Chrissie Hanson’s Post

This is #mediapositive to every single person who has work good enough to be recognised in Campaign UK media awards. Congratulations. It's always harder than you imagine, and time goes faster than the free drinks at a media party. But with 186 entries within media agency categories, 96% of them have come from media agencies within the Top 20 (Campaign School report billing 2023). Just 3.7% have come from agencies outside of this, six agencies:  Total Media, Bountiful Cow, Yonder Media, dentsu X, Flourish Direct Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making.  We also want to  #mediapositive to Spark Foundry for Benriach, Total Media for Greene King, Propersnacks (for yourselves), M&C Saatchi Group for The Ben Kinsella Trust, the7stars for Ka Drinks, Goodstuff for Gu. Six entries with a reported media investment across 2023 of circa £4m Vs the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a huge disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that huge disadvantage? You are not spending millions every month, and therefore don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having eight or nine figure media budgets and creative budget to match. You don’t in short, have availability bias.   We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us.  And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous.  Well done to everyone involved in every entry, and I wish you all the best of luck come the 18th April. But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive 💛

This is a #mediapositive to every single person who has delivered work good enough to be recognised by their peers. Congratulations. It's always harder than you imagine. But of the 186 shortlisted Campaign Media Award entries, 96% come from media agencies within the Top 20 (Campaign School report billing 2023) Just 3.7% have come from agencies outside of this, six agencies: Total Media, Bountiful Cow, Yonder Media, dentsu X, Flourish - Customer Journey Marketing & Craft Media London As a small agency, getting your work through the volume of entries from the top 20 means that this recognition means so much more. The truth is it is harder to cut through and at £500 an entry and £7,000 a table even entering these awards is a huge investment for smaller agencies and one that they have to be super selective at making. We also want to  #mediapositive to Spark Foundry for Benriach, Total Media for Greene King, Propersnacks (for yourselves), M&C Saatchi London for The Ben Kinsella Trust, the7stars for Ka Drinks, Goodstuff for Gu. Six entries with a reported media investment across 2023 of circa £4m  Versus the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you specifically and the teams involved in these, because you were starting with a huge disadvantage. Despite that you got a shortlist, and managed to get a panel to see the great work you did. So what's that disadvantage? You're not spending millions every month, and so don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having 8-or-9 figure media budgets and creative budget to match. You don’t, in short, have availability bias. We've been guilty of this in the past, drawing on the deeply woven tapestry of knowledge and emotion regarding a significant brand (age, adspend and recency being some of the factors) rather than trying to be deliberate about the work in front of us. And this surely has to be impacting the shortlist of the ‘under £250k’ category: Walkers, Lloyds, Sky, Channel 4 & Audible are all shortlisted, brands which have spent heavily (and consistently) outside of this ‘campaign’ who are being compared to Ben Kinsella Trust, Mitchum deodorant and Gu. If you are fighting with these giants and holding your own you should really celebrate your achievements. At Craft we passionately believe good strategy drives business growth and should be available to all clients, not just the biggest spenders in media. And maybe we need to find another way to surface and celebrate the real depth of planning and effort that happens on the longtail and not just for the already highly familiar and famous. Welldone to everyone involved in every entry, and I wish you all the best of luck come the 18th April. But a particular well done to those whose cream has risen to the top in challenging circumstances - we see you especially and we tip our Crafty hat. #mediapositive

Wouldn't have imagined drafting a lede story in a topic way out of my niche but here we go 🧿 Screen convergence? Media buying? Big terms right? Right. When you're in a huge auditorium and there are eminent speakers dealing with such a topic, you almost believe it's that simple to understand. And then, you do. Even if it's at 2am in the morning. Here's an article by me you should read? 🥂 BestMediaInfo |

Media agencies are the unchanging holding groups in a changing landscape.

When promoted at 28 to Corporate General Manager of a division at one of the nation’s leading broadcast networks it was NOT the result of how much I knew.   In fact, it all happened because of how much I didn’t!   Years later, when I pioneered Emotional Trigger Research, it was based on the marketing strategy that had proved so profitable.   Here’s the backstory of what led to the most successful new business development operation in their 50-year history.   I was charged with generating new business for the radio division.   Previous attempts had continually proven unsuccessful because back then 99% of all media buys came through ad agencies.   And, because of potential conflicts with national rep contracts, I was prevented from calling on agencies.   If I tried to meet directly with corporate executives, they’d just refer me back to their agency.   A new strategy was needed.   So, I organized a LISTENING TOUR.   I reached out to the CEO’s or Presidents of consumer product companies and asked if I could meet with them just to pick their brain.   The majority agreed.   I spent the next three months crisscrossing the country to gain an understanding of what mattered most to them.   Rather than taking a conventional approach, I decided on a back door strategy of provocative open-ended questions.   By surprising them with questions they didn’t anticipate, I hoped to gain more authentic insights into what motivated their decisions.   I began by asking “when you’re having cocktails with a competitor at an industry gathering, what’s going through your mind of how they may screw you?”.   The question met with uproarious laughter.   And then they dished!   They said advertising didn’t generate nearly as much incremental revenue as additional in-store display space.   And their greatest fear was losing point-of-sale exposure to their competition.   That insight led to a new venture targeting the sales and not the advertising budgets of consumer product companies because those budgets weren’t off limits.   This is how the new venture worked ...   Companies purchased free advertising on behalf of their retail customers in exchange for prime product exposure in every store in that broadcast market for the duration of the campaign.   It was a huge success.   𝗖𝗢𝗠𝗣𝗔𝗡𝗜𝗘𝗦 𝗚𝗘𝗡𝗘𝗥𝗔𝗧𝗘𝗗 𝗨𝗣 𝗧𝗢 𝗔 𝟲𝗫 𝗥𝗢𝗜!   And the network gained a lucrative new revenue stream that wasn’t dependent on ratings!   Within the first year, 5 national companies came on board.   That’s when I learned that by asking provocative unexpected questions and then REALLY listening, customers will literally hand you the blueprint for how to get their business.   Illustration: Institute of Public Speaking   Ring the 🔔 on my profile to follow Linda Goodman for marketing strategy and business development content.   #MarketingStrategy #Sales #BusinessDevelopment #EmotionalTriggerResearch #CEO #Entrepreneurship  

Global advertising giants, Omnicom and Publicis Groupe media groups have recorded another feat with net new media business, posting nearly $3.3 billion each in net gains during the first three quarters of 2023. The growth, which includes retention, was released from agency account tracker COMvergence according to MediaPost The new shift is a signal that IPG Mediabrands and GroupM also have had healthy year-to-date net gains approaching $2 billion, where Havas Media Network made $180 million in net new business) and Dentsu (-717 million) which were the holding company media business laggards. https://lnkd.in/d5D9ifKd

This study illustrates what those of us who have been involved in addressable TV advertising have know for years - addressable works. But, as the article points out, addressable is a part of the media mix and must be well integrated with other delivery methods to ensure the effectiveness of campaigns. Treating addressable as a standalone channel will lead to inefficiencies. The industry needs to recognize that cross platform campaign control (including reach and frequency) is in everybody's interest. Fortunately, GoAddressable, Canoe, and the content providers are already moving in this direction. Now we need the CTV and addressable vendors to recognize that data integration and standards will raise the tide.

Publishers, Broadcasters and Platform sales teams/commercial leaders/owners – are these questions top of mind for you? 💰 Who is spending the most in the Ad market? 📊 Which Brands should I be prospecting this year? 📈 Which sectors are growing most in the last year? If you’re looking for an inside look into the Ad market and how competing Publishers, Broadcasters, Platforms are performing, Nielsen Ad Intel might be the solution. Drop me a message to learn more! https://bit.ly/3HcNHv7

MCN | Middle East Communications Network’s media agencies have retained their no. 1 ranking for the 4th consecutive year by RECMA - Research company evaluating the media agency industry. The bi-annual qualitative report from RECMA, which reviewed 16 agency networks in the Middle East, recognized only 3 Dominant profiles across all media agencies, two of which were MCN’s UM Worldwide and Initiative. The ranking sees UM MENA retain the number 1 spot for the 7th consecutive year and Initiative MENA ranked no. 2 both with ‘Dominant profiles’ and Magna MENA no. 4 with a ‘High profile’. Ghassan Harfouche #mediaagencies #mediabuying #toprankings #advertisingandmedia https://lnkd.in/dYQU8WsZ

It's been five years since I quit the media agency world to do something better. But something I read this morning took me back exactly two decades ago. And as someone who absolutely loved the mechanics of a media plan and it's complex workings, I thought it would be appropriate to share. October 2003- A client who was then with a large organization challenged us with the Zero TVR ( Television Rating) conundrum. Essentially saying that of the total number of spots aired there were a few that went unwatched by the selected audience. Despite me explaining the science behind ad distribution it seemed that he would never accept the argument or simply refused to budge from his 'vantage point.' And I was told that this went on for years after I had moved out of that agency troubling broadcasters' sales teams no end !! I had explained this then and after reading a wonderful piece by Dale W. Harrison, and quoting parts of it, this should place the Zero TVR conundrum to rest 1) Audiences exposed to any advertising message are governed by random probability distribution. What this essentially means is that with every exposure, different people are randomly 'selected' from the audience group regardless of whether they had been exposed to the message previously. 2) It will take multiple, repeated exposures to ensure that all in the audience group are exposed. The foundation of the interconnectedness between reach and frequency is at play here. 3) "Comprehensive reach can only be achieved through high frequency! --- The number of exposures needed to reach every member of your target group at least once is: ➜ 𝗙𝗿𝗲𝗾𝘂𝗲𝗻𝗰𝘆 = ~𝗹𝗻(𝗥𝗲𝗮𝗰𝗵) + γ   (𝘸𝘩𝘦𝘳𝘦 γ=𝘵𝘩𝘦 𝘌𝘶𝘭𝘦𝘳–𝘔𝘢𝘴𝘤𝘩𝘦𝘳𝘰𝘯𝘪 𝘤𝘰𝘯𝘴𝘵𝘢𝘯𝘵 ~0.577)" He draws a lesson from Probability 101- Ad distribution looks like repeated selection 𝘄𝗶𝘁𝗵 𝗿𝗲𝗽𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁 from a fixed set while trying to select every item in the set 𝗮𝘁 𝗹𝗲𝗮𝘀𝘁 𝗼𝗻𝗰𝗲. 4) The card deck example is amazing- I wish I had explained to the client using this analogy. "Each ad presentation is like randomly drawing one card, which is then replaced back into the deck, and the deck is re-shuffled. 𝗧𝗵𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗶𝘀, "𝗛𝗼𝘄 𝗺𝗮𝗻𝘆 𝗱𝗿𝗮𝘄𝘀 𝘂𝗻𝘁𝗶𝗹 𝗲𝘃𝗲𝗿𝘆 𝗰𝗮𝗿𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗱𝗲𝗰𝗸 𝗶𝘀 𝗱𝗿𝗮𝘄𝗻 𝗮𝘁 𝗹𝗲𝗮𝘀𝘁 𝗼𝗻𝗰𝗲?" Or, "How many ad presentations until every member of the target group has been given at least one OTS (opportunity-to-see)?" With a pack of 52 cards, you will need, on average, about 236 draws before each unique card has been drawn at least once. An "Average Frequency" of ~4.5x for "comprehensive Reach" with some cards being drawn 15 or more times before the last card is drawn once 5) And the frequency number grows in accordance with the size of the audience. 6) Dale's clincher is " Frequency is the tax you have to pay to achieve comprehensive Reach #mediaplanning #television #advertising Vinay Prasad Injety