Content from our thought leader

Mark Jackson

Chief technology catalyst, EMEA, McCann Worldgroup

As chief technology catalyst for EMEA, Mark Jackson focuses on delivering innovation, strategy and technology enablement in communications and marketing for McCann’s global clients which involves defining the role that technology can play across new and emerging platforms and how to build a roadmap that can redefine the business.

Does the consolidation of traditional media spell the end of the ad as we know it?
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Does the consolidation of traditional media spell the end of the ad as we know it?

The prospect of Disney acquiring 21st Century Fox would not mean a radical change in the short-term for advertisers, but long-term change is inevitable, writes MC&C's managing director.

Twitter's magic number? Ad revenues
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Twitter's magic number? Ad revenues

Will doubling a tweet's length save Twitter? Unlikely, reckons MC&C's managing director.

News brands should seek inspiration from the music industry's bet on streaming
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News brands should seek inspiration from the music industry's bet on streaming

Newspaper groups battling to agree on joint ad sales should look at how record labels dealt with digital disruption, says Mark Jackson.

Start-ups must go beyond digital performance to build their brands
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Start-ups must go beyond digital performance to build their brands

Performance is getting conflated with digital, while digital is getting mixed up with value for money, says MC&C's managing director.

What can Usain Bolt teach marketers about performance?
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What can Usain Bolt teach marketers about performance?

We'd never judge sprinters and marathon runners by the same criteria, writes Mark Jackson, so why do we try to measure strategic brand work by short-term impact?

MWC 2015: At the edge of an epoch
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MWC 2015: At the edge of an epoch

What did this year's show in Barcelona presage for pending technology?

Exploring 'tech tribes' at Mobile World Congress
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Exploring 'tech tribes' at Mobile World Congress

From the chief technology catalyst, EMEA, for McCann Worldgroup: As services and customization proliferate, consumers will seek out tech brand ecosystems that suit them best

The foolproof survival guide to Mobile World Congress
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The foolproof survival guide to Mobile World Congress

McCann Worldgroup's chief technology catalyst for EMEA offers his tips for what to expect in Barcelona

The foolproof survival guide to Mobile World Congress
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The foolproof survival guide to Mobile World Congress

McCann Worldgroup's chief technology catalyst for EMEA offers his tips for what to expect in Barcelona

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