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About this blog

M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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  • Cheil's acquisition of Iris: The bigger picture

    28 November 2014

    Simon Hathaway, president & global head of RX [retail experience] at Cheil, explains the motivations behind the South Korean agency's recent acquisition of Iris.

    Cheil’s newly announced deal to acquire a stake in Iris is big news for the Cheil network. At a stroke it will add another 1,000 skilled and creative individuals to the 5,000 who already work for Cheil. However, as welcome as this addition is, it is only part the story.

    All agencies with growth ambitions must inevitably look to grow beyond their own back yard. The challenge of taking your skills on to a bigger stage ...

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  • The golden age of digital media is at hand

    28 November 2014

     

    Digital media is still very much in its infancy, but change is in the air. David Lerman, co-founder and CTO, Say Media explores five industry trends that signal that the ‘Golden Age of Digital Media’ is upon us.

    Digital media is still very much in its infancy. The fact that a whole generation has grown up not knowing what life is like without the Internet makes it easy to think of Web publishing it as a mature medium. But if you consider that the first banner ad was sold just 20 years ago, the first search ads appeared ...

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  • Are you ready for Black Friday and Cyber Monday?

    26 November 2014

                                                                                                                                                                                                                                                    With the success of Chinese Singles’ Day leaving retailers on a profit high, many are now turning their attention to Black Friday (28 November) and Cyber Monday (1 December) in the hope of once again cashing in. Analysts expect this year’s Black Friday will set new records for online sales, especially because it falls on payday for many people.

    These events play host to some of the most lucrative online shopping days around the world, resulting in a huge number of people rushing to their laptops, tablets and mobiles to snap up a raft of heavily reduced goods. In ...

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  • Driving success through video advertising

    24 November 2014

    Marketers can use video advertising to deliver compelling, creative campaigns to highly engaged and receptive audiences at all stages of the conversion pathway, argues Dave Reed, managing director EMEA, at MediaMath.

    Video advertising is a multi-sensory storytelling experience that immerses and engages audiences. As a result, UK online video advertising spend grew almost 60% year-on-year in the first half of 2014 and mobile video advertising rose by an exceptional 196% to become the fastest growing digital ad format.

    These figures are unsurprising considering online video is reaching more consumers than ever before, with content available to download or live stream ...

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  • Single’s Day obliterates sales records: what this means for global brands

    11 November 2014

     

    With Cyber Monday in the US and Boxing Day in Western Europe on the horizon, there is much musing on how 2014 will net out for global ecommerce. The speculation is for naught because the biggest online shopping day in the world just ended and it was bigger than anyone imagined.

    Single’s Day may not be well known to Western audiences, but is a juggernaut in China. As final numbers still trickle in, Alibaba reports that this year’s Single’s Day sales were a mind-bending $9.3bn, or a 63% increase over last year. For comparison, Cyber Monday spend in the ...

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  • Horses for courses

    11 November 2014

    When a client makes the decision to review their media agency relationship; the question quickly turns to how to manage it: done well, it’s a significant undertaking: done badly, advertisers will repent in leisure! Caveat emptor has never been truer.

    No two advertisers are at the same stage in their brand journey, so each will have different objectives, requirements and expectations of the pitch process. The nuances of different international markets add a further layer of complexity that requires advertisers to carefully prepare for a multi-market pitch process.

    Although there are many similarities across markets, for example each will want ...

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  • Alive and kicking: experiential is back at the top of the marketing menu

    23 October 2014

    There was a time when live marketing meant a guy in a baseball cap handing out free samples to passers-by, or the hot-dog-suited mascot of indeterminate gender waiting to ambush people on the high-street.

    In an analogue world, brands saw this kind of direct engagement with people as a nice-to-have: something that might help boost sales in a high-footfall area, but which would never have the impact of a national TV ad or billboard campaign. Add to the mix a global recession, and it’s easy to see why brands haven’t always been keen to experiment with expensive installations and one-off ...

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  • Fix my business – not my marketing

    22 October 2014

    By 2020, customers will dictate when and where they want to receive advertising, writes Richard Robinson, a former global marketer at Coca-Cola and EMEA director at Publicis, and now managing partner at Oystercatchers.

    Looking towards 2020, we see confident, commercially savvy agencies working in partnership with companies and their brands to create tangible growth. The purpose and value of agencies will be firmly re-established in the minds of the CEO and the CMO and at the heart of their success will be the right talent in the right place at the right time.

    Digital has changed the game and opened ...

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  • Why 2015 will be the year of context for OOH

    20 October 2014

    There remains a huge amount of potential for using out-of-home in tandem with mobile, writes Rosh Singh, director of digital innovation at Kinetic UK.

    Rosh Singh, Director of Digital Innovation, Kinetic UK

    Out-of-home (OOH) is the consumer’s most trusted and memorable advertising medium, second to only TV, according to the Future Federation of FEPE.

    But how can OOH advertising remain at the top?

    The obvious answer is technology. But while many of the outdoor media industry view technology as the driver of OOH, it should instead be thought of as a tool rather than a strategy.

    Technological innovation is clearly crucial, but as an industry we can sometimes ...

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  • Navigating the viewability wave: four top-tips for publishers

    14 October 2014

    Premium content should be the priority for all publishers, writes Cameron Hulett, executive director EMEA, at Undertone.

    It was reported in May that the last digital ad campaign for automotive giant Mercedes was viewed and clicked on by more bots than humans; 57% more in fact.

    The IAB further laboured the fear of wasted money through their claim that 36% of dollars spent on ‘viewable’ ads were not seen by humans at all. Obviously viewability vs. ads served is more complicated than it seems.

    Viewability is not only an issue for long-tail standard media players, but also publishers who have ...

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