Good Wine

One sip leads to another. Whilst away I read Cork Dork and in answering the question of what makes a good wine. Paul Grieco of Terroir fame would answer that one sip leads to another. The first leads to the second and the second leads to the third. As I lay there in the Mexican sun, I thought that’s a brilliant little analogy. If someone enjoys it they reach for more.

Such an idea could bring a lot of simplicity to marketing teams. Instead we dive for more. What else should we be looking at. Over intellectualizing it. Rather than simply going, is the consumer coming back for more. I liked it and thought it was worth sharing.

• How Front Office Sports is leveling up its branded content business through educational courses.
• Lessons on readability for marketing content.
• Ed Norton talks media measurement.

Deals/M&A

• Substack drops fund-raising efforts as market sours.
• The charts showing Creator Economy investments this year.

Campaign of the Week

• Leaving a legacy: how to give a gift that lasts beyond your lifetime. Guardian with Cancer Council.

• [On why he co-founded EDO] “Efficiency in marketing affects artists compensation or affects what a studio makes” –Ed Norton, actor/co-founder EDO

Datapoints of note

• Stranger Things breaks premiere viewership record with 287m hours.
• 64% of CTV watchers prefer to see ads than pay for content.
• 59% of participants with native video ad exposure expressed brand favorability, compared to 50% for social platform exposures and 51% for video platform exposures.

That’s it for this week.