Managing Director Marketing,
Paddy Power Betfair
MediaCom What are the biggest challenges impacting brands right now?
Paul Gambrill One of the biggest challenges we’ve got is finding the right audiences. Audiences are now much harder to reach, so getting in front of them is harder for us. Secondly, it’s about building the right creative to reach those audiences. As you can imagine, with more platforms and more varied audiences, putting good content in front of them is becoming very difficult to do.
Another challenge is cutting through the jargon. We work in a very digital space, so being able to assess what works, what doesn’t work, what’s real, and what sounds great but doesn’t deliver, is a huge challenge for us.
We need to address it by getting back to basics – thinking about what we want to do, what the outcome is and what we’re trying to achieve. Also, what the hypothesis is and how we deliver it. We need to be very clear in planning and brief writing. If we get those two bits right, everything else tends to roll off the back of it.
MediaCom What’s the best insight you’ve had (or heard) this year?
Paul Gambrill In terms of best insight, we’ve actually worked closely with MediaCom to figure out audience consumption habits. Everything is shifting a lot. Last year we were investing in TV, but this year, as the audience fragments, we’ve spent time investing in different platforms.
The insight to tell us where the different demographics are going to view media has allowed us to become a lot clearer in the planning process – under-standing who we want to get and where are we going to find them. Gone are the days of just running TV campaigns. Having that fresh up-to-date data has been vital for us.
MediaCom What will be the next big thing in 2020?
Paul Gambrill We need
to get to a place where we’re making big investments in a number of small things. So, big platforms, big investments, but potentially not trying to do too many.
Data is becoming much harder for us to get hold of, things are becoming a lot harder for us to measure. If we can get to a place where we do fewer, bigger things, I think we’ll have a clearer understanding of what works and what doesn’t work.
With more data, there’s more complexity, and I think a lot of people are tying themselves up in knots. I think getting back to the basics is important. We might even start doing direct mail soon!