Greg Newman’s Post

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

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

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 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. Welldone to everyone involved, 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 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 World Creative Rankings 2024 mid-year results are live 🏆 This mid year review has seen interesting movements in all 3 categories (Agency Leaderboard, Most Awarded Advertisers and Best Ads). Well done to FCB New York who have climbed their way up the Agency Leaderboard, along with Rethink, Publicis Conseil and TBWA\Worldwide. Kudos to CeraVe who have showcased their creative flair in the Ads category and AB InBev who remain this years undefeated champions in the Most Awarded Advertiser category. Make sure to click the link below to watch the best ranked ads, and view the most awarded advertisers and top agencies leaderboards: https://lnkd.in/e8a7tPt 🥁 #worldcreativerankings #advertising #creativity #marketing #brandmarketing

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

We are delighted to announce the opening keynote speech at the Advertising: Who Cares? summit on September 12th will be by Lucy Jameson, Co-Founder, Uncommon Creative Studio.   The Who Cares? movement was started to promote the multi-disciplinary craft skills that built the advertising industry; skills which are still highly relevant in today's online world but which are now under threat from the focus on often meaningless media metrics.   Creativity is at the heart of Uncommon's offering in branding and advertising; an approach that led to the agency winning no less than 19 new accounts in 2023, and to it picking up multiple awards at this year's Cannes Lions.   With offices in New York, London and Stockholm and clients including British Airways, Monzo, B&Q, ITV, H&M and Google, Uncommon is an example of how a focus on creative excellence can drive business success.   As Uncommon's Co-Founder, Lucy will set the scene for our five workstream leaders, each of whom will be proposing creative solutions to the key topics the industry faces.   Brian Jacobs, who started the ‘Who Cares?’ movement with Nick Manning said: "We've always been clear that for positive change to come to the industry it needs to be driven by those in the business today, who put creative thinking at the heart of what they do, be that in the creation of commercial content, or in where that content is placed and evaluated. Lucy and her agency, Uncommon embody these qualities. We are delighted she's agreed to open our event."   Lucy will be followed by the author and consultant Michael Farmer (on business models), Jenny Biggam, Owner of the7stars (on trading, transparency and trust), Denise Turner, CEO of Route Research (measurement and accountability), Crispin Reed, Founder, Skyscraper Consulting (recruitment and well-being) and Ebiquity's CSO Ruben Schreurs (brands and journalism).   We will be announcing other high-profile speakers in the coming days.    Tickets to the event, to be held at The Royal Society of Arts from 1.30pm on September 12th can be purchased from our website: https://lnkd.in/dykpRRKP    More information from Brian Jacobs at brian@bjanda.com or Nick Manning at nick@encyclomedia.international. #whocares

Today's report from Madison and Wall on IPG's results contains an interesting comment. Noting that IPG is behind Omnicom and Publicis in principal-based trading (aka Inventory or Proprietary Media), M&W states the following: "...because essentially all large clients by now accept that their agencies participate in these activities, additional growth opportunities will surely follow". Brian Wieser, CFA and his team are nearly always on the money but this time I'm not sure they are right. It is possible that all large clients know that their agency groups do this, but this is not the same as agreeing to do it. There are big advertisers who don't agree with the principle and practice of principal -based trading and do not allow it. The recent study by Association of National Advertisers showed that understanding of it is far from universal (although this wasn't only 'large' advertisers). Principal-based trading delivers very little advantage to advertisers compared to the benefits to the agency groups, and advertisers need to jump through many hoops if they agree to it but with limited upside. It is interesting that Publicis and WPP have engaged in trading blows over their reliance on this. It is far from certain that Principal-based media is the panacea it appears to be for the big groups. Steve Boehler

Will Ogilvy, WPP & AB InBev retain their top spots in the largest-ever World Creative Rankings? The annual ranking of the world’s most awarded creatives, companies and campaigns will soon be revealed as we share the results of the most extensive World Creative Rankings. Find out more here: https://lnkd.in/ehab5KAx Get a recap on the agencies, advertisers, individuals and ad campaigns that scooped the top spots in 2023 here: https://lnkd.in/e8a7tPt #creativity #advertising #marketing #worldcreativerankings