#brand-building

#brand-building

At this morning's IPA Effectiveness Conference, WPP's Jane Christian dropped the most important digital marketing finding in the past decade: creators are digital's first true brand-building channel. Not via the usual they're authentic guff we've been fed for years. But in hard econometric terms that should make any CFO weak at the knees. We finally know how to use creators Analysis led by the IPA has combined 220 econometric studies across 133m of creator spend, covering 28 markets, 36 categories, and 144 brands.

Awards often recognize individuals.

Now that sketch did have a glaring omission: audio. Time to take another look and add audio into the mix. Audio is one of the most overlooked channels in data-driven marketing. Sure, it has measurement issues and can't compete with the last-click attribution "goalhangers", taking all the glory and reward for handy conversion tap-in (Google, Meta, Amazon et al). But that will be fixed, as we build AI powered attribution.

"Generally, it seems like AI is useful when you can tell it exactly what you want to get and then feed a bunch of data into it to make it happen."

To stand out as an online fitness influencer, creating a standalone website is crucial. This site should clearly present your area of expertise, educational qualifications, and include features like paid subscriptions and a portfolio of your work. Incorporating feedback from followers can also positively influence your brand's reputation.

After a two-year adventure as an English teacher in Japan, I landed in a large consulting firm. I was trained well, but the job track felt a bit conventional.

Engaging in authentic thought leadership without promoting one's services or products gives B2B leaders the perfect opportunity to prove they're not just participants in the industry—they're shaping it.

When one Google search can shape your credibility, your message shouldn't be left to chance. It's essential to build your media presence from day one.

"Us as football players, we're not like other premier sports like basketball or soccer or baseball. We wear helmets, so our face is covered..."