Kathleen Hall

Is it retail media or commerce media? The distinction goes beyond semantics. As my Skai colleague Nich Weinheimer explains in his article for Total Retail, the classification determines "how advertisers will manage, staff, budget and strategize their programs. This distinction impacts everything from operational execution to strategic planning and will shape the next era of advertising." Read the whole thing: https://lnkd.in/ezKFcTV2

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What's the "secret sauce" to accelerate your creativity with Generative AI? Our GM and CMO of Microsoft Advertising, Jennifer Kattula, shared with ADWEEK readers how #GenAI is leveling the playing field, giving marketers the ability to understand, create and analyze with speed and personalization. More here: https://msft.it/6043YX1xf #MSAGenAI #MSAThoughtLeadership #MicrosoftAdvertising 

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You don't speak to 30,000 global consumers, 20 leading experts and walk away without a clear vision into the future. At dentsu, our commitment to innovation is unwavering. #ConsumerVision2035 reveals transformative forces and trends that will shape technology, culture, consumers, and brands over the next decade. This is a *must read* for anyone looking to future-proof their business, create meaningful differentiation, and drive impact within their communities. Take your own look into our future here: https://lnkd.in/eyzvD82j

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How can brand marketers benefit from the new capabilities unveiled at the Apple WWDC? Read more from Shana Haynie of MoEngage in her latest blog for CustomerThink. https://lnkd.in/de9V7cwU

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How often do you leverage old-school approaches like direct buying, contextual advertising, and brand lift studies? See why legacy strategies like these are making a comeback as advertisers adapt to signal loss 👇 #DigitalAdvertising #Adtech

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Jonathan Nelson, CEO, Omnicom Digital, sits down with Neeta Nair, Editor, IMPACT Weekly Magazine to discuss the biggest trends in tech and how are our agencies are using Gen AI. "At Omnicom, we talk about how generative AI is giving our employees superpowers and allowing them to do inhumane amounts of research in seconds, generate new ideas, innovate, and ultimately show the connection back to outcomes," said Jonathan Nelson. Watch the full interview: https://lnkd.in/ek6kKcAp #OmnicomCannes

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Don't miss out on the latest #sustainability research in collaboration with IPG Mediabrands: Purposeful Purchase Journeys. Co-authored by Kantar's Gabriele Herrmann-Scharnberg, Michael Hanbury-Williams from IPG Mediabrands and Kantar Sustainable Transformation Practice lead Jonathan Hall, this summary article looks into why just 10% of marketers claimed their companies are “well advanced” on the sustainability journey and provides guidelines for brands to inspire shopper behaviour change using the Purposeful Purchase Journeys research. Read the article here: https://lnkd.in/gUBi-d8X

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"Retail media is relevancy meets reach meets conversion." Jacquelyn Baker, CEO at Omnicom Commerce offers a deep dive on the transformation of the retail media industry in Rokt's Beet.TV Leadership Series. Watch her video and read more insights on our blog ↓

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The relentless march of advertising tech has spawned trends that keep turning the industry on its head. Over the past decade, we've seen a tectonic shift from the old-school ways to a world where programmatic ads and paid searches reign supreme. From hyper-targeted ads to AI-driven campaigns, the advertising landscape is evolving faster than ever. Read on for more: https://bit.ly/4ea1QIN #AdTech #DigitalMarketing #ProgrammaticAds #FutureOfAdvertising #Innovation #MarketingTrends #DigitalTransformation

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More on omnichannel media and data and identity: big cos trying to break down barriers to cross-platform and take holistic view. Inertia of media and resistance to change is still a huge barrier that must be overcome. Media/publishers need to think more like big tech which views identity that way already to stay competitive. #techweek

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No doubt AI will be a buzzword next week at Cannes 🏖️ Before we head to the French Riviera, my thoughtful leader takes a look at how advertisers can harness AI in the right ways and transform creative development. From enhanced decision making to easy personalization and even streamlining production, AI can be a huge asset to marketers if used wisely, while never losing sight of the art of human talent. Loving Tony Gemma’s perspective on AdExchanger, read it! https://lnkd.in/enzgkf2B

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Watch Jonathan Nelson of Omnicom Media Group Digital in conversation with Neeta Nair, Editor, IMPACT where the digital expert talks about trends dominating #CannesLions2024, the new structure of the agencies, and the power of data in marketing. For all the latest buzz on the 71st edition of the Festival of Creativity keep following IMPACT on all our social media channels. #ImpactAtCannesLions2024 #IndiaAtCannesLions2024

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DEIB initiatives seem to face an uncertain future with disillusioned leaders leaving corporate positions to launch consultancies that allow them to continue their work. 4A's EVP of Talent, Equity and Learning Solutions Cathy Chan Butler underscores that employees' desire to work in inclusive environments is strong and there's work to be done in terms of recognizing and addressing the emotional labor and establishing clear pathways. Read the Digiday article by Kimeko McCoy: https://lnkd.in/ehXBugUf #DEIB

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This research from Unstereotype Alliance is critical right now! A few short years ago, it was the norm for brands to publicly show their support for the LGBTQ+ community during Pride Month. Seemingly overnight, it became a ‘brand risk.’ In 2024, we have seen brands that for years run Pride campaigns, choose silence. What happened? We saw the rise of a vocal minority spreading hate toward our community - amplified and enabled by certain media and, of course, certain social media platforms. These people picked battles with drag queens, LGBTQ+ education in schools, gender-neutral bathrooms, the use of pronouns and the ability for trans individuals to compete in sports. None of these topics should be battlegrounds, and certainly, none should be political wedge issues. For brands, however, the biggest change may have been in 2023, when we saw overblown coverage of ‘failed campaigns’ and a perceived negative impact on companies. But as we went into Pride 2024, I suggested that those companies didn’t suffer a negative impact because of the campaigns they ran, but because of how they reacted to those campaigns that demonstrated a lack of authentic support for the LGBTQ+ community. And now, this research supports that. 📈 Progressive advertising drives significant sale impacts: +3.46% in direct sales uplift and +16.26% in longer-term sales uplift. 📈 Brand Equity is improved by progressive advertising: Brands that score highly on progressive advertising indicators are 9.8% more ‘meaningful’ and 11.8% more ‘different.’ So, lets put those failed 2023 campaigns behind us and focus on the campaigns that succeed, drive sales and drive long-term loyalty! #LGBTQ #InclusiveAdvertising

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A pragmatic approach that asks the industry to "reinforce the foundations of a digital advertising ecosystem that values authenticity and penalizes deceit." It's time to go back to the future and demand that advertising is placed alongside quality content.

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In today’s economy, how are CMOs reinventing themselves to ensure business and client success? Our very own CMO Jackie Cutrone spoke with EssenceMediacom's Global President, Kristin Gower, and Xerox's Chief Growth & Disruption Officer, Deena LaMarque Piquion to discuss the evolving role of B2B CMOs. Some of the transformations include: 🖥️Strategic Reinvention: Deena discusses Xerox’s shift towards a unified, service-led strategy for the hybrid work environment 🤖AI in B2B Marketing: Marketers are now leveraging AI for advanced personalization and segmentation 🧑‍💻Cross-Functional Collaboration: It’s important to break down silos within the company and include key IT and data leaders in marketing meetings to build trust and unify efforts Discover the full evolution here: https://hubs.li/Q02xZnY10

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As viewer behavior evolves, agencies are adapting their strategies—GroupM is leading the way by focusing on streaming and advanced audiences to deliver better outcomes for clients. 📺 In a converged video space, clients are looking to understand where value creation is happening. According to GroupM's Mike Fisher, advancements in interoperability and connectivity will bring more transparency and scale to the ecosystem, with the goal of managing frequency and engagement across all streaming services. Learn more: https://lnkd.in/gdPwXcJ8 _ #GroupMNA

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