Sat.Mar 12, 2016 - Fri.Mar 18, 2016

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Massive new ARF ad study reveals some old truths about how advertising works best

More About Advertising

The media dinosaurs have it: advertisers should be spending three quarters of their money on TV, backed up by other media. With the same campaign message throughout. And they should be spending more money – 16 per cent more to be precise – which would mean that US advertisers, for example, upped their collective budget.

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Costing creativity: the creative process versus the way agencies try and monetize it.

Gods of Advertising

How in hell do you scope this? From a business perspective, “creative process” is an oxymoron. Yet, every agency has one. In the age of projects versus client relationships, the process looks like hours worked. PM’s and AE’s must estimate how many people to put on a creative project and how many hours they will spend doing it. With clients choosing agencies like restaurants and ordering a la carte off our menus, a neophyte might think it would be easy calculating the bill.

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Three Strikes and You’re Out!: The FTC’s Native Advertising Case Against Lord & Taylor

All About Advertising Law

Baseball season is just around the corner, and the FTC’s native advertising case against retailer Lord & Taylor illustrates the baseball rule of “Three strikes and you’re out!” In its first native advertising case since releasing its Enforcement Policy Statement Addressing Native Advertising and Deceptively Formatted Advertising, the FTC reminds advertisers that those guidelines will be enforced.

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WFA president David Wheldon: why we must avoid the seven ways to marketing’s suicide

More About Advertising

By David Wheldon Everyone keeps telling me that there’s never been a better time to be in marketing. My grey hair tells you that I’ve been around a bit so I can make the comparison. I certainly agree that we work in exciting times. Marketing budgets are being redirected from Europe and North America to.

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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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Exterion sees off Decaux to retain Tube poster contract

More About Advertising

Exterion Media, formerly CBS Outdoor, has retained the London Underground, Crossrail, DLR and London Overground outdoor advertising contract, said to be the largest such contract in the world with a value of £150m annually. Exterion beat off strong competition from French-owned JC Decaux which landed the London bus shelter contract from Clear Channel last year.

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WTF are Mellon and Dare up to in this charity campaign?

More About Advertising

The ‘F’ word still has a certain shock appeal in ads and Mellon Educate, which builds schools in Africa, and agency Dare are giving it the max in a new online campaign ‘What the f**k have you done today?’ This is to shame those of us, it says, who do nothing more useful than think.

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WCRS makes a biggish splash for Royal Naval Reserve

More About Advertising

The Royal Naval Reserve is looking for some more part-time sailors so agency WCRS has been pressed into service to show the excitement of part-time sailoring. Which largely seems to be getting your feet wet along with other parts. The theme of the campaign is ‘Don’t do the everyday, every day.’ Wednesday is the day.

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Ciesco: IPG leads the holding company pack in 2015

More About Advertising

Corporate finance advisory firm Ciesco has produced its review of the full year results from the big four marcoms companies – WPP, Omnicom, Publicis Groupe and Interpublic (IPG). IPG seems to be the narrow winner in a year of mixed fortunes for all. WPP WPP’s revenue for the twelve months ended December 31 2015 grew.

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Sorrell’s pay packet rises to £60m but there are some clouds on the WPP CEO’s horizon

More About Advertising

It’s time to play that annual game of ‘is Martin worth the money?’ as WPP CEO Sir Martin Sorrell prepares to trouser cash and share awards totalling more than than £60m for 2014, bringing his pay over the last five years to around £150m. Most of this accrues under the company’s controversial ‘Leap’ scheme under.

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JWT goes to court to guard its ‘Pioneering Process’

More About Advertising

More fun and games from New York where JWT chief communications officer Erin Johnson (she’s still on the books as far as we know) is suing JWT and just departed CEO Gustavo Martinez for alleged sexism and racism (including, allegedly, grabbing her by the throat). Johnson (left) has a video showing Martinez addressing the troops.

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Retail media advertising: How e-commerce is becoming AdTech’s next frontier

what retail media advertising is what a retail media network is how the changes in the privacy landscape benefit retail media networks how retail media network functions market overview of retail media networks

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Martinez resigns from JWT, Tamara Ingram takes over

More About Advertising

JWT CEO Gustavo Martinez has, indeed, been toasted – as we forecast two days ago. He’s resigned by “mutual agreement” and is succeeded by WPP chief client officer Tamara Ingram, a Brit who made her reputation at Saatchi & Saatchi in that agency’s heyday. JWT chief communications officer Erin Johnson had accused Martinez (left) of.

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BBH buys Monterosa to open new agency in Stockholm

More About Advertising

BBH is launching in Sweden, bringing the Publicis Groupe-owned agency its seventh network office. It now employs 1000 people in London, Singapore, New York, Shanghai, Mumbai, Los Angeles and Stockholm. The new agency follows the acquisition of Swedish mobile agency Monterosa. BBH says its ambition (among others no doubt) is to be “the number one.

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Are these the top 30 women creatives in adland?

More About Advertising

When in doubt concoct a list seems to be the mantra of many online publications (good for accumulating clicks they think) and Business Insider has obliged with its list of the ’30 most creative women in advertising.’ Might this not be encouraging sexism when it seems to be all people are talking about? You wouldn’t.

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Dublin agency DDFH&B turns to rampant rabbits for Lottery scratchcards launch

More About Advertising

To launch the new Money Multiplier scratchcard from the National Lottery Ireland creative agency DDFH&B in Dublin turned to the animal that’s known for its multiplying abilities. The campaign kicked off with five second TV teasers during the Irish Nine O’Clock News showing rabbits but no branding other than #LegendBoy (below, top). After becoming a.

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ABM Evolution: How Top Marketers Are Using Account-Based Strategies

In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.

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Jack Simcock of Telegraph Hill: the challenges ahead for challenger banks

More About Advertising

When was the last time you switched banks? If you are like the majority of Brits, the answer is probably ‘never’ Even with new seven day switching introduced in 2013 to make the process easier, only two per cent of us change banks every year. What is this strange hold that banks have over their.

Finance 40
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JWT’s Gustavo Martinez is toast – the only question now is how does WPP deal with it?

More About Advertising

JWT global boss Gustavo Martinez is the subject of a civil suit in New York launched by the agency’s PR director Erin Johnson. Johnson alleges that Martinez (below with outgoing JWT CEO Bob Jeffrey) made racist and sexist comments and also behaved inappropriately at a number of events.

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CoffeeTalk on Native Advertising with FTC Commissioner Brill

All About Advertising Law

We like drinking coffee; thoughtful conversations with friends and watching videos so we thought why not do all three. Below is the first of periodic vlogs that we hope to share with you – FTC Commissioner Brill sharing some good coffee and some thoughts on Native Advertising.

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Multi-tasker Grizack cons San Francisco agencies

More About Advertising

They say there’s a talent shortage in advertising, also that it’s still one of the hardest trades to break into. Well ‘they’ ought to speak to one Bill Grizack (left), currently pleading guilty to fraud after, among other things, working in full time senior strategy roles at three San Francisco agencies (Venables Bell, Goodby Silverstein.

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ABM Success Recipe: Mastering the Crawl, Walk, Run Approach

Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.

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Asda unveils giant hen in more Easter madness

More About Advertising

Does this count as an Easter (egg) themed advertising idea? A giant hen excreting Easter eggs for Asda (it has 20m of them it seems). Why anybody should buy an Easter egg is beyond me but maybe Asda knows best. Wouldn’t fancy one of these anyway. A brave try by agency VCCP. But is it.

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Stella harks back to ad vintage in Mother history lesson

More About Advertising

Stella Artois is celebrating its ‘600 years of history’ with a new campaign from Mother featuring one Sebastian Artois, who bought the brewery (originally founded in 1366) in 1717. So not sure where they get 600 years from but let’s not split hairs. Stella apparently comes from a Christmas beer, named after Nativity stars. The.

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Morrisons unearths ‘Tradition’ in Publicis debut

More About Advertising

Morrisons has shifted its account from DLKW Lowe (as was) to Publicis and is the first supermarket out of the traps with its Easter offering. Supermarkets believe Easter is a time for big family gatherings, usually to be found eating roast lamb if they can afford the £20 or so a leg costs. Morrisons probably.

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Peter Scott’s new venture Be Heard is up and running with MMT Digital buy

More About Advertising

Entrepreneurs don’t come much more serial than former Engine boss Peter Scott and now his current venture, AIM-listed Be Heard, is about to make its second acquisition: website and apps design agency MMT Digital. Scott is paying £5m up front with a £20m maximum price. Be Heard bought media agency Agenda21 for £11.9m in November.

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How Intent Data Helps Marketers Convert A-List Accounts

One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.

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Publicis Italy scores sofa winner for Heineken

More About Advertising

What do you do when someone gives you ticket to a Champion’s League game but you really want to watch it with your mates? This is the dilemma facing Mauro in Heineken’s new campaign from Publicis Italy. One that’s resolved, rather embarrassingly, in public. All real, apparently. It was a surprise to many when Heienken.

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Tom Denford and David Indo of ID Comms: disruption from Trump to Pepsi and the expansion of VaynerMedia

More About Advertising

The theme of this week’s #MediaSnack from ID Comms is disruption and comes in three parts. First Tom Denford talks about his observations from a marketer event he participated in last week. The event was in New York and organized by The Internationalist and the Association of National Advertisers with the theme “Setting the Global.