Category: Thought Leadership
Successful “newsjacking” requires a hugely condensed planning schedule – and therefore a great deal of trust between agency and brand – UM London’s planning director writes.
It’s increasingly rare for CMOs and brand directors to stay in place for more than a few years, with this decline of tenures often linked to the rise in short-termism and associated pressures.
There are more than 30 innovations and trends in media and marketing today – but only four that really matter now.
Developing an integrated connections idea and identifying the need for creating content is changing the publishing process.
There has been a lot of focus placed on marketing in the sites and mobile apps used most often by tweens, teens and twentysomethings.
Social media is deeply embedded in our culture and has emerged as a leading indicator of overall media consumption.
CMOs and brands need to rethink the way they approach audiences. As an industry, we spend too long generalising and marketing to audiences based solely on their age group, gender, and location—and this has to stop.
Based on a number of industry events, I find it surprising that arguments still rage around data vs creativity or technology vs humanity.
Despite what you may have been led to believe, the real problem facing the digital industry is not ad fraud. The real problem is identity, compounded by the lack of quality and integrity put into verifying audience data.
