Category: data

HOW TO WIN AN IPA EFFECTIVENESS AWARD (IN 24 SIMPLE STEPS)

Tom Roach, multiple Gold IPA Effectiveness Award winner and head of effectiveness at BBH, the IPA’s Effectiveness Company of the year 2018, gives some simple, practical tips on how to succeed in advertising’s most rigorous effectiveness awards. Writing an IPA Effectiveness Awards entry is probably the hardest thing you can do in advertising. 4000 people have climbed Everest. But only about...

MOST MARKETING IS BAD BECAUSE IT IGNORES THE MOST BASIC DATA

Despite data being one of marketing’s current obsessions, most brands aren’t extracting value from 11 of the most basic data-points available to everyone, writes Tom Roach, Managing Partner, Effectiveness, BBH. ‘How did Facebook, which prides itself on being able to process billions of data-points…somehow not make the connection that electoral ads paid for in roubles were coming from Russia. Those...

STOP BUYING REACH AND START EARNING IT

Media is slowly suffocating social media. The relentless optimisation towards media efficiency and mass reach is resulting in shorter, less effective social banner adverts. This is disrupting people’s experience of social and not shifting brand metrics. It is time marketeers shifted their focus away from paid reach and towards organic resonance, writes Jack Colchester, Senior Data Strategist at BBH London....