Monday, 19 February 2018

What is Programmatic Advertising? (2018 version)

OME is spending more and more on programmatics as a type of media and our classic job board spend is pretty flat (for reference - LinkedIn still increasing significantly, social way up, future/early talent probably our biggest growth sector which crosses all media/platforms).

However - I think we need to define the phrase Programmatic Advertising as it is used in many different ways by many different people (not necessarily wrongly)

So I want to define what it will now mean for OME and its clients

Programmatics is performance based advertising that we can manage via our automated technology and/or human intervention. Based on performance of adverts/campaigns - spend can be managed in the most efficient/effective ways. Its all about quality analytics with skilled interpretation and active campaign management.

What does this mean?

This means that job boards, aggregators, LinkedIn, social, behavioural/re-targeting can all be programmatic

its a methodology or approach not a type of media.

Monday, 5 February 2018

Account Management

A classic question I get when in a new business meeting or just chatting with clients - is "What's OME account management structure?" and "how can it meet our needs?". And I think they expect me to have an answer that goes into detail of layers of acc mgmt/SLAs/Process etc and I don't. Let me be clear - we have a couple of docs which go into detail about these things but I think they are just at best - a start - or at worse - window dressing.

Let me explain why:

1. All clients are different
2. Even clients who look/sound/feel alike are all completely different
3. Nobody knows at outset of exactly how service intensive an account will be (OME's largest billing client would not be in top 5 of hours spent by team in servicing)
4. We have 84 current clients and approx 15-20 major ones - three have OME staff onsite - many have weekly meetings - more have monthly - one we didn't see in whole of 2017 (international and it just didn't happen through no fault of client or us)
5. Most have SLAs - vast majority have never referred to it since it was signed
6. Majority of clients want a personal friendly efficient value driven service - the rest want that but without the personal friendly bit.

So what I'm saying is - when a client engages with a business like OME - still independent/nimble/bespoke - they are doing so as they believe that we will offer the service to match their need - not to have to match their needs to our service.

Our job is to make sure our service offering is robust yet flexible and highly matched to what they need/want.

And the happy ending (so far) is that plenty (enough!) clients seem to like too!

Thursday, 21 December 2017

The Last Rites of 2017

So I think I will make this my final work related act of the year (some winter sun is calling me........)
No predictions for 2018 (my view can best be summarised as "God Knows") but may be it's time for a little reflection on how the year has been for the industry and OME.

1. We have had a very successful year but feel we've had to work harder than ever before - (apologies if next bit is a tad salesy) but we've had to deliver higher quality service to clients, work more productively with suppliers and partners and nurture/develop our staff better.

The recruitment economy has been good - but we all have to deliver more for less or much better for the same in many areas. The new budgets have very fixed objectives and we (client/us/suppliers) need to hit those objectives and this can only be done with smart thinking and great teamwork.

2. Everything single things is measured in 2017 but I think the currency, the value, the difference is in the very HUMAN interpretation of the huge amount of data we gather. Analytics are useless without the proper review when you then enhance what you are doing next - and we have seen some huge improvements in campaign performance from this expert analysis - more of this next year please!

3. Don't think i've ever enjoyed my time at OME than this year - I like the people I work with (most of the time) and I like (most!) of our clients/suppliers - that's got to be a great thing hasn't it! having said all that - I am now done and really don't feel like lifting a (work) finger for a couple of weeks.

So finally - just want to genuinely thank all the OME folk so much for their work this year - but don't forget its still time to crank out some more proposals - its only 21st December!



Tuesday, 14 November 2017

How to enjoy a conference

Most of us I'm sure regularly get invited to or contemplate attending conferences, exhibitions, seminars in our sector - this is my very personal guide to "enjoying" the events you say "yes" to (this is very much influenced by the fact that i've just been to and enjoyed #IndeedInteractive last week)

1. Check and review the Agenda/Subject/Speakers - so you know what you getting before you get there and aren't complaining about the content during lunch (obviously I've never done this...)

2. I'm a sucker for a nice venue/nice food. Yes I know that makes me look like a xxxxx. But its important to know yourself isn't it!

3. Once you have decided to go - DO make an effort. Talk to peers, suppliers, clients. Stick your hand up and ask questions. People are generally lovely and in same boat as you - and speaking as an occasional presenter at these things - getting a question is a wonderful human interaction and an excuse to leave the pre set narrative behind.

4. Set realistic objectives. My personal feeling is if have learnt two things and met two interesting people - then its a success. But i'm easily pleased.

5. DONT be afraid to dip out. For people with short attention spans like me - the 230-330 pm slot which is an ATS demo - may be a suitable slot to return calls, do emails, hide in the corner of the coffee shop. Dipping out means you get more from the sessions before and after - and you're probably more up for networking rather than brain dead.

6. This is the most important tip - DON'T attend too many conferences - DON'T be afraid to skip a year to the event that you actually get quite a lot out of. Nothing chills the soul more than seeing the same presentation from 6 months ago that is maybe just a sales pitch anyway (nothing wrong with those in the right place) or my personal hate - the rose tinted case study - showing how everything went brilliantly - and aren't we all amazing.

One of the main reasons we attend external events is to open our mind and think differently about our work/company/team. Therefore - make sure you start with an open mind and a great attitude. I can GUARANTEE this advice will improve your conference experience - well maybe at least until the first coffee break.

Tuesday, 24 October 2017

OME News in Brief

Thought I would do a quick round up of stuff going on in OME towers
- new client projects this month include work for Jigsaw, Bristol Airport, McDonalds, Holmes Noble, Aeroprofessional
- setting up a new partnership with Recruitics to give our clients the option of efficient traffic driving from aggregators
- Launching Dyson's brand new apprentice/grad campaign (now for their new automotive vehicle project next!)
- have 2 massive top secret campaigns we are about to launch but can't quite talk about yet!
- we said goodbye to Tom Fox after 3 years of OME service and currently in midst of recruiting for his successor/s
- New OME website - a rather classy refurb and enhancement is launching next month (Thanks Alexsia Louca who has run it brilliantly)

better put the shoulder back to the harder everyone (is that good management?)

Monday, 9 October 2017

what's 2017 been like so far?

In many ways - it's been the weirdest year of OME's existence - we have had such a flood of quite negative stories about the UK economy and potential slow down and yet....we have literally never had so many interesting, new, big demand campaigns to run and manage. so why is that the case?

The easy bit is that

1.We in the industry cannot afford to wistfully think about the longer term macro economics - we need to help fill roles, retain staff, improve the reputation of our companies right here, right now.

2. We aren't about to go into the next meeting of a large retailer and query their expansion to build 20 new stores next year. Well, certainly not until we have had a couple of beers later. Generally that business decision is in a room far, far away from their recruitment ad agency and indeed our client contacts.

The difficult bit can best be summarised

1. Where economics is concerned nobody really knows anything.

2. So, if Nobel Prize winning economists don't have a clue what's going to happen (and their predictions record is truly woeful historically) then how on earth are the rest of us supposed to know what GDP is going to do next year!

In summary - let's all keep doing what we do as brilliantly as we can - and when/if the ecomony goes off the Brexit cliff - lets worry about it then.

Monday, 4 September 2017


- kids going back to school
- leaves falling from trees
- thinking about putting the heating on

and for a recruitment business like OME entering probably the busiest time of the year. The advent of digital has not really affected the very seasonal nature of the recruitment cycle and with future/early talent campaigns becoming bigger each year and kicking off imminently - its going to be a busy time.

We are also taking on the following stuff in house
- ramping up our events and breakfast briefings
- Alexsia has taken on a condensed, cleaner, more beautiful OME website - the brief of which was to tell people what we do and who we do it for in as few words as possible
- launching new partnerships (I love finding a like minded business or person and working out how we can help each other)

all at the same time as servicing outr clients brilliantly and adding some new organisations to the (still) expanding client list

better crack on