From Thinkbox’s surprising new Payback 4 study, to David Abbott’s legacy as an advertising great, this week Dominic Mills is taking lessons from the present as well as the past.
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Now Publicis and Omnicom have terminated their merger plans, bosses Maurice Levy and John Wren have had their credibility torn to shreds, writes Dominic Mills. So what happens next?
Following the announcement of this year’s strange Cannes speaker list to the self-delusion of Nike’s World Cup ad, it’s time to get advertising into context, writes Dominic Mills.
The POG merger was originally trumpeted as a logical sharing of cultural values but it now looks as though the whole deal is predicated on tax – and that is really not a good place to start, writes Dominic Mills.
Advertisers are paying for stuff that isn’t seen, publishers are making money off false pretences and media buyers are pumping out billions of ads without much knowledge of where they are going. It’s time for a serious debate.
British Airways’ High Life magazine has achieved something incredible with a feature on Benedict Cumberbatch – and although at heart this is about good old content marketing, this time there’s a thoroughly contemporary twist…
The problem for advertisers trying to personalise their messages is that they think they know the ‘you’ they’re chasing, says Dominic Mills – but the more they chase the real ‘you’, the more they risk getting it wrong.
As Advertising Week kicks off, Dominic Mills begins the arduous task of wading through some unrelentingly crap ads – whilst dodging Orwellian spamming from EE and getting set for a timely debate over ad blocking.
Unilever says it sees engaging with tech start-ups as the future of marketing – and is now backing seven new ventures in the UK and pairing them with its brands. Is this the start of something big? Dominic Mills finds out.
In the face of falling market share, Budweiser employed neuroscientists to help fine-tune its TV advertising to make it more emotionally engaging. The insights it revealed are fascinating – but did it work?