In 2003, the billionaire former owner of Harrods, Mohamed Al-Fayed, tasked Guy Cheston with building a media business for the department store. By 2015, the luxury store’s media worked so well it paid for everything else....
Retailer media – where retailers sell ads to brands across their own websites and other communications channels and provide a direct link to sales – is already displacing traditional publishers in the US fast moving consumer goods (FMCG) market....
The marketing services industrial complex (to paraphrase US President Eisenhower) is adept at creating challenges to distract marketers....
Accountability of spending is crucial now more than ever. It’s important for CMOs to understand and justify their marketing spend and this is why audits are key components of healthy marketing....
Advertiser auditing of paid media channels is both a contentious and widely accepted practice in the $15bn media business but it hardly exists in the sometimes “murky world” of brand-owned media assets – loyalty programs, social channels, websites, email, POS and apps included....
That’s right, just 2 media conglomerates will take two thirds of your digital spend in 2018. According to a recent global report commissioned by Salesforce, the Google product suite including YouTube and the Facebook suite including Instagram, will between them clean up global digital ad...
This article originally appeared in Smart Company and can be viewed here: https://www.smartcompany.com.au/marketing/mogulmediaowned-media-business/ Trying to explain the value of owned media can be difficult, but Russel Howcroft from ABC TV’s The Gruen Transfer and PwC nailed it when he said Chemist Warehouse is already making millions...
Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media. Every dollar invested in paid media is scrutinised by CMOs for ROI, reach and...
For decades marketers have been trying to shake the “colouring-in department” image and become integral to the business they are part of. However, it is fair to say they have had mixed success. Whilst in some progressive businesses we have seen Marketing titles replaced with...
[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_column_text]The pendulum has swung too far when it comes to brands devoting too much marketing budget towards paid media, according to founding partner of Sonder Communications, Jonathan Hopkins. Hopkins, who worked at UM for eight years, creating and managing...