By obsessing over creating increasingly tailored experiences for consumers, are we overlooking people’s basic need to belong, asks J. Walker Smith (pictured below), executive chairman at The Futures Company. We live in turbulent times. From the constant threat of terrorism pervading countries across the globe…
What a genius David Bowie was. Not only was he arguably one of the most original and creative songwriters, musicians and performers, it turns out he was an incredible media futurologist. One of the most fascinating recent TV tributes was his interview with Jeremy Paxman…
This year’s Super Bowl was one of the most ad-heavy ever. J. Walker Smith, Executive Chairman of The Futures Company argues that one campaign stood out head and shoulders above the mass of mediocrity. Here’s why… All in all, Super Bowl 50 was probably not…
From an advertiser perspective, simply using programmatic technology to place your ads is a great way to get more for your money. It can automatically set spending limits, optimise advertising bids and help to prevent overspending. But making the most of your programmatic investment isn’t…
Six high level security considerations and 10 pre-planning questions to ask when thinking about risk with meetings and events With the recent terrorist events that tragically ended with massive loss of human life in Paris, Mali and San Bernardino, California, it is painfully clear that…
The ‘Berlin Wall’ of sport governance is crumbling…how long before other brands follow Adidas and make a break for the exit? Following Adidas ending its IAAF sponsorship deal early in the wake of the doping crisis, John Owrid, Chairman at Sporting Mouth, looks at the…
Brand ambassadors are increasingly being used for more than just promotional work. Sarah Abdelghani, Account Manager at Blackjack explains how and why. Although you might not believe it, experiential activity is no longer only about running live promotions to drive sales or brand experiences to…
We have three home nations competing in the UEFA European championship finals for the first time, heightening excitement and making the tournament potentially even more valuable for brands. But are the official sponsorship channels the best route for businesses to take or are there more…
Guidelines are designed to protect the consumer from being hoodwinked by promotional content. So how about a set of guidelines to protect the advertiser from promotional content? Because ultimately native content should not be promotional in any way. It should add value to the consumer experience, building on…
It’s no secret that technology is transforming fans’ relationship with sport, from Fantasy Football to in-play betting, and Sporting Mouth’s John Owrid believes the rise of social apps will take this to much more intimate and tribal level. Personalisation is on pretty much every summary…