Simon Derungs

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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Deconstructing the anatomy of content strategy with Clearleft Co founder Richard Rutter and Head of Experience Design Chris How. We are increasingly finding that without a robust and clearly understood content strategy, clients are struggling to deliver optimal outcomes for their users. This seems especially pertinent for the b2b manufacturing, biopharma and education sectors. Is this your experience? Keen to find out if content strategy ( and use of emerging tools) is becoming more of a priority in other sectors?

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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

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“Consumers don’t give a shit about your brand” “This ad is good, which means it probably won’t win at Cannes” Classic Mark Ritson at Insights by Kantar IGNITE event today Shock factor and humour aside, I agree wholeheartedly with his sentiments. And in his talk Ritson landed three key messages about brand growth: - Never underestimate the power of salience. “First you must know that it’s me. Manage for attention not image, trade taste for attention. Think about Brewdog” - Consitency is king. Ads don’t wear out (we’ve proved this! -https://lnkd.in/gKwgKiPz) - 50/60% of your spend should be focussed on long term brand building. You won’t see this return on the balance sheet. It’s mass market. It’s about ensuing the people who aren’t shopping your category now, but might in the future, think of your brand first (see point one) A cracking presentation as always. #KantarIgnite

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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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Our Croud report in partnership with Raconteur | B Corp™ is LIVE! We surveyed 1,000 CMOs and CFOs across the UK and the US to understand how as marketers we can unlock greater budgets and achieve more, working with the Raconteur team to write up a tidy report to digest easily for senior marketers. *Key themes include*: 💰 Which digital marketing channels are delivering results? 📈 Demonstrating incrementality: equipping the Senior leader for success with the CFO 🚀 Understanding and conveying the value of brand-building 🤖 Practical and valuable applications of AI for marketers Of course, this report doesn't just apply to CMO. Other senior marketers looking to prove commercial value against marketing activity and essentially look amazing in front of senior stakeholders - this also applies to you. Hope you enjoy. #CroudxRaconteur #CMOguide #MarketingInvestment Shout out to digital marketing evangelist and our Chief Strategy Officer Avinash Kaushik who features heavily in this report. As well as Carly Price and Rebecca Edge for working on pulling this all together with team Raconteur. https://lnkd.in/ewCRy-YP

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Its nearly Q4 (!!!) and I know lots of you have been (and still are) deep in planning and imminent activations! If you are looking for some festive insights download our report and talk to one of the team! A great write up from #performancemarketingworld and Sarah Tsirkas #winningQ4 #digitalfootfall #ecommerce #blackfriday #cybermonday #gifting #mediaplanning #mediabuying #teads #ctv #omnivideo #mediabuying

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Good creative and copy always stands out. Seen on the tube

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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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This is an excellent visualisation from the DMA (Data & Marketing Association) UK of how integral maturing your approach to measurement is to delivering successful business outcomes. If you're not already planning for it, you should be. It will be one of the most significant drivers of future effectiveness for you.

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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.

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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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🌿 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

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Great article from Martyn Bentley on the importance of measuring and maximising the reach of your marketing investments. #audienceproject #measurement #ROI #reach

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Recent Jaguar ads are the result of hype getting in the way of core advertising principles. We are at the height of this problem where the packaging of the direction (eg purpose, cultural relevance etc..), and of many agencies’ approach to their work disregards the quality of the ads and the creative. The greatest modern artists understood ‘the basics’. Our business has a strong list of those principles from its deep and rich history. This effort is ‘hype’ without principles. I’m not even commenting on if it’s woke or not. Just not good advertising. Maintain basic principles AND be fresh. That’s the job and it’s not easy. #creativitymatters

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When it comes to training, we don’t believe in one-off interventions. Training is an ongoing journey. 📅 Six months ago, we wrapped up an 8-month leadership development program for a fantastic cohort of Future Leaders at Wavemaker UK. 📨 This week, each Future Leader received a "letter from my future self" postcard, featuring a handwritten promise or commitment they made to themselves at the end of the program. Why do we do this? Check-ins like these are crucial for: ✅ Reviewing training goals with fresh eyes, after having time to apply what you've learned. ✅ Reflecting on what’s working and what might need improvement. ✅ Connecting with a "buddy" from the programme to discuss challenges and keep each other accountable. This is just one example of the many follow-up initiatives we offer, from project clinics to group coaching, all designed to help training stick. A huge shout-out to the amazing cohort of Future Leaders at Wavemaker.👇 Emily Fairhead-keen Andy Collins Chris Greer Ben Walton Eleanor Brown Alasdair Pearmund Amy Meikle Oli Halliwell Nathan O'Connor Kevin Barrington Richard George Gillian Blair Scott Braniff Isobel Jordan (Mooney) Kate Bradbury Emma Moorhead Lindsey Wolfryd James Rutherford Simon Jones Emma Dibben Amy Chamberlain #LeadershipDevelopment #Training #LearningandDevelopment #Capability

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The biggest trends are here in our 2025 trends and predictions guide for DOOH by Hivestack by Perion. Check it out!

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