Chris Edwards

A podcast about Pharma brands and effective Pharma marketing! If you work for a pharma company or you serve the needs of pharma marketing at an agency, publisher, creator or platform then there’s something here for you. Covering all the areas that Richard details below. He asked some good questions about the strategies pharma category brands specifically can take to improve the impact and effectiveness of their media and advertising. With so many restrictions and regulations, how can they stand out? Thanks to the Skittle Media team #MediaForGrowth ID Comms

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Love him or hate him - Sir Martin is always relevant - his point on Group M being acquired makes absolute sense as it a huge part of the valuation of the WPP business. Premier League vs Second Division, again calling it like he sees it - mind you does that put S4 in the lower divisions? #marketingsservices #digitalservices #independentagencies

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UK consumers cut their entertainment spending by £3 over the last year according to the latest Video Trends Report from TiVo. Surprising to me at least is that 43% of those surveyed still buy or rent content transactionally (so-called TVOD) & spend £18.91 a month on buying an average 7.4 titles a year - a finding that will please Liz Bales & the British Association for Screen Entertainment (BASE) which has tirelessly championed that business model. The £3 reduction in overall entertainment spending was the result of 18.7% significantly cutting their expenditure & another 37% slightly reducing it.

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70% of UK adults access the internet in ways which mask their identity while 52% would be more likely to choose a brand if it never collected data or used personal information (Nano Interactive, Feb 2023). Why? Because too many campaigns are built to drive outputs (clicks and visits) and too few are built around the audience. Hit your audience more than twice and their interest starts to wane. Hit them 4 times and they become more annoyed than interested #campaignplanning #mediaplanning

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Our in-house agency leaders are coming together to tackle a critical topic: in today’s economic climate, how can in-house teams best demonstrate their value? This session will focus on the strategic considerations of running and optimising in-house teams under tight budgets. We’ll dive into pressing questions, like how to communicate the ""cost-saving"" or ""cost-avoidance"" role of in-house agencies in organisations where they’re often seen as cost centres. Should we focus on comparing agency rates, speed to market, or rounds of amends? Together, we'll explore the best approaches to highlight the impact that in-house teams bring to the table. RSVP to secure your spot and join us on 26 November 2024 at 12:30pm. We’ll wrap up with a Q&A on our recently launched awards, which are open for entries until early in the new year. If you’re considering entering, bring your questions! #InHouseAgency #AgencyLeadership #MarketingBudget #CostAnalysis #IHACAwards

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"When you put a team of performance and data people next to a team of culture makers next to social and influence people next to PR and content planners, it offers a very agile way of solving client business problems. That’s what’s really exciting about what we offer". Jo Bacon sits down with The Drum to chat about all things creativity, success and agility. Read the full article here: https://lnkd.in/evHeQMKu

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In 5 minutes, Vitaly Boitelet, Chief Product Officer and co-founder, summarises his career, an obsession for understanding consumer mindsets, and where SmartAssets came from. Speaking with LBBonline - Little Black Book’s Alex Reeves to connect the dots on the importance of bringing #creative and #media together, Boitelet explains that creative teams have been the most intrigued about the benefits of SmartAssets. “Fulfilling our vision of connecting creative and media through data means we're finally providing data-driven evidence to support creative opinions. This last part is precisely why [creative teams] are so excited – to finally have a data tool built for and by them,” says Boitelet. Here's more on the inspirations of a Chief Product Officer, #creativeeffectiveness, and how to bring #AI into the fold for #content production: https://lnkd.in/e_pXBpCk

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In the latest episode of the IAB UK podcast, Dave S. sits down with Sophia Haynes and James Chandler to talk about the IAB's newly launched Environmental Sustainability FAQs, it's rationale, and how we at GroupM UK are using them day-to-day. Listen here 🎧 https://lnkd.in/eTDyKXGD #GroupMUK #Sustainability

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Executive Director Nick Blythe features in PRWeek to discuss the key areas of investment for PR companies as part of the annual PR Week Top 150 consultancies report, which BLUE has featured in for the past eight years.     Nick comments on the need for organisation to effectively position themselves on the right side of the sustainability debate, particularly in markets that are experiencing such dynamic change.    Nick said: "The specialist marine and renewable energy sectors are being driven by the drive for decarbonisation and sustainability…more and more organisations are now recognising the importance of investing in their brands to stand out, influence, protect reputation and effectively manage this change.  That’s why we’re investing in a properly integrated approach to ensure that we have as much control as possible over our clients’ brands and that they are effectively represented at every touchpoint.”    https://lnkd.in/ezPuD5TJ   #MaritimePR #RenewableEnergyPR #PRWeek #Top150 

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Good read on the democratisation of streaming through self-serve enabling new advertisers to jump in with low to no minimum spend. It's taking what the walled gardens have done and applying it to the big screen. Big screen + premium environments and relatively low CPMs is compelling. One fly in the ointment and it's a pretty big one is creative quality. "Running low-quality ads next to a polished streaming show may have a negative impact on consumer perception, even if it such as did catch viewers’ attention" The opportunity to get it right, get benchmarks in place and help new to TV brands test and optimise their ads - ensuring that they keep coming back. And of course keeping the UX gold standard. https://lnkd.in/er_8zwDj

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In The Times today, from a study of 800,000 patients in the US - this has been supported by other research studies over the years. I cited this fact five years ago in my 3PercentConference talk, 'The Future For White Men In Advertising', where I presented seven ways white men's lives will be vastly improved when they welcome in gender equality, diversity and inclusion, that are true for white men in every industry (re this particular finding, see No 4: "You'll be safer.") Watch my 30-minute talk here: https://lnkd.in/ezTekEuz

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Today's coverage of Omnicom/IPG will dwarf all else, as it should, but the comment below from the FT sums up the situation well. It's a defensive move in a market where the Holding Companies are losing relevance. "It comes as traditional advertising agencies face mounting pressures, with most of the money in the industry now being siphoned off by large tech companies such as Google and Amazon that offer advertising tools as well as the marketplace to buy and sell digital ads".

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Whatever your views are on the outcome of the US election, you should read this column by Carole Cadwalladr and especially if you care about the importance of advertising being a key source of funding for high quality, fact-based and impartial journalism. The idea that Social Media is now the most influential means of communication should concern us all, especially as it now generates much of the discourse in mainstream media. The 'eating dogs and cats' story originated in a Facebook post and then led to stories in hitherto respectable channels and was used as political argument. Advertisers should be aware that their spending patterns can and do enable this trend. https://lnkd.in/ekGi9Mrh

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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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Pouring freshly squeezed perspectives straight into your ears. Our new podcast – Incite Brilliance – launches next week. Here’s a sneak peek from our Jane on the power of music in storytelling. Designed to spark ideas and provide fresh perspective on all things comms and engagement, we’re creating a space to share our thoughts and wealth of experience, offering you inspiration for what’s possible. #incitebrilliance #podcast #InternalComms #employeeengagement

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Whilst the q4 opportunity remains critically important to brands, it's time for us to face up to the fact that consumers are getting bored with the "John Lewis playbook" that adland rolls out each year. One of the biggest opportunities in comms today is to come up with a new template for Christmas campaigning, that rebuilds the interest in leading brands we saw peak 8 years ago. The graph below - for a basket of major retail names and "christmas ad" illustrates the drop off in proactive customer interest in the industry's efforts. Read more on this in The Media Leader today - link below

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Data is no good to you if you're not imaginative enough to use it. The most creative ideas achieve nothing if they vanish into a black hole. The odd thing about this article is that it's another one that gears up to say a creative agency is betting against the Holding Companies' big tech investments in data. However, it concludes the opposite without recognising it, with the agency using AI to brain storm and data to pick channels.

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Tomorrow, we're hosting a webinar with Capuchin Behavioural Science that will dive into behavioural science in B2B marketing. 📅 15th October ⏰ 1pm - 2pm BST 📍 Microsoft Teams We'll discuss: • Creating compelling strategies • Boosting customer engagement and loyalty • Surprising ways to get your prospects to convert Don't miss this opportunity, register today!

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