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