Dominic Carter

Will the next government bring increased regulation for the UK advertising industry? The UK general election falls on the last day of MAD//FEST LONDON, so by the time Grace Carter gets on stage to start the party in E1, many of the votes for the political parties will have already been cast. One change that the new government could oversee is increased external regulation and governance of the advertising industry - would that be a good thing or a bad thing for you? Let's take AI for example. Katherine Viner, editor of the Guardian, recently called for AI regulation. She said, "Without quality journalism to train and ground large language models, these technologies would struggle to make sense of the world around them." Without quality, trusted data to train the AI models on, it is easy to see how we could get into a vicious circle of AI choking on its own exhaust fumes: 1 - Incorrect content published 2 - AI reads that incorrect content 3 - AI therefore writes incorrect content Crap in, crap out, as they say in the trade! ;-) I would also add that digital advertising relies on quality content that consumers spend time with, so that the advertising has a chance of having an impact. For example: The difference in dwell time on an MFA site, which uses GenAI to create the content and click-bait to get somebody there, to a page with 10 ads, is a world away from the experience of a subscriber to a premium publisher site, who logs on to consume the content they pay for and only sees a single ad next to that valued content. 💬 - What do you think - more government regulation or not? #ai #regulation #advertising

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There is both a democratic and business benefit for advertisers to support news brands in the lead up to a general election. When accuracy and fact-checked information is an absolute necessity, such as with a general election, news brands really come into their own, and it’s really important that advertisers support that. This is a cornerstone of democracy, and it costs money to provide it - can you imagine a world where deepfakes and influencers tell us how we should vote!? 👀 Not only is there a democratic need for advertisers to support trusted news brands, but there is also a huge business benefit as well in the shape of more attention. For example, The Spectator sees a 30% increase in audience numbers as we approach a general election, and the dwell time on an article pertaining to the election is also increased. In short, more people spend more time on our content, and I am sure other premium news brands see a similar trend. On top of that increase in audience and dwell time, there is a higher share of voice because the UK government, one of the biggest advertisers, stop activity in the run up to the election. I think that’s what they call a win-win? #ukelection #news #advertising

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Check out the latest investing and saving innovations in the UK! 

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Have you ever watched a whole series in one sitting? I know I have… Our latest report, The Attention Index, is an amazing exploration of just how much our viewing habits are changing. And as we continue to invest in even more amazing British content at Sky, we can see our audiences can’t get enough, with more and more of us watching what we want, when we want - on the move, and from every room in the home. Some really fascinating insights in the full report - make sure you give it a read: https://lnkd.in/eqxV5iQw

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Good morning today spent with one of our clients at 44 Communications Ltd talking through the results of recent research into one of their core channels. In the past (read: pre-covid) we used to run semi-regular Focus Groups to find out what employees were interested in for the channel. Whilst they were valuable, they took a lot of time to organise and pulled hard-pressed workers off the job for an extended period of time. Not easy to do when there are deadlines and priorities competing for attention. So, this time we worked with the client on a programme of 'Speed focus groups' - fast conversations with employees asking a set of questions and quickly exploring themes. No more than a few minutes of time but some great insights and ideas raised. Added to survey results, these give some flavour and life to the numbers, helping us work with the client to frame an action plan. It's not the first time we've done these. It can be hard getting opinions from front line workers whose priority is service delivery on tight schedules and with limited resources. So, it's important we take time to design measurement approaches that fit their world rather than demand they fit into ours. Just goes to show, research and insight can be done even when operating circumstances may make it seem difficult. It's always worth asking the question "what do you think about...". #internalcommunications #research #engagement #measurement #channels

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89% of firms say customer experience is a key battlefield. How can #mail boost your customer retention and loyalty? Discover actionable tips in our comprehensive guide

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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.

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 🔔 PSA: The early bird entry deadline for the Prolific North Marketing Awards is 2nd July.    In case you missed it, these awards are the North’s flagship marketing event, where we shine a spotlight on the most incredible teams, campaigns & leaders from across the industry.    🏆 33 categories   👩‍⚖️ 20 independent judges  🍾 1 bloody good party Got something or someone you want to celebrate this year?   Save yourself the stress of running around last minute (and some cash) by getting your entry started this week.     👇  Link in comments to browse all the categories (give us a shout if you have any questions) #Marketing #MarketingAwards #ProlificNorth

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This John Lewis & Partners campaign has to be one of the finest examples of advertising insurance. ⬇️ And this is why it works 👉 The Power of Branding Instantly recognisable. Trustworthy. Familiar. John Lewis nails it every time. 👉Emotional Connection Joy, nostalgia, and innocence. These adverts tug at our heartstrings and stay with us. 👉 Storytelling Genius "Tiny Dancer" shows the beauty of childhood chaos. Every advert tells a story we love. 👉 Music and Visuals Perfect songs and stunning visuals. They hook us from the start. 👉 Brand Recognition Consistent quality keeps John Lewis top of mind. We always look forward to their ads. 👉 Research-Backed Strategy Emotional, story-driven adverts create lasting impressions. Science backs it up. 👉Turning Emotions into Loyalty These ads build deep connections. We don’t just watch—we feel. And we stay loyal. John Lewis turns simple stories into unforgettable experiences. Now that’s true advertising magic. 😁 #marketingstrategy #advertising #creativestrategy #marketing adam&eveDDB Good Ads Matter Famous Campaigns

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What's the Problem with B2B Marketing? Well, for Nick Andrews MCIM it's the 'Blandemic' - or rather the financial and opportunity costs of so many professional and serious brands all looking, sounding and acting the same. Hear more about the scale of the problem, and what to do about it, on the latest ep of The Problem with B2B Marketing... podcast - https://bit.ly/47FVtdu

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Today see's the launch of the Clear Channel UK Insight Store 💡 We've put all our brilliant research and insight into one place to make it super easy to access, whenever you need it. So, whether your looking for the latest consumer behavior, category case studies, or effectiveness studies, you'll find them all there on the Clear Channel website. Link in the comments below 👇 #outofhome #marketing #ooh

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2025 is going to be a growth year - can we help with your marketing plans 🤔 #Marketingagency #Digitalmarketing #SEO #AIprogrammatics

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Exhibitions and conferences... something we are all accustomed to attending in our roles within the energy sector and most likely do with our eyes closed. But is your company's brand up to scratch and is your messaging aligned with your company objectives and vision? Gastech, OTC, Global Offshore Wind, ONS, ADIPEC, Subsea Expo and Offshore Europe, to name a few. We have orchestrated media opportunities all over the globe for clients and my biggest piece of advice is to not leave it too late. Working with the ThinkPR (Scotland) Ltd team as an extension of your mar/comms team helps embed Think into your business; understanding your goals, helping navigate the world of media, building trust with your team, working with management on personal branding and ultimately alleviating the stress and panic that can come with media interviews. Drop me a message if you want to know more or how ThinkPR can work with your business to elevate your brand. #PR #Marketing #BrandMessaging #PersonalBrand

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Great to see a big poster at Weston-super-Mare this morning for a London orchestra. For the next version, how about a QR code enabling the user to literally "share the wonder" through a channel-exclusive ticket offer for them and a friend? This simple change, supported by some box office work, would develop a static advert into an audience engagement and growth tool, and offer some v handy data off the back end. #artsmarketing

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Have magazines was the first question Stacey Meadwell and I posed in our last B2B Comms Breakdown live? It's such a nuanced question so we had comments from the floor too. Take a look below. Catch the full episode here on YouTube https://lnkd.in/egBVME2X Plus, we'll be back on Fri Oct 25 with our next live - take a look in the comments below for more info. #Marketing #BuiltEnvironment #Commmunications #Property

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There’s currently a huge appetite for video content, with YouTube receiving 1108bn+ views on health videos in 2023. This once expensive format is now the most common and expected from audiences - whether it’s film or animation, promotional or educational. Unleash the power of video with Wallace Health. #VideoContent #HealthComms #HealthVideo

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🚨Pitch Positive Pledge only works when its two way…how can we expect clients to learn better behaviours if we don’t teach them. Behaviour change takes years of undoing and nudging towards the end goal. 💡It’s important and OK to say no if those behaviours aren’t observed. More importantly let the client or intermediary know why you have declined and what they could do better next time. It’s not a game of stick or twist…positively we are trying to do this every day Publicis Media Starcom but it’s a collective and considered decision. Our people 🙌 need to come first and that’s where it starts. Second, third and fourth is every other factor.

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Here's the latest in our "Trago Versus" series of ad campaigns. Ads like this are hugely complex to comply with the Comparative Advertising Directive but we love delivering effective advertising for our South West clients! To verify see www.trago.co.uk/compare #southwestbusiness #advertising #videomarketing

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