Balancing Art and Science Through Storytelling

Problem-solving could be the soul of the story. Or it could simply be a complex tale that involves a variety of angles meant to show the ways a brand can deliver what its audience wants and needs.

Design Evolution: Michelin Man

Let’s step back in time to 1898, the year the Michelin Man — AKA Bibendum — made his debut and look at some of his greatest design evolution hits.

CTV Advertising Factors for 2024 Campaigns

For political advertisers, the path to connecting with voters is clear – connected TV is key as voters have migrated and are engaged. The share of political spend on CTV/OTT is significant and is expected to grow. 

SEO – It’s Everyone’s Business

Critics have been saying SEO is going to die for the past ten years, but it’s evolved and matured to become a conductor of digital strategy – not just an add on.

Navigating the Inevitable Future of AI Influencers

As AI rises, it makes sense that people might assume that influencer marketing will be a casualty. Afterall, part of the appeal of following influencers on social media is that you start to feel like you know them.

Navigating the Marketing Landscape: Key Trends Shaping Success in 2024

2024 marks a crucial turning point for businesses, presenting both opportunities and challenges that will redefine traditional marketing approaches. Previous marketing tactics must evolve to remain effective and impactful, particularly in a time of heightened customer expectations and economic uncertainty.

Paying the Price of Being Small

Whilst an individual SMB share of this massive return figure, might be small, it can represent a significant cause of lost profitability.

How to Write a PR Crisis Management Plan

No business wants to face a crisis, but something will inevitably go wrong. In these situations, it is better to be prepared than caught off-guard, hence the importance of establishing a crisis response plan.

Search is on… TikTok, YouTube, Instagram

Where Google still leads, based on data from Rise at Seven, is on searches for activities nearby, including events and entertainment, ahead of both TikTok and YouTube.

Breaking Through in a Cluttered Super Bowl Landscape

The biggest sports event of the year – the NFL’s Super Bowl – isn’t just for die-hard football fans. It’s also a coveted, celebrated event for the advertising and creative community around the world.

New Year, New You: The Gym Mentality for Business

Right now, every fitness provider and personal trainer is claiming they can get you the New Year results you want. While going it alone can be daunting, it can be equally hard to find someone who truly understands your needs.

What Marketers Should Know About the Age of Constant Consideration

There has been much discussion in our industry about the collapse of the funnel. What we should be examining is the mindset of an emerging class of customer—one who rarely travels up and down a path from awareness to purchase but is always ready to make a decision about a brand.

The Case for Brands… and Why We Need Them Desperately

There are times where we should let brands do what they do best and there are other times where it’s incredibly rewarding to push forward. The challenge in branding is recognizing when these moments are, and seizing them.

2024: A Year for New Year Revolutions

In times of uncertainty, it’s easy to focus on the things outside of our control. Instead, we’d be better off focusing on the things we can control, such as enacting real change within our organisations by making culture a focus for the year ahead.

Reasons to Be Cheerful in 2024

Unless you spent 2023 hibernating under a rock you’ll know that it was a big year for AI – entering the mainstream and hitting the headlines. And 2024 is set to be even bigger.

Have a Holiday Boom, Not a Holiday Glitch

Multiple systems means multiple points of failure, and often a heavy investment in staff to get individual programs to talk to each other, share data and so forth.

The PR Power of ‘Barbie’

The PR power behind the “Barbie” film is epic. Visibly noticeable as it turned the tide of fashion, the Barbie craze is truly a revolution!

Tapping Into Future Customer Needs Using Strategic Foresight

The increasing number of online retailers, the growing adoption of early smartphones and internet connectivity, and the changing preferences of younger generations more inclined to shop online all pointed toward an e-commerce boom.

Scale, Social & AI: Sonic Branding in 2024

As sonic branding has become more recognized for its strengths, we no longer need to start with defining what sonic branding is and its potential to flex across a brand’s entire ecosystem.

Over 800% Increase in Junk Sites, But What Can Advertisers Do?

While the emergence of AI as an integral part of marketing comes with many positives, this has also led to a significant growth in so-called “junk sites,” with the technology making it easier for fraudsters to make money through illegitimate titles.

It’s Time to Change How We Buy TV Ads

The time has come for advertisers to shed the shackles of outdated metrics and embrace a future where every advertising dollar spent can be directly linked to tangible outcomes.

A Brighter Future for Video Advertising Vs. Search

2024 is a year where these innovations in video will deliver the initial seed of growth that could overtake search in the next 5 years.  If your brand is looking to prepare for the future, you should be gathering insights and testing these new formats now.

The Power of Influence to Influence Power

In my years managing talent, there were a few simple principles that I learned that have been valuable to my work in the social impact space. And it becomes even more critical in the social impact space where we’re asking influencers, creators and celebrities to give their time for free.

The Future of Data Driven Marketing Decisions

Marketers are constantly seeking new ways to leverage insights to inform their strategies. The ever-evolving data driven marketing landscape is the latest frontier for marketers, presenting challenges and opportunities alike.

Retail’s Crystal Ball: 3 Trends Shaping Tomorrow’s Stores

While consumers continue to seek cutting-edge technology across channels, prioritizing experiences exclusive to the physical realm gives retailers a significant advantage in drawing more customers to their brick-and-mortar establishments.

Why Buyers Should Use Bid Shading

Bid shading is a feature that enables buyers to leverage historical and predictive data to influence the bid price in a programmatic ad auction.

Why AI Needs a Branding Exercise

AI should function as a tool, not a replacement for individual thought, individual workers. Think of how the internet transformed the workplace, phasing out the inherent necessity for fax machines, printers, and more.

Industry Views from the AI Safety Summit

As AI continues to dominate and concerns over safety ramp up, we spoke to four advertising and marketing experts on what’s next for AI – is it hindering or helping innovation and how it can be incorporated into advertising, marketing and business strategies in 2024?

How Amazon Ads Is Supporting Entrepreneurs

It’s a misconception that only big brands advertise on Amazon. Amazon Ads products are designed for everyone, including small businesses, and have helped these businesses grow their sales.

Transformative Strategies in Influencer Marketing

In today’s rapidly evolving influencer marketing landscape, the ability to stand out requires a blend of innovation, community engagement, psychological insight, and the timeless power of storytelling.

Advertisers Demand Accountability. When Will Ad Tech Comply?

We can solve the challenges of campaign quality, data breaches and violations of privacy through rigorous processes and certification. Yes, it’s expensive, but it’s worth the protection against the risk of a billion-dollar problem that can affect tens of millions of people worldwide. 

Black Friday Is No Longer Just a Date

Black Friday, like Christmas, isn’t only one day of the year. It’s one of the biggest yearly opportunities for brands and it’s time for advertising around the event to begin reflecting that.

Achieving Customer-Centricity in 2023: The CMO’s To-Do List

Becoming customer-centric and data-driven requires dedication, but the long-term rewards for your business are significant. Embracing a coherent, first-party data plan will help you to truly understand and serve your customers better.

AW360 Q&A with Stephanie Blake, CEO, Skylight

Advertising Week New York delegates already know how special the PENN DISTRICT venue is as it played host to the biggest Advertising Week event ever. We sat down with Stephanie Blake, CEO of Skylight, the company behind the PENN DISTRICT.

The Renaissance of Targeted Advertising

Rapid technology evolutions in targeted advertising are empowering video service providers to redefine viewer engagement and boost their revenue. Let’s take a deeper look.

5 Stats to Know in Building an Elite Global Affiliate Program

Those looking to expand should undertake the initiative as much more than a side project; it will require extensive regional research, strategic prioritization of the partnerships and geos that will help you get traction, and an understanding of the privacy landscape to carve a piece of the growing global affiliate revenue pie.

Mad, Bad and Dangerous to Know

Businesses are being forced – by their customers, by their governments, by their shareholders – to invest in sustainability, to reduce emissions and inequalities.  This system change is only going in one direction, with pressure groups and punchy start-ups pointing the way that individual consumer and employment choices will follow.

Where Retail Media is Heading in 2024

Understanding how retail data can benefit strategy and define the marketing mix will be unique to each brand, but those that adopt early and build a knowledge base have the opportunity to succeed.

Digging Deeper Into Advertising’s Lost Half

To demonstrate the power of optimizing in-campaign, we studied several campaigns that underperformed and estimated the approximate amount of increase in brand lift if the campaign prioritized the best-possible optimization.

How Creator Marketing Can Add Fuel to the Social Commerce Fire

Creators are playing the role of virtual sales-floor associates, not only promoting products, but reviewing and testing them, and letting customers know about discounts through entertaining, relatable content that viewers engage with and share, further extending reach. 

How Thought Leaders Can Stand Out in the Age of AI

Business professionals dedicate years — often decades — of their lives to becoming thought leaders. Why on earth are so many willing to throw away their credibility by allowing generative AI software to write content for them?

The Death of Freemium (Sponsored by Advertising)

It’s not the first time the ad industry has been under pressure though and disruption is often necessary to drive evolution. It remains to be seen what the next few years for ad-based freemium hold but one thing’s for certain, it won’t look the same as it does today.