Posts written by Tim Waddington

10

Mar

2017

Waterstones has recently become an unlikely success story. The book retailer has recently reported a pre-tax profit of £9.8m in the year to 30 April 2016. This is ‘unlikely’ because the general trend for book retailers in the face of the Amazon behemoth and the rise of downloadable texts has been very much a downward one. However, this positive news has been somewhat tainted by a few small pockets of local consumer wrath in the quaint towns of Southwold, Rye  & Harpenden where Waterstones... more...

Author: Tim Waddington

Category: Blog Posts

01

Mar

2017

Every so often an event occurs which seems to capture the ‘zeitgeist’. The heady combination of a pseudo-amusing occurrence, a particularly slow news day, and some sort of celebrity or showbiz involvement always seems to create the sort of social currency which blows up into an ‘OMG have you seen this?’ sharing spree. On Sunday night (or Monday morning in the UK) the 89th Academy awards gave the world another of these shock moments. A man gave another man the wrong envelope. A simple mistake.... more...

Author: Tim Waddington

Category: Blog Posts

24

Feb

2017

We love getting inspired by our industry’s most insightful and interesting figures. This week, we’re taking a look at some of the sources of information, inspiration, knowledge and news that we love learning from. We’re taking a sideways look at the people that we most enjoy reading on Twitter. It’s impossible to grade these in any particular order from ‘best’ to ‘not quite outright best, but still really really good and in our top 15’, so we’re putting them in alphabetical order. the Ad Cont... more...

Author: Tim Waddington

Category: Blog Posts

16

Feb

2017

I read an interesting article in Marketing Week recently with the headline ‘Should advertisers ‘Stop Funding Hate’?’ https://www.marketingweek.com/2017/02/08/advertisers-stop-funding-hate/  and it got me thinking. Initially not about advertising, or brands, or media buying or any of the other topics contained within the article, but about those inverted commas. The article was specifically about the pressure group http://www.stopfundinghate.org.uk/ but this group has actually seen relatively... more...

Author: Tim Waddington

Category: Blog Posts

08

Feb

2017

It was only a few years ago that ‘Influencer Marketing’ was the buzzword du jour at any advertising, media, marketing or technology conference or seminar that you were lucky enough to be attending. Once again, this makes perfect sense: The notion of people you like/respect/trust/admire ‘influencing’ you into making certain purchasing decisions, through brand endorsement. This is nothing new. In the 1950’s cigarette companies would tell us how many Doctors preferred their brand. In the 1960’s... more...

Author: Tim Waddington

Category: Blog Posts

18

Jan

2017

Be More Honest There’s a conception (which is probably true in many cases) that agencies and marketing experts push ideas and campaigns onto clients for disingenuous or misguided reasons. Perhaps a media buy with the ad network which happens to give the agency kickbacks or preferential rates is a good idea, but that shouldn’t be the motivating factor for planning it. Similarly, when a client says ‘We want to do a campaign on Snapchat’, it can be easy and tempting to just go along with it, rat... more...

Author: Tim Waddington

Category: Blog Posts

11

Jan

2017

Recently, we’ve noticed an interesting trend developing. Whilst everyone is still looking at 2017 Marketing predictions, breaking their new year’s resolutions, and nervously wondering what awaits the world after January 20th, a few CEOs of pretty huge companies have been quietly gathering information from their audiences and implementing them into their product development. What’s been astonishing is that the use of a two-way medium (in this case Twitter) to directly take on points of view an... more...

Author: Tim Waddington

Category: Blog Posts

05

Jan

2017

Hello, and happy 2017. Apologies in advance if you were really hoping to read another agency point of view on what’s going to be paradigm-shifting, game-changing, mind-blowing and Rubicon-crossing, in our industry in 2017, but I’m afraid we think there’s already enough noise on the internet about that. We think that it roughly falls into 3 categories: Abstract, vague notions which make the ‘guru’ espousing them seem like some sort of prescient, futuristic, new clothes-wearing Emperor. Predic... more...

Author: Tim Waddington

Category: Blog Posts

27

May

2016

I recently had the pleasure of attending an event at Google’s European HQ in Dublin where Googlers eagerly showed off some new features and alpha and beta products to enable us to enhance our paid advertising campaigns for our clients. The whole event had a fascinating underlying dichotomy between the overarching Google ethos of ‘10x’ and the introduction of several features which are effectively extensions or enhancements of existing technology. The most interesting presentation was an hilar... more...

Author: Tim Waddington

Category: Blog Posts

04

Mar

2016

I hate exercise.  I love playing sport, but I’ve always hated getting fit enough to do it really, really well. Even when I was a (not terrible) footballer, playing up front, my game plan of standing around catching my breath for ten minutes at a time, before sprinting onto a through ball for 10 secs was effective, albeit pretty one dimensional. My teammates weren’t particularly keen on carrying a passenger either. But as I enter middle age, with the spread to prove it, I now have 2 choices. G... more...

Author: Tim Waddington

Category: Blog Posts

13

Jan

2016

If you haven’t noticed, it’s 2016 and we’re in ‘predictions’ season. So here are ours... We think 2016 will be a huge transitional year for Search as user behaviour will change and Google’s influence will wane. We think that Search as we know it will actually start to disappear (although it has a long way to go yet). Typing a word into a box on a screen this year may no longer be your de facto way of finding out information that you required. Google, Facebook & Twitter have become increas... more...

Author: Tim Waddington

Category: Blog Posts

23

Dec

2015

In the final part of our follow up to the ‘Digital Advertising is Broken: How to fix it’ Webinar of December 16th, we look at the 5 ways in which brands can better enhance their campaigns, and ensure that they don’t make the same mistakes as the rest. We’ve previously looked at the strengths of the ad industry, and also the problems with ad techniques today. Here we share our solutions... Audience identification Brands are often guilty of using audience targeting incorrectly. Sometimes they’r... more...

Author: Tim Waddington

Category: Blog Posts

23

Dec

2015

Continuing our follow up to the webinar we hosted on December 16th, here are the notes from the session. This post focuses on the problems that we see within online advertising, and how they’ve inexplicably create their own barrier – ad blockers.    The problems with the industry. Interruptive ad formats – Because of the way that online publishing models have evolved, never before has there been such as race to the bottom in terms of click generation. Online clicks are gold–dust, and they’re... more...

Author: Tim Waddington

Category: Blog Posts

09

Dec

2015

Please join our webinar on Wednesday December 16th at 1pm: Digital Advertising is broken: How you can help fix it. There has never been as much money invested in online advertising as there has been in 2015. 2016 will again see double digit growth. The technology we now have at our fingertips has allowed us to target individual users based on the largest pool of data we’ve ever known. We have transparency, control, dynamic tools, automatic optimisation and daily spend caps to ensure that ever... more...

Author: Tim Waddington

Category: Blog Posts

21

Jan

2015

  Recent research carried out by leading global digital market research company, EMarketer, shows that 2015 will see Google and Facebook take a combined 51% share of the UK digital advertising market. This will see their combined profit hit over £4bn next year. Google still take the majority of this share, with their search engine still enjoying total domination, with 92% market share. What’s impressive, however, is Facebook’s meteoric rise to revenue forecasts of £743m next year. This repres... more...

Author: Tim Waddington

Category: Blog Posts