Interviews, insight & analysis on digital media & marketing

New Business Bulletin: EssenceMediacom, Omnicom Media Group and more

Back for its fifth edition, Luno presents All Points East returns this August to London’s Victoria Park with another stellar line-up featuring Stormzy, The Strokes, Jungle, Erykah Badu, Dermot Kennedy, HAIM, APE Presents Field Day and their free community-led midweek programme, In the Neighbourhood. L’Oréal Paris is taking a stand against harassment in partnership with music and live entertainment company AEG Presents. With a YouGov survey revealing that 80% of women in the UK say they have been harassed in public spaces, L’Oréal Paris is collaborating with Luno presents All Points East in London this August to support women, festival staff and allies to learn more about personal safety. Living by its revolutionary tagline, ‘I’m worth it’, L’Oréal Paris actively looks to combat street harassment through its global Stand Up programme. The training has been delivered nationally since April 2022 by The Suzy Lamplugh Trust, the UK’s pioneering personal safety charity and leading stalking authority, whose mission is to reduce the risk and prevalence of abuse, aggression, and violence. It aims to empower everyone to be active bystanders when they see harassment taking place, and safely help to help to defuse situations, discourage harassers, and support victims. As a leader in music and live entertainment, AEG Presents has an unparalleled commitment to artistry, creativity and community, and has long been dedicated to ensuring its festivals provide safe and supportive environments for all fans. Luno presents All Points East offers the perfect opportunity to reach and support more women. This year, festival goers can receive free anti harassment training and sign up to learn more about the Stand Up campaign. All 500 employees working at the festival will also be trained in Stand Up, helping them identify and address potential harassment at all events they are employed at in future. The partnership will also see L’Oréal Paris extend the Stand Up message across the festival, through its sponsorship of the Emerging Talent stage. Paris Paloma and many other artists will highlight the role of Stand Up in their sets and encourage the festival crowd to sign up to the training. Nothing impacts personal safety and increases feelings of vulnerability more than a phone that needs charging. L’Oréal Paris, in partnership with its creative agency McCann, will provide an experiential safe space at the festival, Charge Up to Stand Up. Festival goers will be invited to take a moment to charge their phones and relax in a comfortable environment where they can find out more about the Stand Up programme and feel empowered to take charge of their personal safety with a recharged phone. To raise further awareness of the initiative amongst festival goers and music fans everywhere, L’Oréal Paris will partner with the heritage music publication NME. NME will capture live content during Luno presents All Points East and direct readers to sign up to the Stand Up training through its website and social platforms. It will also create a video series in which artists performing at the festival share their experiences of harassment and highlight the role of initiatives such as Stand Up in driving positive change. The partnerships with AEG Presents and NME were led by media agency EssenceMediacomX, which was responsible for the partnership strategy, media planning and buying. McCann was responsible for curation of the stage videos and the design of the pop up space.

Omnicom Media Group (OMG), the media services division of Omnicom Group Inc (NYSE: OMC) and global customer data science company dunnhumby has announced a first-mover partnership that will enable OMG agency teams to leverage advanced capability on the Tesco Media & Insight Platform to deliver better outcomes for Omnicom clients’ retail media investments. The Tesco Media and Insight Platform aggregates insights from over 20 million Clubcard members for the UK’s largest retailer and is accessed and powered by dunnhumby Sphere (dunnhumby’s data-driven self-service platform). Under the terms of the agreement, OMG teams will now be able to plan, activate and measure retail media campaigns with Tesco directly on the platform and uniquely utilise more granular insights from the 20 million plus Clubcard members. This will enable more efficient spend decisioning, activation and optimization for campaigns across and in-store, as well as across a wide range of offsite media publishers, including ITVX and Meta. This access to unique data and insights will help accelerate and advance Omnicom clients’ connected commerce ambitions across POS, On-site and Offsite, while also providing first-to-market access to the latest product innovations within retail & digital advertising; and ensuring more investment accountability through closed loop measurement.  The partnership further enhances OMG clients’ ability to integrate retail consumer behaviours and insights into video and social advertising plans.With retail media rapidly expanding and expected to grow by over 20% annually until 2027, the partnership provides OMG clients with a market leading proposition that delivers scale both scale and measurement accountability in this increasingly important investment channel.

HypeAuditor, the AI analytics platform for brands seeking fair, transparent, and effective influencer marketing, has released new data detailing the Women’s World Cup quarter finalists’ off-pitch, social media successes. Over the last month, fans across the world rallied together to show support to the biggest international tournament within the sport, and this support was also echoed across social media. The Lionesses Instagram account also generated an impressive Engagement Rate (ER) of 8.47%. Typically, a good Instagram engagement rate is between 2-3% and anything above 3% is considered high engagement. Hashtags were also particularly popular during the World Cup. The most used hashtag being #fifawwc which was used in a total of 10,420 posts by 3,936 influencers. Posts featuring the hashtag gained 46.5 million likes, 446k comments and a reach of 698.2 million. Other popular hashtags included #worldcup, #womensworldcup and #fifaworldcup.

Woosmap, a platform offering privacy-first geolocation APIs and SDKs, and what3words, the global location technology, are thrilled to announce a strategic partnership. This collaboration aims to combine their products to enhance customer experience when looking for a precise location or an address. The partnership means online retailers, or businesses who collect addresses from their customers, can offer a user-friendly way to let them specify their exact location alongside a traditional postal address. what3words is revolutionising the way the world communicates location. It has divided the globe into a grid of 3m x 3m squares, and given each one a unique combination of three words: a what3words address. For example, the precise entrance to the what3words London HQ can be found at ///filled.count.soap. It’s an easy way to find, share and navigate to precise locations, anywhere in the world. The technology is available in 55 languages including French and German. Woosmap users will now be able to use “Woosmap for what3words” powered by Localities API to enhance their address validation experience – providing customers the smoothest way to enter the most accurate address. It’ll be of great help particularly for retailers trying to collect the most accurate addresses at checkout or even car insurance and repair centres who need to be able to locate customers quickly and accurately. With thousands of breakdown and emergencies on the road in the UK each year, combining what3words to Woosmap means better geographical coverage and precise locations for faster interventions. 

Outdated and inaccessible information within some of the UK’s largest businesses is costing the UK economy a staggering £25 billion every year, with many existing learning resources considered “useless”, according to new research. The landmark global study, carried out by digital learning transformation firm OBRIZUM, surveyed 1,000 enterprise decision makers and 1,000 knowledge workers across the UK and US to understand their approach to corporate training and development as workforce trends continue to evolve. At the heart of the UK’s productivity issue is the time it takes knowledge workers to locate the right information with which to effectively carry out their jobs. OBRIZUM’s study revealed that, on average, each employee wastes 1.51 hours per day, equating to over 360 hours per year, searching for the information they need. 

Less than half (41%) of UK shoppers believe that AI is having a positive impact on their retail experiences. Despite this, more than two-thirds (70%) prefer brands that offer personalised recommendations – a common use case for AI in retail. These findings come from a new study by SAP Emarsys, which surveyed over 2,000 UK shoppers. The research suggests a clear conflict between consumer concerns about AI and their desire to reap the real-world benefits of its use – highlighting an opportunity for retailers to educate and convert loyal customers. According to the research, a quarter of consumers (25%) are worried that AI will negatively impact their shopping experiences, while 91% say they’d rather interact with humans than AI. Interestingly however, less than 1 in 3 (31%) can tell the difference between a human and an AI chatbot online. According to Emarsys’ analysis, this negativity is often because consumers don’t see that AI is behind their best experiences. While shoppers value personalised content, custom recommendations, and speedy checkouts, few realise that AI is behind these advancements. The research also highlights that many consumers are concerned about the use of data collection for AI, with 60% wanting retailers to strike a better balance between collecting their data and improving their shopping experiences. Emarsys advises that retailers must educate their customers on the value of their data to elevate their experiences across websites, apps, and even mobile wallets.