Ben Wardle

A fascinating read about a key moment in the history of advertising self-regulation, thanks to Sue Eustace and the team at History of Advertising Trust.

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Omar Oakes in The Media Leader UK on the increasing gulf between the media that produce content with its attendant cost and risk versus those that take their content from users, without risk and where the 'cost' is revenue share (hardly the same thing). Advertising spend performs several functions including provision of the funding for high quality content to advertise in. Making good content is a risky business and if media owners don't get the ad revenues they need, they will rely more heavily on lower cost and less risky content. Or eventually disappear. Too much of advertisers' money goes into their extended supply-chains, intermediaries and media that has no content cost or risk and which is less effective at reaching audiences and delivering business. Time to reassess... https://lnkd.in/emDgMxQN

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The Ordinary, with their latest OOH campaign, has shown remarkable trust in their product being the only star they need for marketing, and I find it absolutely brilliant! There are no celebrities, no flashy ‘clear skin’ promises, and no glossy imagery, which is typically unconventional for a brand in the beauty industry! Their billboards simply maintain a clean aesthetic with a clear and direct message. One particular copy makes a witty remark about how they couldn’t find a celebrity with a biochemistry degree to appropriately convey the brand’s message. I find this understated approach extremely relevant today where customers are growing conscious about the products and brands they choose. #OOHCampaign #TheOrdinary #AuthenticMarketing #BrandCampaign

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📣 Call for Panellists! 📣 The inaugural 'Pop Culture Marketing Trends Summit' will take place at MCM London Comic Con on the morning of Friday 24th May.  It’s a free event aimed at pop culture marketers and comms professionals and those that have an interest in staying abreast of current marketing trends in the context of the rapid and somewhat challenging changes we are all experiencing. We're presenting x5 panels in a whirlwind morning schedule, all of them will be made up of experienced professionals in the following areas: - Industry: Published Media (Books, Comics) - Industry: Games - Channel: Events - Industry: On Screen Entertainment (Film, TV & VOD) - Channel: Creator Each panel will be having a discussion based on three core questions: What changes and developments are you seeing in your consumers or audiences? How do you think your sector is responding and adapting to those challenges? What do you identify as the key marketing trends as a result? So, are you, or do you know a potential panellist? A professional working in the pop culture marketing and comms sector who: - is an avid follower of pop culture marketing and comms trends with an eye on the game and finger on the pulse. - walks the walk as well as talks the talk - enjoys voicing thoughts and opinions and likes talking about them nicely with others - whose employer says it’s ok or even encourages going out and about to talk about things that have been learnt ‘in the day job’ - wants to come and hang out at MCM London Comic Con for the Friday before a bank holiday weekend If that sounds like you or someone you know drop me a line (or get them to) on here or via email (chris@experience12.com).  We’re aiming to curate the most interesting and diverse panels we can to gain as full an insight as possible for the attendees. We will respond to everyone who gets in contact but you may not finally be successful as a pannellist. If you want to get involved apart from being a panellist please feel free to give me a shout and let's have a chat.     IF YOU WANT TO ATTEND THIS EVENT (and why wouldn't you it's a legitimate business case to pop to MCM London Comic Con @ Excel to do some learning and also see fandom consumers free-range in their natural habitat!) More about how to get your mits on tickets next week.

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3 ways to maximise your marketing ROI. 👇

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We're giving you a behind the scenes look at our success, one case study at a time 😮‍💨 We worked with XIX Vodka for 12 months, and it was a phenomenal experience culminating in some KILLER results 💅 But rather than just me telling you, I've got Vic and Jess to help me out 🫶 Keep your eyes peeled for the next Antler Social deep dive 🤪 #tiktokagency #tiktokmarketing #casestudies #socialmediamarketing #tiktoktips

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Dive deeper into this mega poll!!

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Reading ITV's latest press release the following phrase struck me: 'It (Planet V) is now the exclusive entry point for ITVX advertising, and handles over 99% of ITV’s digital ad bookings.' I have always championed self-serve ad platforms, having cut my teeth in the #Native space where self-serve was the norm, I then encountered the beast that is Meta’s ad platform. Both allowed #SME’s to flourish in the digital world where their smaller budgets often go unnoticed. There is a reason why some of the biggest #advertising businesses in the world offer self-serve and #ITV has tapped into that with an incredible £1bn in ad booking revenue in its first 4 years. Well done ITV! https://lnkd.in/eZAPvxqC.

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I had the honour of judging the IPA Effectiveness Awards last week, 3 surprising things I learnt: 1. Distinctively Dull Some of the best cases proved that dull but distinctive creative can be highly effective. Previous analysis of IPA winning papers has shown campaigns that get talked about, so called fame campaigns, do significantly better. But this isn't the only way. Being distinctively dull can clearly work. Byron Sharp and Ehrenberg-Bass Institute should be proud, distinctive assets really do matter. It's hard not to be swayed by more interesting creative work but as Simon Broadbent who founded the awards once wrote "these are effectiveness awards not creative awards". 2. Hidden Performance You could read a lot of the papers and think performance marketing didn't exist. In a few papers it seemed to be omitted from the paper to make the story about the brand investment appear stronger. In reality, this meant that the judges were left wondering what was missing, which undermined the impact of the papers. To misquote Simon Broadbent these are effectiveness awards not brand awards. Some papers, however, were based purely on performance marketing and a few of them were brilliant in proving its potential effectiveness. 3. Learning Learning Most MMM analysis was not backed up with experimentation. Regional hold-outs and incrementality testing were rare. A surprise given this is a cross section of the most effective work. Often the measurement in the papers appeared to be used for validating impact rather than illuminating learning. Simon Broadbent said papers should use evaluation to help dictate future actions. The rare papers that did so really stood out. It was an absolute honour to read about some seriously effective work, thanks to my fellow judges for some great debate, Charlie Ebdy and Jo Arden for the invite and Alexandra Green for hosting! Also, big shout out to Sarah Newman from the APG for recently posting the 1982 guide by Simon Broadbent on how to win an IPA Effectiveness award, it's amazing how relevant and helpful it was for judging today. My favourite tip from Simon: "Successful advertising is not easy to make and the papers should not make it seem as such". Bravo!

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 🔔 PSA: The early bird entry deadline for the Prolific North Marketing Awards is 2nd July.    In case you missed it, these awards are the North’s flagship marketing event, where we shine a spotlight on the most incredible teams, campaigns & leaders from across the industry.    🏆 33 categories   👩‍⚖️ 20 independent judges  🍾 1 bloody good party Got something or someone you want to celebrate this year?   Save yourself the stress of running around last minute (and some cash) by getting your entry started this week.     👇  Link in comments to browse all the categories (give us a shout if you have any questions) #Marketing #MarketingAwards #ProlificNorth

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Brand Watch. JDRF to become Breakthrough T1D in rebrand.  What does JDRF stand for? Exactly. Whilst I might not instantly know what ‘TD1’ stands for, those in the know will, so this seems like a logical step forward. I look forward to seeing more of the brand in action. The leading global type 1 diabetes charity, JDRF International (JDRF) is proud to unveil its new brand and name, Breakthrough T1D. The new name embodies its mission to cure and treat type 1 diabetes (T1D), while supporting everyone who lives with the condition.   The name Breakthrough T1D, which JDRF UK will roll out in October, reflects the charity’s exclusive focus on the needs of the T1D community. Breakthrough T1D will continue JDRF’s journey, accelerating breakthroughs in research, breakthroughs in access to treatments, and bringing the T1D community together to help everyone make their own personal breakthroughs.  JDRF International has leveraged the strength of the international network with affiliate charities in the UK, Canada, Australia, The Netherlands, and Israel to listen to thousands of supporters and stakeholders around the world who have shared their thoughts and feelings about what the charity means to them.  JDRF has led the search for cures for T1D since the organisation was founded more than 50 years ago by families of children living with T1D when the disease was known as ‘Juvenile Diabetes’ because it was frequently diagnosed in, and strongly associated with, young children. The term T1D has been chosen as it is both used and recognised by people living with the condition. The charity's new logo represents breakthroughs, both big and small. The new name physically breaks through a sunburst, symbolising inspiration, and innovation. It demonstrates the impact of what Breakthrough T1D will do for the community.  Karen Addington, JDRF UK CEO adds: “JDRF was founded upon a culture of innovation, progress, and collaboration. 50 years on from the founding of JDRF in the US, Breakthrough T1D will build on that proud set of values and continue to break research boundaries in accelerating the prevention, treatment, and cure for type 1 diabetes.”  Find out more here: #Charity #Brand #Purpose 

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I have just finished the second draft of my third novel, and I am extremely excited about its chances of success. Modestly, I suspect it to sell fourteen million copies on its first day as Taylor Swift gives up singing to appear in the inevitable Netflix serialisation. And when it comes to awards, please don’t palm me off with the Booker; this one is destined for the Nobel Prize not just for literature, but Science and Peace too. Alright, I am probably being unrealistic when you consider the fact that more books are being published each year. According to data in Publishing Weekly in 2023, the number of books being published in the US was over 3 million, a more than 16-fold increase in the last 10 years. The problem is that at the same time people are reading less. Between 2012 and 2022 the number of people finishing at least one book in the US has gone down 6% and over the last ten years and the number of people reading novels is at its lowest level ever. In the UK a recent survey of 71,400 children and young people found that fewer than one in three now read for pleasure. Which begs the question why slave over a novel that no matter how compelling will be hard for many people to enjoy?  It’s the aphrodisiac of ambition that makes me believe that despite overwhelming evidence of too much content and dwindling concentration spans, it will be different for me. I am convinced the God of the Bestsellers, Authoradite, will pluck me out for literary immortality. The same is true for our commercial drive. According to new data published by the Office for National Statistics, the annual number of new companies registered on a yearly basis is pushing ever closer to one million. Figures show 859,007 companies were registered in Companies House in 2023 an increase of just under 75,000 on 2022 (784,762). According to The Start Up Ambition report, 54% of Gen Z’s want to set up something for themselves. At the same time however, Experian estimate that unfortunately, 50% of businesses in the UK fold within 3 years of starting. At this point in my TED talk, (if Ted ever bothered asking me to give one) I would probably shout a myriad of motivational mantras to keep everyone’s energy dialled up to eleven.  But to all wannabe business owners and authors alike, here’s a simple thought. The wonderful thing about being ambitious is that grounded self-belief can overcome an awful lot of obstacles. The odds may not always be in your favour, but they improve significantly if you have fun along the way. Speak to any successful entrepreneur or artist and they will talk about how their drive is underpinned by a clear sense of enjoyment. I have loved writing my new novel and fully expect it will be published with the sort of print run that will cause a global paper shortage. In the meantime, I am still available for Executive Search assignments at your discretion. I mean, a bloke has got to make a living after all. #ambition #leadership #writing #executive search

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Still excited to see the growing coverage of our work with Co-op Media Network off the back of Dean Harris's incredible presentation at MAD//FEST LONDON. It's an exciting time to be part of #retailmedia and use the power of Circana data and industry proven measurement to provide independent validation of performance. Here is a recap of Deans presentation...I particularly love the "Proof" part 😉 😢 Perception: Store media has the potential to be a massive asset to your media strategy, but it’s been misunderstood and underappreciated. As retailers we’ve failed to communicate its potential effectively, often overshadowed by flashier advertising channels. 📺 Potential, the Hype: Despite its underinvestment compared to traditional media like TV, store media is gaining traction. With its unmatched reach and context-driven ad experience, it's poised to revolutionise how brands connect with consumers during their purchasing journey. But we’ve not hyped it enough. 😇 Proof: Through rigorous studies with Circana, and as announced today, we've proven that in-store advertising at Co-op not only drives immediate sales but also creates a halo effect, boosting sales of up to 4% in nearby stores. #performancemarketing #media #marketingeffectiveness

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A dragon accent favourite from BBC's latest advert: The power of an #accent should not be undermined - ⭐ Accents hold significant influence in #advertising, captivating and resonating with audiences on a deep emotional level. ⭐They evoke cultural connotations, triggering memories and #associations unique to each listener. ⭐Accents infuse #authenticity and #credibility into brand messages, fostering trust and rapport with diverse demographics. ⭐They inject personality and charisma into advertisements, making them #memorable and compelling.

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Advertising vs Branding. What's the difference, particularly in your role as a Suit? If you've ever been curious about the 'other side', or keen to better understand any nuances that may exist between the two - then this session is for you. The fab Steph Graham and I will discuss characteristics of these two different agency types and the skills you might want to master to work within each. Sign up to join the conversation. https://lnkd.in/guhtczNf

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Lets QUALIFY quality media! This is def worth a read. An excellent and timely piece by Omar Oakes Editor in Chief of The Media Leader UK. Omar references Cal Newport's ‘quality pyramid’ in which minimally processed media — which he terms as “linguistic media” (books) — as placed at the bottom, TV and other mass/broadcast media are in the middle, and social media (the most ‘processed’ of all media types) is at the top to signify lowest quality. He uses two main criteria for what is ‘high quality’ versus ‘low quality’: >> The curation of media: How much skill and craft has been deployed to create content? >> The delivery of media: How much work a human has to do to consume media versus how much work is done for them by a machine to serve it to them? #BrandsDeserveBetterMedia #MediaForGrowth https://lnkd.in/g6WMYufW

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In the business of advertising and media we don't have production lines, we don't make consumer products and we don't have stock. Our most valuable asset is our people (or Drummers) and the brilliance that they bring to DRUM on a daily basis. Our business is dynamic, fast paced, and ever changing which is why it is paramount that we prioritise and look after Drummers mental health and wellbeing at all times. That's why I'm delighted that we have signed up to and been awarded the IPA (Institute of Practitioners in Advertising) People First Promise badge of honour demonstrateing our duty of care to employee mental health and wellbeing in three areas - Empower, Support and Prevent. Drummers always put in a shift and we owe it to them to keep their wellbeing front of mind at all times. Read more below... #mentalhealth #wellbeing #responsibleemployer #culture #inclusion #respect #advertising #advertising #peoplefirst

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Claire, Adam, Matt and I (as well as many others) have been reflecting on the different elements that make up the concept of "Britishness" that British brands have been communicating in recent years. New associations that move on from stuffy and dated stereotypes that might come to mind when thinking about brand Britain. As well as some that build on older concepts of Britishness. Matt pulls out some nuggets we have come across regarding Brits' identities, British brands, and perceptions of Britain abroad, in his post below. As a next stage of this process we are looking to speak to people working directly with British brands. So, if you manage a British brand (whether brand-side or agency-side) we'd love to build your insights in our report! We will gladly share a full debrief of our findings in return. Down to have a chat? Let Matt or I know in the comments (or via direct message).

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Just read this sentence: Britain's Thames Water said it would spend an extra $1.4 billion on tackling sewage spills and fixing leaks to try to persuade the regulator to allow it to hike bills by 40%. Source: Reuters How can British households / businesses afford a 40% hike for essential services ? This seems a symptom of a really poorly managed organization- as their careless pollution of British water sources and oceans with sewage spills demonstrate. #Privatesector failing the nation and the planet.

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