Dylan Viner

'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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Continuing my sharing of posts about brand growth; a lot to unpack here. The real meat is in the link below, but me key takeaways are... - 💡 Kantar unveiled a blueprint for brand growth, analyzing 6.5 billion global data points (that is a lot!). - 📊 Emphasizes creating meaningful differences for volume and market share growth. - 🌐 Increased presence across customer journey touchpoints boosts buyer engagement. - 🚀 Focus on finding new spaces leads to revenue growth. - 💰 Prioritizes profitability over volume sales. - 🎯 Differentiation crucial for consumer connections and commercial success. - 🍺 Brands like Guinness exemplify meaningful differentiation. - 📈 Emotional connections crucial for boosting sales and loyalty. ... as they say, we can take that to the bank! https://lnkd.in/gBCycziQ

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Thank you Andrew Birmingham for your great article on the intersection between sales and marketing, and for sharing the Arktic Fox Sales in Focus '24 report insights further and wider. I personally look forward to your next piece on the wild world (some may refer it to a messy jungle) of sales tech. #sales #salestransformation #b2b #salestech #b2b

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In the latest episode of the IAB UK podcast, Dave S. sits down with Sophia Haynes and James Chandler to talk about the IAB's newly launched Environmental Sustainability FAQs, it's rationale, and how we at GroupM UK are using them day-to-day. Listen here 🎧 https://lnkd.in/eTDyKXGD #GroupMUK #Sustainability

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Launching Bentley’s first brand campaign developed by IPG-X ‘How do you Bentley?’ enables us to lead the conversation about what a luxury lifestyle looks like through the creation of four curated, crafted and distinctly Bentley 'worlds'. Bringing together generations of Bentley customers, these unexpected, ultra-luxurious worlds help us modernise the brand and put Bentley at the forefront of driving beyond purely automotive towards a luxury lifestyle proposition. So, how do you Bentley?

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"Chaos asks questions of you order never will" The wonderful Colleen DeCourcy retells her experience working with Dan Wieden when she took over as Chief Creative Officer at Wieden+Kennedy Her immediate response to me asking about working with Dan was this quote about chaos. We have a natural reaction against chaos because it can be destructive and unsettling but what if we reframed it as a necessary condition for achieving something truly breakthrough 🌪 Chaos propels you forward while order maintains the status quo 🌪 Chaos creates leaders while order creates managers 🌪 Chaos demands a response while order delays it 🌪 Chaos reveals the cracks while order papers them up 🌪 Chaos forces ownership while order delegates it 🌪 Chaos fosters creativity while order fosters compliance 🌪 Chaos requires trust while order replaces it It got me thinking whether there is an optimal mix of Chaos and order required to achieve breakthrough ideas and momentum? We spend most of our time creating order but what if what we actually needed was an injection of chaos? To hear more from this episode check out the links in the comments John Kearon Kerry Collinge Orlando Wood

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The entire advertising industry, both client and agency side, has been gutted of talent, ethics, and common sense. Ever the magpie profession, marketers let the techbros pull the wool over our eyes with complicated #adtech solutions. Flashy dashboards, blinking lights, built by Team B. Then we abdicated training and development and built "trained by Facebook & Google" marketing teams, who only knew enough to trust the computer and shove more money to whatever green light blinked the greenest. As we see below, Team A (team ad fraud) has been living the fat life with our budgets. Real marketing professionals are toward the end of their run, having been shunted to the corners by ageist holdcos and CEOs desperately wanting to look hip. I'd tell everybody to be skeptical of everything, but I'm not sure we even know what that word means any more. On the bright side, AI is gonna make this better. LOL. Malcolm Auld Bob Hoffman Dr. Augustine Fou Glenn Eisen

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Do you agree with ttagz that micro-influencers are the way forward? Irrespective of your view its well worth giving their latest blog a read: https://lnkd.in/dxUnfzM3 #influencermarketing #socialmediamarketingtips

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As Seb Joseph points out in this latest piece in Digiday, the same publishers purchased through TRUSTX are 50% more environmentally friendly than they would be if purchased through other supply-side platforms, as audited by Scope3. But it's not because we have less carbon-heavy MFA inventory than other SSPs. It's because we don't have any. Never have. Never will. Zero MFA, ever. It's not easy being green. But it is worth it.

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Great interview on Jon Evans' Uncensored CMO, with David Boscawen, Group MD of VCCP London, and Gui Ferreira Global Brand VP at Cadbury, as they talk about the thinking behind the great Cadbury's Dairy Milk 'Generosity' campaign. There's much to unpack there and some great insights including: - Drawing on the heritage of the brand (Glass and a half in every bar) - A genuine agency/client working relationship - Investing in the brand, not just short term solutions - How to write a good brief It's an intelligent story, well worth a listen on the way to work. https://lnkd.in/gS7BtCyd

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Workshops, huh! What are they good for? My latest newsletter, the content of which most people will disagree with methinks. My views on workshops, based on three decades of empirical observation. #workshops #brandstrategy #creativity https://lnkd.in/d9bQ4_gs

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Great to share a platform with the brilliant Greg Carroll in our latest #PlayableFutures article, exploring the opportunity and evolution of #brands, #advertising and the games ecosystem. With so many of a brand’s #consumers playing #games in one form or another, there are many creative ways for brands to show up - beyond just native ads. One key component of success for brands, is to ensure a deep understanding the space itself. The interplay between people who play, the games themselves, the channels and places they spend time - hanging out, playing, building, creating, relaxing, chatting... If a brand can find ways to add value to those experiences, building relationships with people who play over the long term, then there is everything to play for. Here’s a nice nugget from Greg on the subject: "We really could see games become something of a foundational focus for ad #agencies and brands. And honestly, that's really exciting to think about, because that will unlock a lot of the potential here, for games to monetise, be able to reinvest into the #content and flourish, and for brands to engage audiences." Diva Agency Ukie Amazon Web Services (AWS) (our series sponsor) Activision / Activision Blizzard Media Will Freeman (writer and editor of Playable Futures) https://lnkd.in/edFUe8vS

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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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Paid-for advertising can account for as little as 30% of all the contacts a brand has with consumers. That means up to 70% of the impact a brand can have is going unmeasured, and we've all heard the maxim, 'you can't manage what you don't measure'. Tune in and hear Fiona Blades and James Turner talk about what this means for brand performance, and how to realise the potential by measuring - and maximising - all the ways a brand can communicate with its customers.

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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Behind the paywall there’s some great stuff here…. Gap has been all over my LinkedIn FYP these last few days which to me is an indication they are working there way back into the hunt. To Danny Weisman’s point - this isn’t always about “impressions” but rather impressions with purpose. I’m old enough to remember you went to GAP for quality clothing that felt great on and held up to weekly washing. Should be a great lesson in how brands & media now more than ever need to work in tandem. Something Steven M. and I with our consultancy Moy & Halter often are talking extensively to or are listening in on brand marketers with great insights like: Diana Haussling, Vinny Rinaldi, Alyson Griffin, Casey Hurbis, Dave Kersey and Sri Rajagopalan about. What’s your opinion on how creatives and media strategy teams can better align through the planning process? Leave an opinion below 👇

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Moving Retail Media from Science to Art.... Here's a few musings from the latest Unfold about how we've seen the advancement of RMNs into the upper funnel resulting in the conversation shifting from a place dominated by data and ad tech in to more of a discussion on messaging and creative. Or put more simply, how Retail Media is moving from a pure performance channel to a traditional marketing vehicle. ... and as a true P&G marketeer at heart, how excited that makes me! I'll drop the link to the full episode in the comments too 😀 Let me know your thoughts!

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