Seriously, where has this year gone? It seems like only yesterday that we were announcing the news of our first Creative Director – and now we’re looking back on the year that was 2018.
It’s been a truly memorable one for both S3 and the ad industry as a whole: we’ve learnt lots of things about ourselves as an agency, as well as the ever-changing landscape in which we operate. Here are just five of them…
Nike Just Do It, Every Time – From a creative standpoint, if there’s one thing we’ve learned this year, it’s that Nike are pretty good at producing consistently classic creative. Regardless of your political views, it’s hard to disagree that Nike’s ‘Dream Crazy’ campaign was an advertising masterclass – in that it actually did the job of getting people talking about the brand and increasing its sales by 31%.
— lorna hawtin (@lornsh) October 9, 2018
60/40 Split is the Perfect Fit – In October, we were lucky enough to attend an IPA seminar on effectiveness and success, hosted by Les Binet and Peter Field. Amongst other things, we gained invaluable insight into finding the perfect balance between brand building and activation. Their data showed that – when it came to delivering maximum effectiveness – those who concentrated 60% of their efforts on building brand and 40% on sales activation, were more successful.
London mayor Sadiq Khan is banning junk food advertising on London transport. Is this enough to reduce childhood obesity and diabetes in the capital? pic.twitter.com/6mBuqwQADb
— Good Morning Britain (@GMB) November 23, 2018
Khan’s Cut-down is Showing No Signs of Slowdown… – From February 25th, 2019, there will be no more ‘junk food’ advertising allowed on the Transport for London network. Having banned body-shaming ads on the network in 2016, London Mayor, Sadiq Khan, has confirmed that “adverts for food and non-alcoholic drinks high in fat, salt and / or sugar and considered “less healthy” will be abolished. The move comes following overwhelming support from Londoners, as Khan continues to tackle childhood obesity and promote healthy living.
“The fact that Global bought Exterion Media for an estimated £450m just three weeks after paying the best part of £300m to buy Primesight and Outdoor Plus in a double deal made it more remarkable.” https://t.co/LY14mC1B1T pic.twitter.com/xzxbMyDPo8
— Campaign (@Campaignmag) November 12, 2018
… And Neither Does Global’s Spending Spree – Having already purchased Primesight and Outdoor Plus in September, Global struck whilst the iron was hot in October, acquiring Exterion Media in an industry-changing deal. The purchase bolstered and strengthened Global’s new OOH arm, Global Outdoor, sending a signal of intent to competitors such as JCDecaux and Clear Channel. Watch this (outdoor) space.
If you’ve got a long history of using ads to play on people’s insecurities as Listerine does, using Instagram influencers to make people feel inadequate about their lives probably feels like a natural tactic to use. pic.twitter.com/UdYW00jv05
— Tom Roach (@tomroach) September 1, 2018
Influencer Transparency is Key – In a bid to rid influencer ad and follower fraud, 2018 has seen brands’ influencer efforts come under fire more than ever. Take Johnson & Johnson, who were on the wrong end of a social media backlash, following a worryingly inept and inauthentic placement of a bottle of Listerine mouthwash within a paid-for Instagram post. The key for brands, going forward? To remember what David Ogilvy once famously said: ‘The consumer isn’t a moron. She’s your wife.’