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Entrepreneurial, passionate, digital native communications strategist. Can, in fact, see…
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Andrew Pascoe shared thisSome hugely generous responses. Thankyou. We're now also within reach of my sister's overall fundraising team goal. Skip a Melbourne coffee for today and send it to a worthwhile cause in MS Qld https://lnkd.in/gByAywh7
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Andrew Pascoe shared this10 years ago we received a call saying our sister was in hospital as she had sudden vision loss and an MRI scan showed lesion on her optic nerve. Turns out it was her first symptom of MS. The vision loss was temporary, but MS has so many other symptoms, both permanent or temporary (but ongoing), that it has changed and affected her life massively. From that first year, and every year, Karryn has raised money for MS at their annual fundraising walk. This weekend, I'm heading up to Brisbane to join her team for her 10th annual walk, to raise money for MS research and support, and would really appreciate any donnation you could make to help the sufferers of this disease. Please donate here - thank you!https://lnkd.in/gByAywh7
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Andrew Pascoe reposted thisAndrew Pascoe reposted thisSo, here's the deal, the Hatched Strategy team is growing with lots of exciting work coming our way which means we're now looking for a bright, curious mind to join us as Junior Strategist. If you're someone (or know someone) who gets jazzed by data, storytelling, and creative problem solving, send me a note in my DM. You'll be joining a brilliant team with brilliant banter. 😎 Danni Dimitri
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Andrew Pascoe reposted thisAndrew Pascoe reposted thisDenise McCormack, Hatched’s Head of Digital, Data & Tech, calls it like it is as Google abandons plans to phase out third-party cookies in Chrome. https://lnkd.in/gZT8MAixGoogle’s cookie backflip was never about privacy – it was about powerGoogle’s cookie backflip was never about privacy – it was about power
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Andrew Pascoe reposted thisAndrew Pascoe reposted thisA special episode of the pod this week. Double clicking on all things AI… love to hear what you think. https://lnkd.in/etrZrAKU
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Andrew Pascoe reposted thisAndrew Pascoe reposted thisThat’s a wrap on an insightful day at Ashton Media's Future Media Forum last Thursday! A huge thank you to Kate Roscrow, Andrew Pascoe and Alexandra Gregory for joining our panel to discuss the impact and power of utilising both creative and data in today's media landscape. It was fantastic connecting with everyone — both during the sessions and at drinks afterwards. Here’s to more great conversations in the year ahead! MadTech Collective by Ashton Media #FutureMediaForum
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Andrew Pascoe reposted thisAndrew Pascoe reposted thisPretty frightening stuff and important work from Adalytics (who along with Check My Ads is one of the only orgs seeking to protect advertiser placement and investment). It is highly likely Australian brands are caught up in this as well from my understanding. https://lnkd.in/gv3mNuWuHow big tech's ad systems helped fund child abuse onlineHow big tech's ad systems helped fund child abuse online
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Andrew Pascoe reposted thisAndrew Pascoe reposted this🤔 Are your A-B tests telling the whole story? A Journal of Marketing study shows that A-B testing on ad platforms isn't truly randomized, meaning a "winning" ad might not actually have the better creative—it simply performed better with the specific audience it served to. The same ad could appear to perform better or worse depending on the mix of users who see it rather than on the creative content of the ad itself. The findings have profound implications for marketers who rely on A-B testing of their online ads to inform their marketing strategies. Because of low cost and seemingly scientific appeal, marketers use these online ad tests to develop strategies beyond just deciding what ad to include in the next campaign. So, when platforms do not explicitly state that these experiments are not truly randomized, it gives marketers a false sense of security about their data-driven decisions. The study offers some recommendations for advertisers: • If your goal is to predict which ad creatives will perform best in a targeted environment—under the same conditions on the same ad platform with the same campaign setting—then A-B testing tools are effective. • If your goal is to learn how different ad creatives generate different responses more generally, the report of the test should include the disclaimer that the A-B comparisons were made on a subset of the audience, across different mixes of users optimized for each ad separately, where subjects were selected by the proprietary algorithm. • If the marketing objective is to extrapolate comparisons between ad content for use outside of the ad platform (e.g., marketing strategy development or offline advertising where randomized experimentation and user tracking is more challenging), marketers should not rely on ad platforms' A-B tests for causal evidence about the effects of creative content across ads. Click below to learn more! Study authors: Michael Braun and Eric Schwartz #marketing #advertising #ABtests #adplatforms #googleads #digitalmarketing #marketingresearchCan You Trust Your Ad Data? A New Study Exposes a Hidden Flaw in A/B Testing on Digital Ad PlatformsCan You Trust Your Ad Data? A New Study Exposes a Hidden Flaw in A/B Testing on Digital Ad Platforms
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Andrew Pascoe reposted thisWe hope you all care about creativity as much as our very own Andrew Pascoe. If you do, you should jump on board and complete the Creativity Census. https://lnkd.in/grzzn3VhAndrew Pascoe reposted thisAndrew Pascoe Head of Product at Hatched Media cares about Creativity. Do you? If so we'd love you to complete The Creative Census: 24 questions about the levels of creative practice in your workplace. Results will be released mid-October. Get on board! Thanks to our presenting partner QMS who are leading the way in creativity in Digital Out of Home.
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Andrew Pascoe liked thisAndrew Pascoe liked thisToday marked my last day at Hatched after nearly 3 years! 🐣 Feeling incredibly grateful for the time I’ve spent here and the people I’ve had the chance to work alongside. It’s been such a vibrant, supportive, and genuinely caring environment and I’ve learned so much along the way. A special thank you to Robert Galbraith for your support and mentorship, and to Jodie Buddle and Mae Turongwatana for being the best teammates and cheerleaders - our distance geography-wise never impacted how well we worked together🥇 I’ll be spending Easter and the following week back in NZ visiting friends and family for a reset, before diving straight into the job hunt! 🕵️♀️ As I look to what’s next, I’m putting the feelers out to my network. I’m open to opportunities in Melbourne across Finance Manager, Finance Business Partner, or Financial Accounting roles. If you know of anything or just want to connect, I’d love to hear from you 😊
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Andrew Pascoe liked thisAndrew Pascoe liked thisThis is OpenAI's latest merch. That's right. The company building AGI, at the bleeding edge of human progress, sends socks and a basketball in a cardboard box. Surely, we can do better. Still...imagine getting dunked on by the ChatGPT rock. (image not mine, I'm not cool enough to get sent OpenAI merch, and they definitely won't send me anything after this)
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Andrew Pascoe liked thisAndrew Pascoe liked thisAt iProspect, 'Where the Ambitious Accelerate The Possible'; accelerating growth is as much about ourselves as it is about our clients. It’s about how we learn, stretch, and redefine what personal performance means at every stage of our career. Our Careers Day was designed to do exactly that: give our people the tools, perspective, and confidence to accelerate their own growth. A huge thank you to Katie Rigg-Smith for joining us and sharing insights from her MFA media workforce of the future report. But what made it so valuable for our team was the way you pushed the conversation beyond the skills we need today, and into how we should be thinking, learning, and adapting for what’s coming next, in a super grounded and relevant way. Exactly the kind of perspective that helps people lift their heads up and think longer‑term about their own personal growth. If you’re looking for someone who brings clarity, inspiration, and a genuinely thoughtful view of where our industry is heading, I couldn’t recommend Katie more highly! A great Careers Day once again, and a huge credit to Camila Lecaros, Yuki Ikeda, Catrina Tan and Samantha Yeo for pulling it all together. Can’t wait to see the impact through the team! #iProspectAU #growthaccelerated #performanceredefined Marcelle Hoyek Nick Kavanagh Jason Smith Patrick Doble Maureen Doris Cheung Bonnie Dodemaide Shae Healey
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Andrew Pascoe reacted on thisAndrew Pascoe reacted on thisHave we just uncovered the GLP-1 "Lipstick Effect"? New data from chocolatier Lindt & Sprüngli suggests premium chocolate sales are rising faster among users of GLP-1 weight-loss drugs in the US than in the rest of the population. While there has been broad consensus that weight-loss drugs will damage the "Treat Economy", the data from a study by Lindt and Circana (see link in comments) presents a more nuanced view: 🍫 Premium chocolate sales among GLP-1 users were up 17% last year, compared to just 6.5% for non-users 📈 While 15% of U.S. households are estimated to be using GLP-1 drugs, those households account for 17.5% of total chocolate sales Why is this happening? We see it as the biological equivalent of the "Lipstick Effect" (the idea that during a recession, consumers skip bigger indulgences and opt for smaller, more affordable treats instead). When GLP-1 users cut back on heavy, bulk calories - like bags of potato chips or hefty chocolate countlines - it seems they don't lose their desire for joy. They just redirect it. Because their appetite is suppressed, they shift from "mindless volume" to small, more premium indulgences. This supports what we've been seeing in our behavioral research at Brand Genetics. The desire to indulge amongst GLP-1 users isn't dead. But the currency of indulgence has changed. Lindt CEO Adalbert Lechner put it nicely: "Less is more - small rewards with moments of bliss rather than mindless munching." If your brand relies on a consumer mindlessly eating a high volume of empty calories, the rise of GLP-1 is a threat. But if you instead offer a high-quality, perfectly portioned indulgence - a "moment of bliss" that justifies its place in a smaller daily calorie intake - you have a massive opportunity. The era of "Volume" is ending. The era of the "Micro-Treat" has begun. Are you selling mindless munching, or a moment of bliss? #GLP1 #Insights #BehavioralScience #Humanfirst
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Andrew Pascoe liked thisAndrew Pascoe liked thisNever been a huge Podcast fan, but I'd genuinely love someone to do one where once a week, they spend 12 mins talking to someone different, wise, future focussed, perhaps senior, and to chat about how that person is personally using AI. What are they doing? What are they not doing? What have they learned? What are they worried about? What are they excited about? What problems have they had? What's working better than they expected? What tips would they give? What's a waste of time? What's a risk? What are people not thinking about enough? Just really, really pragmatic stuff. I'm having this experience on phone calls to Clients, but often the answers are surprisingly good, that it would be fun to share it.
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Andrew Pascoe liked thisAndrew Pascoe liked thisWhat if marketers learned to speak the language of (checks notes) marketing? Last night Mark Ritson was at his provocative best on stage in NY, sharing some wild data about how little marketers know about marketing. 36% can't list the 4Ps of marketing 42% can't recognize what a positioning is 49% don't know what penetration means 54% don't know what omnichannel means 59% aren't sure what excess share of voice is Only 33% of US marketers pass a 10-question test of the basic concepts of marketing. Yet 84% think they have above-average expertise. So up to half of marketers think they are experts but aren't. (Source: IPSOS survey of marketing professionals in the US, UK, CA and AU, n=1,226.) What's going on here? Three hypotheses: Marketing has become the rapid response unit in business. What should we do about AI? The metaverse? Pivot to video? Important topics, but they land on marketing because it's a fast-twitch discipline, and nervous firms just want a public-facing answer ASAP. We're too busy doing urgent work to do important work. We've devalued expertise. This is Ritson's argument. It sounds cool to suggest that marketing is vibes. I would offer a spin on this. Lateral, outsider perspectives are super-useful for coming up with fresh answers. But you have to train your lateral thinking outsiders. Learn the scales to play jazz. When adtech eclipses marketing, the real goal of winning and serving customers and building profit-generating brands is overshadowed. Feeding the black box model and making the short-term vanity metrics go up can create the appearance of success without making a difference to the real goals. This study isn't a dig at marketers. I doubt whether agency partners and advisors would do much better on Ritson's marketing basics test. And that's a big issue for anyone that still hopes to be paid or funded for the quality of their advice. Learning and understanding are the answer. I feel this deeply. I grew up in an agency that hired outsiders and trained them like nowhere else. Studying effectiveness case studies like the Talmud. Audiences with Andrew Ehrenberg. Residential courses with biz school professors. So many lunch and learns and field trips. The agency believed in the power of well-stocked minds, and created more marketing success stories than any competitors. I was fortunate. Who invests like that today? Brand owners and agencies that slash training to manage margins are eroding their ability to do valuable work and create valuable outcomes. A firm that doesn't invest in future talent implies that it doesn't have a future. Zoe Scaman has some great posts on this. Ritson's closing remarks are worth lingering on. "Our superpower is still the customer. Everyone else follows the sales, but marketers go one further and know who and where they come from." Learning creates expertise, expertise creates value, value creates the future. Big thanks to Professor Ritson and to Pedr Howard and IPSOS for hosting.
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Andrew Pascoe liked thisAndrew Pascoe liked thisThe "how does AI improve individual productivity?" discussion is much less interesting than "how does AI improve our organization's ability to do more and do it better?" We have a lot of answers to the former (yes, it does), but any gains will always get eaten by the latter if we don't experiment with new approaches to organizing. And experimentation requires efforts that actually fail, just aiming for an immediate KPI means you will fall back to individual productivity, and not learn anything as a result.
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Andrew Pascoe liked thisAndrew Pascoe liked thisAlways a lot of fun getting out for dinner with Henry Innis when we’re both in the same place! So proud to see both our companies Akcelo and Mutinex crushing it on the world stage. A long way from our humble days working together at 35 Clarence street! Ha
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Andrew Pascoe liked thisAndrew Pascoe liked thisEver notice how scope is perfectly clear in the kickoff meeting, and then somehow nobody can find it two weeks later? The usual suspects get blamed: the client changed their mind, the team didn't follow the brief, the timeline was too aggressive. But the real culprit is usually everyone in the room, because we didn't stop to make sure that we all understood the same thing in the same way. It turns out there's a lot we don't understand about understanding, especially in agencies.Why Scope Fails in Your Agency, and How AI Will Make It WorseWhy Scope Fails in Your Agency, and How AI Will Make It Worse
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