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Dec 23, 2024 | 
mediacat.uk | Rob Blake
The media industry is at a crossroads. The challenge of delivering effective, responsible advertising gets trickier each year, spurred by regulatory shifts, changes in consumer expectations, and an increasingly fragmented industry. Media agencies and brands need to work together to prioritise safety in their advertising, making sure ads land in responsible and relevant places.
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Jul 18, 2024 | 
mediacatmagazine.co.uk | Becks Collins |Alice Pukhova |Philip Koh |Rob Blake
Clowns, tigers, bunnies, Barbie… brandland is full of iconic mascots. When making lists, however, it’s usually the same 10 to 20 heritage brands that come to mind — those who represent nostalgia, childhood and pre-streaming TV. That’s because it’s hard to get a brand mascot to stick. Many try and fail to connect, or completely turn people off (e.g. Burger King’s mid-2000s creepy plastic-faced King). Relatively few stand the test of time.
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Jul 9, 2024 | 
mediacatmagazine.co.uk | Mike Piggott |Grace Gollasch |Helen Miall |Rob Blake
In February I wrote about how video games succeed when they’re fun, and funny. As a follow-up to that piece, and with a focus on our July theme of ‘Fame and Attention’, I now wish to look at the heady world of in-game advertising. Because it could be seen as an exhilarating and exciting place to play right now, depending on which kind of marketer you speak to. And the reason for this is that advertisers and gaming studios seem to be getting into this area in a big way.
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Jun 19, 2024 | 
mediacatmagazine.co.uk | Svilena Keane |Mike Chivers |Becks Collins |Rob Blake
The summer of sports is upon us, and while this is certainly cause for excitement it’s also cause for concern. Considering the usual spike in hate speech around major sporting events, the world’s largest socially-led creative agency, We Are Social, have published their Braving the Backlash report, exploring how sports brands can best tackle rising online hate.
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May 24, 2024 | 
mediacatmagazine.co.uk | Grace Gollasch |Paul Greenwood |Rob Blake
On 21 May, the global creative agency Amplify announced the launch of Amplify Co.Labs. This new offering will harness the agency’s creators, communities and partnerships capabilities to achieve ‘authentic, strategic collaborations with co-creation at their heart’. The Co.Labs team will work as part of the global Strategy, Culture and Comms team to deliver campaigns with talent and partners (from up-and-coming cultural communities to established creators, media partners and brand collaborations).
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May 8, 2024 | 
performancemarketingworld.com | Rob Blake
Rob Blake, MD, UK and Ireland, Channel Factory, reports on the alarming number of pre-bid technologies that offer real-time optimisations, but not the ability to carefully screen where your adverts will be placed, prior to inventory being purchased. Ultimately meaning, it's not actually a pre-bid strategy. Staying ahead of the competition, and ahead of sweeping tech changes, cough cough - cookies, in the world of advertising technology is essential.
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May 8, 2024 | 
performancemarketingworld.com | Rob Blake
Rob Blake, MD, UK and Ireland, Channel Factory, reports on the alarming number of pre-bid technologies that offer real-time optimisations, but not the ability to carefully screen where your adverts will be placed, prior to inventory being purchased. Ultimately meaning, it's not actually a pre-bid strategy. Staying ahead of the competition, and ahead of sweeping tech changes, cough cough - cookies, in the world of advertising technology is essential.
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Mar 14, 2024 | 
mediacatmagazine.co.uk | Grace Gollasch |Paul Greenwood |Rob Blake |Jennifer Kattar
According to a new report from Amplify and SevenSix Agency, creators are frustrated with tokenism by brands, with genuine inclusion and representation in campaigns more crucial than ever. The report, ‘A New Era of Brand Partnerships: What does the new creator-brand Value Exchange Look like?‘, delves into the creator economy, which, according to Goldman Sachs, could be worth half a trillion dollars by 2027. It also reveals what creators need—and don’t need—from brand partnerships.
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Feb 26, 2024 | 
mediacatmagazine.co.uk | Mike Fantis |Helen Miall |Rob Blake |Mazen Hussain
Ad revenues may be soaring, but a quick flick through the stations quickly reveals that advertisers could still be doing much more. Given the targeting options offered by the proliferation of digital radio services serving specific audiences, digital and online radio should be at the vanguard of brand-to-local omni-channel strategies. After all, there really is something for everyone on DAB radio, with stations catering to pretty much any music you can think of, by genre or decade.
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Nov 29, 2023 | 
performancemarketingworld.com | Rob Blake
Rob Blake, UK MD, Channel Factory, discusses the most effective metrics advertisers can use to measure the efficacy of digital campaigns. Over the years there have been many primary advertising currencies – each one seemingly heralding in a new, more efficient age of advertising.
