There’s an old saying in screenwriting: If you want to reveal the truth of a character, dial up the pressure and force him or her to make a choice. Well, it seems a choice is being forced upon our industry, and I think it’s a great thing. A recent Forrester report, “The Cost of Creativity,” suggested—or rather, lamented—that “The value of agency creativity is at risk of disappearing.” It doesn’t take a brain surgeon to figure out how we got here. Margins tighten, media fragments, agencies diversify their offerings in order to “stay relevant” and grab new revenue opportunities. Play it out and it’s easy to see the cost: an industry plagued by short-termism, seeking guarantees that aren’t there from data and analytics, and searching for answers in old debates like big agency-vs-small and AOR-vs-not. Perhaps most importantly: A creative discipline that has forgotten its only truly effective product offering. If it sounds like the sort of rhetoric that we typically dish out to clients, it is. So, what happened? If it’s any consolation, where we are today is largely of our own doing. Like most change, it didn’t occur in one sweeping, easy-to-detect moment, but in lots of small incremental steps, including: —Defining the quality and bigness of an idea by the variety of media placements in which it appeared. —Putting the priorities of the media platforms on which our our brands live before those of our own brands. —Taking way too long to realize that digital media... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-09-26 07:00:00 UTC ]
Retailer is using AI to help with digital media bidding on Google as it strives to differentiate itself in the festive period; the brand is also running a new football-themed holiday spot from RGA. Continue reading at Advertising Age
[ Advertising Age | 2019-11-06 20:31:35 UTC ]
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Adobe, Twitter and the New York Times are tired of seeing fake media propagate, and they're teaming up to do something about it. The trio has launched a Content Authenticity Initiative that aims to create a standard for digital media attribution. I... Continue reading at Engadget
[ Engadget | 2019-11-05 00:34:00 UTC ]
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During the Digital Media Asia 2019 conference held in Hong Kong in October, tech giant Google reiterated its support for Continue reading at Editor & Publisher
[ Editor & Publisher | 2019-11-04 18:00:50 UTC ]
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NEW YORK—Magazine and digital media professionals from all over the country gathered Wednesday evening to celebrate honorees for excellence in editorial and design. B2B, consumer and regional brands competed for Folio:’s 2019 Eddie and Ozzie Awards, the largest and most comprehensive such... Continue reading at Folio Magazine
[ Folio Magazine | 2019-11-01 14:44:10 UTC ]
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Encore Digital Media is three months into a flexible working initiative and the early signs are good. Continue reading at Media Week
[ Media Week | 2019-10-28 15:29:26 UTC ]
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For publishers, this is a time of radical reinvention marked by a breakneck pace of innovation—and for the marketers that partner with them to connect with consumers, keeping up with the changing landscape is an endless challenge. To help make sense of everything that’s happening... Continue reading at Advertising Age
[ Advertising Age | 2019-10-25 16:35:00 UTC ]
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Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you're reading this online or in a forwarded email, here's the link to sign up for our Wake-Up Call newsletters. You can get an audio version of this briefing on your Alexa device; sign up... Continue reading at Advertising Age
[ Advertising Age | 2019-10-24 10:29:51 UTC ]
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Insurance group Direct Line dumped a large chunk of its digital media for TV in 2017 and could move even more over. The company is one of the largest TV advertisers in the U.K. As Direct Line upped its spending on TV, the business cut the number of display and programmatic online video ads it... Continue reading at Digiday
[ Digiday | 2019-10-24 04:00:05 UTC ]
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For publishers, this is a time of radical reinvention marked by a breakneck pace of innovation. To make sense of the changing landscape for both digital-native and traditional publishers, Ad Age is convening a high-level gathering of some of the best minds in the business. At Ad Age Publishing:... Continue reading at Advertising Age
[ Advertising Age | 2019-10-22 14:50:00 UTC ]
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Media is dying? Don't tell that to the winners of this year's Publishing Hot List. Whether legacy media outlets or digital upstarts, these publishers are creating groundbreaking work, finding new revenue streams and otherwise nimbly adapting to an unstable landscape. Even as the president... Continue reading at AdWeek
[ AdWeek | 2019-10-21 00:00:55 UTC ]
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For publishers, this is a time of radical reinvention marked by a breakneck pace of innovation. To make sense of the changing landscape for both digital-native and traditional publishers, Ad Age is convening a high-level gathering of some of the best minds in the business. At Ad Age Publishing:... Continue reading at Advertising Age
[ Advertising Age | 2019-10-18 16:17:19 UTC ]
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Bayer is on its second year of in-housing programmatic. At Digiday's Media Buyer Summit this week, the company shared how it set up its team. The post ‘We realized we could pull it off’: 2 years in, Bayer is on track to take all digital media buying in-house by 2020 appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-10-18 04:01:51 UTC ]
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FUSE Media Summit is coming up next month, and we're preparing to delve into the most pressing topics for digital media executives today. From productization and marketing automation to data privacy and the consumer experience, there’s a lot to discuss over just 2 1/2 days. Here's a look at the... Continue reading at Publishing Executive
[ Publishing Executive | 2019-10-17 18:06:42 UTC ]
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According to new State of the Industry research from Integral Ad Science and Digiday, brand suitability — a term describing a marketer’s desired targeting parameters, including subjective variables like location and demographics — is emerging as a top concern for digital media pros. The post... Continue reading at Digiday
[ Digiday | 2019-10-17 02:26:20 UTC ]
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Digital media is poised for a major role in the 2020 election season. While we all know that elections are decided based on numerous factors, no one can deny that messages conveyed to would-be voters via media (whether it's paid, earned or owned) plays a major role in swaying the minds of the... Continue reading at AdWeek
[ AdWeek | 2019-10-16 15:10:26 UTC ]
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Serviceplan Group Middle East hired Akhilesh Bagri as executive creative director. Previously, he held positions at BBDO, JWT, Leo Burnett and FP7 on brands including HSBC, Coca-Cola, Mastercard, Emirates Airlines, HSBC, Sony, PepsiCo, Nestle and Mars. Gabriel Guedelha joins The Via Agency as... Continue reading at Advertising Age
[ Advertising Age | 2019-10-14 19:04:03 UTC ]
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Perhaps it was promising, years ago, to see the media industry booming thanks to investments by venture capital-backed funders and large media conglomerates hoping to cash in early on promising new digital media titles. But now, it's the time in the industry's life cycle for those same flashy... Continue reading at AdWeek
[ AdWeek | 2019-10-14 15:22:42 UTC ]
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The recent media mergers could help the combined companies to secure more production deals with streaming services. The post Digital media companies consolidating should boost their forays into Hollywood appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-10-09 04:01:45 UTC ]
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With banks more reluctant to lend, venture capitalists aren't interested in buying digital media companies that aren't growing quickly. The post ‘It can be demotivating’: Digital media’s all-stock deals are the new normal appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-10-09 04:01:17 UTC ]
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A slew of digital media acquisitions over the past few weeks shows how unreliable private valuations can be. The only Continue reading at Editor & Publisher
[ Editor & Publisher | 2019-10-08 16:38:01 UTC ]
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