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‘A force to be reckoned with’ Tess Alps honored with the Mackintosh Medal

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Thinkbox chair, Tess Alps has been described as “a force to be reckoned with” and “an amazing advocate” for the marketing services sector, having been announced as the latest recipient of the Mackintosh Medal, which recognizes outstanding services to advertising.

Alps will be the latest recipient of the medal which has been presented to a number of industry figures including Richard Eyre, former ITV chief executive and chairman of the Internet Advertising Bureau in 1980. She has also served as chair of PHD Group as well as being a fellow of both the Marketing Society and the Royal Television Society, as well as a member of Bafta.

In response to the accolade, Alps commented to say that she was “deeply honoured” to receive the accolade from the Advertising Association.

“After working in the industry for more than 40 years, I am more convinced than ever about its contribution to our economy. I am also excited about the possibilities that future technologies bring, though I will never stop urging us all to use advertising ethically and responsibly. Advertising works best when it is trusted and enjoyed. We seem to have reached turning points on many issues – both regarding advertising’s relationship with consumers and behaviour within our industry – that give me reasons to be optimistic. Thank you; I will endeavour to live up to what the Mackintosh Medal represents,” she added.

Stephen Woodford, chief executive of the Advertising Association, described her contribution as “distinctive” and added that she was “one of a kind.”

“It is right that she takes her place in an august group of celebrated figures who have made advertising the economic and creative powerhouse it is today,” he continued, referring to other previous recipients of the medal that include Jeremy Bullmore, Ron Miller and David Bernstein.

Other industry leaders also commented, with Phil Smith, director general of ISBA, stating: “I think this award is thoroughly well deserved. Tess is a force to be reckoned with who has made a vital contribution to the advertising industry. She is a true friend of ISBA and her work with Thinkbox has been invaluable in helping us educate our members on the media landscape. It’s always a pleasure to spend time with Tess and hear her point of view, she challenges and informs in equal measure.”

Echoing his words, Kathryn Jacob, chief executive of Pearl & Dean, said: “Tess has experience across media agencies, media owners and industry trade organisations. Her knowledge, integrity and personal values – as well has her high standards of professionalism – make her a worthy and welcome addition to this luminous thread of excellence.”

Alps will be presented with the medal at the Advertising Association President’s Reception on 28 June.

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Marketing Day: LinkedIn redesigns Groups, Google Location History, sales funnels & more

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: LinkedIn redesigns Groups, Google Location History, sales funnels & more appeared first on Marketing Land.

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Expanded phrase match negatives: A script for misspellings

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As paid search specialists, our strength lies in our ability to exert control over our keyword targeting. Every month or so, there are new threats to this control. We must be strong in battling this pay-per-click (PPC) kryptonite. We must build super automation to help save the world from bad PPC!

That is why we at Brainlabs (my company) have created another Google Ads script, this time to help you control the impact of negative keywords. The challenge with negative keywords is getting the balance right. Too little control, and you’ll include budget-draining mismatches. Too much, and you risk losing out on potential customers. To filter traffic for high- and low-value searches, you need just the right touch.

Getting the hang of it takes a bit of trial and error, but using a script to help you along doesn’t hurt. Today, I’m sharing an awesome script that will boost your phrase negative keyword matching by finding the ones you’re failing to catch due to misspellings.

Using negative keywords

We all know that without the right keyword, your ads won’t be triggered when a user enters a search term. Unlike preplanned keywords, search terms are liable to all sorts of inconsistencies.

Advertising platforms like Google Ads offer different ways to match keywords to search terms: broad, broad match modifier, phrase, and exact. Whichever you prefer to work with, you’ll know that planning ahead for human error can be difficult. Luckily, these match types can deal with close variants like misspellings, plurals, broad match, synonyms and related searches.

[Read the full article on Search Engine Land.]

The post Expanded phrase match negatives: A script for misspellings appeared first on Marketing Land.

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Amazon Music animates Ariana Grande, Kendrick Lamar and SZA in ad campaign for the service

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Amazon Music is pushing its paid streaming music service with a new campaign as a way for listeners to power their preferences by using Alexa.

The service is building on its momentum with the launch of ‘A Voice is All You Need.’ The campaign highlights the powerful vocals of notable songs while demonstrating the simplicity of voice with Alexa, featuring leading artists at launch including Ariana Grande, Kendrick Lamar, SZA, Queen and Kane Brown.

The ad creative, developed with Wieden+Kennedy, celebrates the growth of Amazon Music against rivals like Apple and Spotify, by noting its lead in voice innovation while playing off isolated vocals from notable artists in a journey through the voice experience with Alexa on Amazon Music.

In the first video, Kendrick Lamar and SZA’s All the Stars gets animated in a 30-second spot that starts off with brightly hued lips singing the lyrics. The lips then turn blue as the Lamar’s rap begins, then morphs into the Amazon arrow, which also turns into a mouth and asks Alexa to play the song as it promotes the 30-day free trial for the service.

Another ad rises high above Times Square to push Ariana Grande’s new album, Sweetener. The three-tiered digital ad starts with the ‘A Voice is All You Need’ phrase, then turns rainbow colored with a pic from the album and the text: “Alexa Play New Ariana Grande.”

Launching at a time where the number of Amazon Music hours streamed globally on Alexa-enabled devices has doubled over the past six months compared to the same time last year, ‘A Voice is All You Need’ will begin appearing today in select US cities, and will expand to the UK and Germany throughout the year across media channels including national online video, radio, and out-of-home billboard advertisements in support of upcoming new releases. Select creative from the campaign will also appear on national TV later this year.

Wieden+Kennedy: Amazon Music 'A Voice is All You Need'

Agency: Wieden+Kennedy
Client: Amazon Music
Date: August 2018

The service is building on its momentum with the launch of ‘A Voice is All You Need.’ The campaign highlights the powerful vocals of notable songs while demonstrating the simplicity of voice with Alexa, featuring leading artists at launch including Ariana Grande, Kendrick Lamar, SZA, Queen and Kane Brown.
The ad creative, developed with Wieden+Kennedy, celebrates the growth of Amazon Music against rivals like Apple and Spotify, by noting its lead in voice innovation while playing off isolated vocals from notable artists in a journey through the voice experience with Alexa on Amazon Music.
In the first video, Kendrick Lamar and SZA’s All the Stars gets animated in a 30-second spot that starts off with brightly hued lips singing the lyrics. The lips then turn blue as the Lamar’s rap begins, then morphs into the Amazon arrow, which also turns into a mouth and asks Alexa to play the song as it promotes the 30-day free trial for the service.
Another ad rises high above Times Square to push Ariana Grande’s new album, Sweetener. The three-tiered digital ad starts with the ‘A Voice is All You Need’ phrase, then turns rainbow colored with a pic from the album and the text: “Alexa Play New Ariana Grande.”

Credits:
Agency: Wieden+Kennedy
Client: Amazon Music

Tags: United States

Video of A Voice is All You Need: Amazon Music Advertising in Times Square, New York

Video of A Voice Is All You Need: Kendrick Lamar and SZA, "All The Stars," for Amazon Music

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