Chris Mitchwell

In our latest case study, we helped a Mens Underwear Brand 🩲 identify how they can stand out from their competitors and produce distinctive content highlighting their strengths. Our partner brand is in a bit of a tough spot, sitting somewhere in the middle between an iconic competitor that consumers view as the quality, fashionable, stylish brand 😎 and a disruptor brand considered to be the easygoing, relatable, affordable option 😌. So how can this brand stand out? We uncovered that consumers view this brand as a modern 🏙, reliable 🤝 Mens Underwear brand that delivers your daily essentials 📅. This brand can additionally highlight these equities in their content: ☁️ Made from soft fabric 🙌 Provides excellent support 👁 Pays attention to every detail These equities are "ownable" for the brand. By having users highlight these differentiating brand equities in content, they'll build a distinctive narrative that will make their brand stand out.

7

2 Comments

“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

1,223

78 Comments

A fascinating read about a key moment in the history of advertising self-regulation, thanks to Sue Eustace and the team at History of Advertising Trust.

10

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.

585

29 Comments

As part of our research in the lead-up to this webinar, we partnered with Opinium to explore consumer perspectives on the use of humour in healthcare. Without giving too much away, our findings helped understand where humour can be effectively applied, the contexts in which it should be used, and which types of humour might best convey a brand's message. Register here to learn more: The Power of Humour in Healthcare - https://lnkd.in/eUn9ew4X #healthcare #comms #communications 

4

1 Comment

Recent Jaguar ads are the result of hype getting in the way of core advertising principles. We are at the height of this problem where the packaging of the direction (eg purpose, cultural relevance etc..), and of many agencies’ approach to their work disregards the quality of the ads and the creative. The greatest modern artists understood ‘the basics’. Our business has a strong list of those principles from its deep and rich history. This effort is ‘hype’ without principles. I’m not even commenting on if it’s woke or not. Just not good advertising. Maintain basic principles AND be fresh. That’s the job and it’s not easy. #creativitymatters

63

24 Comments

Our Croud report in partnership with Raconteur | B Corp™ is LIVE! We surveyed 1,000 CMOs and CFOs across the UK and the US to understand how as marketers we can unlock greater budgets and achieve more, working with the Raconteur team to write up a tidy report to digest easily for senior marketers. *Key themes include*: 💰 Which digital marketing channels are delivering results? 📈 Demonstrating incrementality: equipping the Senior leader for success with the CFO 🚀 Understanding and conveying the value of brand-building 🤖 Practical and valuable applications of AI for marketers Of course, this report doesn't just apply to CMO. Other senior marketers looking to prove commercial value against marketing activity and essentially look amazing in front of senior stakeholders - this also applies to you. Hope you enjoy. #CroudxRaconteur #CMOguide #MarketingInvestment Shout out to digital marketing evangelist and our Chief Strategy Officer Avinash Kaushik who features heavily in this report. As well as Carly Price and Rebecca Edge for working on pulling this all together with team Raconteur. https://lnkd.in/ewCRy-YP

13

1 Comment

The clean room partnerships announced by Netflix yesterday emphasise the global scale and standout capabilities of their 3 selected partners (Snowflake, LiveRamp, InfoSum). It also highlights the measurement use cases that are gaining the most traction across media: - Audience Overlap - Post Campaign Reach & Frequency - Last Touch Attribution What other measurement use cases are being widely adopted across #DataCleanRooms / #DataCollaboration Platforms? https://lnkd.in/eG_-PiQ8

17

It’s simple: Purpose is effective when purpose is done for a brand and company whose values and intentions are authentic.

5

How to assess media coverage. Is all media coverage good? No. Unfortunately, much of the PR industry continues to be stuck on quantity over quality. For us, there are four very clear characteristics of a good piece: 1. The right placement. Will the piece be read or seen by the desired audience? Consumers of the right demographic; business procurers, investors, Government etc. 2. Brand Understanding. A brief brand mention is never enough. Good coverage explains what a business is, what it does, and why it is different. This should lead the audience to gain a better understanding of a brand. Not every piece of good earned media will fulfil every possible objective - but it should do more than simply mention your brand in passing. If it does, you have to question its value, especially based on the time and effort to gain this earned media piece. 3. Call to action. What should a reader or viewer do after seeing this piece? While a good CTA could be obvious, e.g. go to a shop or website, more subtle ones which demonstrate a clear benefit to ownership are equally as powerful. However, not having a clear call to action devalues a piece. 4. What's the point? You have to ask, what is the purpose of this communication? Is it to change opinions, create a deeper understanding of a business, sell more stuff? Coverage should be benchmarked against these to determine if good or bad. While some consider media coverage to be a numbers game, in our 21 years we found that it is the quality pieces that make measurable differences to businesses. Brand awareness, name checks or coverage for the sake of justifying budgets is never enough.

18

Trust is so important in business, from who you partner with as brands, to the news you read as consumers. Were delighted to partner with Ipsos UK Iris to validate our audiences. https://lnkd.in/eBAx42-E Transparency is at the core of all things Ozone | Powering the Premium Web from planning to reporting. After all, we all want to trust what we read eh? #data #validation #trust

1

As Q4 kicks off, it's great to see a write up our festive insights in Performance Marketing World. If you'd like to access the full report, you can download it here: https://hubs.li/Q02NmRxd0

11

Its nearly Q4 (!!!) and I know lots of you have been (and still are) deep in planning and imminent activations! If you are looking for some festive insights download our report and talk to one of the team! A great write up from #performancemarketingworld and Sarah Tsirkas #winningQ4 #digitalfootfall #ecommerce #blackfriday #cybermonday #gifting #mediaplanning #mediabuying #teads #ctv #omnivideo #mediabuying

17

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

Another month, another batch of rich, culturally relevant insights for brands from DRUM. This time from our Strategy Director Adam Wyatt on all things AI, entertainment and a renaissance in analogue formats... 👇👇👇 #brandsinculture #brandpartnerships #media #advertising #genai #music #brandedcontent #entertainment #culturalinsights #brandstrategy

18

Sharing an insightful report! OOH is now one of the most sustainable advertising mediums, being just 3.3% of the total power consumption and under 3.5% of the overall carbon footprint in a study conducted for the UK. This comprehensive study by Outsmart and KPMG highlights the sector's dedication to minimizing emissions and enhancing sustainability practices. Leading OOH media owners are driving initiatives such as recycling, energy-efficient lighting, and sustainable logistics. #SustainableAdvertising #OOH #GreenInitiatives #AdvertisingTrends

21

Big news in marketing today as Havas is stripped of its B Corp status after taking on Shell's media buying account (reportedly worth £22m) It's a cautionary tale for brands on the importance of living by your values & steering clear of greenwashing - Havas' CEO had attempted to justify the win, claiming "as long as we are making things better, B Corp agrees that we can partner with controversial industries." Seems B Corp in fact did not agree - while a lengthy investigation took place, in reality the decision was probably a foregone conclusion to protect the B Corp brand & safeguard its credibility #pr #marketing #comms

5

1 Comment

Reflecting on the latest report, I’m encouraged by the resilience brands are showing in challenging times, as evidenced by an uptick in ad spend. We’re seeing advertisers get creative, using innovative digital formats to connect with consumers and guide them from awareness to conversion. However, with such a significant portion of budgets going into programmatic, it’s critical that independent agencies also have access to these tools. By ensuring digital efficiencies are available to all, not just the largest players, we can help keep these agencies competitive and maintain their essential role in the media ecosystem. If you'd like to discuss these insights or explore how programmatic can drive growth, feel free to get in touch. #DigitalAdvertising #Programmatic #MarketingInsights #IndependentAgencies #AdSpend #MediaEcosystem #InnovationInMarketing SBS Sara Haile

10