Craig Neale

Lets QUALIFY quality media! This is def worth a read. An excellent and timely piece by Omar Oakes Editor in Chief of The Media Leader UK. Omar references Cal Newport's ‘quality pyramid’ in which minimally processed media — which he terms as “linguistic media” (books) — as placed at the bottom, TV and other mass/broadcast media are in the middle, and social media (the most ‘processed’ of all media types) is at the top to signify lowest quality. He uses two main criteria for what is ‘high quality’ versus ‘low quality’: >> The curation of media: How much skill and craft has been deployed to create content? >> The delivery of media: How much work a human has to do to consume media versus how much work is done for them by a machine to serve it to them? #BrandsDeserveBetterMedia #MediaForGrowth https://lnkd.in/g6WMYufW

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Two days very well spent at the Adwanted Events #FutureOfMediaLondon 2024 conference. It's always a privilege to take the time to listen to our industry talk about itself. What we're excited about, what we're scared about, and what we're developing to address both of those feelings equally. As it was all about looking to the future, it's interesting to consider what the key takeaways would be if I were starting my career in media today. I think they'd be something along the lines of these... 1) I can't know everything. I and my colleagues may be specialists in our field but there are certainly others out there who will always know a hell of a lot more than me about other areas. So collaborate and be willing to share in return 2) Really consider the questions I ask. In the world of big data, I will always be able to find a data point to back up what I already believe or want to be true. So start by asking "what is it that I need to learn?" 3) AI is not going to steal my job. But it is going to fundamentally change some of what would have previously been my core responsibilities. So learn from those who have come before me, but be open to testing new technologies to adapt the processes #FOML

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Ad budgets are tight and we are all being asked to “do more with less”. Impossible? Well, there are some things you can do. #Advertising #Marketing #Recession Maximising advertising effectiveness https://lnkd.in/embmaEUh

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Thank you for sharing your insights on how best to mitigate and respond to a crisis. Responding effectively to a #crisis helps to build brand resilience, business trust and confidence and brand loyalty especially when considering and acknowledging the human impact first.

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Over the last 2-3 years, Ticketmaster has faced significant backlash due to pricing controversies involving high-demand international artists - whether the dynamic pricing debacles of the Taylor Swift, Harry Styles and now Oasis tours or the allegations of overselling and fraudulent ticketing for the Bad Bunny Latin American tour. In all cases, Ticketmaster’s reliance on dynamic pricing, opaque policies, and its vulnerability to technical failures resulted in significant reputational damage, media scrutiny and customer distrust. Worse, because the mess ups are not new or unexpected, Ticketmaster should have been MORE THAN PREPARED for potential issues. So why were they so slow to respond, and so poor in how they did it. Do they not care? Is the real issue here one of monopolistic behaviour? Should we be asking not why their crisis response is so poor, but why they have such impunity to keep operating in the same way without consequence? #crisiscommunications #accountability #reputationmanagement #customerservice

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What can brands learn from how YouTube have engaged the creator community? 🤔 A couple of weeks back, YouTube Creator Marketing Lead, Lucy Woodall joined me on stage at the Adwanted Events Future of Audio and Entertainment conference to discuss how creators can be attributed to the platform's continuous success. Key insights included: 🔬 Hyper focusing on creator selection; a big following doesn't automatically equal big engagement or conversion. The creator and their audience has to connect with your brand, and often the more niche a subject matter, the more connected an audience is 🕰 A longer term relationship with a creator pays dividends in authenticity, loyalty and added value 🤝 When working with creators, build the campaign together 💪 Everything must be intentional and purposeful ❤️ A loyal follower will follow the creator from platform to platform You can check out the talk in full here:   https://lnkd.in/ezUZNTyG Thanks for having us Adwanted Events, Kat Hendry Steven Scaffardi Sam Tidmarsh and Isabella Chudley #creatormarketing #influencermarketing #youtube #community THE FIFTH

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Out of Home advertising is proving to be the perfect balance between reach and retail, even as first-party data and precision targeting dominate the conversation.⚖️ At the recent Retail Media Summit UK, Colin Horan, Clear Channel UK’s Strategic Partner, FMCG, sat down with Cyndi Loza, Senior Editor at Path to Purchase Institute, to discuss the vital role Out of Home plays in today's omnichannel landscape. The full episode is available to view here: https://okt.to/VEhCXK #OOH #RetailMediaSummitUK

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It was fantastic to attend the Grow with TikTok Summit yesterday, hosted by The Agency Collective | B Corp Certified, at the Tik Tok London offices! Here are some key takeaways we learned from the event: Audience Insights Contrary to popular belief, TikTok’s user base is not just Gen Z. In fact, around 48% of global users are aged 25 and above. This offers a broader audience than many might expect. Discovery and Reach The For You Page (FYP) on TikTok offers incredible opportunities for discovery. The algorithm tailors content to users' interests based on their interactions with the platform. This means that even niche interests can find a wide audience. Content Quantity vs Quality As advertisers, we often hesitate to produce large quantities of content, fearing it might compromise quality. However, TikTok thrives on content volume. The platform doesn't require highly polished videos; you can even post and edit videos natively. This doesn't mean that quality isn't important—creativity and engaging content are still crucial. However, TikTok videos generally don't need to be as polished. Go Native If you're new to TikTok, it's essential to understand the platform’s tone of voice. Ensure your content feels natural and authentic. Brands on TikTok often adopt a less “professional” image; just look at Ryanair’s account for proof. Structuring Your Posts Capture attention within the first 3 seconds. Follow up with an engaging message and a strong call to action. In the beginning you need to hook people in with a statement or intriguing question. In the middle you put the brand or product message and the end has a clear CTA. Sound TikTok is a full screen sound-on platform. Sound can be used as the storyboard for your content. You can narrate the video with audio that ties disparate shots together. Seasonal Moments Utilise seasonal moments to stay relevant. Even if your product or service isn’t directly related, find creative ways to integrate it into your content. Optimise for TikTok Produce videos with TikTok’s UX/UI in mind: - Vertical Formats: Film in vertical formats  - Visibility: Keep in mind the safe zone. Ensure essential info isn’t obstructed by engagement buttons or captions. - Capcut is a useful tool for cutting content for the platform. Recruitment Potential TikTok can be a great platform for recruitment, reaching a diverse and engaged audience. Handling Trends TikTok forces brands to be both reactive and proactive. Ensure your team structure allows for authenticity and quick responses to trends. Gen Z Usage 75% of Gen Z uses TikTok as a search engine. Keep this in mind for creating informational content.

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Steering the AI Revolution: Keeping Human Ingenuity at the Helm A friend shared a podcast they thought I’d like, from one of my favourite authors, Tim Harford this week. The content centred around the relationship between pilots and automation - against the backdrop of the tragic loss of Air France Flight 447. (link in comments, ideal for a 30min commute) The lessons learned by the aviation industry are various and acted upon, though interesting parallels can be drawn and applied to other industries, and used to head-off similar failings and mistakes if you interrogate them in more general terms. As people start to work and interface with automation and artificial intelligence solutions, there becomes a demonstrable need to adapt work flows and best practices to optimise outcomes; equally we have to protect against the unknowns - which will become critical to realising the benefits of AI and mitigating against the pitfalls. Three pillars stood out from the podcast, and resonated with me: Data & Performance, Controls & Protection and finally Leadership & Problem Solving. Data & Performance: In the advertising world, particularly the data rich digital landscape, AI is frequently cited as being reliant on good data - this is true - but it is also about good inputs, parameters and rules.  AI will challenge your understanding of your own processes and specialist capability; how well you understand the nuances of your own job and business metrics, and the impact they have on performance will predicate the success of the tasks you allocate to AI. Controls & Protection: Like water under pressure, AI has the ability to find the smallest cracks in your processes, logic and mechanics. Two material changes you can make now to protect yourself from the unknown are firstly, real time (or as near real time as possible) reporting and alerts on metrics that matter. Secondly, adaptability. The frameworks and parameters of success in the first point I have no doubt will have shifted over time in your organisation, so don’t ignore that possibility - find a model for reassessing the business rules and parameters that your machines are working to frequently to keep them relevant. Leadership & Problem Solving: Finally, as a leader, encourage true thinking and rigour across your organisation. Automation has a habit of not only breeding laziness, but also changing the way we think and problem solve, and not for the better.  Find ways to keep that curiosity, hunger and attention to detail that brought the human race to this inception point; then we can allocate work to computers whilst understanding the limitations. Don’t forget the human traits that got us to this point, they will be the same behaviours and approaches that help us maintain this progress and continue to add value to your roles and organisations. 

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Hey everyone! 👋 We’ve just published another inspiring interview on our blog, this time with Hazel Broadley 🦙, the Content Lead at TWIPN Global. Hazel talks about the challenges women face in AdTech and how The Women in Programmatic Network supports them. Take a look and explore Hazel’s story!

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Attending IAB UK's Gaming Upfronts in London was an incredible opportunity to dive into the future of in-game advertising alongside some of the best minds in the industry. Together with AGN's President and Co-Founder, Chris Lombardi, and our UK/EMEA Managing Director, Alex Ginn, we gained invaluable insights into the evolving gaming media landscape and the ways brands can meaningfully connect with players. One of the standout highlights for me was Twitch’s introduction of The Glitch—an innovative Fortnite activation demonstrating how brands can leverage interactive environments for high-impact engagement. This kind of creative activation aligns perfectly with AGN's focus on immersive ad experiences, and we're excited about how similar strategies might shape our future offerings. Community-driven content emerged as a powerful theme throughout the event. EE’s partnership with Twitch and their mixed-reality treasure hunt highlighted the tremendous value creators bring to brand partnerships, a sentiment we strongly share at AGN. As we continue to support core gaming audiences, our goal is to build partnerships that resonate deeply with these engaged communities. We also explored the expanding role of in-game advertising strategies, an area with immense potential for brands. While mobile gaming remains essential for reaching casual audiences, AGN is committed to driving innovation across all platforms—particularly for core gamers on console and PC, who seek more immersive, meaningful interactions. The combined gaming audience across the UK, Germany, France, Italy, and Spain exceeds 128 million, offering a significant opportunity for brands to engage with a broad and diverse demographic through in-game advertising. As a company built on supporting core gaming publishers and developers, we look forward to making in-game advertising a more scalable option for these clients. With these insights, our focus is set on 2025. We're eager to help our clients reach core gamers in impactful ways by combining data-driven strategies with engaging, thoughtful ad placements across both established and emerging channels. #GamingUpfronts #InGameAdvertising #AGN #GamingIndustry #DigitalAdvertising #CommunityBuilding

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Want to know where the jobs are going to be? This new report from Accenture brilliantly outlines where the industry will need to head in order to thrive. If you are repositioning your agency or are personally looking for the next opportunity, this is a mandatory read. It’s literally a roadmap for the next 3 years. YOUR goal now is to position yourself appropriately in these doorways of opportunity. Here’s my take on what I think these industry trends mean for entertainment marketers and creatives; Time to Upgrade (again) Content personalization, consumer engagement platforms, and similar will not just be advantages, they will be essential to stay relevant. Find the courses, learn the tools, and use knowledge. No complaining. Remember when you had to learn Final Cut for the first time? Reactive Proactivity While everyone is reacting to new workflows and roles that didn’t exist even a few years ago, how can you proactively bring forth innovative processes? For instance, a writer/producer might need to shift towards roles that combine content curation with analytics to gauge viewer engagement and content effectiveness. We’ve always been experts at innovative workflows, blended roles & responsibilities, and new technologies. While the tool are different, our maverick spirit is stronger than ever. Pop-Up Business Models Obviously, there will be a growing need for varied content and thus specialized skills on a project-by-project basis, which opens up substantial opportunities for unique working arrangements and flexible business models. How could short-term collectives, shared service models, or flexible partnerships look? Clearly, none of this will be easy and I don’t want it to see like I’m trivializing the road ahead. The title of the report is “Only the radical will survive and thrive.” However, isn’t that who we’ve been all along? C’mon. We got this. #GetRad https://lnkd.in/gAqAYxcX

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The latest IPA Bellwether survey for Q1 2024 pointed to a slight cooling in marketing and advertising budgets, but the events sector in the UK continues to boom!! This is something we at AEG Europe Global Partnerships have been fully aware of for a while, but it is great to have some independent experts back this up via the report . "While an advert lasts just seconds, an event lasts for hours – and the memories, a lifetime – giving brands longer to engage with consumers and enhance their experiences....Events are incredibly versatile, allowing brands to use their activations to deliver to different brand objectives whether that is to increase consideration, reward loyal customers, meet sustainability objectives or demonstrate brand values in a meaningful way" AEG Global Partnerships AEG AEG Europe AEG Presents AEG Presents UK AXS The O2 IPA (Institute of Practitioners in Advertising) European Sponsorship Association (ESA) Mediashotz news #liveevents #sponsorship #marketing #advertsing https://lnkd.in/eN6TGW_4

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Harriet Perry Omnicom Media Group and Alice Anson Nectar360 with Hashim Mian and Ben Sylvan sharing their experiences and predictions for #retailmedia #canneslion2024 Some of the themes and points from this panel: - Self-service platforms - Brands need the cross retail media view - 📣 to ISBA and the paper "Responsible Retail Media Framework will accelerate the UK’s retail media opportunity" from Nov 2023 - Enable planning upper and lower funnel while managing the reach and frequency is key - What's coming unified auction for sponsored content and will be a big unlock (remember this happened in programmatic 10 years ago) which solves for the fragmentation across retail media - Sales attributed effectiveness models are critical - Transformation of JBPs

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Interesting insights from Gwern Parri from the Teads publisher survey. As happened last time Google extended the time line on 3PC deprecation the noise around cookieless has ebbed away. As an industry we do need to get our heads around the fact that signal deprecation is an onrushing reality and the impacts could be massive (as suggested by Criteo's Privacy Sandbox reporting). Let's keep this conversation front and centre until Supply and Demand sides, Adtech, Agencies and Brands have all taken appropriate action to navigate this oncoming change...

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An insightful read as always from Will Page in Music Business Worldwide (MBW) on the tricky festival landscape. ‘Consumers in the UK spent just over GBP £2bn on live music and £2bn on recorded music, taking the total spend in 2022 to £4.1bn. That was up by almost a billion on pre-lockdown 2019. Impressed? Now add another £700m in spend across 2023 – 10% growth in recorded and a reported 24% in live – and we’re soaring towards £5bn (£4.9bn, see below). Not only that, music’s share of consumers’ ‘recreational’ wallet in 2023 rose to 3.3%. In other words, music’s getting a bigger share of a fatter wallet.’ https://lnkd.in/ewGGvQ2B

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Yesterday WPP announced at Advertising Week New York they would be the second agency holding group (after Dentsu) to join Roblox's official partner programme 🤝🏾 So what does this mean for advertisers and gaming marketing and what could this tell us about future plans for Ad Solutions at Roblox? Here's an outline on the partnership: 🌎 Global Partner: WPP will seek to expand advertising and branded content on Roblox, highlighting immersive media - A global deal signifies the confidence in growing client demand for immersive media and gamified brand experiences. 🏫 Certification and Advisory Council: They will collaborate to create certification programs to train marketers on Roblox and form an advisory council to help develop measurement standards - Developing a certification programme just for Roblox marketing shows you how invested WPP are in the platform. They are predicting investment levels towards branded content / gamified experiences / immersive media will grow heavily and this will help WPP have a competitive edge on other agencies when pitching. Genuine 3D measurement standards are long overdue, this needs to be done properly and requires investment and resource to do so. 📈 Programmatic Advertising Expansion: This partnership will undoubtedly encourage more brands to embrace Roblox's programmatic ad inventory, with further SSP & DSP integrations expected soon What does it mean for advertisers?: Definitely a ripple effect across all gaming marketing for their clients and increased adoption of in-game advertising, especially programmatic, could drive more brands into immersive platforms. A win win for everyone. Other agencies will likely follow suit by prioritising metaverse-centric strategies for brands targeting Gen Z and Alpha audiences. If you want to know more please take a gander at the article below from Alexander Lee at Digiday who does a far better job of explaining what this partnership means 😁 https://lnkd.in/ePYjawcF #GamingMarketing #3DMeasurement #VirtualWorlds #Roblox #TheGang #MobileGaming #Programmatic #InGameAdvertising

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I’m a fan of London Advertising and Michael Moszynski . If you know anything about how hard it is to build a distinctive brand you’ll realise how outstanding the Mandarin Oriental campaign is. Look at the perfect selection of fans. Then how crafted it all is- every time. Now know these are fans. They weren’t paid. They get to stay in Mandarin and Mandarin supports their charity work. You don’t see how these busy celebrities have what’s required of them,& in shoots, fitted in to their lives so it’s friction free. This is a brand & campaign built to such a level that fans feel special for being in it. There are also many who asked to be and were politely declined. Such a class way for LONDON Advertising to exit, with Fans even helping them as they say farewell. Brands often have management changes. In the process the new come in and for whatever reason change the wrong things. BMW was never the same consistent high bar when it left WCRS. Mandarin is in my view seeing what they have as an approach and a line they can repeat. There is no doubt change in how people discover and connect in the world of travel in a digital/social world. I’m watching too many not see how brands matter even more. Class exit. Class agency.👏👏👏

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