Is GroupM's President right in thinking adland has an issue attracting millennials? Take a look around your office and you may well struggle to see where this problem of hiring young people is. Trouble is, it has become very trendy to go on about the difficulties in attracting millennial "first jobbers" -- but in reality, there are a few differences between generations as ever. Rather than panic, however, the smart agencies will ensure they have a shower, kitchen and training programme (if they don't already) and then remember they actually have quite a lot to offer themselves. Like a job, …
Big announcements from JCDecaux and Amscreen today -- but when their scalable, nationwide screens begin taking larger, six poster digital adverts, will brands actually care? Budget is moving towards the measurable now that data is king in marketing and advertising. So the picture might be bigger, and the offers more recent, but does that mean spend will flock to larger outdoor screens or just continue its exodus to the Internet? I suspect it will be the latter, but at least flatlining in today's market is better than sinking with print.
Paying agencies for delivering on what their client is bonused on sounds like a good idea -- and is bound to get a few nods during a conference panel. The trouble is, it's actually a stupid idea because it's both unfair and unworkable. All agencies can do is provide good advice and be measured for the success of the campaigns they are asked to run. Working bonuses around business factors they have no impact on is like asking a car hire company to bill as a percentage of a client's share price.
It's Coke vs Pepsi -- and this time it's personal! Attention during the World Cup is at stake, but the big question is, do you need to spend millions to be an official sponsor when you can piggyback on the excitement and run your own campaign full of international stars without a mention of the words "football," "World Cup" or "Fifa?" For marketers this will be the crucial question once the headlines about disappointing results, torn metatarsals and dubious penalties have gone and the metrics are in.
Twitter's purchase of SecondSync makes sense not just in tapping into social TV, but in understanding how people communicate with one another around shows and their stars. The key here will be what it means for advertisers. Get it right and Twitter will be able to segment audiences by the usual demographics -- but crucially around what type of messages they are sending. Armed with data, the social network will know who is most likely to be interested in a particular promoted post. Without this data, tapping into second-screening could do as much harm to brands as good.
Facebook was at it again yesterday, giving out handy free tips on how to succeed in social media. What it didn't elaborate on, once again, is how it doesn't matter how many followers you gain through the best content creation and sharing strategy imaginable -- the platform is dialling down fan base penetration. The news feed is being protected from 'spammy' marketers, and the price to pay comes from brands having to promoting their own content to reach even their own user base.
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