Analysis

The Gate CSO Kit Altin picks her Desert Island Ads

Kit Altin is chief strategy officer of The Gate London, the creative and media agency in MSQ Partners. Dunlop – Tested for the Unexpected I still have my school folder from 1993, covered in stills from this ad. I wasn’t ...

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Nick Mawditt of Talon Outdoor: why Facebook is channelling Friends Reunited

Facebook has had its fair share of bad press, audience challenges and brand safety issues amidst its meteoric growth. It released a report last week on the benefits of combining Facebook and Outdoor advertising that is a welcome realisation that ...

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Adam Morton of UM: why brands need big ideas not short-term tactics

A lot has been written, including by yours truly, about advertisers focusing on short-term tactical goals and ROI rather than long-term brand building. One element of short-term marketing thinking is the over-focus on ROI, an efficiency rather than effectiveness metric. ...

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Talon Outdoor: how Out of Home can target hard-to-reach young TV audiences

The recent Ofcom report into the UK TV market highlighted a number of stark realities for the medium; not least the well-known fragmentation of viewing that affects 16-34 year olds and the scale of challenge broadcasters face from numerous streaming ...

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China expert Jonathan Smith picks his Desert Island Ads

Jonathan Smith is CEO and founder of Hot Pot China, a China-focused digital and commercial consultancy. Desert Island (China) ads China is set to be the largest retail market by the end of this year. The opportunity is vast, and ...

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Mark Denton: what’s so special about the Kinsale Sharks?

I’m really looking forward to my year as President of the 2019 Sharks festival (September 18-21).. It’s funny to think that just over a year ago, my relationship with advertising awards was so very different, I’d genuinely fallen out of ...

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Paul Simons: is double vision the issue at M&C Saatchi?

It is never uplifting news to lose a major client and in M&C Saatchi’s case the NatWest loss cannot be helpful. They need to win a few decent names plus get some decent creative work out there in the public ...

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The Gate’s Jamie Elliott: why Les Binet and Peter Field are my Ad Heroes

I started in this industry the very week, as it happens, that Google launched. It was 1998 and the great digital disruption was underway. Agencies were already on the back foot, deep in battle with the research companies like Millward ...

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