ARCHIVE ▸ DAVID BRENNAN
A new report reveals that a many marketers are not trained in marketing performance and ROI - so no wonder the average boardroom is ill-informed and financially illiterate regarding the value of advertising, writes David Brennan.
10 Apr 2014
Newsworks is set to unveil new research at its second annual Shift 2014 conference this afternoon. Ahead of the event, David Brennan, insight consultant at Newsworks, explains some of the key themes and findings...
28 Mar 2014
A 'personal data economy' could be the greatest enabler of truly relevant, credible and integrated data to emerge from the online world in years; but it could also be its greatest challenge says, David Brennan.
12 Mar 2014
The emergence of Twitter has not been a nail in the coffin for newsbrands, says David Brennan - in fact, the whole is greater than the sum of the parts and the news eco-system has been greatly enhanced...
18 Feb 2014
Is using social media during the TV break a good thing for advertising, or merely a competitive distraction? Media Native's David Brennan looks at some compelling new evidence...
13 Jan 2014
Nobel award-winning psychologist Daniel Kahneman has inadvertently indicated what is potentially the most critical contextual factor for the power of media channels - but how can we make the 'fast/slow' media paradigm work?
David Ogilvy once said that the problem with market research is that people don't think how they feel, they don't say what they think and they don't do what they say. Here, David Brennan tries to untangle the contradictions...
The RAB should feel proud to have made a strong case for radio's role in media effectiveness, says David Brennan, however, as an industry, we're going to have to rethink our approach to measuring effectiveness - and fast.
08 Oct 2013
Is planning a campaign based on the media platform the right move? Perhaps we should be putting more emphasis on the surrounding content and the emotional mindset it induces, via whatever platform it populates...
24 Sep 2013
The media world has always been a promiscuous place, but what do we make of the new relationship between Virgin and Netflix? The Media Native - aka David Brennan - assesses the impact for the pay-TV market.
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