Applying the learnings of behavioural science to advertising means understanding the culture, audience and context within which they operate, writes William Hanmer-Lloyd.
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Brian Lesser, the former CEO of GroupM in North America, has said media agencies are unable to do their best work because the contracts that they have with advertisers rely too much on simply driving down costs.
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Sponsored: With a new year on the horizon, Newsworks’ Vanessa Clifford explains why it’s high time audience-based planning supplanted a platform-centric approach.
Industry bosses have been warned without agreed standards out-of-home will be bogged down by needless complexity at a time when it was seeking to grow its share of market through investment in digital screens.
Ahead of this week’s Future TV Advertising Forum, and with a hefty new GroupM report by his side, Dominic Mills outlines the most important issues now facing the television industry.
From agency mergers to out-of-home consolidation, and TV challenges to social media punishments, everything in media and advertising stands on shifting sands, writes Bob Wootton.