Peter Field has shown us the silver bullet in the argument for advertising. To me, this means brand will assume renewed importance for marketers. About time.
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Conventional forecasting has become outdated amid a fast-moving, complex landscape. The growth of AI and machine learning means predictive analytics can anticipate audience and advertiser demand more effectively.
Perceptions of TV advertising are shaped by the US, yet this market looks, feels and functions very differently to the rest of the world. This leads to global strategies built on a flawed premise.
Talking to a child will show you that some of the best insights about effective media strategy can come from the simplest of observations.
The size of their business, the breadth of their offerings and their economic model leave the largest publicly listed agency groups vulnerable in the AI revolution. The next few years will see growing dominance of a different breed of agency.
Even as streaming gathers pace, accessibility remains an issue. However, AI has the ability to bridge this gap to make streaming available to more people.
In our industry, performance is often boiled down to immediate results. Many overlook the most powerful driver of performance: the brand itself. Happydemics thinks this means a long-term, people-centric model.
While MMM is generally a good technique for judging channel effectiveness, we must be aware of its various blind spots — most notably, the way it undermines the importance of brand-building.
Apart from being a bulwark against fake news and lies, the BBC World Service is a valuable arm of British culture and influence around the world. Cutting funding will bring irreparable damage.
As women’s sports gain momentum, brands need to show up with the right message, in the right moment, across every screen.