Victoria Maciver

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The clean room partnerships announced by Netflix yesterday emphasise the global scale and standout capabilities of their 3 selected partners (Snowflake, LiveRamp, InfoSum). It also highlights the measurement use cases that are gaining the most traction across media: - Audience Overlap - Post Campaign Reach & Frequency - Last Touch Attribution What other measurement use cases are being widely adopted across #DataCleanRooms / #DataCollaboration Platforms? https://lnkd.in/eG_-PiQ8

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“The Triple Win” is how my Ad Net Zero Ireland Action 5 teammate David Heaney describes his team’s goals - Profit, People, Planet. Today was a triple win for the industry. ///Firstly/// The people make it. Today’s Ad Net Zero Ireland Summit in Dublin’s CHQ was an important gathering of marketing leaders - all there to share and learn from each other. Peter Nolan from Indeed, Matt Bourn from Advertising Association UK, Gareth Fitzpatrick of Havas Dublin and Thomas Geoghegan from PHD (and my fellow Purpose Disruptors peer) spoke with his client from @skoda. The final speaker of the day was Michelle Rowley from The HEINEKEN Company Ireland. Michelle took the audience through the work we delivered, in partnership with the interagency team, for Heineken’s activation at Electric Picnic for the last few years - increasing our focus on carbon measurement as the years have gone by. She shared, in a spirit of generosity, all our production ‘secrets’ because events like this are not about showing up to show off; they’re all about helping each other. Hosted brilliantly by Mary O'Sullivan with a warm welcome from Elizabeth Sheehan - the event represented agency, client and industry bodies- it was a whole network in action. Following the speakers was an excellent panel, hosted by Shane McGonigle MMII, featuring David Heaney, Colette Henry and my colleague Claire Hyland amongst others. It was a rich and diverse conversation. //// Secondly //// The planet was a stakeholder This was an event where planet had a seat on stage. So many brilliant references to people’s personal beliefs and efforts that represent more than who they are as marketers, but the change makers they want to be. Collette said: “We don’t make humans more sustainable, we make sustainability more human.” which I really liked. Shane said: “A brand is a promise. What we’re witnessing is an opportunity of redefining what that promise can be.” /// Thirdly /// Commercial success stories matter I think the commercial references throughout made a strong argument for the additional profit / market share / margin opportunity that goes with sustainable actions and AdNetZero marketing. Peter Nolan spoke about cost savings that were almost like a ‘sidebar positive impact’ from their team’s sustainable production decisions; and Michelle Rowley explained how cutting back on international flights and commissioning local artists for festival programming not just saved on carbon, but costs too. There’s no purpose without profit and I often think that this part of the sustainability messaging in business gets lost. Now, as marketers measure their longer term impacts they’re seeing where the savings are being made and where the additional margin / profit is being gained. Finally, Matt Bourn asked the audience to “imagine (a world where) every ad (for sustainable products or services) is stealing market share from unsustainable brands.” The triple win indeed. 💥

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Great to kickoff #adweekeurope this morning, exploring the evolution of the B2B buying group. Key learnings from the expert panel.. Building trust over time is critical to influence buyers. Ensure you are practical and customer centric in your advice around AI and creativity in B2B is fundamental to successful campaigns, be empathetic, entertain and tell stories. Thanks to Kate Mackie José Rodrigo Pons Nick Laurence for sharing your insights #AWEurope24

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Just over 2 weeks away - if you will be joining us in Cannes, please reach out and let's set up time to chat about how you are using AI in your advertising, and how you should be considering the new formats for non-interruptive In-Scene Media - https://lnkd.in/dKpCmQBa #advertising #CannesLions #AI #innovation Omar Tawakol John Sedlak

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Last chance to sign up for tomorrow's big virtual event!⏳ Clear Channel UK presents... Wanna Take This Outside?👀 In this webinar, Research & Insight Director Lindsay Rapacchi shares his insight on how brands can get more out of mental availability and why having Out of Home in your corner is the key to success to winning the fight for a category entry point. Sign up now (link in comments)👇 #Webinar #CategoryEntryPoints #PlatformForBrands

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This was a super fascinating project for the Cultural Insight team at WAS, in collaboration with Nacro. Using linguistic analysis, we found that a significant portion of headlines in the British press drive negative perceptions of young people, exacerbated by a lack of representation which means they rarely get to tell their own stories. Which is all to say, we need more young voices in the media!

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I saw a lot of posts and articles about companies asking people to return to their office 5 days a week. Boots, THG, Asos and Amazon are just a few companies who already implemented or they will implement the 5-day policy. I saw a lot of comments against it but also supporting this initiative. Managers who were concerned about team culture being affected by employees not being in the office 5 days a week. I like to go to the office and spend time with the team but I also can work and be productive from home. Actually, when I'm home, I manage to finish complex tasks quicker because I don't have any distractions. I am a grown-up woman, I'm not going to watch TV all day pretending I'm working. I truly believe the hybrid working model has stronger benefits than going to the office 5 days a week. 🚄 Saving time on commute - a lot of people moved away from big cities in Pandemic and now they have to spend at least 2h a day commuting to the office. That's roughly 10h a week you can allocate to other activities. 💷 Saving money on transport - you will say working from home it consumes more electricity, gas etc but trust me, the monthly bill won't exceed the 5 days train tickets or gas if you are driving. 👩‍💻 Organising your time more efficiently - I am a morning person and sometimes I start working at 7:30am, organising my time better. When you're in the office, it's difficult to wake up at 5am to get there by 7:30am. Flexibility makes people more efficient and I've seen this with my teams in the past 4 years. 🏡 Spending more time with your family and taking care of the house - when you take a 10 minute break you can wash the dishes, or do the laundry, or even water your plants. Your employer's productivity won't be affected if you choose to take a break in the office or at home and do whatever you want in that break. I don't have kids, but I understand how important is for parents to work from home and spend more time with their loved ones. Team culture is supported and driven by every single employee no matter how often they are in a physical office. I was lucky enough to work for some companies where the leadership trusted their employees and people were having results following the hybrid working model. So, do you think people returning to the offices 5 days a week will make a big difference? #workfromhome #hybridwork #productivity

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"The idea here is to spend a greater proportion of our budget on activation." 💰✨💻 AI is already accelerating the performance of media programmes. One way it’s doing that is by making it easier and more efficient to do strategy, creative planning and analysis. Our CTO, Steve Clark, explains how AI is changing media performance and efficiency at an unprecedented level. It means less time in the weeds and more time for heads-up thinking. Watch the webinar now: https://okt.to/hIu7DT #b2bmarketing #b2bevents #ai #generativeai #aiweek

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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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Second track at InfoSummit London with a fireside chat between Omnicom Media Group’s Sean Betts 🤓 and InfoSum’s own Ben Cicchetti. Yes another AI discussion but thankfully Sean and Ben cut through the buzz and get right into practical application and realistic use cases. 🧠💡🤖 “We talk a lot about innovation but how much do we actually see? It will take us 5 years for the media and advertising industry to properly test AI within simulations to actually enable innovation.” - Sean Betts 🤓 More questions for my network: How have you seen AI used in a productive way in adtech? Are we there yet? Should we be?

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Insightful, spot on piece about how the role of the media agency (its’ talent, capabilities and strategic services) needs to evolve by Ailsa Buckley at my old stomping ground Havas Media UK. Ailsa’s POV about the changing strategic support that a CMO needs is spot on. That said to be trusted advisors, media (in fact all) agencies do need to re build trust and shake off their reputation as transactional and margin obsessed. They also need to think far broader than media & advertising and really understand how the overall marketing department and strategy operates… This is as good a roadmap as any for those leading media agencies. I’d love to see more succeed as CvE - Marketing Consultancy in our consulting with global brands we hear CMO’s say every week that they: 1) feel like they have to take back control of technology, data and audience planning 2) want strategic partners that truly understand their business and how they generate more revenue and profit 3) have to move faster to embrace automation/AI to improve both the quality and efficiency of the work. Great read Ailsa. https://lnkd.in/gPRwgsG7

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It’s great to see The Guardian and other national press cover the Ofcom Online Nation Report which uses Ipsos iris data endorsed by UKOM - referenced here by Reddit, Inc. There’s a reason why the UK Government’s regulator of communications uses this data in this seminal report: governance, integrity, transparency and robustness.

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Bloom UK is hosting its first ever Hackathon on Wed 23rd Oct and we’d love for you to be a part of it! Over the years, our fantastic community of Bloomers have been championing women in the communications industry and with it have created 5 initiatives to provide support and drive positive industry change. This event is a chance for us (in teams) to ideate on ways we can leverage these incredible resources and initiatives even further across the marketing & comms industry, supporting as many women, allies and workplaces as possible to create better environments for us all to thrive. After the event we’ll be reviewing all ideas in depth and looking to make some happen. *** 💁🏽‍♀️ Menofesto: designed to create real impact in the way that menopause is viewed and supported in the workplace. Backed by our own Bloom ‘Understanding Menopause’ research carried out in late 2021, and with input from our members, it is a starting point to encourage an open dialogue within organisations to destigmatise & normalise something that 51% of the UK population will experience in their life. 🫶Allyship Code: Allyship is a concept that is very much talked about but often not well understood or leaves people with questions and doubt. So we created a guide to being a good ally. 💟Bloom Mpower Accreditation: recognising best practice in the communications industry by awarding our Bloom Mpower watermark to businesses who are demonstrating the very best support for peri/menopausal women* at work. (*and anyone who experiences symptoms as a result of hormonal changes) 🤰The Great Return: a maternity leave playbook launched at BloomFest 2021. This game-changing guide explores data collected from over 200+ women from the communications industry, offering practical advice and initiatives that can be implemented often at little or no cost, empowering employers, managers, and colleagues with the knowledge to create positive and more effective experiences for those pre, during and post-maternity leave. ⚖️The Juggle: our most recent research and the industry’s biggest consultation into work-life balance for women - through an intersectional lens. The Juggle looks at how women experience work-life balance, the impact of work on their personal lives, health and relationships, and what they want from employers, all through an intersectional lens. *** It is a half day event from 1.30-5pm (arrival & registration from 1pm) open to anyone in the industry & friends of. Bloomers want to work with allies to drive this change and have some fun ideating! If you’d like to join us, the link to get your ticket is https://lnkd.in/e8jBgpnV

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🚨Share of Voice Isn’t Dead – Yet 👇   👏 A famous case study shows how Lidl GB used excess SOV (eSOV) to grow their market share in the UK. As Mark Ritson of Marketing Week advises, “If you do buy excess share of voice, you do get growth. That’s a rule in marketing when everything’s very uncertain. Not being able to plug part of the ecosystem into it is a problem." eSOV is paramount to brand and activation. So why aren't we demanding better measurement?   📺 Unlike TV's BARB, digital suffers from an absence of a Joint Industry Committee to help advertisers understand campaign SOV. When linear TV accounts for less than 50% of today's advertising budget, TV SOV could be wildly different than total SOV of your advertising campaign, making optimum investment impossible to predict. As industry expert Dr Grace Kite explains, “Whereas on TV it’s possible to understand a brand’s share of voice through Barb’s viewing data, this is impossible on platforms like Google and Facebook due to a lack of transparency. This has become a more urgent problem now that TV’s role on the media plan has become more diminished over time.”   🤯 Should we ditch SOV altogether? Brian Jacobs believes so: “SOV is based on data from media forms that no longer represent anything like the majority of a brand’s communication focus. It doesn’t include most of the places where brands spend their budgets. Drawing conclusions from it can be highly misleading”.   📈 If we can only measure SOV in less than half of the media budget, Brian and Grace are right to be concerned. But before we lose one of the most powerful proven tools for increasing market share, is it possible to get better data from the walled gardens in a scalable and sustainable way?   💡 Recent technological advancements allow brands to get this data and understand their total SOV across offline and online (including the walled gardens) with great accuracy and granularity. There are a few ways to measure SOV - here's one of them 👉 https://lnkd.in/e_QRHJPG     What's the right approach to SOV? And how are you measuring it?   #advertising #advertisingROI #SOV #eSOV #attribution #data #marketing   

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"The cost of dullness" brilliantly summarized in two bullets: 1) Dull ads need 7% more ESOV to deliver results. That is serious $$$ down the drain. 2) Half of the ads tested are less interesting/engaging than watching a cow eat grass (literally). Now, I happen to like cows, but even so, beating "cows munching grass" must be the minimum benchmark for any ad from now on.

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We're in the countdown phase to ProcureCon Europe Series in London on June 4th and 5th. Media Procurement is now a vital discipline within advertisers, especially with channels such as Retail Media, Digital Commerce and Connected TV exploding. These present new opportunities and risks that Procurement can help manage. All three revolve around the use of consumer data to improve effectiveness and its measurement. So new ways to manage data are required alongside the financial considerations that preoccupy Procurement. Media Procurement needs to help achieve positive outcomes not just 'savings' or 'value'. Advertisers are buying the media, not just the infrastructure around it. So more focus on what good media looks like is needed. These matters were explored in depth at last month's Marketing Procurement iQ conference in London. In two articles I outline the big themes discussed at the conference and the solutions. Here is Part One. https://lnkd.in/esbCjv6T

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