Alex MacLaverty

We’re thrilled to announce Brave Bison’s acquisition of leading strategy and insights consultancy MTM!         With an impressive client roster featuring the likes of Google, Samsung Ads, Figma, Formula E, England & Wales Cricket Board (ECB), Sky Sports and BBC, MTM is a trusted audience strategy and insights partner for major global businesses. 🌎      MTM helps some of the biggest names in technology, entertainment and sport scale new business models, evolve products, shape positioning and reframe their relevancy in line with rapidly evolving consumer behaviours, cultural trends and commercial realities. As they join the Brave Bison universe, we become “uniquely positioned to help tomorrow’s super brands capitalise on complexity,” as our CEO and Executive Chairman Oli Green puts it.       Operating alongside but independently from our existing marketing and technology divisions, MTM will form our new insights and consultancy division. This will combine MTM’s depth of industry knowledge and breadth of research methodologies with our agile operating model and proprietary AI tooling across Brave Bison, SocialChain and Engage Digital Partners.      Welcome to the herd team MTM! We can’t wait to get started together on this new chapter. 🤝    Read more here: https://lnkd.in/ejHDNS93

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“Engagement keeps refusing to die” says Professor Byron Sharp. He insists marketers don’t need it and their brands are not going to get it either way. As one of the fathers of evidence-based marketing accepted the Sir Charles McGrath gong at the Australian Marketing Institute Excellence Awards, Sharp spoke with Mi3 to debate – and skewer – what many would consider key tenets of marketing effectiveness, from attention and market mix modelling to personalisation and demonstrating immediate sales impact. The 'marketing scientist' is more convinced than ever these pillars are a confusing distraction that exacerbates the persistent problem marketers have in articulating their own worth to the CFO, CEO and board. Brand building, strategic consistency and reach remain the cornerstones of how brands grow, per Sharp. The fundamentals will be music to many a marketer’s ears, even as newer experts, including Saïd Business School, University of Oxford associate professor, Felipe Thomaz, question whether Ehrenburg-Bass core principals are now outdated. https://lnkd.in/g4ZhXKiG

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In an interview with MediaCat UK, our group head of strategy, Emily Fairhead-keen, and strategy partner, Dan Holt, explore how brands can reconnect with real people in an era dominated by data and automation.    As marketing has become increasingly distanced from the people on the other side of the screen, Human Experience (HX) offers a reset. A way to design media that’s empathetic, useful, and trustworthy.   At the heart of HX are five core human levers that brands should engage with: 🌱 Growth 🏆 Esteem ❤️ Love 🎭 Distraction 🔒 Certainty    These levers reflect the underlying needs that media should serve, not just target. A great example is our work for Ocado Retail’s #LifeDelivered campaign, where we prioritised high-attention, positive channels like cinema and podcasts to deliver entertaining and useful media that resonates deeply.   HX is our call to rethink how we connect, communicate, and create value through media.   Read the full interview here: https://lnkd.in/drJjvepq #HumanExperience #HX #MediaCatUK #MakingMediaMeanMore #CloserToPeople #CustomerCentric #MediaStrategy

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“The only cases we have seen where huge transformation with AI doesn’t also deliver significant double-digit year-one savings are when the client isn’t looking at a big enough piece of their business to transform.” A great piece in The Drum from Brandtech Partner and Head of Emerging Technology Rebecca Sykes on the big conversations she’s having with brands as they scale Gen AI across their marketing. Link in comments 👇

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