Becky Tubbritt

How the times are a-changing. 📰 "The news that John Lewis Partnership (including Waitrose & Partners) has created an in-house content agency was surprising - you mean they didn’t already have one? The best FMCG and retail brands think on their feet and make content that reacts to what’s going on. But it’s not just about being reactive. Having great in-house creative improves marketing across the board. The everyday beating of the drum becomes louder than their competitors. Who’s already doing this well? Moju, Nice Wine, Surreal, what3words - and Kraft Heinz, on the bigger brand side." Full article here: https://lnkd.in/d2KhqqGP

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For us with a bit of grey hair (and everyone else, really), this is an excellent read about how Gen Z is experiencing anemoia (nostalgia for a time or a place one has never known) 💡 Beautifully written and super insightful. https://lnkd.in/e3chJE7n #genz #marketing #advertising #culture

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'Proprietary Media' (or 'Principal) is a hot potato in our industry right now. A new report from the Association of National Advertisers is a great, in-depth guide to the pros and cons, with very good recommendations for advertisers. Here I go into the cons and cons and argue that it is bad for everyone and ultimately the Media Agencies themselves. I call it 'unprincipled' media. As the WFA meets in Toronto for Global Marketer Week the health of the advertising industry should be on the agenda. Advertisers may not be able to solve issues such as climate change, but they can take actions with a more immediate impact on the well-being of the people who service their needs through how they spend their money. The news piece contains the ANA report can be found here https://lnkd.in/geKeFjBX All comments welcome, as ever.

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The latest Cog Blog updates on the Advertising: Who Cares? topic of a month ago, that has morphed into something of a movement. This is about helping progress improvement through discussion, as opposed to finger-pointing and blame. Nick Manning and I both really appreciate the support and want to encourage more to join us. We can be reached at brian@bjanda.com or Nick@encyclomedia.international IPA (Institute of Practitioners in Advertising)

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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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In the words of Dan Black, Teads’ CTV Pulse is the culmination of a deep dive into the 'shift factors' affecting consumer content consumption, marketers willingness to commit shifting ad dollars and the driving factors for agencies looking to help advertisers move into CTV. Please click on the link below and have a read. #CTV #bestinglass

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Today's Q1 2024 @IPA Bellwether report showcases a resilient UK marketing landscape, with events and experiences remaining the standout performers with a record expansion. This resilience demonstrates businesses' strong desire to connect with customers, recognising the power of experiences to enable them to achieve this, as well as being a powerful tool to drive their bottom line. Long-term brand building should remain at the forefront amid rising promotional spending. Aligning brand experiences across the different touchpoints with core values and harnessing authentic content created from experiences fosters trust and engagement, and is crucial for navigating the dynamic marketing environment. Read the full report here: https://lnkd.in/eGTDPyN4 #ImaginationGLBL #IPABellwether #UKmarketing #brandexperience #experientialagency #creativeagency

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Go check out what Rory can do!

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Reading ITV's latest press release the following phrase struck me: 'It (Planet V) is now the exclusive entry point for ITVX advertising, and handles over 99% of ITV’s digital ad bookings.' I have always championed self-serve ad platforms, having cut my teeth in the #Native space where self-serve was the norm, I then encountered the beast that is Meta’s ad platform. Both allowed #SME’s to flourish in the digital world where their smaller budgets often go unnoticed. There is a reason why some of the biggest #advertising businesses in the world offer self-serve and #ITV has tapped into that with an incredible £1bn in ad booking revenue in its first 4 years. Well done ITV! https://lnkd.in/eZAPvxqC.

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Media Marketing Compliance helped the Association of National Advertisers study the market for 'Principal' (or 'Proprietary') Media, and the results have landed. The report is incredibly thorough and provides great guidance for advertisers. While not a new phenomenon, PM is increasing dramatically and becoming a much more controversial way for Media Agencies to make extra profit at the expense of transparency into their true revenues. Advertisers should take a firm view on whether this is in their best interests.

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🚀 Out today is my latest podcast episode 'creatives in AI', with host David Brown 🎙️ In this episode, we delve into key topics: - Audience Intelligence: using AI's NLP and meta-language analysis for deeper audience understanding. We use this to fuel our research tool ‘Data Kinetics’. - Creative Intelligence; using the above data helps guide creatives on the words / images stories that appeal to different psychographics 🎯 - Operational AI: Streamlining business tasks for enhanced efficiency and performance metrics. - Retrieval-Augmented Generation (RAG). A technique combining retrieval and generation based models to improve doc retrieval and summarising. We are working on using this technique to source and summarise strategy / research / creative docs. - Virtual influencers (creating awareness) and assistants (customer service) - together they are the new face of CRM, redefining customer engagement and brand-consumer relationships. 🤖💡 Its a short - only 30 mins -any questions on the subject, feel free to DM me. 🔗 Link to the podcast: https://lnkd.in/eXxYb4FW #Datakinetics #AI #CreativeIntelligence #OperationalEfficiency #VirtualInfluencers #AIAssistant #PodcastEpisode #AIInnovation Live & Breathe Virtual Influencer Agency

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A lovely colleague of mine (thanks Julian Eisele 💜) shared this video with me the other day. Once I got over the slightly click-bait-y title and the gargantuan time-length (1hr41 😬)… I found it to impart a lot of interesting strategic and tactical guidance to test as you execute your organic social media content strategy - with a focus on Instagram & TikTok. Definitely worth a watch! Credit: Sammie Ellard-King & Authority Hacker My top 5️⃣ takeaways 1. 🗣 Speak directly to your audience No surprises here, but go a step further and define avatars of your target audience segments and create content and messaging that speaks to them, as a person, over a coffee/in a message relevant setting. How you speak will also nuance by platform - for reels and TikToks, face to camera works best; for reels you can include more information and titles, while you’ll want to keep your TikToks fun. 2: 🤝 Reach and relationships count Follower numbers don’t matter. Leaning into trends can get you a lot of views even if you don’t have a lot of followers. You should think about what happens next.  As this may well be your first encounter, it’s too soon for a sell through/links. What is the action you want to illicit? Using the caption copy to invite people to follow, or comment for more information is a great way to continue the conversation. DM automation drives the next step in your relationship, keeps them on the platform, and allows you to follow up with a further consideration driving communication that the viewer is captive to. 3: 🎣 Consider your hook carefully You need a hook that makes people want to watch more. It shouldn’t give you the answer - it should tease: eg if you’re on instagram and not making money from it, then you need to watch this.. Moving straight into 3 tips that get you started (but that don’t solve everything for you, as you want to keep them coming back) For instagram, strategically using titles that reinforce the hook and appear in the cover works well to drive immediacy. Negative hooks can also be very attention grabbing - tapping into an issue and negating it eg Don’t do these 3 exercises because it will make you super strong. Don’t try this investing technique if you want to make money. 4: 👇 The best CTAs keep the viewer engaged One method is to make the video and the caption work harder together. A CTA in the video which invites viewers to read the caption for more. The CTA in the caption invites you to save the video to watch again later. 5: ➡ Be tactical about traffic It’s tempting to link out from your stories, but as the algorithm wants to keep people there this can diminish reach, especially for the final frame of a long story. Use your longer stories to build relationships. If you really want to include a link, then wait 24 hours from the last story published before posting a single story frame with a link. Using DM automation is a nice way to avoid links and keep the algorithm happy, whilst still funnelling.

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One size fits all marketing just doesn’t cut it. Know who your audience is to make meaningful connections.

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Excited to share my colleague and friend Robyn Newton's latest insightful post on the unique impact of female voice actors in radio and TV advertising. Robyn expertly unpacks why female voices are not just heard, but significantly felt, enhancing emotional connection and resonating deeply with target demographics. A must-read for anyone in marketing or media! Dive in to discover how these voices are shaping brand identities and influencing consumer behavior. 🎙️✨ #Advertising #Media #VoiceActing #BrandStrategy

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Well worth a look if you're involved or interested in the evolution of CTV in the UK. Macro consumer trends, global business moves and technological changes are colliding to create huge opportunities in the CTV space. This report looks at both consumers and marketers to help brands and agencies navigate opportunities in this exciting new landscape.

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Nick Manning has an excellent piece (https://lnkd.in/ebjX_YUF) in The Media Leader today on how agencies make money on what I always knew as broking and which today has been relabelled 'Principal-Based Media', presumably in the hope that that makes it alright...! There's a danger that Nick's points will be dismissed by many as the mechanics of media buying, the dark arts perfected by the few in order to squeeze a better deal for their clients by the agencies. As Nick shows it's nothing of the kind. And it's far more concerning than that. If you accept that the agency can act as a broker, or reseller of media space and time then you have to accept that the media agencies doing this are no longer objective in their recommendations; that their plans are not worth the paper they're written on; and that measuring the advertising's effect by channel is no longer possible. Trading media becomes just like trading a commodity. If you think that 'media' is more than a commodity defined by largely meaningless numbers on a spreadsheet, that instead 'media' is an integral component of advertising; and that creativity and craft matter, then you can join Nick and me (and an increasingly large group of supporters from all corners of the ad business) in the 'Advertising: Who Cares?' movement, and maybe join us at our event in September. Mail me on brian@bjanda.com or Nick on nick@encyclomedia.international for more details. Geraint Davies Julia Linehan

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🎙️ Had a lovely chinwag on #CreativitySucks talking 'Diversity in the Creative Industries – Is it Working?' Spoiler alert: There is still work to do. What’s not working is agency and brands’ understanding of the difference between DE&I and Social Impact. When diversity is boxed in as an HR issue and headcount is limiting, we need to treat it as a creative opportunity, not a tick-box exercise. It's about baking these values into your agency’s DNA from pitch to production. When every department—creative, accounts, or production—champions social impact, it becomes more than a policy; it turns into a narrative we all live and tell. My key takeaways: 1️⃣ Quit short-term gestures and really commit to a long-term vision. And stick to it.  2️⃣ Is your approach embedded across your people, your culture and the work?   3️⃣ Is your work leading towards a more equitable and inclusive world? 4️⃣ Can you substantiate and measure your impact? Basically, do you have your receipts? Thank you for having me Creative Review 🙏🏾   Eliza Williams Anoushka Khandwala Ravi Amaratunga Hitchcock https://lnkd.in/ehZKukh2 #DiversityInCreativity #InclusionMatters #CreativeIndustries

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Did you know 45% of people say they are more likely to notice a catalogue sent in the post than a marketing email? If you're in the planning phase for your Christmas activity take a moment, grab a cup of tea and discover more fascinating more stats and benefits for catalogues in our blog. ➡️

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This talk from Simon Sinek perfectly encapsulates the ethos I've always tried to foster in clients as a consultant. Build and plan for endurance (understanding that immediate challenges are hurdles, not finish lines) and work to serve your people and the world with what you do.

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