By Sophie Cork In the final installment of our miniseries of marketing execs’ ad diaries, we dispatched Boutique’s Sophie Cork to pay unreasonable attention to the ads she saw in a say. Strap in. I’ve been working in marketing for nearly a decade, most of that time in media planning and buying. I often wonder how my views on advertising are skewed by what I know. I see ‘behind the scenes’ every day. I know how and why ads are shown, where, and to whom. I think about the decisions that go into ads I see and enjoy imagining the campaign strategy, or guessing Read full story › Source: The Drum...
Read MoreBy Tom Inniss Until the end of the year, we’re hearing marketing leaders’ visions of the agency of the future. Here, Brew’s Tom Inniss says that big tech may well monopolize AI, but there’ll still be a role for agencies. What does the agency of the future look like? To really answer that question, we need to understand what agencies are, and the role they play. Agencies, at their core, exist to solve marketing problems. Not to devalue the work we do, but those problems come down to connecting with audiences to sell products or services. We saw an evolution during the Read full story › Source: The Drum...
Read MoreBy Christine Mills As the year ends, we asked marketing leaders to envisage the agency of the future. Here, GPJ’s Christine Mills looks at the future of specialist shops amid a shift towards the ‘creative partnerships’ model. 2023 brought new challenges for agencies around the world, right when we were discovering that bouncing back from the previous ‘missing years’ was not as straightforward as we’d hoped. The first issues to address for almost every business were internal. That healthy mix of hybrid working we’d happily implemented brought shifts we’d all need to adapt to: establishing effective internal communication, finding and retaining top talent, and rebuilding Read full story › Source: The Drum...
Read MoreBy Jenni Baker As marketers prepare for 2024, we capture the key learnings from The Responsible Marketing Hub with Google to create a CMO checklist for success. A new future of digital advertising is coming – one that relies on a strong data privacy strategy. From gathering consented data to embracing privacy-centric AI tools to measuring performance and driving a culture of collaboration around privacy, experts have shared pearls of wisdom to help marketers prepare for a privacy-first world on The Responsible Marketing Hub with Google. Now, as the year comes to a close, we’ve handpicked some of their essential tips and Read full story › Source: The Drum...
Read MoreBy Jamie Kolkot Jamie Kolkot, the totally real CEO of totally real agency Atmospheric, bravely posits a solution to advertising’s real climate crisis. Silencing do-gooding activists. In our office, we’ve been anxiously watching COP28, hoping businesses realize they must phase out climate activist employees, not fossil fuels. Oil and gas interests have shown up in full force, and we’re very concerned with the biggest question of our time. How will climate activists affect our bottom line? I’m Jamie Kolkot, and I run a little agency called Atmospheric. What makes us different is our relationship with fossil Read full story › Source: The Drum...
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