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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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  • Alive and kicking: experiential is back at the top of the marketing menu

    23 October 2014

    There was a time when live marketing meant a guy in a baseball cap handing out free samples to passers-by, or the hot-dog-suited mascot of indeterminate gender waiting to ambush people on the high-street.

    In an analogue world, brands saw this kind of direct engagement with people as a nice-to-have: something that might help boost sales in a high-footfall area, but which would never have the impact of a national TV ad or billboard campaign. Add to the mix a global recession, and it’s easy to see why brands haven’t always been keen to experiment with expensive installations and one-off ...

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  • Fix my business – not my marketing

    22 October 2014

    By 2020, customers will dictate when and where they want to receive advertising, writes Richard Robinson, a former global marketer at Coca-Cola and EMEA director at Publicis, and now managing partner at Oystercatchers.

    Looking towards 2020, we see confident, commercially savvy agencies working in partnership with companies and their brands to create tangible growth. The purpose and value of agencies will be firmly re-established in the minds of the CEO and the CMO and at the heart of their success will be the right talent in the right place at the right time.

    Digital has changed the game and opened ...

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  • Why 2015 will be the year of context for OOH

    20 October 2014

    There remains a huge amount of potential for using out-of-home in tandem with mobile, writes Rosh Singh, director of digital innovation at Kinetic UK.

    Rosh Singh, Director of Digital Innovation, Kinetic UK

    Out-of-home (OOH) is the consumer’s most trusted and memorable advertising medium, second to only TV, according to the Future Federation of FEPE.

    But how can OOH advertising remain at the top?

    The obvious answer is technology. But while many of the outdoor media industry view technology as the driver of OOH, it should instead be thought of as a tool rather than a strategy.

    Technological innovation is clearly crucial, but as an industry we can sometimes ...

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  • Navigating the viewability wave: four top-tips for publishers

    14 October 2014

    Premium content should be the priority for all publishers, writes Cameron Hulett, executive director EMEA, at Undertone.

    It was reported in May that the last digital ad campaign for automotive giant Mercedes was viewed and clicked on by more bots than humans; 57% more in fact.

    The IAB further laboured the fear of wasted money through their claim that 36% of dollars spent on ‘viewable’ ads were not seen by humans at all. Obviously viewability vs. ads served is more complicated than it seems.

    Viewability is not only an issue for long-tail standard media players, but also publishers who have ...

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  • Making mobile work for marketers

    07 October 2014

    It’s time to stop asking ‘how’ we deliver mobile engagement and start asking ‘what’ – what value does it add, what infrastructure do we need and what should we measure are all critical questions, says MediaCom International’s head of mobile Jon Hook.

    My appearance at last week’s Ad Week, as part of the Mobile C Suite panel, focused on the opportunities and challenges for CMOs who want to inject more mobile into their marketing mix.

    The on-stage discussion quickly headed into the territory of industry buzzwords like programmatic, the Millennial/Nexage news, the network agency vs specialist debate, as well as ...

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