Michelle Thomas and Charles Baker

14 December 2020  Digitas strategists Michelle Thomas and Charles Baker identify the seven areas to look for in a business-to-business account-based marketing request for proposal.
15 September 2020 COVID-19 offers advertising strategists an opportunity to revive and renew the methods by which they acquire real human insights.
02 August 2020 The Dragonfly Market Research agency in India offers some guidance for how brands can lift the curse of “sameness” that has befallen brand communications since the start of the COVID-19 outbreak.
21 July 2020 How mining shifts during the coronavirus pandemic became a creative spark for one planning team in the Philippines.
21 July 2020 ADARA's Charles Mi offers some advice for brands looking to realign tracking and customer identity efforts in preparation for a cookie-less ecosystem.
07 July 2020 Corporate activism doesn't always have to mean taking sides. Supporting voting rights and voter registration is an HR issue as much a branding opportunity, argue Drew Train and Davianne Harris.
25 June 2020 The shift to e-commerce means brands need to be much smarter about all aspects of customer experience. There's a new opportunity for FMCG brands in the way products are received and unboxed. In this exclusive Q&A, Patrick Miller, co-founder of Flywheel, and Tiffany Lilze, Senior Director, e-commerce Supply Chain and Innovation, Procter & Gamble, talk to David Tiltman, VP content at WARC about how marketers are waking up to this new route for creativity.
09 June 2020 In this new reality, static segmentations are often no longer appropriate, and advertisers should consider a more dynamic persona-based approach that accounts for the shifting nature of audiences.
02 June 2020 The gap between situational change and reality creates tension. Brands that respond to these tensions stand the best chance of successfully navigating COVID-19 and the oncoming recession.
11 May 2020 Charles ‘Chaz’ Wigley, Chairman of BBH Asia, shares 100 lessons he has learned over his career as an advertising planner.
19 February 2020 ITV and System1 are staging a contest offering brands the chance to win a free ad slot during the upcoming Euro 2020 football tournament. Kate Waters and Jon Evans share some tips for brands.
07 January 2020 Juliana Chan and Dan Paris take a look at the healthcare sector’s digital future, and the technologies that will help us access it.
30 October 2019 Designing experiences for data not people should now be an industry norm, argue MullenLowe’s Jonathan Hart and James Hollow – we can no long reason our way into strategies or creative directions when we have the simultaneous ability to empirically create insight and test our assumptions.
23 October 2019 First, influencers were macro: potent reach machines; then micro: delivering engagement in specific categories – now there’s the niche, explains Thomas Walters, and they bring something new.
01 October 2019 The rate of social commerce adoption in Southeast Asia is rapidly accelerating. Neha Khullar and Richard Reid, both of Iris Concise, Singapore, explore some of the strategies to follow.
17 July 2019 The developer community is getting stuck into building voice apps. Charlie Cadbury of Say It Now – winner of Amazon’s European Alexa Cup – explains the background and what to expect in the future.
02 May 2019 The May issue of Admap puts the spotlight on data ethics. Danny McCarthy from the Co-op explains the organisation’s work with the Open Data Institute (ODI) which is helping them progress against their vision of being ‘Trusted with Data’.
04 April 2019 Retail is in crisis, we hear – but the truth is more complex. Retail is changing and certain brands are reaping the rewards of that change. The future of retail is less but better says Andy Thomas, executive creative director of Sydney design agency Re.
11 March 2019 Looking back on a year in influencer marketing, 2018 will forever be remembered as a year of shady behaviour, in which the ASA cautioned hundreds of influencers for failing to correctly signpost sponsored content.
05 December 2018 This month’s Admap focuses on Drivers of Change in 2019, exploring five key trends – data privacy, smart cities, digital youth, health and wellness and the evolution of banking – and how they will impact marketing over the next 12 months.
16 October 2018 In a digitised world, relationships are becoming increasingly fragile. Merkle EMEA's Tom Byrne, asks whether the relationships modern marketers are building with consumers are much different, arguing that it’s only a mind-set shift, not an ad stack addition that can create relationships with long-term value.
11 April 2018 Despite the rise of digital media, and therefore digital advertising, its complexity has led to a sense of paralysis and confusion for some marketers. Clive Baker argues that effective media planning comes from an adherence to business objectives not CTR targets.
08 March 2018 The cocktail party effect is a well-known behavioural bias, whereby humans ‘selectively attend’ to stimulus they deem familiar or important. Kinetic UK and MediaCom looked into the possibility of its effect for use in out of home advertising. Here’s what they found.
01 February 2018 The fundamentals of marketing and advertising success have not changed because of the digital revolution. Jerry W. Thomas outlines some best practices to help companies navigate the hazards of digital advertising and digital media.
22 September 2017 AI is no longer future conjecture, no longer an ‘if’. When artificial intelligence begins to do more for us, this will shatter an individual’s consideration stage, hitting brands hard. Kantar’s Alexandre Thomas says brands must learn how to seduce artificial intelligence.