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Breaking Out of the 30-Second Box
It was once the gold standard for television advertising, but in an increasingly multi-screen world, the 30-second ad is now under competition from developing digital media platforms like Vine and YouTube that allow for content often shorter than 15 seconds and longer than 60. Duncan Southgate, Global Brand Director, Digital and Daren Poole, Global Brand Director, Creative Development explore how you can ensure your video content is optimized for emerging platforms.
More Than ‘Art for Art's Sake’
The Cannes Lions International Festival of Creativity began originallyto celebrate the world’s best filmed advertisements. The organizers believed great ads were as deserving of recognition as the movies that were honored at the Film Festival. However, can the creativity that the Festival seeks to reward exist alongside tangible business outcomes? Sue Elms, Head of Global Brand Management, investigates whether these two seemingly disparate goals can exist in successful ads.
How to Create Strong Ad Campaigns Across Multiple Screens
Millward Brown research shows that people no longer consume media and advertising in a linear, predictable way, which can cause problems for marketing teams looking to plan, execute and measure advertising campaigns. How can you assess the effectiveness of an entire ad campaign if you only measure the impact of a TV ad alone? In this article, Amanda Phillips, Head of UK Marketing, explains how brands should be adapting their practices to be in line with new consumer usage patterns.
Global Brands: Think Local
To succeed globally, brands need to think locally. World famous brands like McDonald’s have had to rethink their strategy and adapt to break through in markets such as India. In an interview with the BBC World Service, Peter Walshe, Global BrandZ Director, explains the science behind branding, and why we identify with either local or global brands.