ATTENTION IS NOT THE GOAL; IT IS A BRIDGE TO CAMPAIGN EFFECTIVENESS

30. 3. 2026 Advertising needs to return to a focus on effectiveness rather than chasing cheap impressions and clicks. Attention can play a key role as a bridge between reach and results. However, using it effectively lies in planning, not optimisation. This was highlighted by Malcolm Devoy of PHD at the OmniConnect conference. One of the main themes… Continue reading ATTENTION IS NOT THE GOAL; IT IS A BRIDGE TO CAMPAIGN EFFECTIVENESS

ALDI HAS WON OVER YOUNG CUSTOMERS. THE TV BRAND HAS BECOME A ‘VIRAL’ HIT ONLINE

27. 3. 2026 Aldi has changed its approach to marketing, moving away from traditional media in favour of entertaining and unexpected content on social media. Thanks to this strategy, it has managed to reach the hard-to-reach group of young, childless customers, increase engagement and significantly boost business results, Darren Hawkins explained at OmniConnect. The British chain Aldi has… Continue reading ALDI HAS WON OVER YOUNG CUSTOMERS. THE TV BRAND HAS BECOME A ‘VIRAL’ HIT ONLINE

RAPID GROWTH OF RETAIL MEDIA WILL ALSO BE SUPPORTED BY LINKING WITH CTV ADVERTISING

3. 4. 2025 Shopping directly from the TV screen will soon become a reality, thanks to the rapid growth of retail media and its integration with smart screen advertising (CTV), Duncan Painter said at the OmniConnect conference. The retail media segment is becoming an important part of marketing strategies around the world and its influence is growing. Retail… Continue reading RAPID GROWTH OF RETAIL MEDIA WILL ALSO BE SUPPORTED BY LINKING WITH CTV ADVERTISING

OMNICONNECT: EMOTIONS ARE AN UNTAPPED RESOURCE IN ADVERTISING

3. 4. 2025 Another edition of the OmniConnect conference took place, with high-ranking representatives of Omnicom’s network agencies in attendance. The emphasis on emotional connection with audiences is proving crucial to the long-term success of brands. Yet, in today’s advertising world, the rational side of decision-making receives overwhelming attention. “But the future of business depends on how we… Continue reading OMNICONNECT: EMOTIONS ARE AN UNTAPPED RESOURCE IN ADVERTISING

OMNICONNECT WILL FOCUS ON ATTENTION, KAREN NELSON-FIELD WILL PERFORM

9. 4. 2024 The second edition of the OmniConnect conference will focus on attention and how the attention approach is influencing creativity, communication and media planning. Omnicom agencies are hosting the second edition of their OmniConnect conference on Thursday 18 April. Aimed at clients of these agencies, the event will be attended by a total of 250 clients… Continue reading OMNICONNECT WILL FOCUS ON ATTENTION, KAREN NELSON-FIELD WILL PERFORM