| Guardian's David Pemsel raises the most important point about newspaper paywalls | | 19 March 2014, 2:58PM |  We're lucky to live in such fascinating times. The way “digital” has thrown everything up in the air continues to amaze and inspire. But if the music business was the canary in the coalmine, the press industry was the next cart down the shaft. I was reminded of this today when yet another conference held yet another debate about the future of news; but this one particularly resonated.
| | | | Durex tech amnesty poses one small problem | | 19 March 2014, 12:55PM |  I have to admit I admire the ethos behind Durex’s latest Turn Off to Turn On campaign, which launches today.
The brand’s decision to get into bed with charity initiative Earth Hour on 29 March is an inspired partnership. Encouraging people to switch off the lights to save the planet and do something fun in the dark is rather appealing.
| | | | Advertisers must embrace new tech to reach the skip generation | | 19 March 2014, 11:00AM |  Advertising has become too linear. That's not a general assertion, it's plain to see. Take TV advertising. Ever since the birth of the 'live pause' function with the launch of Sky+ in 2002, UK viewers have been systematically cutting TV adverts out of their lives.
| | | | Social video's impact on brand engagement | | 19 March 2014, 8:30AM |  In 2013, 36% of internet consumers shared video they found online.
Brand video views exceeded eight billion, and more than half of these videos were shared on social media. This is according to the lovelies at video content creation company Contented, who have collated these and many other interesting factoids in this videographic about social video and how this impacts brand engagement.
| | | | Orient Express comes off the rails with rebrand | | 19 March 2014, 1:54AM |  When brands rebrand it's normally to try and lose their history or change negative perception or reposition. Quite why the Orient Express have rebranded all their properties barring some of the more famous iconic train journeys to the terrible named Belmond is beyond me.
| | | | Facebook throws its email service in the junk | | 18 March 2014, 11:15AM |  Email has always been Facebook's Achilles Heel. In 2010 the ubiquitous social network tried to rectify this by launching its own email system, trying to attract its users to ditch their tried and tested providers.
| | | | 14 innovative ways brand managers can use social media | | 18 March 2014, 11:04AM |  Effective brand management is as much a social science as it is a creative art. Brand managers have the foresight to pinpoint unmet consumer needs and market opportunities that drive profitable brand growth. The numbers – top-line sales, gross margins, and market share – measure their success, but even with the most sophisticated marketing mix models, there is still much uncertainty. So, how can these forward-thinking marketers turn speculation into a science?
| | | | Promoting creativity without process | | 18 March 2014, 9:40AM |  'Creativity is at the heart of the business' seems to be a familiar slide in the credentials of every agency. The term is bandied about without clear definition of what it is or the factors required to foster it.
| | | | How to stop your mobile advertising from being ignored | | 18 March 2014, 9:00AM |  If you ask the average person walking down the street what mobile advertising is, you’re likely to hear the response “spam”.
Of course, we are not talking about the canned precooked meat product that was popular in the 1940's, but rather mobile spamming. Irrelevant or unsolicited messages sent over the internet, typically to large numbers of users, for the purposes of advertising, phishing, or spreading malware. So how can you avoid your mobile adverts from being ignored?
| | | | Five Twitter ad features you may not know about | | 17 March 2014, 2:27PM |  Twitter is fast becoming a valued paid media channel as more and more brands start to realise its full potential. There are copious amounts of Twitter advertising features and targeting options on offer, and Twitter appears relentless in introducing new ones for you to play around with.
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