News Feeds

  • The art of the rebrand: why you need to focus on the 'why'
    Mark Bower explains how a rebrand must always start with the right question. Branding means different things to different people. At the most trivial level people talk about colours, typography and company logos. To some, a rebrand might involve nothing more than a bit of visual tinkering. That’s one approach, and you may see some minor benefit from this kind of surface-level activity. But to affect significant organisational change? That takes something way more fundamental. In reality, a brand encompasses every aspect of what an organisation does, stands for and believes in. It's analogous to business DNA. As an organisation ... read more
    Source: The Drum – Digital & ProgrammaticPublished May 18, 2018 11:41 am
    3 days ago
  • The client/agency relationship matters more than ever
    In working on The Drum’s Creative Cities Seattle project last year, it was hard not to notice the relationship between the two main players on the project: PB &Seattle and Visit Seattle. In many meetings and conversations with Britt Fero, principal at PB& and Ali Daniels, chief marketing officer of Visit Seattle, a few things stood out in the best possible ways. First, the openness in which they communicated with us and each other. At times, conversations between clients and agencies can be guarded — and that’s where some of the avoidable issues between the two can come up. In ... read more
    Source: The Drum – Digital & ProgrammaticPublished May 18, 2018 11:38 am
    3 days ago
  • Agencies: disrupt yourselves before the unbundlers do it for you
    As his remarks at New York’s Technomony conference suggest, Sir Martin Sorrell thinks the industry still remains ‘capable of reinvention’. As a man who grew his empire by snapping up the greatest shops of the time and bringing them together to achieve scale and efficiency, it’s not hard to imagine that ‘reinvention’ suggests leaner models still to come.  But he’s not the only one suggesting a more viable model for the industry. If the influx of management consultancies wasn’t enough, already this year has shown that disruption will come from clients and new agency upstarts too.  In April, Marc Pritchard (pictured) ... read more
    Source: The Drum – Digital & ProgrammaticPublished May 18, 2018 11:06 am
    3 days ago
  • Amazon Taking on Google & Criteo; The Retail War in India Isn’t Over
    RetailTechNews’ weekly Amazon Watch brings you some of the company’s biggest moves from the past seven days, analysing how the giant is revolutionising the retail space. In this week’s edition: Amazon Taking on Google & Criteo; The Retail War in India Isn’t Over; and Alexa Poses Problem for Brands. Amazon Taking on Google & Criteo Amazon is taking its most assertive step yet into the digital-advertising market by testing a new display ad offering that threatens multibillion-dollar revenue streams [...] The post Amazon Taking on Google & Criteo; The Retail War in India Isn’t Over appeared first on ExchangeWire.com. ... read more
    Source: ExchangeWirePublished May 18, 2018 11:00 am
    3 days ago
  • Is Chrome ad-blocking a necessary evil?
    Much has been said and written about Google integrating a built-in ad blocker to its widely popular Chrome browser in order to cut down on intrusive ads that do not follow the Better Ads Standards set by the Coalition of Better Ads used to improve web users experience. There were both positive and negative reactions to this when it was first announced last June. It was only recently, before the practice came into force in February of this year, that it was clear how ad-blocking works in Chrome. How did we get here? Having been in the adtech industry when ... read more
    Source: The Drum – Digital & ProgrammaticPublished May 18, 2018 10:10 am
    3 days ago
  • Quantcast Launches New Platform; Privacy & Consent Functionalities at Tealium
    ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Quantcast Implements IAB Framework in Newly Launched ‘Choice’ Platform; Tealium Enhances Privacy & Consent Functionalities; New Inventory for mediasmart; Telaria Launches VMP; and Grapeshot Offers Contextual Data for Video. Quantcast Implements IAB Framework in Newly Launched ‘Choice’ Platform After beta-testing since February this year, audience insights provider Quantcast is launching its platform Quantcast Choice, implementing the IAB Europe’s Transparency and Consent [...] The post Quantcast Launches New Platform; Privacy & Consent Functionalities at Tealium appeared first on ExchangeWire.com. ... read more
    Source: ExchangeWirePublished May 18, 2018 10:00 am
    3 days ago
  • BT launches countless paper aeroplanes for ‘Moments’ brand campaign
    BT has launched its ‘Moments’ brand campaign, transforming the London skyline with countless paper aeroplanes flown as a metaphor for BT’s ability to help facilitate people being present for life’s most important moments. Encompassing a TV ad, out-of-home, cinema, online video and social media the AMV BBDO campaign kicks off tonight on ITV Zaid Al-Qassab, chief brand and marketing officer at BT, said: “Our new campaign recognises the different ways BT helps people to be there for the things, and people, that matter most.  The ad celebrates the moments, big and small, that millions of our customers are able to have every ... read more
    Source: The Drum – Digital & ProgrammaticPublished May 18, 2018 9:38 am
    3 days ago
  • Three neglected rules marketers must follow to improve communication with customers
    Marketers today have never been more accountable. The explosion of technology and rich data in this space means that marketers are now able to make – and justify - decisions based on robust insights, rather than gut feel. The temptation for marketers is to stampede towards the latest technological solution but, in reality, while the media carrying your messaging may change, the basic components of successful marketing almost always stay the same. During years of measuring and optimising the effectiveness of marketing I have found three core rules that should sit at the heart of any marketing strategy: Rule one: ... read more
    Source: The Drum – Digital & ProgrammaticPublished May 18, 2018 9:30 am
    3 days ago
  • Beer brand Mahou spearheads Spanish invasion of London
    Madrid’s premier beer brand Mahou is eyeing up markets beyond its own shores by throwing itself into a major multi-channel marketing campaign in the UK which celebrates the brand’s urbane connections. Having already conquered an impressive 70% of the Spanish beer market Mahou has set its sights on Britain, bringing an armada of artists, musicians and chefs along for the ride when it hits London this summer. A trio of experiential events will promote the brand, kicking off with two events in Shoreditch around Old Street Station and Curtain Road, sharing flavours from one capital to another. A two-day takeover ... read more
    Source: The Drum – Digital & ProgrammaticPublished May 18, 2018 8:33 am
    3 days ago
  • Beer brand Mahous spearheads Spanish invasion of London
    Madrid’s premier beer brand Mahou is eyeing up markets beyond its own shores by throwing itself into a major multi-channel marketing campaign in the UK which celebrates the brand’s urbane connections. Having already conquered an impressive 70% of the Spanish beer market Mahou has set its sights on Britain, bringing an armada of artists, musicians and chefs along for the ride when it hits London this summer. A trio of experiential events will promote the brand, kicking off with two events in Shoreditch around Old Street Station and Curtain Road, sharing flavours from one capital to another. A two-day takeover ... read more
    Source: The Drum – Digital & ProgrammaticPublished May 18, 2018 8:33 am
    3 days ago
  • Royal Wedding round-up: How top brands are marking Harry & Meghan's nuptials
    Ever since Prince Harry plucked up the courage to propose to Suits actress Meghan Markle over a roast chicken, the Royal Wedding media frenzy has been mounting, and now – for better or for worse – some of the nation's best-known brands are marking the big day in their own special way.  Speculation is mounting over everything, from the Queen's hat to who has made it on to the 600-person guest list; from which designer is behind Markle's dress to the Prince's vows. However, the one certain tradition (if we learned anything from Prince William and Kate Middleton's wedding) is that we can ... read more
    Source: The Drum – Digital & ProgrammaticPublished May 18, 2018 8:30 am
    3 days ago
  • Amobee CEO Kim Perell’s Resilient Rise To The Top
    This is the latest installment in "PII," a series featuring the talent that makes the wheels turn in our data-driven advertising world.  Kim Perell learned at a young age that it’s OK to fail. “Failure is a great opportunity to learn,” she said. “I saw my parents fail [when I was] growing up. It was more... Continue reading » The post Amobee CEO Kim Perell’s Resilient Rise To The Top appeared first on AdExchanger. ... read more
    Source: AdExchangerPublished May 18, 2018 5:30 am
    3 days ago
  • Leveraging A DMP As A Sales Channel And Not Just A Platform
    “The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jaclyn Stewart, senior director of strategy at The 614 Group. Many publishers today are wrestling with whether they should decouple their data from their impressions. Do they want to help advertisers understand their audiences... Continue reading » The post Leveraging A DMP As A Sales Channel And Not Just A Platform appeared first on AdExchanger. ... read more
    Source: AdExchangerPublished May 18, 2018 5:05 am
    3 days ago
  • Digiday Research: Retailers put data to work
    At the Digiday Retail Summit in February in Austin, Texas, we discussed with 53 retail leaders how their organizations are using online consumer data. Check out our earlier research on retail companies’ subscription services here. Learn more about our upcoming events here. Quick takeaways: Seventy-nine percent of companies surveyed by Digiday said they use online data to improve marketing campaigns. The least popular use of online data was creating targeted in-store advertisements. Only 25 percent of surveyed companies plan to work with others to create multibrand stores. Marketers use online data in many ways Retailers today have access ... read more
    Source: DigidayPublished May 18, 2018 5:05 am
    3 days ago
  • Vendors Shouldn’t Fear Incrementality
    “Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alexei Chemenda, chief revenue officer for apps and managing director, US, at Adikteev. Most marketers use return on ad spend (ROAS) as the benchmark for their retargeting campaigns. The problem... Continue reading » The post Vendors Shouldn’t Fear Incrementality appeared first on AdExchanger. ... read more
    Source: AdExchangerPublished May 18, 2018 5:04 am
    3 days ago

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