Kevin Freedman

https://lnkd.in/e72P5pAd There are so many reasons not to advertise on Twitter/X but the issue of advertisers funding dis/misinformation is a key one. In this post, its owner claims that the 'Democrats' (his inverted commas) are installing illegal immigrants in swing states in order to win the US election and abolish future elections, thus eliminating democracy forever. You don't have to be politically partisan to be highly alarmed by the proprietor of any media channel taking such an extreme view. It is hard to trust an advertising vehicle which has the control over which messages to amplify when the owner makes posts like this. Advertisers want to be politically neutral and have no desire to take a stand that alienates people. They also want to avoid funding divisive channels. So talk of 'boycotts' and advertisers wanting to censor free speech shouldn't be taken seriously when such pronouncements come from the most biased of sources.

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One of the major themes discussed at the launch event for ‘Advertising: Who Cares?’ was the influence of unbalanced business models on the whole advertising eco-system. And especially the pernicious effect of share/stock price maintenance at the expense of advertising effectiveness. Yes, that’s right. This applies to advertisers themselves, whose C-Suite execs can earn phenomenal amounts in stock-related rewards. The same is true for the big agency groups, adtech businesses and other parts of the eco-system. All of this determines how advertising is created, produced and distributed and it leads to a volume-led approach that contradicts the promise of personalisation. The wrong incentive systems lie at the heart of our industry’s problems and a lot more focus should be placed on addressing them. No-one analyses this better than Michael Farmer and he led the team that examined these business models and how they drive the wrong kind of behaviours. Michael has written the history before the event and everyone should take notice…if you care about great advertising. So read his Substack piece below and if you also care, join us on https://lnkd.in/emDgMxQN Brian Jacobs

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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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Looking forward to exploring the future of magazines in today's ever-evolving media landscape at the PPA 2024 Festival with industry leaders Katie Vanneck from #Hearst and Phillip Swinden from #Haymarket. 📚✨ Key issues we will look at include: 🔹 Consumer brands have some of the deepest connections to their readers around. How do you sustain this amidst the rise of creators and influencers? 🤝 🔹 The challenges and realities of consumer media venturing into B2B verticals. Is this shift as seamless as it appears? 🔄 Let me know what your key questions are. #MediaInnovation #PPAFestival2024 #PublishingFuture #DigitalTransformation

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In a digital marketplace brimming with conversation, #demandgeneration isn't about creating noise - it's about turning up the volume on what really matters to target audiences. ​ In the knowledge, we explore the subject of demand gen, its relevance within a #marketingstrategy and what it means to #B2Bmarketers of today. Download your copy! ​ ➡ https://lnkd.in/enmKK7Yc

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Great answers to the big #retailmedia questions so far at #RetailMediasummitUK - in-store media is on a journey from a broadcast medium to a highly targeted one; loyalty data will be pivotal to drive up the value of RMN CPC; RMN differentiation is key to success; research starting to prove retail media can be a brand builder as well as a performance channel… looking forward to more. #marketing #advertising #thoughtleadership

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Partners must become the focal point of technology marketing. Revere Agency's fabulous Alison Dodd discusses with editor Doug Woodburn at IT Channel Oxygen how vendors and the wider channel should be approaching marketing. Have a listen to find out: 💡 Why front-line partners are having their “moment in the sun”. 💡 What implications this has for how vendors and partners should be approaching their marketing strategy? 💡 What marketing pros need to know about the new buzz around ‘nearbound marketing’. 💡 Advice for vendors and other channel professionals looking to get ahead of this trend https://lnkd.in/esCduGYu

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Great to be featured in The Drum's latest opinion piece on forecasting for 2025! At Medialab Group, our approach has always centred on agility, transparency, and data-driven decision-making, ensuring we consistently do right by our clients and our people. De-risking investment might sound a bit dry, but it enables our partners to approach opportunities with confidence - allowing them to think big and get creative. After all, business should be fun, and data-driven success makes that possible. Read more here: How agencies can business plan for 2025 in turbulent economic and political times | The Drum https://lnkd.in/e3r3MYWn

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Fascinating read about the conundrum of the right media mix. Reach is not the crucial factor. I have long said one impression does not equal another, but this goes further. Some channel impressions work better for some categories vs other channels. For newer brands looking to disrupt and grow faster, discovering the best channels will be a crucial step, rooted in testing and MTA tools. For someone who has worked on both the creative and media side it’s a no brainer that a well produced :30 tv spot is going to drive more results than a skippable YouTube ad. But still, we see many marketers chasing cheap CPMs over quality channels that are more expensive on the face - but driving results. Cheaper reach does not equal more “bang for your buck.” This is one more reason to hire an agency to help drive media decisions through layered expertise across existing and emerging media channels. You don’t know what you don’t know. Our agency has a combined 125+ years of advertising experience across digital and traditional channels - hard (if not impossible) to get outside of an agency where media is the only focus. How does this distinction help us help our clients? Here is an example: OTT is not all equal. We know it’s a great channel for advertising but it’s the data and inventory that matters - an impression on Crackle isn’t the same as an impression on Peacock. A behavioral audience based on past purchase behavior is far more effective than a demo audience. These distinctions matter but if you don’t understand OTT you’d be unaware that a lower CPM might actually be a red flag. I look forward to reading this paper when it’s published. 🎉

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Its about staying relevant and understanding that your wisdom comes from years of developing the right structures, culture to have high performance teams that can continue to innovate product for marketers with an end outcome that is commercially profitable.... #ageism #advisoryboard #commercialstrategy #culturalsuccess #people #techsuccess

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My latest article for Marketing Procurement iQ examines the detail of how Principal/Proprietary/Inventory (PM) media works in real life and how remarkably small the benefit is for advertisers compared to the process behind it. And assuming that the various inherent pitfalls are avoided. This is quite a big assumption when the conflicts of interest are unavoidable. Not to mention a study showing that two thirds of post-campaign audits revealed non-compliance with agreed protocols for PM as well. The only certain aspect is that the agencies earn more and advertisers won't know how much. Everything else is vague at best. The surprising thing is that any advertisers do it. Media Marketing Compliance Stephen Broderick Elliot Sherrington Fiona Foy Tony Whittingstall David Reid Jane Dormer Sharon D'Cruz Molly S.

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The UK has witnessed its most significant upward revision to marketing budgets in a decade, with companies’ financial prospects at their most positive in nearly three years, according to the latest IPA Bellwether Report. This positive trend presents an opportunity for the direct mail industry, which has emerged as a major beneficiary of this increased spending. https://lnkd.in/gcKN_SE7

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Demand generation in #B2Bmarketing is about sparking curiosity and fuelling interest with a dynamic strategy that resonates with precision and purpose. In this short clip, BDB Consultant Francesca MacKenzie gives her top tips for a successful #demandgeneration strategy.

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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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Calling on my amazing LinkedIn network - do you have 3 minutes to help one of the superstars in my team complete his MBA? See post below from the ever impressive Dan Caven… And thank you 🤩 #payitforward #MBA #mediainvestment #virginmoney

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Massive changes afoot (potentially) at Royal Mail. The 'agreed' takeover will no doubt face some scrutiny especially as we face into a General Election and potential change of Government. There is no doubt that parcel delivery has been profitable and universal service poses challenges, however whoever takes on this British Institution needs to ensure they see the growth potential in advertising across the channel. Of course transactional mail items need to be sent out as part of a brands overall service offering, whereas sending something relevant and personalised to reward a customers interest doesn't land in home every day. With that in mind relevant discounts for delivery (admail) and a guaranteed regular delivery schedule (regardless of postage class) need to continue to be supported to ensure the long-term growth of the channel #royalmail #paperplanes #directmail https://lnkd.in/eBCFAZFh

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According to the IPA (Institute of Practitioners in Advertising)'s Bellwether, UK event marketing spend has risen for a ninth successive quarter. Only this time, it's the strongest rise recorded by the influential survey since data collection for event marketing spend began 11 years ago..... ....and it shows no sign of stopping as a majority of marketers predict continued rises in event marketing for this new financial year..... https://lnkd.in/eez_Ta_Z #eventprofs #eventmarketing #powerofevents #eventprofsUK

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