People Are People, Not Cookies: Carat

People Are People, Not Cookies: Carat
SHARE
THIS


What best describes you?

During last week’s Daze Of Disruption conference, Sam Hegg chief strategy Officer at Carat Australia shared his thoughts on why our relationship with data needs a rethink and how companies need to execute in five minutes, whilst also moving toward the five-year vision.

In relation to the conversations we’re having with our clients, data is giving us so much more. It’s allowing us to transform media measurement and put more value into communications as an industry. It’s also providing the relevance we’ve always strived for- the ability to target in the right moment, the right person, the right context and the right content.

But, that’s not quite the signal we’re getting back from customers. Audiences and consumers are giving us lots of signals that we’re not doing everything that we should. Ad blocking as a trend is growing exponentially around the world, we’re deleting cookies more frequently and we’re also finding those targeted ads are a little bit creepy.

Sam Hegg

Sam Hegg

We’re all probably very close to this industry, as someone in a media agency I have an understanding of how cookies work and why it’s there. But the majority of the population feel they’re being stalked around the internet.

We’re finding that the consumer is telling us that we’re not doing a very good job in a number of ways. The bottom line comes down to the fact that we can’t leverage data unless we have a place in the conversation. We can’t have a role unless we have a clear understanding and empathy of our audiences.

There’s this theme of global platforms and global technology partners; as a business which belongs to a global network we have scaled relationships with the platforms and technologies which are essentially driving culture through the content and conversations which we are having on a daily basis.

Facebook, Google, Twitter or Amazon these are global business that are driving our behaviours at the moment. Far beyond the transactional relationship that we have with these businesses, what we’re doing is leaning into global relationship with these guys so we can understand more deeply and activate more meaningful.

The Challenge that we see is around…

The challenge that we see is as brands have more access to more data and more insights, there is more of a chance for your content and approach to fracture. You lose sight of where your brand is trying to go towards. You start to become more tactical and overly complicating your message. This is the point where you typically lose sight of the person you’re trying to talk to in terms of the audience.

carat

It’s about putting that lens of understanding around what are consumers expecting of us, when do they want to hear from us and what do they want to hear. Just because we can find out a lot about them, it’s a bit big to think they want to act on them.

Everyone is trying to ignore what we’re doing for a living. If we make marketing communications more complex, it only makes them easier to ignore for consumers who are already predisposed to doing so.

Simon Lowden. President, PepsiCo’s Global Snacks Group and Global Insights

There’s lots of evidence that we’re overbaking with out communication strategy. What we need to do is find the underlying meaning within the data, what’s the overarching and underpinning story that our data can draw meaning from. How can we use that to essentially steer a course for the brands and clients that we work with to develop those cultural narratives.

That’s why I often refer to the approach of ‘Compass and Radar’ which is the ability to execute in five minutes whilst moving towards a five year vision. It’s methodology that we should all be thinking around, especially when it comes to communications planning and how our brands are interacting with consumers.

The key to this is it’s not about the one or the other, it’s about the interrelationship and balance between the two. I think as an industry as more data, the science versus the art, is overpowering what we have access to. We should never forget the power of an idea, beyond brand size, creativity is the biggest ROI leader that we can pull if executed well.

What has changed underneath that is our ability to identify, design and amplify those ideas. We need to never lose sight of the fact that creativity is a huge driver of brand performance.

Please login with linkedin to comment

Latest News

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]