{"id":15869,"date":"2023-01-19T09:41:38","date_gmt":"2023-01-19T09:41:38","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15869"},"modified":"2023-03-20T16:59:29","modified_gmt":"2023-03-20T16:59:29","slug":"stoke-research","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/jan\/stoke-research","title":{"rendered":"Research from VCCP and APG reveals the industry needs to wake up to its image problem"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-bJNFB wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\">Two significant pieces of new research published today by <strong>VCCP Group<\/strong>\u00a0and the <a href=\"https:\/\/www.apg.org.uk\/\">APG<\/a> reveals that an \u201cinsider culture\u201d is making careers in advertising feel inaccessible to young people from across the UK.<\/p>\n<p style=\"text-align: left\">The national survey of 2,000 16 &#8211; 24 year olds showed that around a fifth of young people (18%) feel that being unable to afford a move to London stops them from considering creative careers. This increases to a quarter of young people in some regions, such as the West Midlands.<\/p>\n<p style=\"text-align: left\">Only 35% of young people from working class backgrounds outside London know somebody working in the creative sector, compared with 54% of people from more advantaged backgrounds in London and the south-east.<\/p>\n<p style=\"text-align: left\">Furthermore, while 67% of young people who know someone in the industry can see themselves forging a successful career, only 44% of those who do not see it as a realistic option for them.<\/p>\n<p style=\"text-align: left\">Taken together, the implication is that working class young people from outside London are significantly less likely to find their way into the creative sector.<\/p>\n<p style=\"text-align: left\"><strong>Rt Hon Justine Greening, Chair of The Purpose Coalition and Former Secretary of State for Education said: <\/strong><em>\u201cThis research underlines that it\u2019s hard to be what you can\u2019t see, when it comes to careers in creative industries. If young people don\u2019t ever meet role models working in the sector then it\u2019s no surprise they don\u2019t think it\u2019s a career open to them. And as I know from growing up in Rotherham, it\u2019s hard to get a role in London when it\u2019s so expensive to live there. The creative industries thrive on thinking outside the box &#8211; so reaching into the country\u2019s wider diverse talent pool is crucial, and it means more tech and creative businesses on more doorsteps, not just London and the South East.\u201d<\/em><\/p>\n<p style=\"text-align: left\">The research was conducted as part of our ongoing ambition to open up the industry to more diverse talent and marks fifteen months since the establishment of the VCCP Stoke Academy. The Academy has worked to raise awareness, provide training, work experience, mentoring, paid internship schemes and an apprenticeship programme to help future talent in Stoke-on-Trent and the surrounding areas to connect with the creative industries. In recent months it has since developed into a fully functioning office with six staff and four apprentices and has used the office for employees who can no longer wish to live in London due to the cost of living crisis.\u00a0<\/p>\n<p style=\"text-align: left\"><strong>Michael Lee, Chief Strategy Officer at the VCCP Partnership commented<\/strong>: <em>\u201cWe\u2019ve been concerned for some time about the increasingly narrow talent pool that we\u2019re able to attract into an industry that we\u2019re incredibly proud of. Great creativity has always relied on being able to draw on a diverse group of people. Right now, because of the increasing socio-economic barriers to entry, we\u2019re in danger of becoming a monocultural profession.<\/em><\/p>\n<p style=\"text-align: left\"><em>\u201cThese survey findings reinforce our decision to open an office in Stoke, to create the visible presence that has enabled us to attract local talent that we\u2019d otherwise have struggled to find into jobs. We think we\u2019ve created a really effective model for other businesses to follow. But <\/em><em>this can\u2019t be our only approach. We\u2019ve also implemented many changes across our company wide entry-level recruitment schemes as a result of the research learnings.\u201d<\/em><\/p>\n<p style=\"text-align: left\"><strong>Sarah Newman, Director of the APG, commented: <\/strong><em>\u201cThere are huge regional and socio-economic disparities which make brands and agencies impenetrable to excellent people disadvantaged by geography and a lack of industry know-how. We need to work harder in attracting the next generation of brilliant strategists, creatives and business leaders into our industry. This means big changes to the way we recruit, and how we welcome and support new talent as they join the industry. This will bring in new, much needed diversity of experience and thinking to benefit everyone. This is why the APG has made changing perceptions of our sector amongst young people a top priority.\u201d<\/em><\/p>\n<p style=\"text-align: left\">Alongside the national survey, VCCP commissioned community cultural research specialists <strong>The Outsiders <\/strong>to run a programme of focus groups in Stoke and six other communities to understand how young people from working class backgrounds felt about their potential to succeed in creative careers.<\/p>\n<p style=\"text-align: left\">Young people not considering creative careers because of these perceptions is a real problem for the advertising industry. Not only do many brands and agencies face significant recruitment and retention challenges, a workforce representative of the whole country is critical to ensuring that any advertising is itself representative of the people it seeks to convince, persuade and entertain. Without addressing these issues, the industry risks its pipeline of diverse talent drying up.<\/p>\n<p style=\"text-align: left\">The survey also revealed there is a significant knowledge gap about what is really required of people working in advertising. Over a quarter (27%) of young people do not believe they have the skills or qualifications to work in the sector. Up to 23% have never considered creative careers, whilst 21% think they would be better suited to other options.<\/p>\n<p style=\"text-align: left\">The perception versus reality gap is exacerbated by background. Almost double the number of ABC1 young people in London and the south east (23%) can name a company in the creative sector compared with those from regional working class backgrounds (13%).<\/p>\n<p style=\"text-align: left\">We established our office in Stoke-on-Trent due to the rich creative history of the Potteries, its technology and innovation-focused educational infrastructure, and the fact it has one of the highest rates of economic deprivation in the UK. These factors provided a fantastic opportunity to recruit a new generation of diverse creative talent. Within the creative industries, cities like Stoke are often overlooked in favour of Manchester or Leeds when businesses look to expand beyond London.<\/p>\n<p style=\"text-align: left\">The key to the success of our Stoke-on-Trent office are the partnerships we have formed with local education providers including Stoke Sixth Form College, Stoke City College and Staffordshire University, and their graduates alongside creative businesses and social enterprises. These have helped create a supportive network and give the business credibility with both local young people and their parents.<\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","categories":[191],"class_list":["post-15869","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":15904,"id":15904,"title":"pexels-andrea-piacquadio-3763878 (1)","filename":"pexels-andrea-piacquadio-3763878-1-2.png","filesize":2163080,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2.png","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/jan\/stoke-research\/attachment\/pexels-andrea-piacquadio-3763878-1-3","alt":"","author":"61","description":"","caption":"","name":"pexels-andrea-piacquadio-3763878-1-3","status":"inherit","uploaded_to":15869,"date":"2023-01-17 14:02:36","modified":"2023-01-17 14:02:36","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-2-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"New research from VCCP shows the scale of challenge faced by the industry in recruiting a more socially diverse workforce","meta-description":"Two significant pieces of new research published today by challenger network for challenger brands, VCCP Group, and the APG reveals that an \u201cinsider culture\u201d is making careers in advertising feel inaccessible to young people from across the UK","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/01\/pexels-andrea-piacquadio-3763878-1-3.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":15898,"post_author":"57","post_date":"2023-01-17 12:28:44","post_date_gmt":"2023-01-17 12:28:44","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eVCCP Group\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the global challenger network for challenger brands, today has announced the acquisition of \\u003c\/span\\u003e\\u003cb\\u003eCowry Consulting\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, one of the world\u2019s leading Behavioural Science consultancies. The acquisition forms part of VCCP\u2019s accelerated growth strategy as it puts behavioural insight and data at the heart of its business model, further strengthening the Group\u2019s business transformation positioning.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCowry launched in 2015 with a specific focus on making FTSE and Fortune 500 companies as human as humanly possible. As the biggest business focussed behavioural science consultancy in the UK, Cowry combines innovative behavioural design and data techniques to bring conceptual designs to life. The acquisition will enable creative solutions that are based on how people actually think, helping to deliver more targeted and effective behaviour change programmes and campaigns and driving genuine business growth for clients.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe original team of Jez Groom, Will Saunders, Ziba Goddard and Raphy March set up the consultancy seven years ago, during which time the consultancy has enjoyed rapid success, growing to a team of 38 people which include behavioural scientists, psychologists, designers, researchers and data scientists. The award-winning practice services world-class clients across the financial services, retail, utilities and construction sectors applying cognitive psychology, behavioural economics, and neuroscience to their clients' businesses.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCowry will continue their long-standing relationships with their existing clients, as well as supporting VCCP on the agency\u2019s current and new opportunities.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eAndrew Peake, Chief Executive Officer of VCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cBehavioural science is at the beginning of its journey as a discipline but it\u2019s already proven invaluable in helping businesses transform consumer and colleague behaviour. Its value is in helping clients to tackle some of the biggest perennial challenges to achieve commercial outcomes and we couldn\u2019t be more delighted about Cowry bringing their unique capabilities into the VCCP family.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eMichael Lee, Chief Strategy Officer of the VCCP Partnership\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cCowry are the absolute best in the business. They transform their clients\u2019 fortunes in so many ingenious and proven ways. They have an outstanding challenger mindset which makes us a brilliant cultural fit for each other and are packed with exceptionally talented people.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eJez Groom, Founder of Cowry Consulting,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201c We\u2019re excited at the prospect of bringing behavioural science to life through one of the most creative groups in the world. Behavioural science is now playing a key role in the growth of brands and businesses and VCCP Group will accelerate our influence and impact within organisations.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Group employs more than 1,350 people across its 10 offices in Auckland, London, New York, San Francisco, Salt Lake City, LA, Sydney, Shanghai, Singapore, Madrid and Prague.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1kcqcF\",\"blockUniqueClass\":\"lazyblock-text-full-width-1kcqcF\"} \/-->","post_title":"VCCP Group acquires Cowry Consulting","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-group-acquires-cowry-consulting","to_ping":"","pinged":"","post_modified":"2023-01-17 12:28:44","post_modified_gmt":"2023-01-17 12:28:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15898","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15805,"post_author":"61","post_date":"2023-01-03 11:43:35","post_date_gmt":"2023-01-03 11:43:35","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003eFollowing VCCP Media\u2019s succession of new business wins, the award-winning agency, welcomes three significant new hires to its talent pool; Carl Hillery as the new head of investment, Neil McMonagle as head of digital and Annabelle Rogers as head of paid social and display.\u00a0\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe new hires will help build and strengthen VCCP Media\u2019s investment strategy and digital solutions. Tasked with driving VCCP Media\u2019s planning and buying operation, they will help attract brands which share VCCP\u2019s challenger attitude. In their new roles, Carl, Neil and Annabelle will report to the agency\u2019s joint CEO\u2019s Tara Marus and Pete Bennett.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eAs VCCP Media\u2019s new head of investment, Carl will lead the agency\u2019s investment strategy across all paid media channels and will have a specific focus on broadcast, in a bid to drive market-leading value for both the agency and clients which include Abbott, GoDaddy, NewDay and Saga.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eAs Carl leads on investment strategy, Neil and Annabelle will begin to enhance the agency\u2019s digital and data capacity.\u00a0\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eCarl joins VCCP Media with over two decades of media experience at GroupM, Omnicom Media Group and Publicis, and has a wealth of domestic and global experience having worked across three different continents to lead the investment and trading teams at OMG and GroupM Singapore and Starcom Mediavest in Australia. Carl\u2019s experience extends across sectors including, finance, telecommunications, retail, technology and media.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eCarl Hillery, Head of Investment at VCCP Media\\u003c\/strong\\u003e said: \u201cI can\u2019t wait to get started and I\u2019m really looking forward to working with both our amazing investment team and brilliant partners. As the media agency for challenger brands, I\u2019m committed to creating innovative and future-facing investment strategies for all of our clients.\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eAnnabelle joins VCCP Media as the new head of social and display and has over six years experience in paid social, working with clients such as Warner Brothers, Danone, Michael Kors and Superdrug leading their global paid social activations. Annabelle is a paid social strategy and delivery specialist, with experience leading activation teams for key global brands across a variety of platforms, including Meta, Snapchat, Pinterest and Twitter. Most recently, Annabelle was head of delivery at Nest Commerce where she led bold paid social and creative strategies for a host of eCommerce brands. Annabelle prides herself in her ability to build high-performing digital media teams that deliver real results across social channels.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eAnnabelle Rogers, Head of Paid Social and Display\\u003c\/strong\\u003e \\u003cstrong\\u003eat VCCP Media\\u003c\/strong\\u003e added: \u201cFrom my first interaction with the team at VCCP Media I knew this was a team I wanted to be a part of. The combination of ambition and energy with a welcoming working environment was too good an opportunity to pass up on. The team is already delivering some exceptional work with clients, and recent new business wins promise even more opportunity to further flex our already very talented team.\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eAs head of digital, Neil brings with him almost two decades of digital experience working both agency side and with technology companies. With a strong foundation in data-driven marketing, Neil has worked with some of the world's biggest advertisers across a variety of sectors including O2, ComparetheMarket.com, Tesco and Burger King in the UK and international roles. Most recently, Neil held the position of director of business development at Skyrise Intelligence and prides himself on his ability to \u2018simplify the complex\u2019 ensuring everyone is able to get the best out of the growing opportunities with the digital landscape.\u00a0\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eNeil McMonagle, Head of Digital at VCCP Media\\u003c\/strong\\u003e said: \u201cI\u2019m really excited by VCCP Media\u2019s strategy for growth, and it\u2019s clear that digital is at the core of everything they do. The future here is smart, and VCCP Media is home to a dynamic and data driven culture. I look forward to being a part of it.\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eTara Marus, Joint CEO at VCCP Media\\u003c\/strong\\u003e, added: \u201cVCCP Media continues to go from strength to strength and we\u2019re incredibly proud of our recent new business wins. Carl, Neil and Annabelle are leading practitioners in their field and they signal the continued emphasis we are making as a business to win clients who share our challenger values.\\u0022\\u003c\/p\\u003e\",\"blockId\":\"2eKhYx\",\"blockUniqueClass\":\"lazyblock-text-full-width-2eKhYx\"} \/-->","post_title":"VCCP Media strengthens with a collection of new talent","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-media-strengthens-with-a-collection-of-new-talent","to_ping":"","pinged":"","post_modified":"2023-01-03 11:57:33","post_modified_gmt":"2023-01-03 11:57:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15805","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15787,"post_author":"57","post_date":"2022-12-19 18:49:46","post_date_gmt":"2022-12-19 18:49:46","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eGoogle\u2019s latest outdoor move only proves that specialists are needed now more than ever Conor McKenzie-Wilde, performance strategist at VCCP Media tells \\u003cem\\u003eMediatel\\u003c\/em\\u003e.\u00a0\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eIn 2018 a colleague told me that Google Ads specialists wouldn\u2019t be needed in the future, because Google would utilise automation so successfully they\u2019d become D2C, allowing anyone to easily serve ads across all of Google\u2019s inventory in sophisticated ways, with great performance benefits.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eI scoffed. But here comes Performance Max (PMAX). A new goal-based Google Ads campaign type which promises to do exactly what my colleague predicted. And not only in Google\u2019s traditional home turf of \u2018online\u2019 but now including the \u2018surface\u2019 of digital out of home.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003ePMAX allows marketers to serve ads across all of Google\u2019s inventory, dynamically optimised towards performance goals by AI. PMAX\u2019s machine learning algorithm has 100% visibility of all Google auctions. It therefore boasts true full-funnel awareness; the data is ingested, analysed, and fed into bid optimisations, in real time.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eMoreover, PMAX is simplicity itself to use. It can be activated in a\u00a0\\u003ca href=\\u0022https:\/\/the-media-leader.com\/google-adds-outdoor-to-display-video-360\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noopener\\u0022\\u003esingle ad campaign with a standard campaign execution process\\u003c\/a\\u003e. #Simples.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eSo, is PMAX a sign of a Google D2C mission? Are agency revenues therefore at risk and are specialists still needed to generate effective bottom line performance for brands on Google Ads? What does PMAX mean for agencies and their clients?\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eFirst impressions\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eWhen PMAX launched in the UK at the start of 2022, understandable concerns were quickly\u00a0\\u003ca href=\\u0022https:\/\/easyautotagging.com\/google-ads-performance-max\/\\u0022\\u003eshared\\u003c\/a\\u003e: Lack of actionable outputs, black box, no real optimisation levers, abundance of \u2018recommended\u2019 settings (*sigh).\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eBut as early as Q2, a string of new features were\u00a0\\u003ca href=\\u0022https:\/\/searchengineland.com\/google-performance-max-campaigns-updates-385351\\u0022\\u003eannounced\\u003c\/a\\u003e: increasing transparency (Consumer Insights), actionable output (Asset Insights) and targeting levers (New Customer Acquisition Goal). Updates that worked hard to address all those early practitioner concerns.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eFor the advertiser, PMAX campaigns have a lot of good things baked in.\\u003c\/p\\u003e\\n\\u003cul\\u003e\\n\\u003cli style=\\u0022text-align: left\\u0022\\u003ePMAX campaigns are designed to complement Google Search activity so cannibalisation isn\u2019t a worry with an omni-channel approach.\\u003c\/li\\u003e\\n\\u003cli style=\\u0022text-align: left\\u0022\\u003eThe latest\u00a0\\u003ca href=\\u0022https:\/\/www.searchenginejournal.com\/google-analytics-4-now-reports-on-performance-max-smart-shopping\/459136\/#close\\u0022\\u003eGA4 updates\\u003c\/a\\u003e\u00a0segment PMAX traffic in a very transparent and actionable way.\\u003c\/li\\u003e\\n\\u003cli style=\\u0022text-align: left\\u0022\\u003eThe use of search and all other Google auction data will improve the performance of PMAX ads vs. those without that insight.\\u003c\/li\\u003e\\n\\u003cli style=\\u0022text-align: left\\u0022\\u003eGoogle now serves a huge volume of content across YouTube, Maps, Gmail, and Discover, and now even digital outdoor, and PMAX opens easy access to this inventory. It also removes the pain that is \u201caggregated event measurement\u201d and it\u2019s easy to see how PMAX might encourage many clients to pivot Meta budgets toward Google.\\u003c\/li\\u003e\\n\\u003c\/ul\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eConsider all this alongside the sheer scale of available inventory, the high level of targeting granularity, the dynamic creative optimisation, and there being no reliance on first party data inputs. It\u2019s fair to say PMAX campaigns are a game changer for many advertisers. And there\u2019s even\u00a0\\u003ca href=\\u0022https:\/\/searchengineland.com\/google-performance-max-campaigns-updates-385351\\u0022\\u003emore\\u003c\/a\\u003e\u00a0to come in 2022!\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cem\\u003e\u2018Just ask Google\u2019\\u003c\/em\\u003e\u00a0has never felt more real \u2026 (sorry I couldn\u2019t help myself).\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eOK Google, do we still need humans?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThere\u2019s a lot I love about PMAX; but not everything. It\u2019s a great way to get a campaign off to a good start. But you still need humans, with domain knowledge, if you really want a campaign to sing.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eFor example, just weeks after PMAX campaigns replaced Smart Shopping ads, the team over at\u00a0\\u003ca href=\\u0022https:\/\/www.thedrum.com\/profile\/honcho\/news\/google-ads-tips-how-to-improve-efficiency-on-performance-max-by-driving-shopping-only-traffic\\u0022\\u003eHoncho\\u003c\/a\\u003e\u00a0overrode a whole section of Google recommended campaign settings (asset creation) and increased performance by 30%!\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eAnd we are finding this too at VCCP Media. We are using tailored campaign setups that challenge Google recommended settings and drastically outperforming standard PMAX campaign setups.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eHow? The explanation lies, of course, in the gold dust that is human experience and domain knowledge.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eA recent\u00a0\\u003ca href=\\u0022https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-trends\/marketing-funnel\/\\u0022\\u003eThink With Google\\u003c\/a\\u003e\u00a0study showed some conversion journeys can have over 500 individual touchpoints. Whilst the scale of those data points emphasises the need for AI, machine learning, and automation, there\u2019s still real value to be had in understanding some of the human nuances of what these data points mean.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003ePMAX is great. A triumph of automation and a boon for advertisers without access to specialist teams. A PMAX campaign will get you to a decent starting point. But you still need human, expert, intervention to know which settings to override, and when. Those that are testing PMAX and generating learnings about what works, what doesn\u2019t, and how and when to intervene in PMAX campaign optimisation will be ahead of the pack through 2022 and beyond.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eWhat does PMAX mean for specialists and agencies?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eGoogle\u2019s endeavours to make their product more accessible may be part of a D2C mission and as PMAX spreads into out of home, and no doubt other surfaces to come, it will look increasingly attractive as a one stop shop.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eBut specialists are, in fact, needed more now than ever to bring their domain knowledge to PMAX to really drive campaign optimisations. Especially as you add in the complexities of an online\/offline divide in media. And I can\u2019t see that changing any time soon.\\u003c\/p\\u003e\",\"blockId\":\"1iaryF\",\"blockUniqueClass\":\"lazyblock-text-full-width-1iaryF\"} \/-->","post_title":"As Google rolls out DOOH, is the end nigh for agencies?","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"as-google-rolls-out-dooh-is-the-end-nigh-for-agencies%ef%bf%bc","to_ping":"","pinged":"","post_modified":"2022-12-20 10:46:00","post_modified_gmt":"2022-12-20 10:46:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15787","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/15869","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/61"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=15869"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=15869"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}