Eric Danetz’s Post

SPECTACULAR move by a key indie agency.... Mediahub Worldwide US CEO Sean Corcoran joins BarkleyOKRP to lead the large indie's media and analytics practice. Mercer Island Group thoughts: - Sean's leadership adds a compelling element to an already impressive set of capabilities. - The BarkleyOKRP media stack includes everything from brand awareness to performance media (accentuated by the Adlucent acquisition), slotting very competitively next to Holdco offerings that are bigger but have their own baggage (principal buying, focus on giant accounts, etc.) - There simply aren't many indie media agencies of scale. Horizon Media of course is the largest. PMG has grown quickly. Several fine performance shops have pivoted to full media offerings (New Engen, Inc., Tinuiti, etc.). The US market needs more large full-funnel options that can change the game. BarkleyOKRP is well suited to be one of the few that can do that. - The challenger spirit he spearheaded at Mediahub will serve Mr. Corcoran well as he joins an organization committed to providing the industry a compelling indie alternative. Love this move!!! Your thoughts? Jason Parks Association of National Advertisers Nathaniel Swift 4A's

The digitalization of media has made a huge impact on advertising, marketing and business in general -- some good and some bad. You've read all the headlines about fraud, brand safety and other issues with programmatic buying. But what you don't hear so much is how the digitalization has democratized media. When it was primarily about buying clout, bigger was better - for big agencies and big brands. And while clout can still play a role, buying is more about intelligence today. And anyone can have that -- big and small. So when I read about opportunities that level the playing field for smaller brands and agencies, I have to give a shout out. Great job James Allen and Joey Medici

“Media is not just becoming a distribution vehicle or even the message. It’s the solution. As an industry, we’re not just creating new tactics, or innovating new formats, we’re building new media channels. It’s quite exciting and I think it’s never been in a healthier place.” - Chris Colter, Chief Product & Strategy Officer, Initiative Australia chats with Mediaweek Australia on industry changes through the years and how purposeful planning can drive growth and competitive advantage for clients. https://lnkd.in/gS72_Q-r IPG Mediabrands APAC

https://lnkd.in/dHR_g_e9 Three significant developments may revolutionize the pitch process in the ad world, shifting the spotlight from pricing and refocussing it on talent and service excellence in 2024. exchange4media Annurag Batra Nawal Ahuja GroupM Media India Publicis Media Madison World dentsu IPG Mediabrands OMG! Media India

☑ 𝑬𝒙𝒄𝒊𝒕𝒆𝒅 𝒕𝒐 𝑺𝒉𝒂𝒓𝒆: My Orane International's Journey to 1 𝑪𝒓𝒐𝒓𝒆 𝒊𝒏 𝑨𝒅 𝑺𝒑𝒆𝒏𝒅 𝒊𝒏 𝑱𝒖𝒔𝒕 5 𝑴𝒐𝒏𝒕𝒉𝒔! 🌟 📅 It feels like yesterday when I embarked on this thrilling journey with Orane International back in November 2023. 👉 𝑫𝒆𝒄𝒆𝒎𝒃𝒆𝒓 2023: Taking Charge: In December 2023, I assumed full responsibility for Orane International's ad strategy. It was a pivotal moment, marking the beginning of an exhilarating ride towards our ambitious goals. 🎯 𝑺𝒆𝒕𝒕𝒊𝒏𝒈 𝑮𝒐𝒂𝒍𝒔: We outlined clear objectives, aiming to scale our ad spend while maximizing ROI and brand visibility. 🔍 𝑰𝒅𝒆𝒏𝒕𝒊𝒇𝒚𝒊𝒏𝒈 𝑪𝒉𝒂𝒍𝒍𝒆𝒏𝒈𝒆𝒔: From the get-go, we encountered various challenges, from budget constraints to stiff competition in the market. 🚀 𝑬𝒙𝒆𝒄𝒖𝒕𝒊𝒏𝒈 𝑺𝒕𝒓𝒂𝒕𝒆𝒈𝒊𝒆𝒔: Despite the hurdles, we hit the ground running, implementing targeted ad campaigns across multiple platforms to reach our target audience effectively. 📈 𝑱𝒂𝒏𝒖𝒂𝒓𝒚-𝑭𝒆𝒃𝒓𝒖𝒂𝒓𝒚 2024: The Growth Phase As we entered the new year, our efforts began to bear fruit. With each passing month, we witnessed significant growth and traction in our ad campaigns. 🌟 𝑨𝒑𝒓𝒊𝒍 2024: Celebrating Success And here we are, celebrating a remarkable milestone - crossing the 1 𝒄𝒓𝒐𝒓𝒆 𝒎𝒂𝒓𝒌 in ad spend within just 5 months! 📊 𝑴𝒂𝒙𝒊𝒎𝒊𝒛𝒊𝒏𝒈 𝑹𝑶𝑰: Despite the challenges, our efforts paid off handsomely. I'm proud to share that our campaigns yielded an impressive 𝑹𝑶𝑰 𝒐𝒇 6𝒙, showcasing the effectiveness of our strategies in driving tangible results. 🎉 𝑻𝒆𝒂𝒎 𝑬𝒇𝒇𝒐𝒓𝒕: None of this would have been possible without the dedication and collaborative spirit of the entire Orane International team. 🔑 𝑲𝒆𝒚 𝑳𝒆𝒂𝒓𝒏𝒊𝒏𝒈𝒔 𝑹𝒆𝒔𝒊𝒍𝒊𝒆𝒏𝒄𝒆 𝒊𝒔 𝑲𝒆𝒚: Challenges are inevitable, but it's our ability to overcome them that defines our success. 𝑫𝒂𝒕𝒂-𝑫𝒓𝒊𝒗𝒆𝒏 𝑫𝒆𝒄𝒊𝒔𝒊𝒐𝒏-𝑴𝒂𝒌𝒊𝒏𝒈: Leveraging insights and analytics is crucial for optimizing performance and maximizing ROI. 𝑪𝒐𝒏𝒕𝒊𝒏𝒖𝒐𝒖𝒔 𝑰𝒏𝒏𝒐𝒗𝒂𝒕𝒊𝒐𝒏: Staying ahead of the curve demands constant innovation and a willingness to adapt to evolving trends. 🌟 𝑬𝒙𝒄𝒊𝒕𝒊𝒏𝒈 𝑯𝒐𝒓𝒊𝒛𝒐𝒏𝒔 𝑨𝒉𝒆𝒂𝒅 As we celebrate this milestone, I'm filled with gratitude for the remarkable team at Orane International and excited for the journey ahead.

This is a #mediapositive to every single person who has delivered work good enough to be recognised by their peers at the Campaign UK media awards. Congratulations. It's always harder than you imagine, and time seems to go 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 Billing report). Just 3.7% come from agencies outside of this, six agencies:  TotalMedia UM, 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. Huge  #mediapositive to Spark Foundry for BenRiach, TotalMedia UM for Greene King, Propersnacks, M&C SAATCHI.GAD for The Ben Kinsella Trust, the7stars for KA Drinks, Goodstuff for Gu Chocolate Puds 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 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 therefore don’t enjoy that latent awareness within the judging room, and the familiarity that comes from having eight or nine figure media budgets & 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. 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

The Superbowl is coming again and that is an ideal time to promote masthead ads and spotlight moments. Also for advertisers, it's good to learn from the Ads that advertisers are making. For more information about these things read this blog from Google. #PPC #SEA #Ads #Google

A #mediapositive to every person who has delivered work good enough to be recognised by their peers. Congratulations! It's always harder than you imagine, and time seems to go faster than the free drinks at a media party. But of the 186 entries within media agency categories, 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: TotalMedia UM, 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 and one that smaller agencies have to be super selective about. A huge #mediapositive to Spark Foundry for The BenRiach Distillery Company Ltd, TotalMedia UM for Greene King, Propersnacks (for yourselves), M&C SAATCHI.GAD London for The Ben Kinsella Trust, the7stars for KA Drinks, Goodstuff for Gu Chocolate Puds. Six entries with a reported media investment across 2023 of circa £4m  Versus the shortlist pool of over £2bn (2023 AdIntel) Congratulations to you and teams involved, 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

Exciting news in the world of social media! Social media specialist We Are Social has launched a sister agency, Hello UK, with Matt Roberts taking on the role of Managing Director. 🚀 Roberts brings a wealth of experience from AnalogFolk and Publicis Poke, and he's ready to steer Hello UK towards new heights by overseeing growth strategy and bringing in new clients. 🎉 As Roberts announced on LinkedIn: “I’m so excited to join Hello as managing director in the UK. We're a socially-led creative agency dedicated to defying industry conventions to create culturally impactful work.” Jim Coleman, CEO of We Are Social UK, calls this an "important milestone" in expanding their socially-led culture. Roberts' vast experience with clients like BT, Morrisons, Google, L’Oréal, and EE will undoubtedly be a great asset to Hello UK. What do you think about the growing trend of socially-led agencies? Is it the future of advertising? Let's discuss! Tag someone who should know about this. #SocialMedia #CreativeAgency #MarketingNews #BusinessGrowth

In this week's Digiday Media Buying Briefing, I caught up with Anush Prabhu, who until a day after I spoke with him, was the global chief strategy officer for EssenceMediacom. We talked about how #mediaagencies need to approach #brandbuilding and #brandstrategy in a different way, given how the world has changed in the last 3 years. Here's my Q&A with him. And I can't wait to see where he ends up next. https://lnkd.in/eGSADw7p