Lawrence Horne

It’s time to rethink how media channels pay back. So says Dominic Charles, Managing Director, Audience Intelligence & Marketing Science, Wavemaker UK & Jane Christian, Managing Director, Analytics & Insight, EssenceMediacom UK Together they look at how effective media investment planning is about balance – what’s the right combination of channels that give me the sales effect I need, for the spend I have, in the time I need? Read more from them here: https://lnkd.in/eDgzVMz6

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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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Can context help advertisers prepare for a post-cookie world? David Winstone, Trading Director UK of Channel Factory sat down with Justin Pearse at Cannes and explained why contextual advertising can help you hone in on the audience you are after, reach new audiences and make sure you are advertising to the right people. In addition to this, Attention, Sustainability in Digital, how to deal with mis-attribution in CTV and other big topics in digital right now are up for discussion in an insightful episode of NDA Meets. Stream or download this podcast in the comments

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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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How is the role of the CMO changing? 🤔 In our latest episode of The Undiscovered Metric, Tamsin James from MSQ Partners shares her insights. With 18 years in marketing and media at top UK agencies like Maxus and Wavemaker, Tamsin shares her insights on overcoming the challenges of her new role and driving growth in a fast-paced industry. Want to see the full episode? Learn more here: https://lnkd.in/dUukPV5u

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Great to be included in the latest article from Campaign UK - "Media Matters, Why magazine media works for retail", where I share my thoughts on how best to approach using magazines in your media mix and the classic mistakes to avoid. https://lnkd.in/enREnFAe OMD UK Magnetic Media UK #retailmarketing #printmarketing #marketingstrategy

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This is a very well-informed and detailed examination of the complex and murky area of 'principal-based' media buying with particularly insightful comments from Ruben Schreurs It shows just how difficult it is for Advertisers to truly know what is going on in their name and with their money, so seeking independent advice, the tightest contractual terms and the most thorough audit rights are all vital to avoid the many elephant traps. But why has the world of media reached a point where the advertiser has to count their fingers after they've shaken hands with their media agency? Radical new approaches to accountability and transparency are needed, but these have to include a grown-up discussion about terms of business. We can't get to a point where fees are zero and all the margin is made on media trading, surely?

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Budgets are short term, OS bosses looking after big scale markets and new budgets could well be financial year so lets just see what the back end of the year provides..... #adspend #businessoutcomes #digitaladspend

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