Becky Owen

It's been a busy few weeks here at OMC/Diversiffi Media..... .. with global DOOH progression,& market maturity top of the agenda. Data reveals that not only is OOH media holding its ground, but projections report it will outpace the UK advertising market growth in 2024/25. Not unexpectedly, this is propelled by DOOH, the convergence of technological advancements, the demands of advertisers, evolving consumer behaviours, & innovative approaches to creativity. The digitisation of assets, enabling dynamic content capabilities & programmatic trading options, redefines brand engagement. It is interesting to explore what opportunities these advancements present for clients/brands navigating audience attention in a cluttered media environment.  Will the flexibility of real-time, contextually relevant messaging extend brand resonance & increase budgetary investment? The integration of data-driven insights & analytics into campaign planning & execution is reshaping the OOH ecosystem. With advancements in technology enabling precision targeting & measurement, clients/brands have access to unlocking new levels of campaign performance and ROI.  Creativity also continues to flourish across both traditional & digital OOH, as clients/brands leverage more immersive experiences to captivate audiences & nurture lasting connections. The changes in consumer movements and infrastructure development are presenting significant opportunities for OOH. Capitalising on the growth of urban environments will broaden reach & campaign impact. As talked about frequently here, the integration of OOH into omnichannel marketing strategies is a pivotal driver of growth. Deliver consistency across multiple touchpoints, OOH is a critical component of the media mix. As long as clients/brands demand it, & their 3rd party agencies structure planning to fully integrate OOH into their omnichannel strategies, advertisers should witness an amplification of brand visibility & engagement The growth potential of OOH media is not to be underestimated. It's a multifaceted opportunity driven by digital transformation, data-driven insights, creative innovation, urbanisation, & integration with omnichannel strategies. Looking inwardly, which I rarely do, the key question is, will these opportunities start to impact OOH market share or are we yet to identify the barrier to progress? Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships In partnership with The Out of Home Media Consultancy #assetmanagement #landlords #commercialproperty #municipalities #retail #inhousing #realestate #adtech #mallowners #revenues #dooh#doohadvertising #business #creativity #sustainable #globaladvertising #sustainability #data #OOHMedia #Sustainability#Commercialisation #DataDriven #DigitalTransformation Image: WOW LA

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Marketers are on average directly managing 10 agency partners – and Mi3's Marketing & Customer Benchmarks: FY25 Outlook suggests it's hogging too much bandwidth as their remits expand further into customer. Offloading roster management to a single lead agency is the single biggest shift in relative terms, per the survey of 105 marketers representing $3bn-plus in spend. Across the piste, the preference for project work is all but eclipsing retainers – especially across big spending brands. Tumbleturn Marketing Advisory Managing Partner Jen Davidson and Akcelo chief Aden Hepburn unpack the key FY25 trends, shifts – and opportunities.

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Understanding the nuances of #OOHadvertising effectiveness is crucial for maximizing impact. Talon OOH UK's research unveils key insights: simplicity and central placement are paramount, with brand logos noticed only 42% of the time. Understanding viewer behavior and optimizing creatives pre-campaign or mid-flight ensures a stronger impact for brands. 🗣 #OOHAdvertising #CreativeEffectiveness #TalonOOHUK

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“In another economically challenging year, a people-centred focus must be a priority for brand strategy and business growth,” Dentsu UK & Ireland CEO, Angela Tangas said. Seems I'm not alone in my thinking that we need to put people right at the heart of our business growth strategies... You can read more here: https://lnkd.in/e22FWVjr I was all over this - was completely in line with my thinking and values. The importance of authenticity, social equality and the need for purpose at least alongside profit - maybe I was born too soon?! #genz #humancentricmarketing #peoplefirst #marketing #purpose #brand #brandstrategy #marketingstrategy #socialequality

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“'Brand Heat' is how we measure brand relevancy factors in a more real-time way," said George Manas, OMD Worldwide CEO. "We bring together different measurements, like social buzz and brand equity surveys, and look at how we can help our clients get their fingers on the pulse of where their brands stand today." In an interview with Campaign Asia-Pacific, George Manas and OMD APAC CEO Charlotte Lee shared how Omni fits into the Agency as a Platform model, what the agency’s Brand Head solution represents, and how content and commerce are coming together in APAC. Watch the video below. #OneOMD #BrandHeat #LiveCommerce

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Head of Strategy, David Jones, on being cautiously optimistic as the British Industry responds to the IPA (Institute of Practitioners in Advertising) Bellwether Report for Q1 2024 for LBBonline - Little Black Book. "As the country holds its breath in anticipation of a change in government and all the uncertainty that goes with it, its unsurprising brands are investing in tactics that generate immediate results.  But if the most optimistic predictions for consumer sentiment in 2025 come good, then increasing spend on customer experience could turn out to be a great bet. Agencies should be helping brands to optimise sales journeys and improve customer comms so that they’re well placed to capture market share when the feel-good factor returns." Read the full article here https://lnkd.in/gafquiQy

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Diageo and Guinness continue to understand exactly what OOH is all about 🍻 #OOH delivers reach within proximity to over 3,000+ pubs and bars, Guinness' directional messaging helps you find the right one for you. ➡ As they continue to own the summer, activating on those hotter days means their display works harder than ever, owning a key category entry point which is often taken by lager and cider 💡 If you want your OOH to work hard for you, think about your triggers for purchase, which category entry points do you want to own (we can help with a recent research piece around this called 'want to take this outside') and keep your poster simple. It will work. Thanks to PHD, Jennifer Gabbarelli, Amy Papaphotis, Molly Jones, Anita Sztrizsak, Holly Fischer, James Weatherill and all involved.

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Awesome end to the week...thanks The Drum. Our co-founder Diana Ellis-Hill talks to The Drum about how she sees the role of CMOs changing and how it's impacting the way they operate and develop services for the future. “Our role as an agency is to lend expertise in our specialism in creative, production and culture to CMOs, so they can feel reassured and reduce their workload. As consumers demand that brands demonstrate a clear commitment to social and environmental causes, we ensure that not only our creative messaging for our clients integrate diverse perspectives, but that our own practices do too. CMOs will rely on agencies to keep them at the forefront of an increasing number of changeable responsibilities, so agencies will need to build curious and agile teams capable of navigating uncertainty with creative solutions.” Megan Price Kitty Hennessy Claire Long Mel Klapp Tori Campbell-Eldridge Meg B. Katie Halliday-Dillon Tanya Singh Alexander White Trak Ellis-Hill Be The Fox

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Ad budgets are tight and we are all being asked to “do more with less”. Impossible? Well, there are some things you can do. #Advertising #Marketing #Recession Maximising advertising effectiveness https://lnkd.in/embmaEUh

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Q: "What's one thing marketers and agencies can do to drive creative together?" 🤔 Rod Sobral: "Entertain. If you entertain you win." 🗣️ Last week, our Global Chief Creative Officer sat down with Campaign UK and a range of industry experts at Cannes to chat about how clients and agencies can better align to reignite creativity in advertising 🚀 He also talked about how our model allows our teams and clients to truly work as one unit, aligning on business challenges and unlocking true effectiveness 🔥 Check out the key takeaways here ➡️ https://lnkd.in/gb3Epqe8

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Digital advertising spend is becoming more diverse. Podcast ads, social video and connected TV have made gains according to the 2023 IAB/PwC Digital Adspend report - though Search remains the bedrock. #IABUK #Digital #adspend

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"Agencies need to take control of the pitching process to set them up for success" 🖊 Janita Lakhanpal, Director of Business Development, shares her thoughts with PRWeek UK alongside fellow industry leaders, discussing the pitch process, and whether the PR industry needs an official code of conduct for pitching. Read the article: https://lnkd.in/euMkGBxk

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Episode four of Real Talk is now live. IPA (Institute of Practitioners in Advertising) Lead Josh Krichefski, joins Alex, Nickii and Imogen to call BS on the perception that London is the heart of the creative industry. For many, London seemed like the only place to go to start a career in adland. But Josh argues that things have changed in recent years. The cost-of-living crisis, rising London rents, and remote working are a few of the reasons why things have moved away from London. This shift has helped agencies unlock a wider talent pool, and the breakdown of geographical boundaries has helped regional agencies to work globally. To hear more from Josh. Listen to the new episode here: Spotify – https://lnkd.in/ebVwEEgz Apple Podcasts - https://lnkd.in/eVZUjtpU #NewPodcast #RealTalk #MarketingPodcast #IPA #RegionalAgencies

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Another month, another batch of rich, culturally relevant insights for brands from DRUM. This time from our Strategy Director Adam Wyatt on all things AI, entertainment and a renaissance in analogue formats... 👇👇👇 #brandsinculture #brandpartnerships #media #advertising #genai #music #brandedcontent #entertainment #culturalinsights #brandstrategy

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As anyone who has run a multi-agency group will tell you, integrating brilliantly across an agency village takes a lot of time and hard work. This article is really refreshing, in that more people are seeing the logic and potential benefit of more formally integrating client-agency groups under a lead. I bloody love that model and have seen how great it can be when done well. It's routinely the best way to work for the quality of the work, and the teamwork and culture it fosters. It sounds easy. And everyone says they can do this stuff - they certainly try - but it is a specialist skillset that isn't commonplace, everywhere. Knowing enough about each component in the village, while having the fluency to use creativity to tie it all together; that's just different for most agency folk. But if this report is anything to go by, we'll see more of it which will mean some up-skilling or broadening of capability for many. It'll also require a lot of humility and honesty too, because to make this stuff work, you've got to be channel and agency agnostic. Or in simple terms, it requires people to be really honest and interested in solving problems the right way, without playing favourites. Sounds simple, but it's bloody hard work. Get it right though, and it'll be the most fun and most successful time you'll have in this game. Looking forward to seeing more of this. Great stuff.

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https://lnkd.in/eaMVT_jb One of the impacts of the AI revolution is that it shines a intensely bright light on how well businesses have been managing the basics of their marketing - brand, data, customer experience - highlighting all and any cracks in the work. Here are a few thoughts on the first of those - and why AI is creating a renaissance for the power of the Brand

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In London this Wednesday morning? Will you join us for breakfast? The Marketing Society invites you to join us with our friends Publicis Groupe for a thought-provoking discussion around the ‘Uncomfortable Conversation’ on the evolving landscape of diversity in communications and advertising. 28% of UK adults say they actively avoid brands that don’t embrace diversity but it’s hard to authentically represent diverse communities. Here’s the question for discussion: 𝗖𝗮𝗻 𝗧𝗼𝗸𝗲𝗻𝗶𝘀𝗺 𝗟𝗲𝗮𝗱 𝘁𝗼 𝗥𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻? 💭 ◽ Is diversity in comms as critical for product-led sectors vs service-led? Or are there more important elements to communicate about? ◽ Is diversity in advertising now genuine or is it still just a token gesture in some sectors?  ◽ Do diverse ads boost sales or risk alienating customers? JOIN US - in a lovely comfortable setting with breakfast and great company… as well as and some expert food-for-thought from great panellists (now including extra Emma Harris). A time-efficient and enjoyable way to learn and pause to think together. Thought-provoking, useful and a brilliant way to start your day! Date: Wednesday 22 May Time: 8.30 - 10.30am Venue: London WC2A 1JA JOIN US - book your place here - https://lnkd.in/eG7yE672 #uncomfortableconversation #diversity #advertising

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Don't know where to start or what are the benefits of 'CTV' ... your not alone! Our latest report helps demystify and offers practical guidance. Please drop me or the team a line if you want to chat but definitely download the report! 👇

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