer movements and infrastructure development are presenting significant opportunities for OOH. Capitalising on the growth of urban environments will broaden reach & campaign impact. As talked about frequently here, the integration of OOH into omnichannel marketing strategies is a pivotal driver of growth. Deliver consistency across multiple touchpoints, OOH is a critical component of the media mix. As long as clients/brands demand it, & their 3rd party agencies structure planning to fully integrate OOH into their omnichannel strategies, advertisers should witness an amplification of brand visibility & engagement The growth potential of OOH media is not to be underestimated. It's a multifaceted opportunity driven by digital transformation, data-driven insights, creative innovation, urbanisation, & integration with omnichannel strategies. Looking inwardly, which I rarely do, the key question is, will these opportunities start to impact OOH market share or are we yet to identify the barrier to progress? Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships In partnership with The Out of Home Media Consultancy #assetmanagement #landlords #commercialproperty #municipalities #retail #inhousing #realestate #adtech #mallowners #revenues #dooh#doohadvertising #business #creativity #sustainable #globaladvertising #sustainability #data #OOHMedia #Sustainability#Commercialisation #DataDriven #DigitalTransformation Image: WOW LA

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Tomorrow is World Suicide Prevention Day. And today marks the start of the next chapter in our campaign to unite the nation against suicide. Together, adam&eveDDB, the Campaign Against Living Miserably and ITV are launching Missed Birthdays. A campaign to draw attention to the fact that suicidality amongst children and young people is at a record high. 10 years ago, the single biggest killer of young people was accidents. Today it’s suicide. It has claimed the lives of 6,929 young people. Every single one of those lives is represented by a missed birthday balloon: a simple, powerful symbol of the hope, happiness and humanity that has been so tragically lost. It should make you angry. It should make you feel outraged. But it shouldn’t make you feel hopeless. Because we can all play our part in ending youth suicide, for good. Today, we aren’t asking you to donate. We’re not asking you to sign a petition. We are simply asking you to CARE. C: Check In with the young people in your life. A: Ask if they’re feeling suicidal. R: Remain close and remove them from harm. E: Escalate to emergency services - like CALM’s suicide prevention line or 999 - if necessary. To understand how to use CARE more, please visit care.thecalmzone.net Please share if you see fit; one conversation can be the difference between a life saved and a life lost. Today, tomorrow and every day after, we are #unitedagainstsuicide.

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Nice study done to once again show the effectiveness of an omnichannel approach. We know how much value digital channels can bring to sales activation of any campaign, but we should never run these campaigns in isolation, mixing them up with traditional and reach platforms, ensures we create mass brand awareness, which ultimately will build a more robust brand for the future. As we see below, not only does it build brand trust it enhances the performance of our digital campaigns. This study concluded that the use of OOH amplified in store, as well as online sales, by a factor of 1.7 times. Marketers should not forget the basic principles of marketing and should include a marketing mix when planning any media campaigns.

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Retail Media is one of the recruitment bright spots in the media world.  For years, agency people stayed in agency land - and brand marketers or retailers side did not cross over into the agency world. This should not be surprising as the skill sets are different. However, Retail Media is triggering a wholesale series of changes in how retailers can drive new revenues and how brands can acquire customers. The skill set required to set up and operate a retail media network is much more like a media agency than classic retailing.  Retailers are good at retailing, not necessarily selling media.  There will be a lot more of these sorts of "Adland Exec joins Grocer" 😁 announcements from retailers as they fill in gaps in their skill base. Of course, social networks, eg Pinterest are part of the offsite propositions that many retailers will offer as part of their onsite/offsite/in-store channels. And, of course, Amazon are the "OG" of retail media 😁 Good hires all round by Nick Ashley & the team at Tesco.

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Are you considering TV? Want to know how to get on TV for the first time? Want some evidence it works? Sign up below for a cracking one-hour fast-paced seminar. 👇

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Media Marketing Compliance helped the Association of National Advertisers study the market for 'Principal' (or 'Proprietary') Media, and the results have landed. The report is incredibly thorough and provides great guidance for advertisers. While not a new phenomenon, PM is increasing dramatically and becoming a much more controversial way for Media Agencies to make extra profit at the expense of transparency into their true revenues. Advertisers should take a firm view on whether this is in their best interests.

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Today's Q1 2024 @IPA Bellwether report showcases a resilient UK marketing landscape, with events and experiences remaining the standout performers with a record expansion. This resilience demonstrates businesses' strong desire to connect with customers, recognising the power of experiences to enable them to achieve this, as well as being a powerful tool to drive their bottom line. Long-term brand building should remain at the forefront amid rising promotional spending. Aligning brand experiences across the different touchpoints with core values and harnessing authentic content created from experiences fosters trust and engagement, and is crucial for navigating the dynamic marketing environment. Read the full report here: https://lnkd.in/eGTDPyN4 #ImaginationGLBL #IPABellwether #UKmarketing #brandexperience #experientialagency #creativeagency

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Great article from Martyn Bentley on the importance of measuring and maximising the reach of your marketing investments. #audienceproject #measurement #ROI #reach

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Eminently sensible points from Hugh Stevens on the value of customer transaction data and if the asset you have is actually valuable enough to start ANOTHER RMN… Key points; 1, Do you have enough data and do you have a plan to get more? 2, If you have it, does it have the right consumer terms? 3, Do you have existing demand for the data and how do your clients want the data organised. If you have 3 ticks, look for the right tech partner to make that data asset more valuable via low friction, scalable collaboration. https://lnkd.in/eETvDyG8

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In the lead-up to last week's England game, content about Gareth Southgate was garnering more attention than that of Rishi and Starmer. These surprising insights highlight opportunities for advertisers to target less competitive spaces. For deeper insights into the Performance Marketing world, check out Jamie Towards' analysis below 👇. If you're interested in learning more about these findings and how they can benefit your brand, feel free to reach out! #teads #performancemarketingworld #euro2024 #ukelection2024 #mediaplanning #mediastrategy #mediabuying #creativity #insighrs

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Today's all-new Cog Blog is unusual. First it comes from two of us, myself and Nick Manning (ex Manning Gottlieb, OMD and Ebiquity). Second it's got a point to it. We are seriously worried about the threat from various quarters to the craft of advertising (creative and media) and the failure of our industry's biggest players to face up to the challenges we all face. Indeed, we suggest many are part of the problem. We've decided to do something about it and we would like as many who share our concern to join us. At the moment we are at a planning stage (as we explain in the post); how far we take this does depend on the level of support our ideas generate. We urge you to read the post; and if what we're suggesting resonates with you then let us know. Talk about it, comment, share as widely as you can. We hope this will be the start of something.

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Brian Jacobs and I tend to write and talk about the same themes, so we thought it might be good to convene like-minded people to share ideas about how we Make Advertising Great Again (without the red baseball caps). We all know what the issues are so we don't need to elaborate, but we would like to discuss practical solutions. Read Brian's blog and if you're interested in being part of the discussion, our contact details are therein.

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“Consumers don’t give a shit about your brand” “This ad is good, which means it probably won’t win at Cannes” Classic Mark Ritson at Insights by Kantar IGNITE event today Shock factor and humour aside, I agree wholeheartedly with his sentiments. And in his talk Ritson landed three key messages about brand growth: - Never underestimate the power of salience. “First you must know that it’s me. Manage for attention not image, trade taste for attention. Think about Brewdog” - Consitency is king. Ads don’t wear out (we’ve proved this! -https://lnkd.in/gKwgKiPz) - 50/60% of your spend should be focussed on long term brand building. You won’t see this return on the balance sheet. It’s mass market. It’s about ensuing the people who aren’t shopping your category now, but might in the future, think of your brand first (see point one) A cracking presentation as always. #KantarIgnite

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Don't know where to start or what are the benefits of 'CTV' ... your not alone! Our latest report helps demystify and offers practical guidance. Please drop me or the team a line if you want to chat but definitely download the report! 👇

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