Marketing, E-commerce and Digital Design, Product Management, Brand Development, Design, Advertising and Consultancy

Posts made in October, 2021

Curation puts key players back at the heart of programmatic

on Oct 27, 2021

By Michael Nutley Three of the most important players in making online advertising work are the agencies, the publishers and the data providers. But the rise of programmatic has pushed them apart and made it more difficult for them to capitalize on their unique assets and experience. A key selling point for agencies used to be their expertise in buying the right media for their clients at the best price. Now that function has been largely commoditized through programmatic trading, it’s no longer an exclusive differentiator. At the same time, publishers are constantly trying to balance the need to monetize their audience with maintaining a Read full story › Source: The Drum...

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So You Want My Job? Doremus’ Paul Hirsch talks comic books, crotch shots and commercials

on Oct 27, 2021

By John McCarthy Welcome to So You Want My Job? Each week we ask the people working in some of the industry’s coolest roles about how they got where they are. Along the way, we dig into their philosophies, inspirations, processes and experiences. Hopefully our interviewees can inspire you to pursue (or create) a job that’s just as exciting. This week we’ve got Paul Hirsch, president and chief creative officer of Doremus & Co in the hot seat. What did you want to be when you were growing up? I was lucky to grow up in a house full of art and design. Read full story › Source: The Drum...

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B2B marketing: know the difference between objectives, outcomes and outputs

on Oct 27, 2021

By Chris Wilson I was kindly invited to appear on the excellent podcast series hosted by the Business Marketing Club. The conversation was around a topic that is actually a major challenge in B2B marketing – objectives, outcomes and outputs. The reason it’s a challenge is because they get mixed up far too often. Let’s start with objectives Looking at objectives, as an industry we just need to do the basics well. Long-established marketing theory still holds true here. Objectives need to be SMART: Specific Measurable Achievable Relevant Timed We all know that, right? The ‘R problem’ The biggest challenge in B2B is to ensure objectives are the right objectives. I suppose you could say Read full story › Source: The Drum...

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Brands in South East Asia do not ask for diverse and inclusive ads, agencies reveal

on Oct 26, 2021

By Shawn Lim Advertising agencies in South East Asia have revealed they never see specifications for diversity in client briefs even though there is an increase in awareness around diversity and inclusion in media and marketing. Brands like Kotex, Avon, Colgate, Apple, and Nike were the standout names that have the best gender representation in advertising in SEA, according to R3’s “Diversity: From Agency to Ads” report which surveyed agencies in Singapore, Thailand, Malaysia, Philippines, and Hong Kong and included a study of gender representation in 300 video advertisements broadcast in the region All brands scored positively in areas of avoiding objectification, positive body image Read full story › Source: The Drum...

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The public will see through empty Cop26 pledges

on Oct 26, 2021

By Amelia Brophy As brands jostle for Cop26 attention, YouGov research has found two-thirds of Brits don’t believe companies sincerely want to help the environment. YouGov’s head of data Amelia Brophy explains. The 2021 United Nations Climate Change Conference (Cop26) is coming to Glasgow this week. Bringing together “nearly every country on earth,” the environmental impact of industry will likely be a key focus of the summit – and businesses are paying top dollar to access special areas of the conference, appear on panels and generally burnish their eco-friendly credentials among the public and the powerful. Where the public are concerned, it might be Read full story › Source: The Drum...

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