What a fantastic time we had at the CIM Excellence in Marketing Awards 2016 last Thursday 14 April at the beautiful Grosvenor House Hotel in London. I am so proud to have seen The Media Angel up alongside some amazing brands in the finals. Our ‘Legacies’ campaign with Ty Hafan was nominated with the likes of O2, Direct Line, Camelot, Bupa, PWC UK, Legal and General, Vision Express, Jewson, Visit Britain and Santander as an example of excellence in marketing across the UK. With our Legacies campaign achieving a ROI of over 300% for life limited children at Ty Hafan, we were identified as worthy finalists demonstrating a commitment to marketing innovations within the SME category. All finalists were celebrated for the creativity and originality of their campaigns, paying special respects to the positive impact that great marketing can have on an organisation; much like our Ty Hafan Legacies case study. There were 24 categories rewarding the breadth of marketing excellence across some of the UK’s most respected brands. I couldn’t be more proud of The Media Angel and my team making the finals and representing Wales. Out of around 150 finalists in total, there were only 5 Welsh organisations at this year’s ceremony. To be the only Welsh media planning and buying agency shortlisted in the finals feels like an amazing achievement. Also flying the flag for Wales in the Brand Experience category was our wonderful client Swansea University. Their Making Waves campaign has performed exceptionally well over the past 3 years, increasing in popularity year on year with added thanks to our talented team’s media planning and...
TV advertising creates the perfect climate for creativity across other channels. Lindsey Clay, CEO at Thinkbox has recently pointed out that the power of TV to generate short-term sales as well as long-term brand building creates multiple opportunities to integrate campaigns with other media; particularly media such as direct mail. “Knowing an emotional brand campaign has launched on TV and that the nation will know about it and be talking about it means the climate is perfect for a well-timed piece of Direct Mail to arrive and carry the story on,” says Clay. Meanwhile, the Cisco Visual Networking Index predicts that consumer VoD traffic is expected to double by 2019, resulting in brands making more use of YouTube to convey their messaging as an extension of traditional TV airtime. With virtual reality tipped to break through into the mainstream in 2016 there are also even more opportunities for rich, immersive, high quality content as an extension to more traditional TV spots. The challenge for any brand is still to retain the high quality standards set by a TV commercial however, and not just create commoditised communications for the sake of feeding new channels. The IAB’s Real Living study revealed that multi screen devices are competing equally with television for attention in the home. Only 50% of UK online adults say the TV set is the focal point of their living room, with 70% ordinarily using a connected device whilst watching TV. This rises to a massive 87% for 16-34 year olds. The Digital Out of Home market is also utilizing tricks from TV, the use of high quality production values and screens boost...
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