Bhavesh Unadkat

If you are an in house agency leader and feel your team would benefit from a practical guide to what AI can offer today, check out this brilliant course from the In-House Agency Leaders Club and Congregation Partners

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The B2B Marketing League tables are out - No. 8 in Brand Specialists out of the top 200 B2B agencies in the UK. #B2B #Branding #VCCP #Teamspirit

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🎧 The Uncensored CMO is one of my regular podcast listens (usually whilst doing the gardening at the weekends, just to give you an insight into how geeky I truly am) and the current episode with Specsavers CMO Peter Wright and the MD of their in-house creative team, Nicola Wardell is a five star listen. 🎧 So many of the points they covered with Jon Evans resonated because of my personal experiences during my marketing career to date: 🔹 Family owned vs corporate businesses 🔹 The balance between global brand marketing and regional relevance 🔹 The wonderful island of Guernsey 🔹 The benefits of an in-house creative team 🔹 Wear in vs wear out in advertising But it was when they touched on the link between psychological safety and performance that I put down my secateurs (safety in the garden also being of paramount importance of course). I was at Expedia Group when I first heard about the "fail fast" philosophy. I found it incredibly inspiring that Dara Khosrowshahi spoke openly to the entire company about how failure could be useful. Since then, I've tried to create a safe space for my teams to experiment, to see failure as a learning opportunity and to feel confident they can come to me with their issues or concerns. And I'm lucky to say that I've been fortunate to have some terrific leaders with whom I could also have an open and honest dialogue. But when I look back at the highs and lows of my career thus far, I realise that each dip has been at a time when I felt I'd lost my psychological safety. The more vulnerable I felt, the more paralysed I became. And the worst dip of all was when leaders all around me had lost theirs too and the culture had become cripplingly toxic. For some reason, I'd never quite joined the dots between the causes and events before and doing so now has been something of a revelation. 🎧 So marketers, give this podcast a listen if you want to hear how an advertising gag line became a cultural meme. And leaders, take note of the value that Specsavers place on the right company culture to drive business performance. It's a good listen all round. 🎧 The Harvard Business Review has a great intro to the concept of psychological safety if you'd like to learn more https://lnkd.in/erYHp7AD Would love to hear thoughts and views on psychological safety in the workplace and/or the 20-year longevity of "Should've gone to Specsavers" #marketing #leadership #culture

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This is an excellent visualisation from the DMA (Data & Marketing Association) UK of how integral maturing your approach to measurement is to delivering successful business outcomes. If you're not already planning for it, you should be. It will be one of the most significant drivers of future effectiveness for you.

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New research from the Chartered Institute of Marketing revealed that 52% of marketers are concerned that the #artificialintelligence will overshadow parts of their jobs and hamper their personal development. Meanwhile, 61% believe they have the skill to adjust to the new technologies. https://lnkd.in/dr8-rAUM #worlddatasummit #dataanalytics #datascience #datagovernance #dataprivacy #customeranalytics #datainnovation #dataquality #bigdata #dataliteracy #opensource #businessanalytics #AI #dataanalysis

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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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This was a tremendously fun podcast to be a guest on. 🙏 Two things that were brought up that we breezed right by and didn't dig into: 1. Tameka Kee brought up Adobe Flash in the context of Google's Privacy Sandbox. Flash got into trouble for running "extra" applications inside people's browsers. Will PSB run afoul of similar problems? I happen to think it's a really interesting analogy of what can go wrong when you have an application (a browser) meant to do one thing but you introduce parallel applications that run inside it. 🛠 2. Lynne d Johnson brought up so-called "ghost kitchens" in the context of something like an AI personal shopper that could curate stores for you. TBH maybe it's a ray of hope. The ghost kitchen model isn't doing well. Maybe people don't want fully virtualized everything and this will put some checks on AI's progress as it starts to permeate commerce and digital media. 🤷‍♂️

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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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Does using the available data to target specific segments and users help drive advertising performance? Those of you who know me, will be unsurprised by these findings. Seems like it really might not. Even if you put good ingredients into a shitty machine, the results still tend to be execrable. A $700bn delusion indeed. https://lnkd.in/eTYt9dWN (I finally see what an editor does - writes provocative headlines. Thanks Paul McIntyre) There’s debate to be had for sure. But… These are proper studies, two of them in respected journals. So need to be taken seriously. And ideally replicated. They are congruent with much else we know about behaviour and advertising. They may be inconvenient truths, but I think it’s really worth discussing just how “true” these conclusions might be. Even if we all look like $700bn idiots as a result. As I say in my article, looking stupid is just learning, phrased badly. As usual, when I write something it’s to point people towards far smarter peoples’ work. This is another case in point. Hats off to Nico Neumann , Rikard Wiberg, Iman Ahmadi et al for some illuminating giant shoulders to stand on. Please tag other authors to whom I’m not connected.

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If you love a loyalty conversation between 2 industry friends …. Take a listen to my interview with David Slavick on Let's Talk Loyalty and Loyalty TV. David and I have known each other since my first loyalty days and we had A LOT to talk about and share through this podcast! The Podcast link is in the comments below…. Enjoy 😊

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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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Two of the largest #retailmedia players are now reaping the Attention 👁️👁️Advantage of #directmail as part of their offsite options for CPG clients. Come and join this fantastic webinar with JICMAIL to understand why …

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Something you might not know about Mischief: we have access to all of MHP Group's behavioural science insight and expertise. Our work may be a little bit naughty, but at least its backed by science 😈 #strategy #prstrategy #behaviouralscience

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Yesterday we released a piece of analysis (https://bit.ly/3W7wNGC) looking at consumer search, and how effective it could be at understanding and predicting the shifts in behaviour for this general election. We also took a punt at predicting the results - so how did we do? With two seats left to declare we can see that the Tories are currently down 67%, whereas the number of Labour seats has gone up by 105%. Yesterday, the voting data I examined showed a predicted Tory loss of 55%, and a Labour gain of 92%. Not too shabby. What accounted for the difference? A couple of thoughts: - I analysed data across the period from the election announcement, through to polling day. Looking at our timeline of search interest there was a last minute spike for Labour, which meant that on the day Labour performed a little better than expected. - While I could see the huge growth in tactical voting search (spiking 1200% after the release of Best For Britain's tactical voting guide) I was unable to see the outcome of this tool usage. I suspect tactical voting was one of the main drivers behind the Lib Dem's success, and explains why the Tory loss was greater than I predicted. Long story short - yet another striking example of the power of search data in understanding shifts in voter (and consumer) behaviour. If you'd like to know more about yesterday's work - or better yet, how we can turn these techniques towards understanding your audience and solving brand problems in a different context - drop us a note. Cheers, Sam

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Marketers have an important role to play in building a new world of sustainable businesses that break the link between consumption and environmental and social destruction. A great piece in WARC from my brilliant strategy colleagues Georgina Murray-Burton and Frank Lawley on how brands can reduce the green gap - customers who want to buy sustainably but are currently excluded by the price premiums sustainable products often demand. #marketing #marketingstrategy #ethicalmarketing House 337 https://lnkd.in/dbSBRZ8j

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What happens when retail media overtakes TV advertising? Last week, George Nott at The Grocer published a really comprehensive article on the current state of Retail Media in the UK. Here's some of the highlights: - Supermarkets have long worked with brands on ‘shopper marketing’, and since the launch of loyalty schemes in the 1990s have been sharing data insights. So, if that's the case, where is retail media up to in its evolution? According to Nick Ashley of Tesco Media & Insights Platform, retail media is only now “coming of age“ - it’s not the toddler some talk about. But it’s not an adult yet either - it's in its teenage years. I like this way of thinking about it. - Retail media innovation is at its fastest pace yet & this is presenting challenges and opportunities for advertisers, and their agencies. To assess each, Marketing Directors should be making sure they have a retail media measurement strategy in place, to compare activations across platforms consistently and quickly to allow them to redirect investment to the most effective places. It’s a good time now to be intentional about experimentation. - The IAB is working towards standardised metrics to enable “consistent comparisons” across retail media investments for buyers, initially covering online media but eventually in-store. Tools are emerging, too, to help advertisers assess retail media opportunities – among them Plan-Apps, which is used by the likes of PepsiCo, Diageo, AB InBev, Mondelez and CCEP. - Retail Media is sparking a wave of creative collaboration. Supermarkets are open-eared to ambitious campaigns. As Matt McLellan, Asda VP customer planning & propositions, leading its new LS Eleven Media Services, told suppliers recently: “If you’re a brand that wants to do something different, we are really up for it.” Some brilliant industry voices featured across the article, which you can find below. Nick Ashley Steve Gray Catherine McGarry Marie-Clare Puffett David Sables #retailmedia #retailmedianetworks SMG Plan-Apps {Capture} Samuel Knights Emma Dean Lee LeFeuvre David Bromfield Mark Sweatman David Moore Georgina Evenden

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