Page 8 - Peter Field News Today

Let’s stop being guardians and start being hit makers

4 min read Lena Roland, WARC The new WARC Guide to Rethinking B2B Marketing outlines several forms of disruption that are reshaping this discipline. Lena Roland, Managing Editor, WARC.com, examines how learning from the consumer space might be a valuable driver of business-to-business success. This month’s WARC Guide focuses on Rethinking B2B Marketing – a discipline often seen as far less glamorous than its consumer-facing counterpart, but which is undergoing disruption...

Adland can do more to convince boards about value of advertising Investing in advertising is a sure-fire way to fuel the economic recovery but it requires CMOs to talk the language of the boardroom, this longstanding City analyst argues. by Ian Whittaker Free email bulletins

Is Airbnb’s holiday from performance marketing a mistake? Some experts applaud move but others warn of risks. by Gideon Spanier Sign in to continue Free email bulletins

How long? 2-3 minutes Seven reasons to be cheerful about the post-pandemic TV ad market The importance of long-term brand strategy, the power of linear TV and spending your way out of a crisis are among the important takeaways from RTL Ad Connect’s annual Total Video Key Facts study 1 Long live linear People have never watched as much video content as they did during the pandemic, with daily viewing up by 81 minutes across the top five European markets and daily co...

DMX Dublin: In God we Trust, All Others Must Bring Data February 19, 2021 As the countdown to DMX Dublin on March 25 th continues, Adworld continues its series of insights from some of the panelists and speakers at the event. This week Paul Dervan, CMO of the National Lottery writes about the importance of econometric modelling. In every role I’ve had in the decade, the first thing I’ve done is set out to do better work. Try to understand what most needed attention, and address that. Someti...

Channel 4 tops Campaigns media buyer survey of UK TV sales market What Campaigns survey of the industry’s leading media agency buyers uncovered about the performance of the UK broadcasters’ sales houses over a Covid-ravaged 12 months by Omar Oakes Free email bulletins

With so many digital alternatives, is there really a case to advertise on TV during the big game? Jerry Daykin of GSK Consumer Healthcare offers five compelling reasons.

Top 10 singer became screen and stage actor By Glenn A Baker Normal text size TRISHA (PATSY ANN) NOBLE: 1944-2021 “I was raised by a show business family as an all-round performer, not just a pop singer,” Trisha Noble would declare not long before her death, at the age of 76 after an 18-month battle with a malignant tumour caused by exposure to asbestos. Like Helen Reddy, her grounding as an entertainer would recommend her from a young age to powerbrokers like Brian Henderson, presenter of ...

Photo: Outdoor Network Out of home might have been switched off during lockdown, but it remained relevant. The world’s oldest advertising medium showed its mettle with numerous Covid-19 campaigns, from #AloneTogether and #OurSecondChance to #StayHome. Now it’s back to business. During Covid-19, out of home (OOH) was used globally to relay vital messages at a time of great need. It also highlighted messages in celebration of essential workers across the world. These were placed on all OOH fo...