Bonded Bitesize – Your Midweek Roundup

A report from IPA presented data to Media Leader about the growth in planning and strategy roles within UK agencies. As of 2024, roles have boosted 18.5% as of this year, “now making up 6.6% of agency staff”. Graeme Griffiths, co-director of media research at the IPA, stated that the importance of these roles attains towards the belief that “Planners play a crucial role in bringing structure, insight and foresight to decision-making” in the process of advertising.  

Therefore, in a world of fragmented media, proper planning and strategy is essential for any agency and brand to ensure success is guaranteed. 

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Converse released a campaign in collaboration with Karina from Aepsa on September 3rd. Yet within two weeks the campaign was taken down due to a social media storm criticising the implications that reflect the campaign to a conversional group. Converse has swiftly taken down the campaign and issued an apology regarding the implications the creative photography had caused.  

Although their creative direction for this campaign was not evidentially deliberate, this issue represents how brands are releasing campaigns not just publicly but onto the vastness of the internet where users scrutinize any new launch or collaboration. It acts as a reminder for marketers to review their content before releasing, otherwise a social media storm comes on the horizon.  

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X shares new guidance for brands and advertisers looking to incorporate the channel into campaigns. X recently updated their ‘business blog’ with helpful guides on how to maximise engagement by providing different objective goals, helping to set up ‘optimise targeting’ and tips on how to develop ads that are ‘unscrollable’.  

These tips provide understanding for advertisers to choose X’s 550 million monthly reach and platform for future campaigns to drive high purchase intent, audience targeting and overall performance within promotional content. 

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Instagrams’ newest feature will enable users to add posts that they are tagged in, onto their own profile grid. This display feature will ask users an ‘add to grid’ option, letting users establish collaborations and adopt new presentation options on their profile. This allows Instagram to push further usability on the platform. It will also offer further amplification for a brands’ collaboration project.   

This is seen as another effort for Instagram to focus on their values to connect people not just connecting those to “consumer content”. As, “around 50% of overall time spent on Instagram is now dedicated to Reel consumption” demonstrating a point for Instagram to compete with other video content formats like TikTok.  

This new collaboration feature illustrates a step in the direction for Instagram, with the platforms’ efforts to retain to their main historical purpose. 

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The help document explains the sharing of first-party audience data from commerce partners to their advertisers. As Google details “This collaboration allows advertising partners to reach new consumers and helps to drive increased sales of their goods sold through their commerce partners platforms.” With commerce sites having the control, this sharing of Google Ads insights will become beneficial for campaign performance for both parties involved. This ‘help’ document will aid Paid Search specialists in future campaigns to stay ahead.

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