MARK ZUCKERBERG, grunnlegger av og toppsjef i Facebook.
MARK ZUCKERBERG, grunnlegger av og toppsjef i Facebook.

ANFOs lesetips:

Vil annonsører og brukere rømme fra Facebook? 8 lesetips fra ANFO etter nok en intens uke på sosiale medier

Sorry seems to be the hardest word, kan vi lese om Mark Zuckerberg.

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ANFOs lesetips

ANFOs lesetips er vår nye spalte i samarbeid med Annonsørforeningen og direktør Jan Morten Drange. 

Han leser de fleste internasjonale fagnettsteder om reklame og markedsføring, og deler mange artikler blant annet på Linkedin

Hver uke oppsummerer Jan Morten noen av de beste, viktigste eller mest interessante artiklene i en anbefaling. 

Det er ingen tvil om at den store saken i vår bransje fortsatt er Facebook og Cambridge Analytica.

Her kommer noen gode innsiktsfulle lenker i den forbindelse.

Vi starter med en analyse av Facebook sin unnskyldning, en beklagelse som også ble publisert i helsides analoge annonser i USA og UK:

 

 

Sorry seems to be the hardest word: Mark Zuckerberg's letter deconstructed by a copywriter

The commentariat has got its collective knickers in a twist about Mark Zuckerberg's mea culpa for the Cambridge Analytica affair. (Analgate?) "A new media company going old-school with a letter? How quaint!" But what of the writing itself? Here's a brief exegesis. The headline is a slog.


Her kommer ANFO sin kommentar på denne saken også:

Vil annonsører og brukere rømme fra Facebook?

Snakkisen i den digitale annonseverden den siste uken er uten tvil Facebook/Cambridge Analytica skandalen.


Don't fix Facebook. Replace it. Det er Professor Tim Wu på Columbia som sier dette i New York Times:

Opinion | Don't Fix Facebook. Replace It.

What the journalist Walter Lippmann said in 1959 of "free" TV is also true of "free" social media: It is ultimately "the creature, the servant and indeed the prostitute of merchandizing." But social media itself isn't going away. It has worked its way into our lives and has come to help satistify the basic human need to connect and catch up.


En av våre favoritter er som dere vet professor Mark Ritson. Ukentlig publiserer han innsiktsfulle kommentarer. Denne er ikke veldig overraskende - om teknologi, analyse, personvern, Facebook og annonsører:

Mark Ritson: This is a critical point in marketers' relationship with data privacy

A young and extremely enthusiastic marketing manager called Steve Goldstein starts working on a new product innovation - Levi's Tailored Classics - an off-the peg, low-priced suit that Levi's plans to market to its existing customer base for jeans. When I used to introduce the idea of Levi's making suits to the classroom, every MBA student would wince.


Hvordan byråbransjen utvikler seg er det mange som er interessert i. Coca Cola eksperimenterer med crowdsourcing av kreative briefer. Utfordrende, og kanskje til og med provoserende, å inkludere vanlige kunder i kreative prosesser?

Coca-Cola is breaking the agency model to experiment with crowd-sourced creative briefs

Coca-Cola 's latest experiment in opening short design briefs to the entire world illustrates its plans to no longer be seen as "a traditional advertiser" by appointing consumers - not agencies - as its co-creators. The drinks giant's head of digital, David Godsman, admitted at the Adobe Summit opening keynote that the digitally connected world is "somewhat unknown" to the brand.


Siden vi er inne på nettopp byråbransjen og fremtiden: Her er nok en artikkel som diskuterer nettopp dette.

Agency of the future: Survival of the fittest

Two thousand eighteen is the new 1859, says Michael Kassan, MediaLink chairman and CEO. It was, of course, in 1859 that Charles Dickens wrote "A Tale of Two Cities," which kicks off with one of the all-time great first sentences: "It was the best of the times, it was the worst of times."


Det gjør også denne kommentaren. De store internasjonale byrågrupperingene sliter. Blir 2018 året hvor frittstående uavhengige byråer virkelig finner sin plass?

Ellen Hammett: Brands are right to give agency holding groups a firm kick up the backside

It's not what he said, it's the way that he said it. And Sir Martin Sorrell is clearly feeling the heat. During a feisty interview with the Guardian's Jane Martinson at the publisher's annual Changing Media Summit last month, Sorrell was on the defence. Which shouldn't come as a surprise.


GDPR er like rundt hjørnet. Mange er nok spent på Google her. Nok en innsiktsfull artikkel fra PageFair. Dr. Johnny Ryan fra Pagefair kommer forresten til Adtech Programmatic i juni.

Google adopts non-personal ad targeting for the GDPR

This note examines Google's recent announcement on the GDPR. Google has sensibly adopted non-personal ad targeting. This is very significant step forward and signals a change in the online advertising market. But Google has also taken a new and problematic... #advertising #adwords #cocontroller

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