Measurement, diversity and radical partnerships
These 3 key provocations can disrupt convention and fuel growth, as marketing experts discussed at Wavemaker’s Provocative Perspectives event
Advertisers’ businesses are failing to grow beyond a 10% threshold because of an over-reliance on maintaining the status quo rather than striving for innovation, according to global media agency Wavemaker.
“You’ve probably heard us citing a troubling statistic: that 90% of brands grew less than 10% in market share over the past decade,” said Verra Budimlija, Wavemaker’s UK’s chief strategy officer. “Frankly, that’s not good enough.”
Budimlija was overseeing an online event hosted by the agency, featuring a trio of panel sessions moderated by Omar Oakes,
How long? 1 minute
Campaign podcast: Becoming creative factories and ditching line managers
Rob Pierre, founder and CEO of Jellyfish, talks about trying to expand his digital marketing business during a pandemic and why he s been tearing down traditional management structures.
Podcast: features Jellyfish founder Rob Pierre (right) and ads by Pringles (top left) and Pornhub (bottom left)
Campaign duo Omar Oakes and Brittaney Kiefer discuss three very different ad campaigns this week: Pornhub s sustainability messaging; Pringles tie-up with a video game franchise; and EE s support for teachers during Covid-19.
They also take a closer look at Wonderhood Studios chief creative officer Aidan McClure s revelation that the agency is being run like a factory in order to increase wellbeing.
How long? 2-3 minutes
Campaign podcast: why cultural fit has backfired
Sue Unerman and Mark Edwards talk about how the creative sector should think about inclusivity at work, even if it means taking apart their existing culture, while Omar Oakes and Brittaney Kiefer discuss ads by Oatly, Quorn, Beagle Street and OSU.
Clockwise from top left: Edwards, Unerman, Quorn and OSU ads
Agencies need to change their culture in order to bring about a more diverse advertising industry – even if their existing culture is seen as working well.
That’s the warning from MediaCom chief transformation officer Sue Unerman and her partner, journalist and mindfulness coach Mark Edwards, who spoke on the
How long? 2-3 minutes
Campaign podcast: Bringing creative and media together (but not just for big brands)
Simon Davis, founder of Walk-In Media, explains why a new generation of smaller long-tail advertisers should not be ignored by big agencies.
Simon Davis (right), and ads for Macmillan (top left) and Ikea (bottom left)
Campaign s media and tech editor, Omar Oakes, and creativity and culture editor, Brittaney Kiefer, take a closer look at the first major ad campaigns of the year.
The pair discuss how far consumer brands like Ikea can credibly promote sustainability and climate change awareness, and how effective the British Army s latest recruitment ad is likely to be.
June 2 | By Ad Nut
Wunderman Thompson s Thailand ECD was bummed that a huge campaign for TCP Group got pulled due to the pandemic. Until he looked into what else the client had been up to. Then he made a video about it. Dear client also earned a spot in our list of 2020 s most raveworthy ads, even though it s not technically an ad. And by the way, our post about the video is not only the most-read article of 2020 but also the most-read article of the past few
years.
February-June | By Staff reporters
On February 7, we started a page spotlighting the actions brands were taking to support their communities as the pandemic spread. Such was the outpouring of donations and initiatives that we kept updating the page almost daily with new items all the way into June, and you kept reading. The page now stands as a record of an impressive effort on the industry s part.