Less BS, More Facts, Some Opinions
Max Tegmark is a Swedish-American cosmologist. Tegmark is a professor at the Massachusetts Institute of Technology and the scientific director of the Foundational Questions Institute. He is also a co-founder of the Future of Life Institute, and has accepted donations from Elon Musk to investigate existential risk from advanced artificial intelligence.
October 2017
[Read More …]
In a continuing drive for greater diversity and inclusion in marketing and advertising, a new feature by The Drum highlights conversations with top creative women in the industry.
All were nominated for The Drum’s global Woman of the Year award at The Drum Creative Awards, sponsored by Facebook, One Minute Briefs and in partnership with Creative Equals. The award is designed to push equality boundaries within the creative industry to spark discussion and action.
From icons and pioneers to prominent creative directors and designers, we asked each of them how diversity creates better work, the positive changes the industry can make, what keeps these creatives going in an ever-changing world and how greater diversity can grow the business.
Leading into the new year, this series will reveal more of The Drum’s global Woman of the Year award nominees.
Today, we speak to Sarah Chazan, executive editor at The Wall Street Journal’s WSJ.com Custom Studios.
From your experience and point of view, how does a more diverse creative team create better work? What have been some examples of that in action?
Who wants to work on a team where everyone has the same perspective? Boring! Working within a diverse creative team challenges all parties involved to think beyond their own perspectives and results in work that can touch a wider audience. In my world of custom content, this increased diversity leading to better work is seen in most of our collaborations with clients, as the final product is a melding of their knowledge with our own creativity and point of view.
How are the conversations around creativity, and specific work/projects, different with a more gender balanced team?
The Drum Creative Awards puts creativity back in the spotlight and flies the flag for creativity during the digital revolution. These global awards are open to advertising agencies, design consultancies, digital agencies, production companies, marketing agencies, PR and more.
To register your interest for 2018, go to the event website.
This years awards were sponsored by: Facebook Creative Shop and One Minute Brief and partnered with: Creative Equals.
I think we’ve all seen those ‘content fails’ where we’ve found ourselves asking, “What was that creative team thinking? How could this have gone all the through the creative ‘food chain’ without getting flagged by someone.” Having a more gender-balanced team typically prevents these types of incidents because the conversations are more thoughtful and balanced.
What changes around inclusion should the entire industry embrace today?
I think something that’s so important is disrupting the traditional/universal work model that has left many women on the sidelines over the years. If companies, managers and coworkers started to rethink what a typical workday is, or even the parameters of what a ‘full time job’ is, it would open the doors of inclusion to many working mothers/fathers or even childless employees who just want to work differently.
With all of the issues women face in this the creative sector, what keeps you in the industry?
I think my industry, perhaps more than others, offers women many opportunities to flourish and lead. I want to be an example of what hard work, talent, empathy and dedication to ones colleagues can help women to achieve.
Will greater diversity in the industry ultimately save/grow it?
How could it not? Any person paying attention to the stats around millennials and Gen Y knows that these folks are demanding different things than previous generations. Having a diverse workforce is the key to connecting to these generations and creating products and content that resonate across a wide spectrum of people.
The Drum Creative Awards puts creativity back in the spotlight and flies the flag for creativity during the digital revolution. These global awards are open to advertising agencies, design consultancies, digital agencies, production companies, marketing agencies, PR and more.
To register your interest for 2018, go to the event website.
This years awards were sponsored by: Facebook Creative Shop and One Minute Brief and partnered with: Creative Equals.
The year 2018 will be the watershed year when savvy marketers move to expand their roles to encompass every aspect of the customer journey, end to end.
While 37 percent of marketing budgets are still spent on customer acquisition, according to the 2017-2018 Gartner CMO Spend Survey, 2018 will see marketers devoting increased amounts of time and resources to engaging with existing customers. In fact, current customers — always a core constituency — will soon be marketing’s primary audi
[Read More …]
Here’s our recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web.
From MarTech Today:
It’s not the trend that you need to watch for. It’s the trend inside the trend.
Dec 27, 2017 by Barry Levine
Here’s a partial list of the hidden consequences inside some of the biggest trends in 2017.
We’re already seeing the fallout from Apple’s war on cookies
Dec 27, 2017 by Joe Sabol
Is Apple’s Intelligent Tr
[Read More …]
Here’s our recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web.
From MarTech Today:
It’s not the trend that you need to watch for. It’s the trend inside the trend.
Dec 27, 2017 by Barry Levine
Here’s a partial list of the hidden consequences inside some of the biggest trends in 2017.
We’re already seeing the fallout from Apple’s war on cookies
Dec 27, 2017 by Joe Sabol
Is Apple’s Intelligent Tr
[Read More …]
In a continuing drive for greater diversity and inclusion in marketing and advertising, a new feature by The Drum highlights conversations with top creative women in the industry.
All were nominated for The Drum’s global Woman of the Year award at The Drum Creative Awards, sponsored by Facebook, One Minute Briefs and in partnership with Creative Equals. The award is designed to push equality boundaries within the creative industry to spark discussion and action.
From icons and pioneers to prominent creative directors and designers, we asked each of them how diversity creates better work, the positive changes the industry can make, what keeps these creatives going in an ever-changing world and how greater diversity can grow the business.
Leading into the new year, this series will reveal more of The Drum’s global Woman of the Year award nominees.
Today, we speak to Sarah Chazan, executive editor at The Wall Street Journal’s WSJ.com Custom Studios.
From your experience and point of view, how does a more diverse creative team create better work? What have been some examples of that in action?
Who wants to work on a team where everyone has the same perspective? Boring! Working within a diverse creative team challenges all parties involved to think beyond their own perspectives and results in work that can touch a wider audience. In my world of custom content, this increased diversity leading to better work is seen in most of our collaborations with clients, as the final product is a melding of their knowledge with our own creativity and point of view.
How are the conversations around creativity, and specific work/projects, different with a more gender balanced team?
The Drum Creative Awards puts creativity back in the spotlight and flies the flag for creativity during the digital revolution. These global awards are open to advertising agencies, design consultancies, digital agencies, production companies, marketing agencies, PR and more.
To register your interest for 2018, go to the event website.
This years awards were sponsored by: Facebook Creative Shop and One Minute Brief and partnered with: Creative Equals.
I think we’ve all seen those ‘content fails’ where we’ve found ourselves asking, “What was that creative team thinking? How could this have gone all the through the creative ‘food chain’ without getting flagged by someone.” Having a more gender-balanced team typically prevents these types of incidents because the conversations are more thoughtful and balanced.
What changes around inclusion should the entire industry embrace today?
I think something that’s so important is disrupting the traditional/universal work model that has left many women on the sidelines over the years. If companies, managers and coworkers started to rethink what a typical workday is, or even the parameters of what a ‘full time job’ is, it would open the doors of inclusion to many working mothers/fathers or even childless employees who just want to work differently.
With all of the issues women face in this the creative sector, what keeps you in the industry?
I think my industry, perhaps more than others, offers women many opportunities to flourish and lead. I want to be an example of what hard work, talent, empathy and dedication to ones colleagues can help women to achieve.
Will greater diversity in the industry ultimately save/grow it?
How could it not? Any person paying attention to the stats around millennials and Gen Y knows that these folks are demanding different things than previous generations. Having a diverse workforce is the key to connecting to these generations and creating products and content that resonate across a wide spectrum of people.
The Drum Creative Awards puts creativity back in the spotlight and flies the flag for creativity during the digital revolution. These global awards are open to advertising agencies, design consultancies, digital agencies, production companies, marketing agencies, PR and more.
To register your interest for 2018, go to the event website.
This years awards were sponsored by: Facebook Creative Shop and One Minute Brief and partnered with: Creative Equals.
UK based B2B company Ascential, which runs Advertising Events such as Cannes Lions, Spikes Asia and Eurobest, has acquired e-commerce data company Clavis Insight to strengthen its presence globally.
As part of the acquisition, Clavis Insight will be part of US based Ascential’s information service division One Click Retail. The integration will aim to create opportunities to provide customers with e-commerce insights and analytics solutions across online retailer sites worldwide.
Garry Moroney, founder and CEO of Clavis Insight said: “We look forward to joining Ascential and integrating with One Click Retail to deliver the gold standard in e-commerce action-ready insights and performance measurement for product manufacturers. Working with tier one brands around the world, Clavis has grown into a global leader and I am confident that combining the expertise of One Click Retail, and Ascential’s other leading products, will further extend our comprehensive solutions and value proposition for this industry.”
Duncan Painter, CEO of Ascential plc, added:: “We are delighted to welcome Clavis Insight and the team to Ascential. By combining the Clavis and One Click Retail product offerings, we are creating a leading e-commerce insights platform globally, with products and services, which are at the forefront of the industry. Clavis and One Click Retail are both high-growth, globally scalable businesses and we look forward to creating a new, accurate, comprehensive and actionable product, which is greater than the sum of its parts. We are very much looking forward to being able to further support our global customers to assist them in accelerating further their growth.”
The modern advertising agency is dead. Long live the modern advertising agency.
Agencies are effectively mercenaries, independent entities hired to help a business conquer a market. That has always been the case and will remain the case in 2018. But recent pressures on agency business models are forcing these shops to shift how they serve clients and prove their worth.
“The modern agency is going to have to really shift away from communications and messaging as the sole driver of rev
[Read More …]
The modern advertising agency is dead. Long live the modern advertising agency.
Agencies are effectively mercenaries, independent entities hired to help a business conquer a market. That has always been the case and will remain the case in 2018. But recent pressures on agency business models are forcing these shops to shift how they serve clients and prove their worth.
“The modern agency is going to have to really shift away from communications and messaging as the sole driver of rev
[Read More …]
Facebook has claimed the election victory by the Scottish National Party (SNP) during the UK’s general election in 2015 as a success story of its own.
The social media giant has posted a case study in its ‘Success Stories’ section on its Facebook Business site. There it has claimed that the SNP “used a powerful combination of Facebook’s targeting and engagement tools to mobilise its supporters and achieve an overwhelming victory.”
The SNP used Facebook products including adverts and videos to deliver campaign messages, as well as News Feeds across desktop and mobile. Conversion Tracking was implemented and the Facebook login and sharing buttons were used on its mobile apps and on a dedicated mini-site for grassroots events across the country, making it easy for people to create and RSVP to events with just one click.
The page also explained how Custom Audiences were generated from the party’s supporter database, while Lookalike Audiences helped reach other likely supporters. Acxiom Partner Categories were also used to target individual constituencies.
The results on the page stated that 1.24 million people reached in Scotland through the SNP’s Facebook activity and that 416,485 people were reached through content via the Facebook on Election Day alone at a cost of 1p per action.
The SNP in 2015, together with partner consultants Industrial New Media, used Facebook to deliver its policy platform and create an open conversation between leadership and supporters.
Quoted in the case study was Kirk J. Torrance, a director of Industrial New Media, who stated: “Facebook is whre the action is. Politics today is about building relationships and creating a dialogue with constituents, and the only way to do it consistently and in a scalable way is with Facebook.”
He continued: “I don’t think Scotland would be where it is today in terms of representation if it wasn’t for Facebook and the tools it offers campaigners. Whether it’s building relationships with constituents through content and conversation, placing biased journalism and opposition smears into context and rebutting them, or enthusing prospective voters with direct access—Facebook is now a permanent cylinder in the SNP’s campaigning engine.”
Writing for The Drum earlier this year about Facebook’s influence in aiding the election of President Donald Trump during the last US Presidential Elections, Liberty Marketing’s marketing manager, Paul Hunter said; “What makes Facebook such a powerful advertising tool is the information users willingly (but maybe unknowingly) give away while using it. Most of this becomes available to advertisers in the form of detailed targeting. There is an absolute wealth of targeting options that are available to advertisers.”