Pippa Morris

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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Asda's going 'more Northern' with it's rebrand. What does that mean for how they sound? And will it translate beyond ads into customer comms? No-nonsense Northerness can work well for brands. Hovis, Yorkshire Tea and Morrisons harked back to the past or leant on stereotypes (a bit too much, IMO). That can work in ads but doesn't translate to the day to day. Asda's rebrand looks fresh and modern. And the puns in their rebrand video ('Romaine calm') suggest more gentle wit than flat caps and whippets. They also say they're going to be accessible, human and real. Hopefully that means customer comms that sound like normal, caring people talking. Just like they'd sound if you asked someone to help you find the sprouts in aisle 7. What do you think of Asda's rebrand? What are your favourite (or least favourite) Northern brands? #toneofvoice #asda #customercommunications #branding #customerexperience

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Today's all-new Cog Blog is unusual. First it comes from two of us, myself and Nick Manning (ex Manning Gottlieb, OMD and Ebiquity). Second it's got a point to it. We are seriously worried about the threat from various quarters to the craft of advertising (creative and media) and the failure of our industry's biggest players to face up to the challenges we all face. Indeed, we suggest many are part of the problem. We've decided to do something about it and we would like as many who share our concern to join us. At the moment we are at a planning stage (as we explain in the post); how far we take this does depend on the level of support our ideas generate. We urge you to read the post; and if what we're suggesting resonates with you then let us know. Talk about it, comment, share as widely as you can. We hope this will be the start of something.

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Brian Jacobs and I tend to write and talk about the same themes, so we thought it might be good to convene like-minded people to share ideas about how we Make Advertising Great Again (without the red baseball caps). We all know what the issues are so we don't need to elaborate, but we would like to discuss practical solutions. Read Brian's blog and if you're interested in being part of the discussion, our contact details are therein.

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We have partnered with Mi3 to survey Australia's top marketers, gaining valuable insights into drivers and obstacles to growth. Follow the link to download the report. Let us know what you think. Jen Davidson Anthony Gregorio Paul McIntyre

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I felt both elation and despair when I read McDonald’s CFO Ian Borden’s comments in Cannes this week. Elation from the realisation that there is a CFO out there who gets that marketing is a critically important investment to drive growth. Despair from the fact that things had gotten so bad that marketing was seen as a “nebulous black box” at McDonald’s. So here’s a sneak peak from episode 2 of my MAD//Masters By Rory Sutherland course. In this lecture, I echo the great Jeremy Bullmore and claim that the notion of ‘marcomms’ has contributed to marketing being seen as a comms discipline - and not an important source of value creation and competitive advantage. I also introduce the concept of the broken binoculars, why taking market research literally is a mugs game when it comes to things like pricing, and how behavioural science can make us better at communicating the value of marketing. If this sounds like the kind of content you’d like to get your teeth into, do sign up for this summer’s intake of MAD//Masters. Featuring 10 on-demand episodes, monthly Q&A sessions, an in-person meetup at MAD//Fest London, a practical assessment and bonus content, I’ve made it my mission to help marketers (or CFO’s with an interest!) unlock the value of behavioural science and creativity in value creation. And just because everyone loves a deal, enrol today using the link below for just £1295 + get a free ticket to MAD//Fest London worth £995! https://lnkd.in/eBXJD2ek P.S. Contact Sam Benton for group booking rates and join teams from Amazon, Nestlé, Unilever, Procter & Gamble, VaynerMedia, NEOM, Sony and many more! MAD//FEST Sam Benton Dan Brain Harry Clark Ian Houghton Ben Phillips Aiden Lucas

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In which I reflect on how marketing leaders must embrace the changing shape of the B2B sales funnel – and channel budgets accordingly.

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We are incredibly excited to announce Brand Narrative Media! A consultancy-led production service, designed to help you craft a compelling story for your brand. We will help you create a narrative that resonates with your audience and sets you apart in the market. Find out more about Brand Narrative at brandnarrative.uk #brandnarrativemedia #storytelling #brandstorytelling

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Dear Carole Bildé, When I first saw the Bold initiative by Veuve Clicquot, I knew I needed to get my brand and campaign agency, Aphra, on your radar (www.weareaphra.co.uk). We share a very similar ethos and mission of wanting to encourage, empower, and support women into entrepreneurship. It is one of the three leading pillars of our work this year, and a key driving force within our wider parent group, The Metamorphose Group, under which we have a number of aligned projects. I figured I could either send you a few irritating DMs asking for a meeting, or pester your team to somehow get me a diary invite... or I could just use my initiative, be proactive, and show you what we are capable of. So I set about creating this campaign video - which was a combination of both self-funded and hustled for by myself - and created with a team of talented individuals who I brought together to bring my vision to life. My hope, which I am manifesting to the universe with this post, is that I can meet with you to present you with the finished piece of artwork. The bottle tells the story of Barbe-Nicole Ponsardin, whose story blew me away when I began to research her more. I've lost count of the amount of glasses of Veuve Clicquot I have drank over the years (maybe I shouldn't admit just how many!), but I never knew the powerhouse of a woman whose story sat behind the brand - or how much she innovated within the champagne industry. I had no idea that when she took the helm, women could only run businesses if they were widows. Layered over the life of Madame Clicquot on the bottle in this video is the next part of this story - the one being written by you and your team through Bold as we speak. The one that will have an impact that can be passed on to the next generation of young girls, like my daughters (the eldest of which I managed to convince, with the bribe of 4 new key-rings, to play a small part in this video - but who also was SO inspired to come on set and see what Mummy does for a job! The power of inspiring young girls via entrepreneurship!). The women featured on the bottle are shaping the future. I hope you and your team enjoy this video. There are dozens more ideas where this came from! And for anyone else watching this, I hope you are inspired to share it with your networks and learn about the work of Bold: https://lnkd.in/eUCqSbbc. CC: Julie Delmar, Ruben Kazumian, Aude Leparmentier, Gallot Jean-Marc, Leonia Frescobaldi, Salomé Pilpoul, Sonia Crocker, Katie Mossop, Rose-Marie Effa, Iris Decamps, Anna Birolli Coty, Brune Failliot, Caroline Laurent, Anne-Sophie Lecoanet, Pascale Callari (...and many others at Veuve Clicquot) Thank you - and hope to see you in Paris soon! Grace - MD The team behind the magic: Agency: Aphra Script and creative concept: Grace Carter Art direction and artist: Tommy Lloyd Steward Voiceover: Kayleigh Rattle Cinematography: Dan Hugo, Seb Marshall Editing: Sarah Drage Project management: Kirsty Laifa

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Campaign giving the new PG Tips spot a 'Turkey of the Week' label shows just how out of touch the UK's supposed leading trade rag has become. Especially when System1 & Andrew Tindall have proved its exceptional performance among consumers, who love it. We absolutely need ways to benchmark good/bad work so that we can collectively continue raising the bar. Critique the work by all means, but either do it objectively or from a position of credibility. Where's the byline on Campaign's Turkey column? Hiding behind a click-bait title and subjectively dumping of the hard work of the agency, brand and its people serves absolutely no-one. PS: Well done to CALLING - it's an awesome piece of work. I will buy buying more PG Tips.

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Omar Oakes in The Media Leader UK on the increasing gulf between the media that produce content with its attendant cost and risk versus those that take their content from users, without risk and where the 'cost' is revenue share (hardly the same thing). Advertising spend performs several functions including provision of the funding for high quality content to advertise in. Making good content is a risky business and if media owners don't get the ad revenues they need, they will rely more heavily on lower cost and less risky content. Or eventually disappear. Too much of advertisers' money goes into their extended supply-chains, intermediaries and media that has no content cost or risk and which is less effective at reaching audiences and delivering business. Time to reassess... https://lnkd.in/emDgMxQN

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I had the honour of judging the IPA Effectiveness Awards last week, 3 surprising things I learnt: 1. Distinctively Dull Some of the best cases proved that dull but distinctive creative can be highly effective. Previous analysis of IPA winning papers has shown campaigns that get talked about, so called fame campaigns, do significantly better. But this isn't the only way. Being distinctively dull can clearly work. Byron Sharp and Ehrenberg-Bass Institute should be proud, distinctive assets really do matter. It's hard not to be swayed by more interesting creative work but as Simon Broadbent who founded the awards once wrote "these are effectiveness awards not creative awards". 2. Hidden Performance You could read a lot of the papers and think performance marketing didn't exist. In a few papers it seemed to be omitted from the paper to make the story about the brand investment appear stronger. In reality, this meant that the judges were left wondering what was missing, which undermined the impact of the papers. To misquote Simon Broadbent these are effectiveness awards not brand awards. Some papers, however, were based purely on performance marketing and a few of them were brilliant in proving its potential effectiveness. 3. Learning Learning Most MMM analysis was not backed up with experimentation. Regional hold-outs and incrementality testing were rare. A surprise given this is a cross section of the most effective work. Often the measurement in the papers appeared to be used for validating impact rather than illuminating learning. Simon Broadbent said papers should use evaluation to help dictate future actions. The rare papers that did so really stood out. It was an absolute honour to read about some seriously effective work, thanks to my fellow judges for some great debate, Charlie Ebdy and Jo Arden for the invite and Alexandra Green for hosting! Also, big shout out to Sarah Newman from the APG for recently posting the 1982 guide by Simon Broadbent on how to win an IPA Effectiveness award, it's amazing how relevant and helpful it was for judging today. My favourite tip from Simon: "Successful advertising is not easy to make and the papers should not make it seem as such". Bravo!

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It can be so easy to be envious of purpose-driven startups who have the challenger mindset baked in, particularly when it comes to sustainability and storytelling. But that doesn't mean that heritage brands have to miss out. Brilliant thinkpiece from Astrid here on how you can tap into one of my favourite topics: the power of brand storytelling. #storytelling #purposeandpassion #bringingworktolife

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As we recently gained our B-Corp accreditation, I’ve been reflecting on how we can help our clients on their journey towards impact. For many, this can seem like a daunting task, especially for legacy brands established in a bygone era when the world and consumer desires were very different. These brands are at a critical point: choose to evolve or risk being left behind. You can read the full piece here: https://lnkd.in/exyTWgid

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😱 Research reveals a shocking truth: a cow chewing grass is more engaging than 50% of TV ads ☠️ This underscores a major flaw in our industry—most ads simply don’t connect emotionally. Brands must prioritise distinctiveness and storytelling to resonate with audiences and avoid wasting precious resources. Read more 👉 https://lnkd.in/etisZjdz WARC #advertisingcreative #advertising #brandcreative

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Some great insight here from Abi Dempsey 💥

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Repeat client Ammar Bashoeb recognises the benefits of having professionally produced, up-to-date career branded collateral. We've worked together several times now, to ensure that his career documentation (including his LinkedIn profile) reflect his career progression and ambitions. 🛎As a career brand consultant that has assisted a range of professionals to amplify their career prospects, please book an appointment if you'd like to discuss your future plans/objectives. Also feel free to follow me on LinkedIn and subscribe to my newsletter, for regular career branding tips and advice. #careerbranding #careerdevelopment #linkedinprofileoptimisation #resumewriting

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An arresting morning with Ipsos UK, Lori Meakin, Fernando Desouches and Mike Nicholson from Progressive Masculinity, talking about the oh so very many threats facing young boys - and young girls - today. Brands and companies have a powerful and hugely important role in helping to protect them, and here’s the sweetener (thank you Samira Brophy for the stats), it can actually help the bottom line. So brands, let’s be careful about what we say, how we say it, and where we say it #redefiningmasculinity #progressivemasculinity #genz #toxicmasculinity

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