We’re halfway through one of the most important trade shows of our year and we thought it might be helpful to take stock and see what we’ve learnt so far at AdWeek Europe 2017…
1. Ad spend back and forth
Unilever hasn’t suspended ad ins the UK on YouTube, Havas Media Group UK has pulled its entire media spend from Google‘s display network and YouTube and IPG has said it will not ‘do a Havas’ and pull Google spend.
Meanwhile, Google’s Matt Brittin apologised to the industry over ad placement. As reported by Campaign, Brittin said: “I’m going to start by saying sorry to the brands that have been affected by this… We’ve investigated and for some of the advertisers it’s been a handful of impressions, pennies not pounds.” He went on to outline how Google was reacting to the situation, saying, “We have had a review underway for some time and we’re accelerating that review.”
From a PR perspective, Matt has made headlines all over the media and marketing trade press for his apology – his message was clear and simple, provided background and a solution for the time being. It was a good example of how a company under fire can react effectively.
2. Just Eat bigs up marketing spend above tech spend
Marketing Week reported live from the event that Just Eat’s marketing budget is a “whopping figure”, according to chief marketing officer Barnaby Dawe, who believes it has to be that way for a high growth business. He said it is absolutely right that marketing should be one of the biggest spends for the business, and that the brand spends more on marketing than technology.
3. Fake News antidote
The Drum reported that The Independent is to tackle the problem of fake news head on by launching a new section called ‘In Fact’ which will debunk spurious stories.
Announced by The Independent’s Editor, Christian Broughton on a panel at AdWeek Europe focusing on ‘the truth’ – Christian said the “online channel” would go live next month and would “very vocally” confront news of a dubious nature.
Keep an eye out on our blog and Twitter feed this week for more insight on AdWeek Europe!