While industry big-hitters embraced SXSW London to make generic statements about what they are building with AI, we are collectively ignoring the people we have broken.
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YouTube’s size makes it irresistible to marketers. This is how brands can play the platform without getting played.
A direct-to-consumer model can help news organisations win in a fragmented environment by incentivising them to foster deeper connections with an audience that is opting in to their product.
When done properly, with better metrics and a focus on real outcomes, principal-based trading can align agency and advertiser interests and deliver superior results.
The big platforms continue to grow and brands keep pumping the fruit machine for that ill-defined ‘win’. But agencies can win this match against the giants.
I have made big mistakes during my career and they have all cost myself or the organisation. But there is no doubt that learning from our mistakes make us better at our jobs.
This is why human-led content needs a compass more than ever: values can’t be faked. You can’t prompt your way to perspective.
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.
Conventional forecasting has become outdated amid a fast-moving, complex landscape.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.