Zefr’s Post

This Thursday, 21 March in Singapore, our APAC COO, Josh Gallagher, and The Coca-Cola Company's Joy Orteza, will speak at the Brand Safety Summit Asia in the session on 'Understanding Campaign Planning with Consumer Safety in Focus', moderated by Brand Safety Summit Series' Rob Rasko. 💡 With many brands up to speed with 'black-and-white' approaches to brand safety, many are now turning their attention to brand suitability. Why does suitability matter? To maintain a pristine brand image, many advertisers have historically relied on basic keyword-driven checks to ensure their ads don’t appear alongside content deemed unsafe or inappropriate. While the technology used may help to protect the average brand’s image, many brands with more responsible marketing policies require a nuanced approach to digital deployment. This may take into account how they market to children, how they use consumer data in the most privacy-compliant manner, sustainability objectives, or being conscious of supporting representative editorial content. Responsible marketing is now part of many brands' DNA and making suitable choices in how they advertise in digital environments has the ability to build positive equity with their consumers. ✅ Find out more about the event and session below. 👇 #breakthroughthinking #brandsafety #brandsuitability #BrandSafetySummit The 614 Group GroupM

This Thursday, 21 March in Singapore, our APAC COO, Josh Gallagher, and The Coca-Cola Company's Joy Orteza, will speak at the Brand Safety Summit Asia in the session on 'Understanding Campaign Planning with Consumer Safety in Focus', moderated by Brand Safety Summit Series' Rob Rasko. 💡 With many brands up to speed with 'black-and-white' approaches to brand safety, many are now turning their attention to brand suitability. Why does suitability matter? To maintain a pristine brand image, many advertisers have historically relied on basic keyword-driven checks to ensure their ads don’t appear alongside content deemed unsafe or inappropriate. While the technology used may help to protect the average brand’s image, many brands with more responsible marketing policies require a nuanced approach to digital deployment. This may take into account how they market to children, how they use consumer data in the most privacy-compliant manner, sustainability objectives, or being conscious of supporting representative editorial content. Responsible marketing is now part of many brands' DNA and making suitable choices in how they advertise in digital environments has the ability to build positive equity with their consumers. ✅ Find out more about the event and session below. 👇 #breakthroughthinking #brandsafety #brandsuitability #BrandSafetySummit The 614 Group GroupM

Our favorite brands consistently deliver on their offering. I think of Chick-fil-A when I think of consistency. 6 lessons we can learn from observing Chick-fil-A:

Brand safety is once again surging as a question for marketers. How important is it? How much can be controlled, and where does responsibility for brand safety lie? In this piece by Grace Gollasch, Teads' Chief Client Officer Marc Zander comments on the responsibility for brand managers to look after the reputation of their businesses, and the role that brand safety plays in that discussion. https://lnkd.in/euJuFXVi

According to Sophie Bambuck, CMO at the North Face, "Resilient brands are not just reactive but proactive, embracing innovation and continuously learning from their experiences." But how do you build and maintain this kind of brand resilience? With examples from The North Face, in this keynote, Sophie delves into this crucial question. https://lnkd.in/eAvCyYDe

Can't believe it's been over a week since we wrapped up Brand Safety Week in London! What a rewarding experience to hear the various perspectives, and make new connections in the industry.   I left the session with a stronger conviction than ever: Brand safety isn't just a box to check off to be left at the execution stage—it's a strategic imperative. With brand, culture, and social media intersecting so closely, it's crucial to prioritise safeguarding brand reputation and building consumer trust.   Where social media trends can shift and misinformation can rage in an instant, it's wise to have the right tech in place. It's what helps us make smart, brand-safe investments that set us up for long-term success.   Let's continue championing brand safety as a fundamental aspect of our strategies! Go Zefr! #brandsafety #socialmedia #digitaladvertising #brandProtection #trustandtransparency

The Importance of Brand Consistency for Life Science, Healthcare, Biotech and Pharma Businesses. https://lnkd.in/e-s6Z6V2 Brand consistency is essential for your business to remain competitive and grow. But it can be challenging to spot where you can make improvements. Arttia Creative’s brand consultants understand the challenges of brand consistency in the biotech, pharma and healthcare sectors and are here to help. In this article you can find out four ways you can start to improve your brand consistency.

The Importance of Brand Consistency for Life Science, Healthcare, Biotech and Pharma Businesses. https://lnkd.in/e-s6Z6V2 Brand consistency is essential for your business to remain competitive and grow. But it can be challenging to spot where you can make improvements. Arttia Creative’s brand consultants understand the challenges of brand consistency in the biotech, pharma and healthcare sectors and are here to help. In this article find out four ways you can start to improve your brand consistency.

Wanted to continue the discussion around brand safety and some quick takes from the #brandsafetysummit. Let me know your thoughts

According to studies, Brand Safety is typically revealed as marketers' no.1 priority. So why is Brand Safety easier said than done? At NDA's recent Foresight 2024 event experts from across Hilton, MANTIS, EssenceMediacom UK and Immediate share their experiences and discuss the challenges faced by digital advertisers when preserving brand safety online. Discover these industry insights in our NDA Foresight event recap: The (Brand) Safety Dance in the comments below.