Ross Sergeant

Chief Revenue Officer at GBN | marketing | media planning | comms planning | social media | advertising strategy

[Ross Sergeant @ross_sergeant]

https://t.co/XDSrtVNeEI

[Ross Sergeant @ross_sergeant]

Brand safety has quietly become brand alignment. Audiences aren't groups of people who buy. They have become cultural signals. And the cost is not reputational disaster, it's the steady erosion of effectiveness from excluding buyers on the basis of assumption rather than outcome.

[Ross Sergeant @ross_sergeant]

@RealDMitchell I finished this recently. Just brilliant. Enjoyed every bit.

[Ross Sergeant @ross_sergeant]

@adoseofjohn Gold. I’ve previously post-rationalised (MSU) “the line” as things that happen before (above) entering the store and things that happen inside (below) the store. But this makes sense: commission-bearing work is ATL. That’s good $ - let’s imply it’s more important. Call it “brand”

[Ross Sergeant @ross_sergeant]

@adamvaughan_uk And they will put those costs straight on to our bills

[Ross Sergeant @ross_sergeant]

Once is the new thrice: the astute marketer might well consider aiming for 1+ reach above 3+ frequency. Reach all available category buyers, as often as you can.

https://t.co/wol1Xk4kMB

[Ross Sergeant @ross_sergeant]

@JaredFPS I could never understand why Coopers family wouldn’t be excited to meet their great-great-grandfather.

[Ross Sergeant @ross_sergeant]

@TrevDon Yes. And my dear sister cried all the way through.

[Ross Sergeant @ross_sergeant]

“Barb is not fit for purpose. Its panels are old-fashioned and crude; it is astonishing that a multibillion-pound industry relies on such antiquated services that are very often inaccurate.” Strong words from a new solution to audience measurement. https://t.co/EFXWOvsifj

[Ross Sergeant @ross_sergeant]

@adoseofjohn Is it a homonym or polyseme? I can never remember which is which.

[Ross Sergeant @ross_sergeant]

@adoseofjohn Well done to the conference organisers. Nothing worse than attending a day of people agreeing with the prevailing group think. I hope you turn it in to an article.

[Ross Sergeant @ross_sergeant]

@colinalewis The thing is, when a trade body selling TV shows a chart that says TV is the most effective channel, one should be as sceptical as when reading a brochure on a company listing or, sometimes, timeshare. It might be true, it might not. It’s definitely not impartial.

[Ross Sergeant @ross_sergeant]

@waitbutwhy One and a half cans of tuna with a dash of olive oil, some chopped up tomatoes and a pinch of apple cider vinegar.

[Ross Sergeant @ross_sergeant]

@robistyping Well if that £5m buys one a home and life outside of the M25 then it’s highly likely one might automatically get a fresher perspective on marketing and stop quoting them all ad nauseam.

[Ross Sergeant @ross_sergeant]

Whenever I attend a big event in London I no longer bother with photos because I know there will be tonnes of them posted and tagged and easy to fine when I get home. Not a terrible thing.

[Matthew Kobach @mkobach]

The shift from “having to be there” to “having to post it” https://t.co/sowXep1u42

[Ross Sergeant @ross_sergeant]

@ajwillshire “Where is Liverpool, darling?”

[Ross Sergeant @ross_sergeant]

@ericfranchi In many markets around the world the most-watched local streaming services (often an offshoot of the local cable or satellite company) already come with ads. I think a fairly large section of the global population are already quite okay with it.

[Ross Sergeant @ross_sergeant]

@tobeconfirmed @DominicSergeant Agreed. I wouldn’t suggest it’s up to the staff to work for free outside of paid hours but the retailer could do a special win by paying everyone to open a surprise 5 mins early or stay open 5 mins more.

[Ross Sergeant @ross_sergeant]

What a missed opportunity. 7.58am and the opening time is 8am yet the managers turn their back to three waiting customers until 8am on the dot. Could be *such* and easy customer opportunity. @DominicSergeant #marketing

[Ross Sergeant @ross_sergeant]

@jdaykin