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Knowledge Bank - Creative

As the industry’s perspective on advertising creative changes, we need to approach it in a whole new way

We should change the way we think about creative

Only a few years ago, you could clearly distinguish between banners for brand awareness and those for sales conversion. Due to different key performance indicators (KPIs), performance marketing and brand departments co-existed with minimal... Read more

Pauline Lemaire - 21/08/2019
Advertising
RTL AdConnect in Cannes 2019

Cannes Lions x RTL AdConnect: Bose and CBS Interactive reveal all about innovation on day two of Cannes

Cannes Lions, Day 2: an exciting second day on RTL AdConnect's beach was dedicated to innovation in all its forms. ... Read more

- 18/06/2019
Advertising
RTL AdConnect at Cannes Lions 2019

TikTok, Mattel and Coca-Cola head list of brands speaking at Cannes Lions x RTL AdConnect events

TikTok on brand ambassadors, Mattel on the longevity of Barbie and Coca-Cola on storytelling are just three of the events RTL AdConnect has programmed as part of its Cannes Lions Festival activities. ... Read more

- 17/06/2019
Advertising
Culture of creativity leading to future growth

Brewing a culture of creativity to lead future growth

One thing’s for sure. People’s expectations for brands have changed, but our playbook for marketing had not. ... Read more

- 14/06/2019
Creative
Cannes Lions returns in June

Brewing a culture of creativity to lead future growth

One thing’s for sure. People’s expectations for brands has changed, but our playbook for marketing had not. ... Read more

Jodi Harris - 03/06/2019
Advertising
Cannes Lions returns in June

Brewing a culture of creativity to lead future growth

One thing’s for sure. People’s expectations for brands has changed, but our playbook for marketing had not. ... Read more

Jodi Harris - 03/06/2019
Advertising
The adaptable 21st century marketer

21st century marketing must place social responsibility ahead of shareholder value

Are consumers today more demanding than before? Not really. It’s more about the focus of their expectations than the level of it. The focus is shifting from the physical product to everything around it - the way it is marketed, it is... Read more

- 15/05/2019
Career
Start measuring attentive reach with Adelaide

Cutting through the noise around brand media planning

When a big company wants to grow mindshare, it supplies brand creative to its media partner, along with instructions for targeting. The task is to place the ads for maximal effect. This was a straightforward task when only a handful of networks... Read more

Adam Heimlich - 14/05/2019
Advertising
The future of social media marketing

The future of social media marketing

Social media started out with Myspace and Bebo (oh the nostalgia) before graduating to platforms such as Twitter and Facebook. Here we are now in 2019, ‘hashtagging’ and ‘storying’ like it’s nobody’s business. ... Read more

Alex Packham - 14/05/2019
Advertising
Let's get lyrical: how you can optimise your Facebook creative

Bing Bang Bong - the Mechanical Music of facebook Creative Optimisation

“If you want to make a ton of money you can help clients figure out their social creative. The agencies don’t want to touch it” Some choice words at my leaving drinks in 2016 after five and a bit years working for a big blue chip... Read more

- 05/04/2019
Advertising
Why UK agencies should look abroad

Small agencies should look to international markets in their business development plan

Agencies! Your competitors are no longer your neighbours in the league tables. In fact, your competitors are no longer limited to agencies in the UK. ... Read more

Alex Sibille - 03/04/2019
Advertising
Enric Pedro on how to balance tech and human capital

“It’s no longer about having the right data”: Lab Cave shares some insights on how to balance technology and human capital

If someone talks about the many ways that martech - the technology used in marketing - has been helping marketing teams, the list seems to be almost endless. New tools are launched every day to deliver very specific data and measure all types of... Read more

Enric Pedro - 08/03/2019
Creative
Top 3 video advertising predictions to watch in 2019

Top 3 video advertising predictions to watch in 2019

2018 was a strong year for video advertising. As major brands and media owners invested increasing amounts of budget in the format, competition between the duopoly and media companies for ad spend heightened.  ... Read more

Christian Dankl - 31/01/2019
Creative
CTV should be part of every multi-screen campaign

Connected TV belongs at the heart of cross-device strategy

Connected TV (CTV) is booming. In the UK alone, CTV growth is predicted to reach £220m by 2020, while the rest of the world has seen an astonishing increase of nearly 100 million new CTV sets every year. ... Read more

Anna Forbes - 30/01/2019
Creative
In-housing trend of the future

A crystal ball for 2019: how the in-housing debate will evolve

2018 will go down as the year in which advertisers spent a huge amount of time and energy debating whether they should in-house or outsource different elements of their marketing supply chain. And while the debate has often been led by digital... Read more

Jim Mason - 04/01/2019
Advertising
Why we need to get a little smarter about influencer marketing

Why we need to get a little smarter about influencer marketing

Influencer marketing used to be an ad hoc marketing experiment. However, over the last few years, the industry has become more sophisticated, in part based on the demands of the more educated influencer marketing customer. Most brands already... Read more

Fabrizio Perrone - 21/12/2018
Advertising
Retail in 2019

This is the year of retail reimagination and transformation

Throughout 2018, it seemed the pressure on retail marketers reached boiling point. With a string of retailers closing their doors for good, many have been left wondering how it’s possible to survive in such a tough environment. Does this... Read more

Tom Salmon - 20/12/2018
Advertising
Photo taken at The Planning Academy Guinness Presentation

There’s a general lack of talent in planning: How an internship scheme from Daniel Marks Planning Academy is shaking up adland

Talent and diversity are the two biggest challenges facing the advertising industry. While there has been some progress, our industry has been somewhat slow when it comes to accelerating these changes. In an attempt to tackle some of these issues,... Read more

Dan Matthews - 11/12/2018
Career
Bridging the gap between creativity and data

How AI is bridging the gap between creativity and data

With half of all marketing budgets expected to be allocated to online channels by 2020, we have more data at our fingertips to power decision-making than ever before. CMOs have had to re-invent themselves and become technologists, and there is... Read more

Maria Flores Portillo - 03/12/2018
Advertising
YouTube is more than a platform – it’s a powerhouse. Pic: Bronac McNeill

YouTube is more than a platform – it’s a powerhouse

Last week, YouTube provided a show of sparkle at its presentation for advertisers and agencies, YouTube On Stage. The event was impressive and inspiring; altogether a brilliant showcase that brought to life the multitude of opportunities the... Read more

Tim Pearson - 30/11/2018
Creative

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