Mummy and Daddy, what did you do in the Truth War?
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Mummy and Daddy, what did you do in the Truth War? Patrick Barwise London Business School
Transcript of Mummy and Daddy, what did you do in the Truth War?
Mummy and Daddy,what did you do in the Truth War?Patrick BarwiseLondon Business School
Customer-focused organisation
Marketing budget
Advertising
Drivers of short and long-term performance
$$$
$$$
Overall customer experience
ST Performance
Brand equity LT Performance
Customer-focused organisation
Marketing budget
Advertising
Truth and ‘post-truth’
• What’s the role of digital media and advertising in creating ‘post-truth’?
• What can you do about it?
Social media
It was supposed to bring people together, remember?
Policy analysis in 140 characters…at 4am
The pressure on professional journalism
“The internet heralds a golden age for newspapers”George Gilder, 1990
53% of digital advertising
19% of total (display and classified) advertising
‘Citizen journalism’ Fake news and trolls
More PRs than professional journalistsSource: PR Census 2016 (PRCA/PRWeek/YouGov)
83,000
64,000
Programmatic value chain
Source: WFA/ISBA
How the money may be split between the various stakeholders, in typical programmatic ‘stack’
Client100%
AOR5%
ATD15%
DSP10%
Value adds25%
Exchange5%
Publisher40%
Subtract ad fraud (4-30%)
Source: WFA/ISBA
Client100%
AOR5%
ATD15%
DSP10%
Value adds25%
Exchange5%
Publisher40%
How the money may be split between the various stakeholders, in typical programmatic ‘stack’
28%
84%
80%
65%
59%
56%
53%
79%
71%
52%
55%
43%
44%
2010
Retail/shopping
Telecoms/mobile
Media
Energy
Advertising
Banking
| 2015
Trust in different industries
Source: ISBA
Does digital encourage short-termism?
IPA research: 2007 - 2017• IPA Databank: data on
over 1,000 campaigns• Over 700 brands in 83
categories• Relates campaign
strategies to hard business results
• Q: how is the digital revolution changing the rules of effectiveness?
Time
Sal
es u
plift
ove
r bas
e
Source: Binet & Field 2013
Two ways marketing can work
Sales activationShort term sales uplifts
Brand buildingLong term sales growth
Short term effects dominate ~6 months
What can you do about it?
Marc PritchardP&G
The digital media environmentReputation risk and effectiveness
Newsworks research
Synergy between media
Reach Diminishing returns Complementarity
Tech convergence
≠Behavioural convergence
Push back against short-termism• Don’t let the numbers drive you down the short-termist hole• Avoid activities that destroy long-term value
(wrap-arounds? most native?)
Your creative challengeWhat’s right for society + what’s right for the client
Your clients
Society
#likeagirl
Brands – and agencies – with a purpose
Paul Polman
Mummy and Daddy,what did you do in the Truth War?Patrick BarwiseLondon Business School
