Paul Kemp-Robertson

Looking forward to exploring the future of magazines in today's ever-evolving media landscape at the PPA 2024 Festival with industry leaders Katie Vanneck from #Hearst and Phillip Swinden from #Haymarket. 📚✨ Key issues we will look at include: 🔹 Consumer brands have some of the deepest connections to their readers around. How do you sustain this amidst the rise of creators and influencers? 🤝 🔹 The challenges and realities of consumer media venturing into B2B verticals. Is this shift as seamless as it appears? 🔄 Let me know what your key questions are. #MediaInnovation #PPAFestival2024 #PublishingFuture #DigitalTransformation

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Something you might not know about Mischief: we have access to all of MHP Group's behavioural science insight and expertise. Our work may be a little bit naughty, but at least its backed by science 😈 #strategy #prstrategy #behaviouralscience

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Today's all-new Cog Blog is unusual. First it comes from two of us, myself and Nick Manning (ex Manning Gottlieb, OMD and Ebiquity). Second it's got a point to it. We are seriously worried about the threat from various quarters to the craft of advertising (creative and media) and the failure of our industry's biggest players to face up to the challenges we all face. Indeed, we suggest many are part of the problem. We've decided to do something about it and we would like as many who share our concern to join us. At the moment we are at a planning stage (as we explain in the post); how far we take this does depend on the level of support our ideas generate. We urge you to read the post; and if what we're suggesting resonates with you then let us know. Talk about it, comment, share as widely as you can. We hope this will be the start of something.

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Brian Jacobs and I tend to write and talk about the same themes, so we thought it might be good to convene like-minded people to share ideas about how we Make Advertising Great Again (without the red baseball caps). We all know what the issues are so we don't need to elaborate, but we would like to discuss practical solutions. Read Brian's blog and if you're interested in being part of the discussion, our contact details are therein.

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Have you seen our latest report? In Burning Platforms, CMOs from BT, Halfords, HSBC, M&S, Samsung and Tesco share perspectives on research from AAR and The Drum exploring the ‘burning platforms’ of the modern marketing ecosystem. As the role of the CMO becomes more challenging and complex, this is essential reading. Discover more below. #MarketingOperatingModel #MarketingOperations #MarketingReport https://lnkd.in/eKrYY4bH

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An arresting morning with Ipsos UK, Lori Meakin, Fernando Desouches and Mike Nicholson from Progressive Masculinity, talking about the oh so very many threats facing young boys - and young girls - today. Brands and companies have a powerful and hugely important role in helping to protect them, and here’s the sweetener (thank you Samira Brophy for the stats), it can actually help the bottom line. So brands, let’s be careful about what we say, how we say it, and where we say it #redefiningmasculinity #progressivemasculinity #genz #toxicmasculinity

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Dear Carole Bildé, When I first saw the Bold initiative by Veuve Clicquot, I knew I needed to get my brand and campaign agency, Aphra, on your radar (www.weareaphra.co.uk). We share a very similar ethos and mission of wanting to encourage, empower, and support women into entrepreneurship. It is one of the three leading pillars of our work this year, and a key driving force within our wider parent group, The Metamorphose Group, under which we have a number of aligned projects. I figured I could either send you a few irritating DMs asking for a meeting, or pester your team to somehow get me a diary invite... or I could just use my initiative, be proactive, and show you what we are capable of. So I set about creating this campaign video - which was a combination of both self-funded and hustled for by myself - and created with a team of talented individuals who I brought together to bring my vision to life. My hope, which I am manifesting to the universe with this post, is that I can meet with you to present you with the finished piece of artwork. The bottle tells the story of Barbe-Nicole Ponsardin, whose story blew me away when I began to research her more. I've lost count of the amount of glasses of Veuve Clicquot I have drank over the years (maybe I shouldn't admit just how many!), but I never knew the powerhouse of a woman whose story sat behind the brand - or how much she innovated within the champagne industry. I had no idea that when she took the helm, women could only run businesses if they were widows. Layered over the life of Madame Clicquot on the bottle in this video is the next part of this story - the one being written by you and your team through Bold as we speak. The one that will have an impact that can be passed on to the next generation of young girls, like my daughters (the eldest of which I managed to convince, with the bribe of 4 new key-rings, to play a small part in this video - but who also was SO inspired to come on set and see what Mummy does for a job! The power of inspiring young girls via entrepreneurship!). The women featured on the bottle are shaping the future. I hope you and your team enjoy this video. There are dozens more ideas where this came from! And for anyone else watching this, I hope you are inspired to share it with your networks and learn about the work of Bold: https://lnkd.in/eUCqSbbc. CC: Julie Delmar, Ruben Kazumian, Aude Leparmentier, Gallot Jean-Marc, Leonia Frescobaldi, Salomé Pilpoul, Sonia Crocker, Katie Mossop, Rose-Marie Effa, Iris Decamps, Anna Birolli Coty, Brune Failliot, Caroline Laurent, Anne-Sophie Lecoanet, Pascale Callari (...and many others at Veuve Clicquot) Thank you - and hope to see you in Paris soon! Grace - MD The team behind the magic: Agency: Aphra Script and creative concept: Grace Carter Art direction and artist: Tommy Lloyd Steward Voiceover: Kayleigh Rattle Cinematography: Dan Hugo, Seb Marshall Editing: Sarah Drage Project management: Kirsty Laifa

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When 3 out of 4 people say what they value from brands today has changed over the last 5 years, building reputation and equity is harder than ever. I spoke to the Financial Times Raconteur | B Corp™ about the findings of Weber Shandwick’s global research into what consumers really value today and how to navigate this change. #agencyvoices #brands #brandstrategy #marketing #reputation #PR #comms

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Sharing an insightful report! OOH is now one of the most sustainable advertising mediums, being just 3.3% of the total power consumption and under 3.5% of the overall carbon footprint in a study conducted for the UK. This comprehensive study by Outsmart and KPMG highlights the sector's dedication to minimizing emissions and enhancing sustainability practices. Leading OOH media owners are driving initiatives such as recycling, energy-efficient lighting, and sustainable logistics. #SustainableAdvertising #OOH #GreenInitiatives #AdvertisingTrends

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I was excited at the prospect of Quirk's Media London Insights event, and it certainly didn't disappoint! The energy, enthusiasm and positivity at the event was palpable - the insights industry is full of creative, intelligent, engaging and thoroughly friendly professionals (no, we are not all spreadsheet freaks / clipboard warriors / .ppt addicts 😉). So, it was a real privilege to spend time chatting with friends, old and new, as well as listening to a diverse range of talks and visiting stands to learn about new tools and approaches from agencies that I can welcome into my network of partners. Key highlights? 🎯 lots of focus on the importance of building empathy with our consumers/shoppers/customers... moving beyond static reporting of research results to accessing and using real consumer/shopper stories and experiences to add authenticity and power to insights 😑 despite this drive towards closing the empathy gap... Katie Angier telling us that as more and more people "of a certain age" use Botox, it becomes increasingly difficult to build empathy with each other as the stuff doesn't merely iron out wrinkles, it also inhibits our muscles to the point that micro-expressions are no longer possible (so we can't read each other's reactions / feelings so well)... who'd have thunk it?! 🖥 the inevitable march of AI solutions from predictive to generative and how these will, over time, completely change how we create, manage and deliver insight projects. Slightly concerning that there is an emerging belief that AI analytical power (especially of qualitative data) will close the gap between qual and quant research to the point that there will no longer be a distinction, and that human researchers can easily and credibly be replaced by AI bots: qual at scale is where we are headed in this belief system. This is not a viewpoint I adhere to, preferring instead to see a future where "traditional" (for want of a better word) qual. and quant. can co-exist with the (very good) scalable unstructured research tools that are now emerging 😤 Phil Barden telling us that he hates consumers! That was a shock - I've never heard him say that before... but was soon reassured that his comment was tongue in cheek, referencing the fact that consumers don't read strategy papers, so creating more work for the rest of us in creating brain friendly touchpoints that will successfully deliver what we want to convey 🙃 the sight of my good friend Katherine Rhodes rushing for her bag in search of a tissue when I burst in to tears as I told her of the recent departure of our beloved dog, Millie (the fluster and the rush... and her kindness helped stem the tears and bring back a smile 🙂) 🍹 Paul Thomas delivering a fascinating talk on connecting authentically with bartenders and, via his delivery style, winning the prize for "the most audience laughs of the day" Can't wait 'till next year now...

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We have partnered with Mi3 to survey Australia's top marketers, gaining valuable insights into drivers and obstacles to growth. Follow the link to download the report. Let us know what you think. Jen Davidson Anthony Gregorio Paul McIntyre

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As we recently gained our B-Corp accreditation, I’ve been reflecting on how we can help our clients on their journey towards impact. For many, this can seem like a daunting task, especially for legacy brands established in a bygone era when the world and consumer desires were very different. These brands are at a critical point: choose to evolve or risk being left behind. You can read the full piece here: https://lnkd.in/exyTWgid

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What happens when retail media overtakes TV advertising? Last week, George Nott at The Grocer published a really comprehensive article on the current state of Retail Media in the UK. Here's some of the highlights: - Supermarkets have long worked with brands on ‘shopper marketing’, and since the launch of loyalty schemes in the 1990s have been sharing data insights. So, if that's the case, where is retail media up to in its evolution? According to Nick Ashley of Tesco Media & Insights Platform, retail media is only now “coming of age“ - it’s not the toddler some talk about. But it’s not an adult yet either - it's in its teenage years. I like this way of thinking about it. - Retail media innovation is at its fastest pace yet & this is presenting challenges and opportunities for advertisers, and their agencies. To assess each, Marketing Directors should be making sure they have a retail media measurement strategy in place, to compare activations across platforms consistently and quickly to allow them to redirect investment to the most effective places. It’s a good time now to be intentional about experimentation. - The IAB is working towards standardised metrics to enable “consistent comparisons” across retail media investments for buyers, initially covering online media but eventually in-store. Tools are emerging, too, to help advertisers assess retail media opportunities – among them Plan-Apps, which is used by the likes of PepsiCo, Diageo, AB InBev, Mondelez and CCEP. - Retail Media is sparking a wave of creative collaboration. Supermarkets are open-eared to ambitious campaigns. As Matt McLellan, Asda VP customer planning & propositions, leading its new LS Eleven Media Services, told suppliers recently: “If you’re a brand that wants to do something different, we are really up for it.” Some brilliant industry voices featured across the article, which you can find below. Nick Ashley Steve Gray Catherine McGarry Marie-Clare Puffett David Sables #retailmedia #retailmedianetworks SMG Plan-Apps {Capture} Samuel Knights Emma Dean Lee LeFeuvre David Bromfield Mark Sweatman David Moore Georgina Evenden

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Media Marketing Compliance helped the Association of National Advertisers study the market for 'Principal' (or 'Proprietary') Media, and the results have landed. The report is incredibly thorough and provides great guidance for advertisers. While not a new phenomenon, PM is increasing dramatically and becoming a much more controversial way for Media Agencies to make extra profit at the expense of transparency into their true revenues. Advertisers should take a firm view on whether this is in their best interests.

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Insightful, spot on piece about how the role of the media agency (its’ talent, capabilities and strategic services) needs to evolve by Ailsa Buckley at my old stomping ground Havas Media UK. Ailsa’s POV about the changing strategic support that a CMO needs is spot on. That said to be trusted advisors, media (in fact all) agencies do need to re build trust and shake off their reputation as transactional and margin obsessed. They also need to think far broader than media & advertising and really understand how the overall marketing department and strategy operates… This is as good a roadmap as any for those leading media agencies. I’d love to see more succeed as CvE - Marketing Consultancy in our consulting with global brands we hear CMO’s say every week that they: 1) feel like they have to take back control of technology, data and audience planning 2) want strategic partners that truly understand their business and how they generate more revenue and profit 3) have to move faster to embrace automation/AI to improve both the quality and efficiency of the work. Great read Ailsa. https://lnkd.in/gPRwgsG7

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📣 Call for Panellists! 📣 The inaugural 'Pop Culture Marketing Trends Summit' will take place at MCM London Comic Con on the morning of Friday 24th May.  It’s a free event aimed at pop culture marketers and comms professionals and those that have an interest in staying abreast of current marketing trends in the context of the rapid and somewhat challenging changes we are all experiencing. We're presenting x5 panels in a whirlwind morning schedule, all of them will be made up of experienced professionals in the following areas: - Industry: Published Media (Books, Comics) - Industry: Games - Channel: Events - Industry: On Screen Entertainment (Film, TV & VOD) - Channel: Creator Each panel will be having a discussion based on three core questions: What changes and developments are you seeing in your consumers or audiences? How do you think your sector is responding and adapting to those challenges? What do you identify as the key marketing trends as a result? So, are you, or do you know a potential panellist? A professional working in the pop culture marketing and comms sector who: - is an avid follower of pop culture marketing and comms trends with an eye on the game and finger on the pulse. - walks the walk as well as talks the talk - enjoys voicing thoughts and opinions and likes talking about them nicely with others - whose employer says it’s ok or even encourages going out and about to talk about things that have been learnt ‘in the day job’ - wants to come and hang out at MCM London Comic Con for the Friday before a bank holiday weekend If that sounds like you or someone you know drop me a line (or get them to) on here or via email (chris@experience12.com).  We’re aiming to curate the most interesting and diverse panels we can to gain as full an insight as possible for the attendees. We will respond to everyone who gets in contact but you may not finally be successful as a pannellist. If you want to get involved apart from being a panellist please feel free to give me a shout and let's have a chat.     IF YOU WANT TO ATTEND THIS EVENT (and why wouldn't you it's a legitimate business case to pop to MCM London Comic Con @ Excel to do some learning and also see fandom consumers free-range in their natural habitat!) More about how to get your mits on tickets next week.

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🌿 Effective collaboration is key to real climate action. That’s why Clear Channel UK have been working with local authorities for decades, supporting innovative initiatives like Aberdeen Meadows-in-a-Box and Bristol City Leap. By demanding transparency and setting higher benchmarks, we can help ensure commitments go beyond lip service. But what else can be done? Partnerships and Creative Director, Louise Stubbings (she / her), answers the question in the latest Local Government Chronicle. Read it here: https://okt.to/EqB4e2 #PlatformForGood #Sustainability

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It can be so easy to be envious of purpose-driven startups who have the challenger mindset baked in, particularly when it comes to sustainability and storytelling. But that doesn't mean that heritage brands have to miss out. Brilliant thinkpiece from Astrid here on how you can tap into one of my favourite topics: the power of brand storytelling. #storytelling #purposeandpassion #bringingworktolife

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