Mark Smith

Fancy a fresh perspective on brand growth? Don’t miss Clear Channel UK's Research & Insight Director, Lindsay Rapacchi, as he asks you to rethink the purpose of your advertising strategy in a new online video series – out now! Discover the secrets to refining your reach campaigns to target light buyers using OOH: https://okt.to/smg76o #OOH #LightBuyers #BrandGrowth

10

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

11

Retail Media is one of the recruitment bright spots in the media world.  For years, agency people stayed in agency land - and brand marketers or retailers side did not cross over into the agency world. This should not be surprising as the skill sets are different. However, Retail Media is triggering a wholesale series of changes in how retailers can drive new revenues and how brands can acquire customers. The skill set required to set up and operate a retail media network is much more like a media agency than classic retailing.  Retailers are good at retailing, not necessarily selling media.  There will be a lot more of these sorts of "Adland Exec joins Grocer" 😁 announcements from retailers as they fill in gaps in their skill base. Of course, social networks, eg Pinterest are part of the offsite propositions that many retailers will offer as part of their onsite/offsite/in-store channels. And, of course, Amazon are the "OG" of retail media 😁 Good hires all round by Nick Ashley & the team at Tesco.

17

1 Comment

Big news regarding our CTV offering with Channel 4 now accessible via the StackAdapt platform - huge well done to all those involved in securing this partnership and excited to see it grow as we head into 2025. If this could be of interest to your brand/agency or you'd like to get some more info, feel free to drop me a DM! #CTV #programmatic #stackadapt #channel4

22

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

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

Nice study done to once again show the effectiveness of an omnichannel approach. We know how much value digital channels can bring to sales activation of any campaign, but we should never run these campaigns in isolation, mixing them up with traditional and reach platforms, ensures we create mass brand awareness, which ultimately will build a more robust brand for the future. As we see below, not only does it build brand trust it enhances the performance of our digital campaigns. This study concluded that the use of OOH amplified in store, as well as online sales, by a factor of 1.7 times. Marketers should not forget the basic principles of marketing and should include a marketing mix when planning any media campaigns.

5

Interesting to read in Campaign Middle East about the shifts in media consumption habits in the UAE, driven by Gen Z. Whilst live TV watching is down, on demand streaming is up - with YouTube continuing to take the lion's share of viewing, especially for Gen Z users. And when it comes to music, Gen Z are listening for more than 11 hours per week on music streaming platforms. Google podcast is also making gains in popularity, witnessing a small, albeit not insignificant 5% growth amongst the Gen Z users. Should the big players like Spotify and Apple Podcasts be worried? It will be interesting to see how these shifts continue now the competition is hotting up. https://lnkd.in/dpwQieuj

12

1 Comment

Fancy a fresh perspective on brand growth? 🤔 Don’t miss Clear Channel UK's Research & Insight Director, Lindsay Rapacchi, as he asks you to rethink the purpose of your advertising strategy in a new online video series – out now! 🚀🎥 Discover the secrets to refining your reach campaigns to target light buyers using OOH: https://okt.to/jfw3qH #OOH #LightBuyers #BrandGrowth

3

1 Comment

A brilliant talk by Mark Kirkham and Mauro Porcini of PepsiCo at Cannes Lions International Festival of Creativity on 'The Human Side of Growth'. My key take-out? Human-centricity means we must widen the lens to see the whole human and then sharpen the lens to get granular. Both spoke passionately about how PepsiCo has embraced seeing people as humans - not just consumers. As we say at Brand Genetics, 'You're a consumer of a brand for a fleeting moment, but you're human 100% of your life'. Too many businesses zoom in on the so-called 'moment of truth' - purchase and consumption. However, true insight lies in understanding the human journey leading to that choice and the underlying goals. By uncovering human motivations and the human jobs-to-be-done, we can discover richer, deeper opportunities. Mark and Mauro both spoke to how how being truly human centric could unlock growth by helping brands become more creative, more innovative and more experiential. They made a compelling case. Mark and Mauro showed that being truly human-centric can unlock growth by making businesses more creative, more innovative and more experiential. They made a compelling case for the power of people in love with people. #HumanCentricity #CannesLions #BrandGenetics #Creativity #Innovation #Marketing

75

Thrilled to again achieve #CharteredMarketer status from the CIM | The Chartered Institute of Marketing. Chartered Marketer is a status recognising those marketers achieving the highest level in our profession. It demonstrates commitment to keeping up-to-date and is awarded on a combination of experience and qualifications. #Marketing #Excellence #Personal Development

30

15 Comments

🌿 Effective collaboration is key to real climate action. That’s why Clear Channel UK have been working with local authorities for decades, supporting innovative initiatives like Aberdeen Meadows-in-a-Box and Bristol City Leap. By demanding transparency and setting higher benchmarks, we can help ensure commitments go beyond lip service. But what else can be done? Partnerships and Creative Director, Louise Stubbings (she / her), answers the question in the latest Local Government Chronicle. Read it here: https://okt.to/HfZcxX #PlatformForGood #Sustainability

1

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

Having experienced first hand the heartbreak of a loved one’s late diagnosis of cancer, I also know the hope of another loved one’s early detection and successful treatment. That’s why campaigns like our NHS’s “Be body aware” are so important - reminding everyone to check themselves regularly and not ignore potential signs. By placing early cancer symptom messages in unexpected yet everyday places like labels on pants and bras, on mouthwash bottles, on packs of loo rolls and in gym changing rooms - we’re reaching people with the right message, in the right place, at the right time. This is the kind of purpose-driven work that delivers positive impact and shows just how powerful advertising can be. Truly proud of what our industry can achieve 💙. #impact #PurposeDriven #savinglives

41

 🔔 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

23

1 Comment

Today, Clear Channel UK announced the expansion of its Adshel Live network to 3,500 screens, further solidifying its position as the UK’s largest digital Out of Home (DOOH) network. Since its launch in 2015, the Adshel Live network has helped propel DOOH growth in the UK, offering unparalleled reach, impacts, and proximity to key retail locations across the UK. With more than 628m impacts, national reach of 36m unique adults and 66% coverage of the UK (source: Route Research Ltd. v51 fortnightly), Adshel Live delivers more impacts and reach than anyone else (8.8m more unique adults than all other roadside digital 6-sheets combined).  And we are doing all of that while delivering on our ESG goals! A labour of love from Will Ramage George Manns Laura Andrews Sally Henley Ben C. Ben Hope Sabrina Melton Eva Dvorak Bryan O'Sullivan Mark Smith Aimee McKay Kelly Moore David Shepherd Louise Stubbings (she / her) Martin Corke & so many more peeps (past & present) x Clear Channel Europe

199

8 Comments

OOH collects it's largest half year of revenue EVER in H1 2024 in the UK, according to industry body Outsmart OOH in The Media Leader UK article. Digital screens share of the market was 66% up from 64% from the same time the previous year. In H1, total revenue was also up by 17% to £646m. Digital grew 22%, compared with 9% in classic. As these impressive numbers show, I've joined the industry at an exciting time. With programmatic technology expected to continue to accelerate growth. 🚀

28

What exactly has been going on at Epsilon since it was aquired for $4.4 Billion 5 years ago other than relentlessly beefing up the Publicis share price? Elliott Clayton shares what we've been up to. Also a great listen for anyone in tech who has been or is about to be acquired & general insight on what's going to be important in ad-tech over the next couple of years. #media #m&a #digital

44