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Nov 18, 2024 | 
mediacatmagazine.co.uk | Lea Karam |Ben Essen |Don Hoyt Gorman |Ross Negus
Small businesses are having a big moment. SMEs (small and medium-sized enterprises) are quietly reshaping the UK’s economy, by doing what many big brands struggle to do: connect, pivot, and stand out. While big names might hog the spotlight, it’s the SMEs that are winning in loyalty, adaptability and consumer trust, often on a shoestring budget. As nearly half of these businesses plan to boost their marketing spend next year, the question for larger brands is: what can they learn?
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Sep 17, 2024 | 
mediacatmagazine.co.uk | Filippo Gramigna |Ross Negus |Toby Beresford
Onetag, the Smart Curation platform, has partnered with Adelaide, the leader in attention-based media quality assessment. The new partnership will enhance Onetag’s offering, measuring its global premium supply against Adelaide’s AU attention metric data and making AU threshold-based targeting options available within Onetag. Under this partnership, Adelaide will also use Onetag Smart Curation for custom deal activation.
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Jun 20, 2024 | 
mediacatmagazine.co.uk | Enyi Nwosu |Mark Byrne |Lottë Jones |Ross Negus
At the time of writing, we’re still waiting on a consensus on which party’s mainstream political advertising campaigns have connected best with voters. Already, a significant part of 2024’s electioneering is playing out online — and the reception is more immediately apparent. To launch the Conservatives’ social push, Rishi Sunak took to TikTok for the very first time, his initial post setting out his party’s plans to re-introduce conscription.
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Jun 3, 2024 | 
mediacatmagazine.co.uk | Joshua G. Harrison |Grace Gollasch |Paul Greenwood |Ross Negus
Remember when media called all the shots and we just followed along? Those days are long gone. Today, armed with a forensic approach to brand and media content, consumers meticulously dissect any and all creative output, making sure it aligns with their values and making sure they are heard when it doesn’t. This ability to share their opinion has fundamentally changed the marketing landscape in favour of people.
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Jun 3, 2024 | 
mediacatmagazine.co.uk | Josh McLoughlin |Josh Mcloughlin |Joel Stein |Ross Negus |Richard Shotton
William Bernbach, one of the twentieth century’s greatest advertisers, famously said: ‘Advertising is fundamentally persuasion’. The thinking around persuasion has changed in recent decades: Bernbach called it ‘an art’, whereas behavioural economists and psychologists now see persuasion as a science. But Bernbach’s insight holds.
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Feb 27, 2024 | 
mediacatmagazine.co.uk | Yasmina Stitou |Alex Carapiet |Alex Diprose |Ross Negus
Or an Instagrammable OOH poster on an iconic building? The answer is never. Relevancy is everything, and while it seems founders and companies understand this, the approach is more often than not the opposite of what it should be. What even is a cult-status brand? In my almost decade-long deep dive into the world of communications and advertising as a strategist, I’ve found myself gravitating toward building passionate and cult-like brands.
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Feb 6, 2024 | 
mediacatmagazine.co.uk | Tiffany Horan |Nazli Selin Ozkan |Nick Mason |Ross Negus
Embracing the philosophy of ‘spend less, live more’, I recently encountered a fascinating contradiction as a digital marketer. Research, including studies on how individuals with varying neurological profiles perceive advertising, highlights that our cognitive experiences can greatly influence how we interact with marketing content. This insight has been crucial in shaping my understanding of the complexities inherent in digital marketing.
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Jan 17, 2024 | 
marineandmaritime.com | Ross Negus |Steve James
“This acquisition is wonderful news for all our customers and employees, and we’re delighted to welcome the EXPD team to our work family. It means we’re adding yet more expertise to our portfolio of global logistics services, with an even wider range of courier products, expanding the choice for customers of both businesses. It’s a perfect cultural fit.
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Dec 21, 2023 | 
mediacatmagazine.co.uk | Natasha Randhawa |Will Williams |Ross Negus |Christine Ochefu
Earlier this year, Barbie’s hot pink marketing blitz proved the power of effective brand collaborations and cemented the movie as a cultural touchstone. Now, Netflix India’s The Archies are borrowing a page from the Barbie playbook. They’ve gone all out with a whole slew of brand partnerships, re-imagining the swinging ’60s for Gen Z audiences across India.
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Dec 5, 2023 | 
mediacatmagazine.co.uk | Alex Brownsell |Ross Negus
GroupM has released its end-of-year forecast, exploring how external factors spanning socioeconomic, technology, culture, government, and the economy will impact advertising over the coming months and years. The This Year Next Year global report compiled data across CPG, auto, entertainment, luxury, tech and ‘digital endemics’ to help better understand the flow of advertising revenue from advertiser categories.
