Get ready for Brexit advertising campaign launches

BBC | September 02, 2019

An information campaign urging the public to "get ready for Brexit" has been launched by the government. The campaign began on Sunday with the launch of a website, gov.uk/brexit. Billboards and social media adverts will appear in the coming days and TV adverts will air later this month. Michael Gove, who is in charge of no-deal plans, said the adverts encourage "shared responsibility" for preparing to leave the EU on 31 October. It has been reported that the campaign could cost as much as £100m as ministers seek to inform people what they might need to do, if anything, ahead of the deadline. Benedict Pringle, author of the politicaladvertising.co.uk blog, said that, if true, the £100m budget would be roughly double what the National Lottery spends on advertising each year. "So if you think about how often you see a lottery advert and double it, that's how much we could be seeing the campaign over the next two months," he told the BBC.

Spotlight

The first CRM launch truly changed the way sales were managed. We went from tracking customers on spreadsheets (and even in rolodexes) to tracking them and their attendant opportunities with software. It wasn’t long before reps started to feel the purpose of a CRM was more about preserving their contacts for their replacement than it was about making their lives easier. After all, back then it wasn’t much easier than updating a rolodex!

Spotlight

The first CRM launch truly changed the way sales were managed. We went from tracking customers on spreadsheets (and even in rolodexes) to tracking them and their attendant opportunities with software. It wasn’t long before reps started to feel the purpose of a CRM was more about preserving their contacts for their replacement than it was about making their lives easier. After all, back then it wasn’t much easier than updating a rolodex!

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PROGRAMMATIC ADVERTISING

IAB Partners With Deakin University To Launch Digital Advertising Microcredential Courses

IAB Australia | October 11, 2022

IAB Australia has partnered with Deakin University to deliver a series of co-designed microcredentials for people with a digital advertising career looking to upskill or those looking to change roles. The first course, Programmatic Advertising and Trading, will be open for enrolments from 10th October and the course will commence 31st October. The second course, Ad Operations will launch in February and expressions of interest are now open. The accredited postgraduate stackable short courses have been designed specifically to address the greatest market needs as identified in the recent IAB Talent Industry Review and will offer 75 hours of self-paced learning that can be completed in as little as six weeks or as long as six months. Each microcredential course will provide a mix of deep theoretical understanding from Deakin University with solid hands-on vocational skills and best practice from the IAB. Gai Le Roy, CEO of IAB Australia said: “It is no secret that the digital advertising industry has a current talent shortage as well as an ongoing need to train people for a market that is experiencing rapid growth and constantly evolving." Gai Le Roy, CEO of IAB Australia said: “It is no secret that the digital advertising industry has a current talent shortage as well as an ongoing need to train people for a market that is experiencing rapid growth and constantly evolving. Having university level courses that provide a strong understanding of the principles of digital advertising and marketing together with the latest industry skills will ensure that our talent pool grows and deepens its capabilities. We see these qualifications as becoming embedded in the hiring and promotion processes of media and ad tech organisations.” Following a wide market review, IAB selected Deakin University as its partner in this new initiative due its extensive experience and strength in online learning. The courses have been developed with input from the IAB, a wide range of industry experts along with academic oversight and world class learning design from Deakin University. Wendy Palmer, Director, Global Studio, Stackable Learning Project, of Deakin University said “The partnership with IAB leverages Deakin’s expertise as an innovative provider of stackable short course offering microcredentials that address the increasing needs of individuals and sectors to upskill and reskill. Disruption across many sectors such as digital advertising has brought about the need for quality learning that is flexible and affordable and delivers the skills for current roles as well as gain credit towards longer-term career and study goals.” The Programmatic Advertising micro-credential is for digital marketing, advertising, and trading professionals involved in or looking to transition to programmatic advertising and trading. Learners will explore how to evaluate the depth and breadth of the programmatic ecosystem; use data and analytics for digital media strategy and campaign; activate the solution(s) using the appropriate DSP; apply effective measurements to evaluate solutions; respond to a client brief and provide recommendations to a client. The Ad Operations microcredential course is targeted at publishers, media owners and businesses that sell digital media managed by ad operations teams through campaign managers, ad operations execs and programmatic specialists. About the Interactive Advertising Bureau As an independent industry association with more than 170 members in Australia spanning media owners, publishers, technology companies, agencies, and advertisers, IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising. IAB Australia also works closely with other industry associations including MFA and AANA to help shape the rules of play around measurement, Australian Digital Ad Practices, mentorship, global tech and policy work, Tech Lab standards, standardising terminology and supporting the broad media and marketing community. About Deakin University Deakin University is an educational leader – a status confirmed by national rankings for good teaching, skills development, graduate qualities, and student satisfaction. The University is ranked in the top 1% of universities worldwide (Shanghai Rankings) and is among the top 50 young universities in the world (QS). Deakin degrees are world class and are on an impressive upward trajectory in global rankings. The University is ranked in the Top 1% worldwide for business and management studies (QS Rankings by Subject 2022) and computer science (Times Higher Education Subject Rankings 2022). Deakin continues to innovate by reshaping its approach to courses, learning, and teaching and enhancing the experience of its students. Deakin’s interactive learning platform brings the classroom to you using innovative technology, backed by Australia’s top-rated tech support (Voice Project IT Service Quality Support Benchmark Survey).

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ADVERTISER CAMPAIGN MANAGEMENT

IMA Launches Global Ad Campaign Highlighting the Need for Skilled CMAs in Businesses

IMA®, The Gate | September 14, 2022

Today, IMA® (Institute of Management Accountants), the association of accountants and financial professionals in business, launched a new global, integrated advertising campaign in support of the CMA® (Certified Management Accountant) certification program. The multi-channel campaign was developed in partnership with The Gate, an international advertising agency and marketing services company, for the seventh consecutive year. The ads look to empower accounting and finance professionals to take control and explore how the CMA certification can help advance their careers. The videos and digital executions take an empathetic look at feeling invisible and being stuck in executing routine, daily tasks. They serve to inspire real, behavioral change among individuals to get to the next level, where they can drive strategic decisions, make an impact on their business, and step up to a leadership role. The message remains that accounting and finance professionals with a CMA will always be in demand and this year's campaign emphasizes that the certification will make professionals visible to their colleagues, managers, and organizations. "Our campaign taps into the insight that many accountants feel invisible at work and stuck in a slow-moving career. But if they step up and get their CMA, they'll have the skills they need to feel seen and appreciated," said David Bernstein, Chief Creative Officer, The Gate. "Our campaign taps into the insight that many accountants feel invisible at work and stuck in a slow-moving career. But if they step up and get their CMA, they'll have the skills they need to feel seen and appreciated," said David Bernstein, Chief Creative Officer, The Gate. The ads are accessible here: "Take control of your career as a CMA" "You'll go places with the CMA" "At a time when companies are facing new challenges, rising costs, resource constraints, and looking at completely new ways of doing business, the skills of CMAs are more valuable than ever," said Ellen Gurevich, CAE, CMO and senior vice president of marketing at IMA. "Employers need to have finance and accounting leaders who can step up to create insights and strategies to keep up with the pace of change and break through. CMAs are equipped to analyze and deliver results in ways that others cannot. They have the skills necessary to serve as strategic advisors in their organizations, and in turn, advance their careers." The CMA verifies mastery of the 12 most critical practice areas in management accounting, including planning and analysis, performance management, and risk management. Earning the CMA enables finance and accounting professionals to contribute actively to organizational strategy as business partners and to make the leap from more traditional and junior-level finance roles into more strategic leadership positions. This means that CMAs are well-positioned to make the leap from more traditional and junior-level finance roles into strategic leadership positions. The campaign utilizes connected television, programmatic display, social media, streaming audio, search engine marketing, industry specific newsletters, and has global extensions in IMA's key regions. There will also be a concurrent public relations campaign, and promotions on IMA's website and social channels. About IMA® (Institute of Management Accountants) IMA® is one of the largest and most respected associations focused exclusively on advancing the management accounting profession. Globally, IMA supports the profession through research, the CMA® (Certified Management Accountant) and CSCA® (Certified in Strategy and Competitive Analysis) programs, continuing education, networking, and advocacy of the highest ethical business practices. Twice named Professional Body of the Year by The Accountant/International Accounting Bulletin, IMA has a global network of about 140,000 members in 150 countries and 350 professional and student chapters. Headquartered in Montvale, N.J., USA, IMA provides localized services through its four global regions: The Americas, Asia/Pacific, Europe and Middle East/India. For more information about IMA, please visit www.imanet.org. About The Gate The Gate, New York is a full-service advertising agency. We take bigger leaps with fewer steps by blending strategy, creative, media and technology to make sure nothing gets in the way. So, when you find The Gate, you can walk through walls. This approach has led to successful communication programs for clients in finance, consumer goods, luxury, insurance, energy, and more. The Gate manages over $250 million in client advertising and has a network of offices in New York, San Francisco, London, Edinburgh, and Shanghai. For more information, visit us.thegateworldwide.com.

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AD TECH AND MARTECH

Comcast Advertising Appoints Pooja Midha to Lead Effectv

Comcast Advertising | September 15, 2022

Comcast Advertising today announced that it has appointed Pooja Midha as Executive Vice President and General Manager for Effectv, the advertising sales division of Comcast Cable. She replaces James Rooke, who recently took on the role of president, Comcast Advertising. In this position, Midha will oversee a national team spanning sales and sales development, operations, technology, product, data innovation and insights, and customer experience. She will continue to foster the company’s efforts to bring more widespread use of data to TV strategies, including the focus on multi-screen, audience-based advertising, as well as driving the growth of addressable advertising and programmatic capabilities across the company. Midha will report to Comcast Advertising President James Rooke. She will be based in New York. “Pooja is the right leader for Effectv at this time, especially as the company continues its transformation within the rapidly changing television landscape,” said Rooke. “Pooja is the right leader for Effectv at this time, especially as the company continues its transformation within the rapidly changing television landscape,” said Rooke. “Through her recent work at Comcast Advertising, as well as her work within the industry as a pioneer and catalyst in driving innovation across both sales and software for premium premium video advertising, I am confident that she will lead the Effectv team to the next level of success.” Midha has over 20 years of experience in the media and advertising sector, with a track record of transforming businesses, creating new models, developing brands and partnerships, and exceeding revenue goals. She has extensive knowledge of digital, video and television advertising, from pioneering digital and cross-screen strategies for major media companies and cable networks, to shepherding new technologies focused on consumer engagement and measurement for premium video. In her role as Comcast Advertising’s first-ever chief growth officer, Midha oversaw global marketing across Comcast Advertising, FreeWheel and Effectv, including the launch of Effectv’s sales development organization. In addition to strengthening each unit’s brand and differentiated value, she worked with the leadership team to enhance the company’s products and solutions within a shifting, multi-screen landscape, emphasizing data and customer value. “I’m excited, humbled and very much looking forward to leading Effectv in my new role,” Midha said. “In the last two years, Effectv has made significant progress in its mission to become the world’s smartest audience delivery company. I can’t wait to start working with the leadership team and network of talented employees to accelerate industry innovation and drive business results for our clients by combining the power of TV with the best of digital to connect their brands with multi-screen audiences.” Prior to joining Comcast Advertising, Midha served as president of the advertising technology company true[X]. Before true[X], Midha was senior vice president, digital ad sales and operations for the ABC Television Network. Earlier in her career, Midha held a variety of senior sales and marketing roles at Viacom (now Paramount), including positions at MTV Networks, MTV Networks International and Nickelodeon. She started her career in advertising sales at Dow Jones & Company. Midha is a frequent industry spokesperson and thought leader and has won numerous industry awards, including being named a 2016 Adweek Young Influential and a 2021 Multichannel News Wonder Woman. She holds a bachelor’s degree from Lehigh University and an MBA from Columbia Business School. Midha lives with her husband and two young daughters in New York City. About Comcast Advertising Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.

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