Chief Revenue Officer at GBN | marketing | media planning | comms planning | social media | advertising strategy
London, England
Joined February 2010
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Most brands can show you their colour, logo and typeface in four seconds. Ask what they sound like and the room goes quiet. If there is audio on the plan and no audio asset, you are paying for reach and declining recognition.
Six million Europeans have voted on what the next banknotes look like. Distinctive assets are usually discussed as things a brand owns and protects. They only become assets once the public has taken ownership. The brand is the custodian.
They carry my signature, but these are your banknotes.
Now it’s your turn to help shape what they’ll look like in the future.
Take part in the survey before 21 September and tell us which of the design proposals you’d like to see in your wallet surveys.ecb.europa.eu/10b/ec…
Cutting junior hires because a machine can do their output mistakes the output for the point. The output was the training ground. Remove the bottom rung and you do not get a cheaper ladder. You get a shorter one.
If a model needs a better brief to do good work, so does everyone else you have ever briefed. Thirty years of complaining about agency output. Five minutes examining what we handed over.
One pattern I find useful for working with LLMs is a nice long ramble session. Sometimes the LLM needs more bits to understand what you're trying to achieve, but you're too lazy to type them. In these cases I like to lean back, switch to /voice and just ramble for like 10 minutes, total mess, anything goes, full stream of consciousness. Sometimes I declare it up top, something like "switching to speech recognition sorry for any typos...". Sometimes I turn it into a small interview of a few turns. But I find that the LLMs are somehow very good at reconstructing long incoherent rambles and often their echo of your own tangle of thoughts comes out quite a bit cleaner than what you started with. The result is that you improve the mind meld and have to correct things less from that point on.
An AI influencer in China gained 400,000 followers in a month, then endorsed contact lenses and the audience refused. She has never worn anything. Audiences accept AI as a performer and reject it as a witness. Every brand costing AI creative should know which one it is buying.
Once is the new thrice: the astute marketer might well consider aiming for 1+ reach above 3+ frequency. Reach all available category buyers, as often as you can.
open.substack.com/pub/sergea…
“Barb is not fit for purpose. Its panels are old-fashioned and crude; it is astonishing that a multibillion-pound industry relies on such antiquated services that are very often inaccurate.” Strong words from a new solution to audience measurement. the-media-leader.com/the-uks…
Whenever I attend a big event in London I no longer bother with photos because I know there will be tonnes of them posted and tagged and easy to fine when I get home. Not a terrible thing.
The shift from “having to be there” to “having to post it” nitter.gq/RaclureOne/status/1741…
What a missed opportunity. 7.58am and the opening time is 8am yet the managers turn their back to three waiting customers until 8am on the dot. Could be *such* and easy customer opportunity. @DominicSergeant #marketing
Beyond clicks, views, and legacy TVRs or GRPs, the true metric of media success is attention (and cost per). It's not just about reaching eyes; it's about engaging minds. Dive deeper into metrics that matter, and plan with purpose. 📊🧠 #MediaPlanning #AttentionEconomy
Watching young talent in #marketing is like witnessing a burst of fresh energy and ideas. Their innate understanding of digital landscapes and social nuances gives hope for a future of endless innovation. Rise and shine, next-gen marketers! ☀️✨ #YouthInMarketing
Sometimes, the most groundbreaking ideas come from challenging the status quo. The anti-establishment mindset in marketing pushes boundaries, encourages debates, and sparks change. Dare to think differently! 🚀 #BreakTheMold #MarketingRevolution
An integrated media strategy is like an orchestra: every instrument plays its part, but it's the harmony of their collective sound that creates magic. When all channels align, the message resonates loudest. 🎶 #MediaHarmony #MarketingInsights
Earlier today we judged the 2023 UK @newsworks_uk Newsworks Awards. What a privilege to read so many well-written entries about such fantastic work. Well done to all the agencies submitting and thanks to the fantastic jury for their time and to @NewsUK for the spectacular view!
"Brand campaigns and performance campaigns are viewed as two distinct entities, but in reality, they exist on a continuum. Both can be effective in building brand and triggering purchases." Challenge generally accepted distinctions: more from @adoseofjohn brandingmag.com/john-james/b…
A great chart to indicate the scale of global platforms. YouTube ad revenue (in this chart) matches all outdoor ad revenue. Amazon is simply huge and hasn’t unlocked their full potential of streaming TV ads and streaming TV product placement.
Your regular reminder of Amazon Advertising scale:
2X the global music business, the newspaper ad business.
I use this in my keynotes. Most people's mouth's drop.
Big H/T and credit to @benedictevans who told us about this in the first place.
Gaming (and eSports) is a comms and e-commerce channel that so many marketers just don’t seem to understand. In 2022, the games industry will be worth more than $170bn … about 5x as much as cinema (source: @TheEconomist).