Jessica Sibley’s Post

Great to see Craft - Human Intelligence's latest thought-leadership #research with Credos - Advertising's think tank and the Advertising Association in the trade press today. We love this kind of #insight work - placing people's behaviours and attitudes within wider cultural context to explain patterns and trends in quant data. The fact that we are often praised for these studies shows the importance to our clients of not only zooming in narrowly on what is immediately relevant to a business, but understanding the need to zoom out and think about what is happening in the world around us - and what has been happening, often over the course of decades and lifetimes. More good stuff to follow next week when one of the other big studies we've been working on with Channel 4 is debuted by Alex Mahon at the Royal Television Society's conference. https://lnkd.in/egn63P33 https://lnkd.in/eDM54sPn

It is time that we put the outdated Local Media landscape model behind us and move into a new model! I believe that if we do not make this change, the old model will kill the medium. Its a powerful and needed medium that needs to evolve with the times! https://lnkd.in/gnZyYwQz

Looking to find out how you can help drive public trust in advertising? Stephen Woodford, CEO, Advertising Association said: "Our industry can regain consumers' trust by tackling three main challenges, which will bring benefits to our economy and society." 1. Creative engagement matters above all else. It will surprise no one in the industry to hear that the public enjoys engaging, creative ideas as much as it ever did. Great stories, characters, casting, music, emotions, humour make advertising stand out for all the right reasons. 2. Bombardment is a problem and it is getting worse for young people. How can we avoid the over-repetition of the same ad, or the high frequency and clutter in some areas of the advertising landscape that drive people to use ad blockers or other techniques of ad avoidance? 3. Higher Advertising Standards Authority awareness is a major driver of trust. The latest Credos - Advertising's think tank research highlights that awareness of the Advertising Standards Authority is low, yet our research shows that when people are made aware the breadth and rigour of what it does, they have much greater trust in advertising. You can read more on the three themes to tackle public trust in advertising here: https://bit.ly/3rA1dEZ

This is based on the most robust research on public trust in advertising that exists anywhere in the world (as far as we know!) so please have read. If we make the advertising experience as good as it can be, everyone wins, as higher trust not surprisingly leads to happier customers and better business results.

https://lnkd.in/eQq48Jkc Three years ago, advertising agencies committed to spending a certain percentage of their media budgets with minority-owned publishers to help get more dollars flowing to historically under-funded businesses. But to access those budgets, agencies are pushing Black-owned media companies to prove that they are non-white owned, according to conversations with four media execs.

Championing UK's Creative Powerhouse At the prestigious Ad Association's LEAD conference, Culture Secretary Lucy Frazer underscored the vital role of the UK's advertising industry in the nation's economy. Emphasizing its influence and innovation, Frazer heralded a new era of advertising excellence and creativity. #advertisingandtheeconomy #AIinadvertising #collaborationfordigitalsafety #CreativeIndustriesVision #creativityinadvertising #CultureSecretaryLucyFrazer #Ethicaladvertising #LEADconference #onlinesafetyinadvertising #UKadvertisingindustry

Vice can't get over its vice - a shrinking digital ad market. The once swashbuckling media upstart once valued at more than $5 billion joins other once high-flying media brands in either scaling back operations or in Vice's case, shutting down. At one point, outlets such as Vice and BuzzFeed were considered the news vanguards for younger audiences. But these days, those audiences are increasingly turning to social media platforms TikTok and Instagram for their news. Traditional media such as the Wall Street Journal and New York Times have had to rejigger their models quickly to focus on digital media, while others such as the Los Angeles Times and Conde Nast have had no choice but to scale back their reporter ranks. Given the present and sad state of journalism as we know it, the pie for ad dollars is shrinking. For Vice, it's digital content will now be distributed through established media companies to distribute its digital content. It's a far cry from the $5 billion news Goliath that was once envisioned. And journalism gets pushed further under https://lnkd.in/e8f8ij6D #advertising #vice #news #digitalcontent #journalism

What Konrad Collao said below - it sums up the way we work. Laser-focused on client's businesses, their strategies and objectives, fused with a commitment to zooming out and providing the other piece of the puzzle - what is happening in society and culture. You simply cannot deliver good strategic insight without taking the long view and placing research findings within socio-economic and cultural context. #research #media #advertising #insight #mrx

If recent industry chatter is anything to go by, Advertising has a long way to go before it breaks out of its middle class bubble; and industry leaders heralding outdated lazy stereotypes and class tourism aren't helping. In Creative Review, Dan Cullen-Shute discusses the changes we need to make to ensure that class inclusivity doesn't remain a stumbling block for advertising. https://lnkd.in/ew4f73jH

Dive into our latest content roundup! 👀 We're resurfacing a political advertising guide, key tips for advertising success, and plenty of relevant content around advertising service models, connected TV, retail media, and more. https://bit.ly/44AOQ9e