Share of voice (SOV) has always been an important metric for marketers to monitor. It helps us to understand how prominently we are promoting our brand versus competitors. But SOV only measures what we, as marketers, push out.
If Content is King, Context is certainly Queen and we have been increasingly looking at the context of advertising as well as the content. For an advertiser, avoiding unsavoury content is clearly important, and this has been much discussed over the..
Gone are the days when a great product alone drove profits. Marketers today need to consider every way that people encounter their brand. Great experiences creating real value for people build advocacy, which leads to acquisition, as well as..
Benchmarks are an important part of our decision-making. However, pick the wrong benchmarks, or contextualise them misguidedly, and you risk making the wrong decisions.
Earlier in my career, I was the Planning Director of an Omnicom agency, Claydon Heeley, where I worked on brands like Mercedes-Benz.