Morag Cuddeford-Jones

London

Freelance Consultant and Writer at Econsultancy

journalist, writer, broadcaster, Scot (but no-one believes me), lover of the right-shaped ball and all who ruck it, interested in everything, expert at nothing

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Articles

Catalyst issue 2 | 2025: Range anxiety

2 weeks ago | cim.co.uk | Morag Cuddeford-Jones

10 April 2025 Remember the story of Icarus? The golden child who ignored his father’s warnings and flew too close to the sun, so his wax and feather wings melted and he plummeted to earth? That fable is typically used as a warning for anyone who’s getting too big for their boots, but it could equally be a cautionary tale for any inventor.
The power to integrate: Why creative and media are stronger together

2 months ago | marketing-beat.co.uk | Morag Cuddeford-Jones

With more opportunities than ever to collaborate and create together through technology, the potential to develop outstanding campaigns has never been greater. And yet many brands still miss the mark. Why? Creative is crucial but media matters. Making sure the execution matches the platform, the channel and even the page is vital if your ad is going to have the impact needed to stand out among the 400 ads individual consumers are exposed to every day.
Catalyst issue 1 | 2025: Cost opportunity

Jan 23, 2025 | cim.co.uk | Morag Cuddeford-Jones

23 January 2025 In our last issue of Catalyst, the concept of thrift and finance were very much front of mind for me as the eldest was dispatched back to university, and with him, much of my spare cash. For him, the concept of financial independence is exciting, albeit rather basic. Money in, beer out. In the post-university years, he will have to contend with rather more complex decision-making when it comes to money.
NDA Live: A Year in Review - Complexity vs opportunity for omnichannel marketers

Jan 16, 2025 | newdigitalage.co | Morag Cuddeford-Jones

NDA Live: A Year in Review, held at London’s Soho Hotel in December in association with MiQ, took a look back at 2024 to learn lessons about what technologies, innovations and marketing approaches will be most important in the year ahead. Read Part One of the event recap here.
Catalyst issue 4 | 2024: Fashion's second act

Oct 24, 2024 | cim.co.uk | Morag Cuddeford-Jones

24 October 2024 This issue of Catalyst takes on a personal flavour for me as we approach the tail-end of the year. The final quarter is typically one of frenetic professional activity for marketers, but it’s also matched with a good deal of change at home. In September, I ferried the eldest back to university for his second year.
Driving standardisation across the programmatic CTV ecosystem - New Digital Age

Oct 21, 2024 | newdigitalage.co | Morag Cuddeford-Jones

NDA’s exclusive roundtable event, hosted in partnership with Nexxen, saw leading CTV publishers discuss the need for standardisation in programmatic CTV and whether it’s the buy or sell-side partners who need to take the first step. Season spoiler: There are no easy answers. If the wider programmatic universe, and programmatic CTV in particular, is one thing, it’s everchanging. Even experts deep in the weeds of digital advertising acknowledge that many are still playing catch-up.
Laddering up: Getting women in on the ground floor is just the start on the road to digital leadership

Sep 11, 2024 | newdigitalage.co | Morag Cuddeford-Jones

What does it mean for the digital sector when women lead? That was just one of the questions posed by moderator Ellie Edwards-Scott at this year’s Digital Women in Cannes panel, hosted by NDA. Across invitees ranging from global brand heads, to agencies and vendors, our female panellists discussed how women bring unique skills to an evolving sector, what it means on both a personal and professional level to take up those leadership roles, the need for support networks and challenges still to come.
Beyond technology: five ways to optimise marketing teams

Aug 29, 2024 | raconteur.net | Morag Cuddeford-Jones

Technology has a huge part to play in the success of marketing teams today. But it can’t fulfil its role properly if the team itself isn’t functioning as a well-oiled machine. With so much debate lately focused on the pros and cons of in-office, hybrid or fully remote, the point about what makes effective work is often lost. Here are five ways marketers can bring back the essence of highly effective marketing teams, so they can work in harmony with all that martech innovation has to offer.
One team with a common goal – chemistry lessons from football at MAD//Fest 2024 - New Digital Age

Jul 4, 2024 | newdigitalage.co | Morag Cuddeford-Jones

How many footballers does it take to change a lightbulb? Frankly, no clue, but we do know how many footballers it takes to have a lightbulb moment. NDA Editor Justin Pearse met former England and Chelsea star, Graeme Le Saux and his business partner, Chris Perry, co-founders of Machine Football, to talk about how technology has the potential to supercharge human teams. And not just footballing ones.
Going somewhere – Uber captures the moment at MAD//Fest 2024 - New Digital Age

Jul 3, 2024 | newdigitalage.co | Morag Cuddeford-Jones

Sitting in a cab is a little like going to the hairdresser. You’re either a chatter or a grunter. The former happily engage in banter over holiday destinations or celebrity gossip; the latter say little more than their destination at the start and ‘thank you’ at the end. Since the dawn of the smartphone, more and more of us are the latter. That, says Paul Wright, Head of Advertising International at Uber, is a golden opportunity.