Happy new year from the SO Marketing team! We’ve been working on so many projects that are due to launch this year, that it seems our headspace has been in this decade for some time. And so, it’s extremely exciting to be finally here with new websites and marketing campaigns going live in the next couple of months. We have now been established for 15 years, and we are proud of our efficient and technologically skilled team ensuring our clients go forth into this new decade with fresh ideas, new ways to push their business forward and constantly pushing boundaries ... read more

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. Was it just three days ago that Google Chrome told the world that come 2022, it would block third-party cookies by default? Already a tsunami of coverage and analyses has resulted, much of it wondering about the negative... Continue reading » The post A World Without One-to-One Targeting appeared first on AdExchanger. ... read more

Imagine there was a way to reach hundreds of millions more people with your TV ad by changing nothing at all. Imagine being able to speak directly to the 3% of the US population previously neglected by every other brand. Imagine increasing your media spend by just 0.0001% to boost your audience not marginally, but significantly. The magic strategy does exist, and it lies in the economics of inclusion. If a company produced an audio description of its next ad for British TV, it would immediately reach an extra 2.2 million people – the community of legally blind or partially sighted consumers. ... read more

WPP CEO Mark Read has worked to make the holding company faster, simpler and more collaborative. Since taking on the top role a little over a year ago, Read reshaped the world’s largest holding company, notably folding creative agencies J. Walter Thompson into Wunderman and Young & Rubicam into VML. He also sold WPP’s majority... Continue reading » The post Mark Read: The Future Of WPP Is Interoperable appeared first on AdExchanger. ... read more

What a week! We’ve barely got a toe into 2020 and already folks are whipped into a frenzy over the Google Chrome Privacy Sandbox hysteria, an unexpected sequel to 2019’s Xanax-inducing Safari ITP panic. Many in the media and in our industry are shouting from the rooftops that, yet again, “The sky is falling!” Thankfully, I looked up today and it’s sunny and clear.  Change is hard. It’s the fear of the unknown that spurs these gut reactions that “the DMP is dead!” and “third-party data is dead!”  Nope and nope.  I encourage us all to take a collective breath and assess ... read more

Huge won the ‘Technology’ category at The Drum PR Awards 2019 with its campaign for Hooha. Here, the agency reveals the challenges faced and the strategies used to deliver this successful project. The challenge In 2018, the inventor of Hooha needed a tampon on the floor of a major tech convention. But every tampon machine at the event was broken. Clearly, amid the greatest technological advancements across every other industry, women’s basic health needs are still ignored.   The strategy To call attention to this inequality, a team of six designed and built Hooha – the world’s first smart tampon dispenser. ... read more

Agency Inc won in the ‘B2C Integrated’ category at The Drum Marketing Awards 2019 with its ‘Talk To US’ campaign for ABB Food & Beverage. With the 2020 awards now open for entries, the agency reveals the challenges faced and the strategies used to deliver this successful project. The challenge ABB is a pioneering global technology leader, working mainly in the utility, industry, transportation and infrastructure sectors. You may not have heard of them, but, chances are that you have used their products directly or indirectly. ABB wanted to become a global leader in the Food & Beverage (F&B) sector. But its reputation was ... read more

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Alex Weinstein, senior vice president of growth at Grubhub and the author of the Technology + Entrepreneurship blog. The project seemed fairly straightforward: Here's a city where our food delivery marketplace needs to accelerate growth. Here's... Continue reading » The post What's The Growth Team’s Job, Anyway?  appeared first on AdExchanger. ... read more

To showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to Kris Robbens, marketing director for Great Britain and Ireland at the Coca-Cola Company What was your first-ever job? I used to spend a lot of my summers bartending in my hometown in Belgium. It was a great experience because it gave me the opportunity to engage with people and different ... read more

The UK's data regulator, the Information Commissioner's Office (ICO), has issued a warning to any adtech companies which have failed to “use the window of opportunity to engage and transform” their practices - it’s coming for them. The ICO’s update on its investigation into the adtech sector came from the watchdog’s executive director for technology and innovation Simon McDougall, who has led a six-month consultation into the practices around adtech and real-time bidding (RTB) following the implementation of the General Data Protection Regulation (GDPR).   He focused on specific issues such as the treatment of “special category data” – like ... read more

BT is showcasing how its new Halo plan can help make life better in a campaign created by Saatchi & Saatchi. Showing the multiple benefits of converged broadband, mobile and phone plan is a spoken-word poet talks through everything from a passionate esports fan (following on from its Excel partnership) to an emotional family reunion. The 90 second TV ad debuts during Love Island on Friday 17 January 2020, running throughout January and February. This is the latest stage of its biggest marketing campaign in 20 years. The multi-channel campaign also includes out of home (OOH), both roadside and across seven major ... read more

Pantone wants its customers to look at the world through its colour palette lens and explore its brand in all its shades and hues.  Created by TBWAParis, 'Create your world with Pantone' works to assert the brand's position as a colour authority for designers and brands, and encourage them to rely on its products and services.   Loading... The sublime shots reflect our world, but it appears like a fantasy, for the colours are exaggerated by Pantone vibrant offerings.  Exploding with colour, Mexico's green cactuses are reimagined in deep lapis lazuli blue, that ... read more

The adtech real time bidding (RTB) industry is complex, involving thousands of companies in the UK alone. Many different actors and service providers sit between the advertisers buying online advertising space, and the publishers selling it.  There is a significant lack of transparency due to the nature of the supply chain and the role different actors play. ICO's June 2019 report identified a range of issues. We are confident that any organisation that has not properly addressed these issues risks operating in breach of data protection law. This is a systemic problem that requires organisations to take ownership for their ... read more

In 2019, the year that third-wave feminism took on new firepower in light of the #MeToo movement and induction of incredible women like Alexandra Ocasio Cortez into the US political system, the most loved influencer on the internet is a woman obsessed with housework. In case you’ve been living under a rock, Mrs Hinch, aka Sophia Hinchliffe, is everywhere - she’s a viral Instagram sensation who gained hundreds of thousands of followers very quickly by sharing her cleaning tips. Hinchliffe shot into the public eye (gaining one million followers and becoming verified on Instagram in just three months) in the ... read more

The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A’s) have called on Google to think again following its recent decision to block third-party cookies on its Chrome web browser from 2022. For 25 years, third-party browser cookies have tracked the journeys of internet users. These maligned lines of code are unlikely to celebrate a 30th anniversary, however, with Google revealing plans to block them across its Chrome browser by 2022. Given Chrome's mammoth 66% monopoly on the browser market, the move has raised big questions about the future of cross-site tracking, retargeting and ad-serving for the adtech industry. ... read more