Tom Denford

Is #effectiveness in reverse, and is #strategy not chasing after the most important questions in a brief? A great point from our recent Outside Perspective huddle, asking "Is strategy sick?" - where we gathered Matthew Hook, Tash Walker and Lucy Barbor to discuss the state of strategy in advertising. The full huddle is available on our website, where you can join our community of #independent and #freelance strategy people, or if you can share a brief to reach thousands of folk with smart, insightful takes on your business and your category.

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Is PR still relevant? Are #PR pros being pushed to the margins? I want to share @Bill Byrne's article in Agility PR Solutions as a follow up to my previous post on the continuing changes in the PR landscape from even just a couple of years ago. Bill clearly lays out 3 key areas PR agencies should incorporate (or reincorporate) now - as in immediately. #agencylife #marcomms #PR #PRPros #digitalmarketing https://lnkd.in/gGx-y2Hh

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Does your business struggle to access the right audiences when conducting market research, especially when your audiences are niche? Steps to Success: 5 Ways to Find Niche Audiences explores how to access the audiences you need with Cint. https://ow.ly/qMZA50Sin8J

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“We’ll see more virtual influencers owning the culture and the content in the space.” – Dileep Raj Singh, Head of Digital, OMD APAC.   In this episode of OMD Digest, Dileep joins OMD China CEO, Connie Chan, to share insights on the key trends shaping the APAC market and the implications of market shifts – including the rise of virtual influencers, the integration of social media networks in China, and the decentralization of social media networks in India.  Watch the full episode: https://lnkd.in/e5G8H9mB #SocialCommerce #CommerceCentricity #VirtualInfluencers

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Advertisers everywhere are looking to make the most of AI. While those in AdTech look to make use of its data analysis capabilities, I find it interesting how advertisers themselves are looking to incorporate AI into the creative aspects of advertising, especially as an alternative to A/B testing. Things like dynamic personalization certainly seem interesting, but questions about how the cost inherent to these tools translates over to results still looms heavy over the industry as a whole. #AdTech #Innovation #Data #AI

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Many PR professionals are focused on landing placements for their subject matter experts. But after each placement is published, how can you further their impact across your owned channels? In her latest blog, Lauren Davis shares her top strategies to help amplify earned stories and establish thought leadership across owned channels. Read the full blog here: https://bit.ly/3Od1h5v #PublicRelations #OwnedMedia

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CMOs Predict Major Shift in Marketing Technology in 2024; AI-Boosted Solutions Key to Powering Sharper Personalization and Improved Performance. New CMO Council survey reveals growing adoption of emerging technologies to increase productivity and deliver better consumer experiences.

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Scope3's chief commercial officer, Brenda Tuohig discusses how brands and their agencies must have the tools they need to make smart choices to guide media buying strategies in order to make positive changes to both sustainability and performance in a recent op-ed. https://bit.ly/3MytVwO #sustainability #marketing #advertising

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There are so many pockets of gold for brands in the current TV advertising ecosystem. Totally agree that many advertisers are leaving linear TV for streamers without considering “the right inputs”, or taking into account the diverse nature of streaming environments and viewing experiences. But this is clear to us: Getting the balance right between linear TV and streaming TV leads to optimal outcomes. And the best way to capitalise on the dynamic opportunities in the current Total TV landscape is to base decisions on evidence and data, not emotion. Great commentary from the Adgile guys.

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Yesterday our Ogilvy Health and #PR Ogilvy APAC teams launched our new #HealthInfluence offering, setting a new standard in the industry.   Healthcare communication is evolving, and influencers are at the forefront of this change. Social media has transformed how health brands build trust and engage with audiences— from patients to professionals.    The team especially discussed the importance of -Co-crafting content with influencers that truly resonates with your target audience. -Utilizing influencer-specific stories for maximum impact. -Keeping audiences engaged with regular updates.  -Combining human and machine learning for effective moderation (98% of TikTok misinformation posts are flagged before reporting). -Building authentic connections through shared lived experiences for building brand trust.   A huge shoutout to our amazing panelists: Teresa Widodo from TikTok Joseph Khong 康健豪 康健豪 from MSD Dr Jade Kua MCC, MBBS, MRCS(AE), MSc Trauma Sciences, Life Coach & Medical Influencer Sofia Beccarelli, APAC Planning Director at Ogilvy Health James Baldwin, APAC Head of Influence at Ogilvy Stephanie Chua, Social Strategist and engagement planner if you want to discuss your 2025 health influencer plans, please reach out, our teams across the region are fully equipped. Stay tuned as we continue to lead the way in health influence and communication!   #HealthInfluencers #OgilvyAPAC #HealthCommunication #SocialMedia #InfluencerMarketing #InnovationInHealth

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"At the root of the tendency to over diversify is the long outdated paradigm that client organizations are looking for a one-stop shop, which drives the perpetual quest for a “full-service” business model. But Fortune 1000 companies have an average of 17 agencies. The kind of sophisticated clients you want are not looking for an Agency of Record; they’re looking for a best-in-class partner. The question for your firm is, in which area can you be best-in-class? You can be excellent in something, but you can’t be excellent in everything." Wise words, as always, from Tim Williams. #strategy #positioning #agencies https://lnkd.in/ehmxDa7v

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George Manas, Global CEO, OMD Worldwide and Charlotte Lee, CEO, OMD APAC recently sat down with Campaign Asia-Pacific to discuss everything from managing agency operations and cookie deprecation to Gen AI and diversity.   "Increasingly, I'm looking to APAC as a market of inspiration around what's next, whether it's live streaming and commerce, or whether it's the digital platform ecosystem," George said.   Charlotte added, "China is one of those markets where live commerce is such a big part of the ecosystem and the way we approach media now, in markets like China, is holistically. We don't look at it as a separate tactic or channel, it is something that we have embedded into the organisation from end to end."   We will be sharing snippets of the interview on LinkedIn soon so keep a lookout for them!   Meanwhile, read more on Campaign Asia: https://lnkd.in/g94xK3ii #CreativeMedia #GenerativeAI #CookielessFuture

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There is an estimated $22 BILLION being lost in the programmatic supply chain according to the Association of National Advertisers. 💸 That's $22 BILLION that could be recovered and reinvested into growing brands! ID Comms' Digital Control™️ framework is helping advertisers recover wasted media investments and reinvest those dollars into driving brand growth. We focus on 3 essential tasks: 𝙏𝙧𝙖𝙣𝙨𝙥𝙖𝙧𝙚𝙣𝙘𝙮 into your spending to ensure every dollar is working for you. 𝙎𝙖𝙛𝙚𝙜𝙪𝙖𝙧𝙙𝙞𝙣𝙜 𝙮𝙤𝙪𝙧 𝙧𝙚𝙥𝙪𝙩𝙖𝙩𝙞𝙤𝙣 with high-quality, reputable ad placements. 𝙊𝙥𝙩𝙞𝙢𝙞𝙯𝙞𝙣𝙜 your strategies for tangible brand growth, not just vanity metrics. The Results? 🎯 Confidence and control over your digital media investments, real brand growth, and clarity that puts you steps ahead of the competition. Are you taking control of your media investments? Find out today: https://lnkd.in/gnedht3p #BrandsDeserveBetter #IDComms #MediaBuying #MediaPartner #Agency #Media

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PRovoke Media today launches the #Influence100 for 2024, which identifies, profiles and surveys the 100 most influential chief communications officers, chief corporate affairs officers and chief marketing officers of leading brands around the world. Now in its thirteenth year, the Influence 100 report showcases the in-house communicators and marketers who have the most clout, in terms of their personal voice, their senior counsel to powerful CEOs, the status of the companies and organisations they work for, their budgets, and the agency hiring decisions they make. Read the first tranche of research here: https://bit.ly/3SnY5X4

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Food for thought - AI WILL impact your brand reputation. "To protect and strengthen brand reputation in an AI world, corporate and brand communications leaders need to start monitoring and influencing AI-powered answer engines and the large language models that underpin them." My colleague Brian Snyder authored this piece discussing AI reputation management and what brands should consider in the new AI era. Give it a read - you won't be disappointed. If you have questions or would like to discuss further, DM me! #AI #technology #brand #reputation

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Creative ideation can definitely help deliver brand growth!

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When was the last time you woke up and said 'I think I'll be a B2B consumer today?' I'm guessing, never. Love this piece by Agnostic's own Lena Knight talking about how we believe in a 'Business 2 Person' approach. Spoiler: it works! Agnostic #B2BMarketing #Communications #InternalCommunications

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Inspiring thoughts from Roy Armale accelerating our WPP #AI product offering. The "Hidden WHY" reflecting our human behavior matters a lot in Marketing, and I can't agree more with this point of view and the importance of harnessing the power of both #human and #AI to enhance customer experience with #empathy. Our expertise in #BehaviorScience blended with our advanced #AI and #MarTech capabilities put us in the best position to help our clients in their transformation. #Marketingtransformation #DigitalTransformation #Data cc Rory Sutherland Paolo Mercado Christopher Brewer Daniel Beach Chris Mitchell Genevieve Tan 陈慧琳 Live With AI

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You don't speak to 30,000 global consumers, 20 leading experts and walk away without a clear vision into the future. At dentsu, our commitment to innovation is unwavering. #ConsumerVision2035 reveals transformative forces and trends that will shape technology, culture, consumers, and brands over the next decade. This is a *must read* for anyone looking to future-proof their business, create meaningful differentiation, and drive impact within their communities. Take your own look into our future here: https://lnkd.in/eyzvD82j

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