True Media’s Post

This is a #mediapositive to every single person who has delivered work good enough to be recognised by their peers. Congratulations. It's always harder than you imagine, and time seems to go faster than the free drinks at a media party. But of the 186 shortlisted Campaign Media Award entries, 96% come from media agencies within the Top 20 (Campaign School report billing 2023) Just 3.7% have come from agencies outside of this, six agencies: Total Media, Bountiful Cow, Yonder Media, dentsu X, Flourish - Customer Journey Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making. We also want to  #mediapositive to Spark Foundry for Benriach, Total Media for Greene King, Propersnacks (for yourselves), M&C Saatchi London for The Ben Kinsella Trust, the7stars for Ka Drinks, Goodstuff for Gu. Six entries with a reported media investment across 2023 of circa £4m  Versus the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a huge disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that disadvantage? You're not spending millions every month, and so don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having 8-or-9 figure media budgets and creative budget to match. You don’t in short, have availability bias. We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us. And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements. At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous. Welldone to everyone involved in every entry, and I wish you all the best of luck come the 18th April. But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive

This is a #mediapositive to every single person who has delivered work good enough to be recognised by their peers. Congratulations. It's always harder than you imagine. But of the 186 shortlisted Campaign Media Award entries, 96% come from media agencies within the Top 20 (Campaign School report billing 2023) Just 3.7% have come from agencies outside of this, six agencies: Total Media, Bountiful Cow, Yonder Media, dentsu X, Flourish - Customer Journey Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making. We also want to  #mediapositive to Spark Foundry for Benriach, Total Media for Greene King, Propersnacks (for yourselves), M&C Saatchi London for The Ben Kinsella Trust, the7stars for Ka Drinks, Goodstuff for Gu. Six entries with a reported media investment across 2023 of circa £4m  Versus the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a huge disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that disadvantage? You're not spending millions every month, and so don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having 8-or-9 figure media budgets and creative budget to match. You don’t, in short, have availability bias. We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us. And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements. At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous. Welldone to everyone involved in every entry, and I wish you all the best of luck come the 18th April. But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive

From Advertising to Social Impact: An Interview with the Founder of SOKO In our latest interview, we spoke to Felipe Simi, the Founder, CEO and Creative Chairman at SOKO and the most admired advertising executive in Brazil, according to 2023 Agency Scope research. We spoke to Felipe about his career, the role advertising plays in shaping and improving society, the importance of addressing present issues rather than those in the future, and much more. Read here 👉 https://lnkd.in/ekxMS7U6 #Interview #DiversityAndInclusionMonth #Advertising

Advertising : Who Cares? Agency friends who care about the future of #Adland, I’m pleased to spread the word about this grassroots initiative https://lnkd.in/gRKaAywz. The Blutui® Adland’s universal digital delivery platform™ team are aligned with the direction Brian Jacobs and Nick Manning have envisioned and happily leaned in to help. 5 focused workstreams have been confirmed, along with their committed leaders. Trading, Transparency and Trust | Jenny Biggam Founder, the7stars Business Models | Michael Farmer, Consultant and Author ('Madison Avenue Makeover' and 'Madison Avenue Manslaughter') Measurement and Accountability | Denise Turner, CEO, Route Recruitment and Well-Being | Crispin Reed, Founder, Skyscraper Consulting Sustainability, Ethics and Privacy | Ruben Schreurs, CSO, Ebiquity Do please volunteer to join one or more of these groups so that your views can be represented. It is straightforward to join from the site; if you have any problems you can contact Brian and he’ll pass your details to the relevant leader. A Summit is booked at Royal Society of Arts (RSA) in London on the afternoon of September 12th. All details are on our site, where you will also be able to book tickets in the next few days. -Registration from 1.30pm (no lunch, so eat first!) -Formal presentations and discussion 2pm - 6pm -Bowl food and drinks 6pm - 8pm This is an event without sponsors, underwritten by Brian and Nick and funded entirely from ticket sales. We are doing it this way to encourage an event free from any sponsor distractions or pressures. We will sell a maximum of 140 tickets which will include a networking food and drink period after the formal presentations and discussions. We think this is important, we want to encourage a positive and open discussion in which all voices can be heard and everyone can participate. We suspect tickets will go quickly based on enquiries to date. We will start a waiting list in case any places open up. We are unable to offer any refunds but if you buy a ticket and are unable to attend you can pass your ticket on to a colleague, as long as you let us know. If we make any surplus on the day we will make a contribution to NABS, the advertising charity. We realise that many would like to attend but cannot for reasons of distance or possibly politics. We are going to record the whole event and are looking into the practicalities of live streaming it as well. Speakers will be the five workstream leads, plus a few high profile additional speakers. We will be announcing who these are in due course. Please continue publicising the #whocares movement to your networks, and to encourage people to join us, and (even better) to buy tickets when they go on sale TOMORROW🙌.

This is #mediapositive to every single person who has work good enough to be recognised in Campaign UK media awards. Congratulations. It's always harder than you imagine, and time goes faster than the free drinks at a media party. But with 186 entries within media agency categories, 96% of them have come from media agencies within the Top 20 (Campaign School report billing 2023). Just 3.7% have come from agencies outside of this, six agencies:  Total Media, Bountiful Cow, Yonder Media, dentsu X, Flourish Direct Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making.  We also want to  #mediapositive to Spark Foundry for Benriach, Total Media for Greene King, Propersnacks (for yourselves), M&C Saatchi Group for The Ben Kinsella Trust, the7stars for Ka Drinks, Goodstuff for Gu. Six entries with a reported media investment across 2023 of circa £4m Vs the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a huge disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that huge disadvantage? You are not spending millions every month, and therefore don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having eight or nine figure media budgets and creative budget to match. You don’t in short, have availability bias.   We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us.  And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous.  Well done to everyone involved in every entry, and I wish you all the best of luck come the 18th April. But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive 💛

Advertising : Who Cares? Agency friends who care about the future of #Adland, I’m pleased to spread the word about this grassroots initiative. https://lnkd.in/gHD2mbT8 The Blutui® Adland’s universal digital delivery platform™ team are aligned with the direction Brian Jacobs and Nick Manning have envisioned and happily leaned in to help. 5 focused workstreams have been confirmed, along with their committed leaders. Trading, Transparency and Trust | Jenny Biggam Founder, the7stars Business Models | Michael Farmer Consultant and Author ('Madison Avenue Makeover' and 'Madison Avenue Manslaughter') Measurement and Accountability | Denise Turner CEO, Route Recruitment and Well-Being | Crispin Reed Founder, Skyscraper Consulting Sustainability, Ethics and Privacy | Ruben Schreurs CSO, Ebiquity Do please volunteer to join one or more of these groups so that your views can be represented. It is straightforward to join from the site; if you have any problems you can contact Brian and he’ll pass your details to the relevant leader. A Summit is booked at Royal Society of Arts (RSA) in London on the afternoon of September 12th. All details are on our site, where you will also be able to book tickets in the next few days. -Registration from 1.30pm (no lunch, so eat first!) -Formal presentations and discussion 2pm - 6pm -Bowl food and drinks 6pm - 8pm This is an event without sponsors, underwritten by Brian and Nick and funded entirely from ticket sales. We are doing it this way to encourage an event free from any sponsor distractions or pressures. We will sell a maximum of 140 tickets which will include a networking food and drink period after the formal presentations and discussions. We think this is important, we want to encourage a positive and open discussion in which all voices can be heard and everyone can participate. We suspect tickets will go quickly based on enquiries to date. We will start a waiting list in case any places open up. We are unable to offer any refunds but if you buy a ticket and are unable to attend you can pass your ticket on to a colleague, as long as you let us know. If we make any surplus on the day we will make a contribution to NABS, the advertising charity. We realise that many would like to attend but cannot for reasons of distance or possibly politics. We are going to record the whole event and are looking into the practicalities of live streaming it as well. Speakers will be the five workstream leads, plus a few high profile additional speakers. We will be announcing who these are in due course. Please continue publicising the #whocares movement to your networks, and to encourage people to join us, and (even better) to buy tickets when they go on sale TOMORROW🙌.

So what does principal media do? Essentially it’s when an agency (most often a media agency) doesn’t act as an agent but rather as a principal by selling ad inventory it has purchased from a media vendor/publisher to its client and earns some profit margin off of that sale. #principalmedia

Interesting read. Big deal for dentsu and iProspect winning the global Carlsberg Group account. I find Carlsberg's decision criteria to choose a new agency partner super interesting. They are explicit about how measurement and optimization of attention in digital was a key criteria for them. It is so good to see that how the new and more nuanced understanding of the value of digital ads is travelling all the way to the global CFOs and CMOs of brands like Carlsberg. Congrats to Lumen Technologies and Michael Follett who plays a central part in making it all possible with iProspect. The deal strikes me as another proofpoint that we in Adnami is on the right track, offering a powerful tool box enabling brands to achieve more attention (=impact) for the digital ad dollars, all the way from creative, formats and distribution to attention measurement and -optimization. https://lnkd.in/enV_nCZB

With the growing use of principal media, a new report from the Association of National Advertisers examines the practice and reminds marketers to closely monitor their contracts with agencies to ensure as much transparency as possible. Greg James, CEO of Havas Media Network North America, highlights Havas' unique approach to principal media: “Havas’ principal-based buying solution, HVP, was created to differentiate itself from other agency holding company offerings in a few key ways — transparency, media quality and flexibility. We see overall a net-positive impact from this position in certain situations — always with transparent discussion with clients, procurement and legal, and always with true flexibility.” Read more on Digiday: https://lnkd.in/eaSKKDjK #MeaningfulMedia

When your back is against the wall, do you get stuck on the problem or move to solutions? Working with an agency is a collaboration, a partnership, not set-it-and-forget-it. When things got tough, both our client and our team took action steps to course correct and as a result doubled return on ad spend! Shoutout to Incrementum Digital and to agencies and brands that truly partner toward the desired outcomes.