Tag: advertising
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2022 looks set to be a challenging year for food and drink marketers, with new high fat, salt, sugar regulations.
At first glance the new regulations, which include a 9pm watershed on TV advertising and a ban on all paid-for digital advertising, look disastrous for any brand needing to thrive in such a competitive sector. But is this a real opportunity for positive change? While the changes have been pushed back to the latter part…
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Brexit vs agencies
Yes, we’re all tired of Brexit and it’s not even really happened yet. We’re still trading and living under the previous rules of the UK’s EU membership. It won’t be until a the transition period is over, in December 2020, that we truly exit and are left to our own devices. So, at the moment…
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Only humans can improve machine learning and artificial intelligence
Advertising has always been a bit of a numbers game. From a targeting and creative point of view. Like all good marketing it builds on what it learns. The famous quote that half of all ad spend is wasted but no-one knows which half still holds true for many activities. However, with technology, artificial intelligence…
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Stop tinkering, start transforming
One of those big fancy London agencies has come up with an interactive poster site driven by artificial intelligence that changes a variety of colour, type and image to change the creative being displayed depending on how passers-by react. www.theguardian.com/media-network/2015/jul/27/artificial-intelligence-future-advertising-saatchi-clearchannel All things to all people. Sounds cool, until you start thinking about it. Just who…
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Keep it Simple
Life in marketing seems ever more complicated. The recent Cannes Lions (International festival of Creativity if you didn’t know) presents a myriad of awards including categories for Cyber, Mobile, Promo & Activation and Brand Content & Entertainment. As you’d expect there is also Press, Film, Direct and Outdoor but they seem side-lined by the new platforms…
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WHO IS BEST TO LOOK AFTER YOUR BRAND?
FIFA and the world cup is in the news for all the wrong reasons again due to accusations of corruption and dodgy dealing that can only make the beautiful game seem ugly. Those who sell sponsorship of sports, festivals and events argue that it can give your brand instant access to grass roots credibility, celebrity,…
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WRITING A GREAT CREATIVE BRIEF.
I am as guilty as the next person of writing woolly creative briefs. There’s a real craft to writing a really succinct brief and it’s an equally important part of campaign development as copywriting or art-direction so getting it right is an integral part of a campaign’s success. So here’s my quick and hopefully useful…
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John Lewis Christmas advert – mawkish tosh or sublime positioning?
You’ll have seen John Lewis’ latest Christmas offering by now I assume. If not have a gander. Nice variation on a theme. Young boy pines for his favourite penguin shaped toy to have a little friend as he perceives his toy’s loneliness at a time when no one should be lonely. Blub. Mum and Dad…
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THE MESSAGE OR THE MEDIUM?
Which is more important the message or the medium? Automated media buying online or programmatic advertising is all the rage at the moment. Lots of the big FMCG brands are flying the flag and joining media networks that can supposedly supply the right ad to the right person a million times over at the flick…
Making brands more distinctive 