Posts made in May, 2015

on May 28, 2015

By Mark Ritson You are probably familiar with the scandal of global tech firms who generate billions in UK revenue but pay only a fraction of this to Her Majesty’s tax authorities. The methods for tax “optimisation” are shrouded in secrecy and often acquire distinctly dodgy sobriquets like the “double Irish” or a “Dutch sandwich”. UK revenues are spirited around the globe through Ireland, Switzerland and Bermuda in an attempt to legally limit tax payments. The subsequent savings are eye-wateringly impressive if you believe in tax minimisation and enragingly huge if you are a regular tax payer who believed that, along with death, Read full story › Source: Marketing Week...

on May 28, 2015

By Gillian West Online estate agent and part of easyGroup easyProperty has appointed The Red Brick Road as its lead retained creative and PR agency. Appointed following a pitch process, The Red Brick Road is charged with supporting easyProperty with an above-the-line advertising and PR push when its residential sales packages go to market later in the year. Tess Tucker, chief marketing officer at easyProperty, said The Red Brick Road has impressed with its “integrated creative thinking” and that easyProperty was “confident we have a partner who will help us to land effectively, with prospective vendors and landlords, the real benefits which our service provides.” Chief Read full story › Source: The Drum...

on May 28, 2015

By Dave Stewart In recent years, there has been a huge amount of hype around the subject of “Big Data” and its ability to capture and uncover meaningful insights that can be translated into improved ROI on marketing activity. Vendors of big data analysis tools claim that it offers a goldmine of performance-related information to help digital advertisers inform their strategies. For example, advertisers might want to know how the devices used by consumers or the geographic area that they live in correlates to campaign performance, or to compare the conversion rates of one type of offer over another. With so much to track, Read full story › Source: The Drum...

on May 28, 2015

By niall hogan Advertisers, you’ve looked at your campaigns and increased your viewability rates by applying pre-bid targeting segments for viewability, and you’ve ensured to block for ad fraud. Congratulations! Your digital ad spend will already be more effective. However, even a campaign with excellent viewability can be compromised by problems, such as unsavoury images, numerous ad units and inappropriate content. To run the most effective campaigns, advertisers and their agencies need to think beyond viewability and address the following issues as well. Is the page safe for your brand?Imagine this, you are planning to promote your summer, swimwear collection. You rest easy at Read full story › Source: The Drum...

on May 28, 2015

By Gillian West Pilgrims Choice is calling on the British public to select the soundtrack for its TV campaign. ‘Choose a Choon’, created by Karmarama, invites viewers to choose from eight different tracks for the TV ad. Launching Monday (1 June) the ad shows workers in a fictional Pilgrims Choice factory doing some eye-catching dance moves to celebrate a discerning shopper’s decision to purchase a pack of Pilgrims Choice cheese. An online and mobile campaign asks viewers to vote for their favourite track by visiting a dedicated website and making their track selection from a choice of eight – including metal, house, French, jazz, Read full story › Source: The Drum...