Posts made in April, 2017

on Apr 24, 2017

By Seb Joseph Aviva’s global inclusion director Jan Gooding has admitted men, not women, have had a bigger impact on her career, blaming the latter’s tendency to fear they could be penalised if seen to be championing diversity. The former marketer is referring to so-called ‘queen bee’ syndrome – the idea that some women in executive positions hold others back to protect their own power base. But Gooding’s experiences weren’t because women are afraid to trust one another, she assured, rather they are victims of men’s determination to remain in control – and that is why most of the positive influences on Gooding’s career Read full story › Source: The Drum...

on Apr 24, 2017

By Rebecca Stewart Just over one quarter of parents in the UK are keen on the idea of personalised ads, with eight in 10 saying they would like more control over which ads follow them online. The figures come from a survey conducted by parenting platform Mumsnet in partnership with Saatchi & Saatchi which questioned over 1000 parents and found that just 26% had warmed to personalisation. While close to half (46%) agreed personalisation was the future, 58% believed their data should stay private. 81% of parents said they would like to be given the option to opt out of which ads were Read full story › Source: The Drum...

on Apr 24, 2017

By John McCarthy Fast food chain McDonald’s has unveiled new uniforms for its US staff which have leveraged some piercing criticism online. McDonald’s is enduring an extended period of change as it looks to solidify its relevance in its lead markets, underlining this is a sweeping change to the uniforms of its US staff, with them now adopting a sleek charcoal aesthetic that has drawn unflattering dystopian and sci-fi comparisons. A total of 850,000 staff members across 14,000 restaurants will adopt the garb designed by Waraire Boswell and Bindu Rivas. Once they are fully distributed, an estimated 25m customers per day will enter Read full story › Source: The Drum...

on Apr 24, 2017

By Samuel Scott Not everything that is important in marketing can be quantified or automated. Soon, we’re going to have to remember that fact. But first, let me take you back to a little theory. There have always been two main categories of advertising: brand and direct response. Brand advertising aims to build long-term brands by communicating desired, subconscious messages to mass audiences over time. Direct response tries to get immediate, trackable responses from a specific group of people or set of contacts. Brand advertising is most of what you see on TV, print, and radio. Direct response includes sales catalogues, junk mail, email and Read full story › Source: The Drum...

on Apr 24, 2017

By Ronan Shields Google is making traditional TV inventory available via DoubleClick Bid manager in the US in a move that will also see it provide advertisers with “impact-based metrics” to better evaluate how ads on the large screen boost search activity. The move means that advertisers will be able to buy ad spots on addressable, national and local TV via tie-ups with its three launch partners via partnerships with Wideorbit, Clypd and its Google Fiber. Google is labeling this “the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective Read full story › Source: The Drum...