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Knowledge Bank - Creative

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
Personalisation, made relevant

Personalisation, made relevant.

David Marrinan-Hayes CEO at Ve Global (“Ve”) discusses why demographic data must be complemented by contextual data to achieve personalisation at scale for an audience of one. ... Read more

David Marrinan-Hayes - 04/10/2018
Creative
Change is constant

Change is constant. Manage it well.

Thousands of years ago, the philosopher Heraclitus wrote, “The only thing that is constant is change.” It’s a statement that remains just as true today as it was back then. ... Read more

Jada Balster - 02/10/2018
Career
AI-powered copywriting for Facebook has arrived

AI-powered copywriting for Facebook has arrived

A revolutionary AI tool from Phrasee is shaking up the world of global advertising ... Read more

Bernadette Fallon - 02/10/2018
Creative
How the workplace has become an influential driver of brand choice

How the workplace has become an influential driver of brand choice

Today workplace professionals spend up to 50% of their waking hours at work. In recent years technology has brought significant behavioural shift into the workplace, and it has now become much more than ‘just’ a place to work –... Read more

- 21/09/2018
Creative
The future of advertising is no advertising

The future of advertising is no advertising

Tom Cruise is dead – or so I read as I scrolled my Twitter feed last week only to discover that I, along with his millions of fans, had been duped by yet another celebrity death hoax. Rumours of Cruise’s death spread like wildfire with... Read more

Ionut Ciobotaru - 28/08/2018
Creative
Different tools, same craft

Different Tools, Same Craft

Things have changed considerably since we first started Tinderflint. Back in 2010 many of today’s content channels were in their infancy and we would often find ourselves having to convince clients that there was value in producing video... Read more

- 22/08/2018
Creative

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