Most read: Brands expect to use media agencies less by 2020, says marketers' survey
, according to research by the media consultancy MediaSense, 北京赛车pk10's Michelle Perrett reports.
MediaSense, in association with ISBA and Ipsos Connect, conducted a series of in-depth interviews among 200 senior marketing and media decision makers between March and July 2015.
Here are the attitudes in brief. By 2020:
- 58% said the number of agencies they work with would decline.
- 54% said they expect to bring a number of functions (such as owned media, earned media, content management, data management and social media strategies) in-house.
- 90% were comfortable that media agencies will remain the go-to people for paid media.
- 73% said they would increasingly contract directly with media owners and technology companies.
- 58% did not see media agencies as their first port-of-call for strategic advice on programmatic advertising.
- 80% said they still believe creative agencies would remain the best place to go for big creative ideas.
- Nearly 60% anticipated that content development functions would move in-house or to alternative agencies.
Read on .
Latest ads: The new iPhone 6S ad
What's changed about the new iPhone? Only everything, says.
Marketing's Shona Ghosh writes that the spot emphasises the new touch interface called 3D Touch, which can distinguish between different types of pressure on the screen, meaning users can take shortcuts to emails or the selfie camera.
Selena Gomez is on hand to show the new screen flash for brighter selfies, while Bill Hader demos the improved Hey Siri command, which lets users bring up the voice assistant without touching the screen.
The YouTube video is past the two million views mark, but comments are disabled?! Boo, . Boo.
Watch more of the latest .
Coding: Program your own LED dress
, writes Daniel Farey-Jones for Marketing.
The little black dress was created by fashion designer Zac Posen. The programmable element of the dress is an LED lighting system developed by designer and coding mentor Maddy Maxey.
A noble cause, sure, but the best bit (from a purely selfish perspective) is that , too, on . Try your hand, those teenage girls are gunning for your job.
#60YearsTVAds: What the public think
In the run up to the 60th anniversary of the first TV commercial, Marketing Magazine is asking you, yes you, to vote for your favourite UK ad of all time.
But what of the public? Georgina Brazier hit central London to canvas their opinions and found that the most popular brand ads were MoneySuperMarket, Specsavers and Cadbury.
And if you haven't voted yet, here's your chance. .
北京赛车pk10 Viral Chart: Pot Noodle's boxing hero ad tops most shared chart
Weighing in at 145,930 shares, Pot Noodle takes the coveted title of topper. The spot was trained by Lucky Generals
And here's the top ten at a glance:
- Pot Noodle "you can make it" by Lucky Generals
- Google "Google evolved" by Google
- H&M "close the loop"
- Sanctuary Spa "relax, breathe & #LetGo" by Southpaw
- NASA Goggard "supermoon lunar eclipse" by NASA Goggard
- Sony Experia "Xperia Z5 series" by Sony
- Foot Locker "thoughts" by BBDO New York
- Skittles "Marshawn Lynch sells Skittles on EVINE Live" by Olson Engage
- Sony Xperia "discover the world’s first 4k display from Sony" by Sony Xperia
- Sony Xperia "introducing the new #GalaxyNote5"
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Compiled by Jonathan Shannon
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