Annie Meikle

Got a phone call today asking: Do you interview only C-suite executives? I said, no. It's because of stories like this: Campaign Middle East spoke to Nour H. - a mother first, a marketer next, who explained why it's time to rewrite the playbook. While traditional marketing hammered on about the 7Ps of marketing, including product, price, place, promotion, people, process, and physical evidence, the new era of marketing has also demanded a few more Ps such as purpose, personalisation, and co-creation partnerships. But in the pursuit of "purpose" within positioning, brands shouldn't forget the end goal (beyond sales) of creating real value, having a real impact, and solving a real problem to ease people's lives. Thank you, Nour, for an open, honest, and candid conversation, proving the on-the-ground, raw impact of effective campaigns.

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Authenticity, inclusivity, sustainability, and community. If I had 2 dirhams for every time these words came up in conversation over the past week - I'd probably be able to pay off the loan on the new car. The silver lining to an industry in flux? A generation that spoke but didn't act has given way to a generation that both speaks and acts. Looks like it's time for all brands and marketers to follow suit. (keyword: All) Experts from the industry (both young and old) spoke to me this week, and counselled caution saying that Gen Z “attitudes can’t be ignored” especially since they “have the power to make or break a brand”. Thank you to GroupM MENA's Nay Riachy; TBWA\Raad's Mohammad El Tayech; MSL Group Middle East 's Mary S.; and Keyade Middle East's Laura Gleadhill for the honest opinions. #Marketing #Advertising #Campaigns #Authenticity #Inclusion #Personalisation #Sustainability #Community

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What makes a publication outstanding? As communication directors and managers, you understand the impact of a well-crafted publication—it's more than just content; it's your organisation's voice, amplified. But what sets an ordinary publication apart from an extraordinary one? At #inextremis, we explored these principles while designing Essay 8—Railway Innovation in the 21st Century, which we created in close collaboration with the Community of European Railway and Infrastructure Companies (CER). This project demonstrates how thoughtful design and visual storytelling can transform a publication into a powerful communication tool. The CER Essay series illustrates the essentials of an exceptional publication: ✅ Clear visual hierarchy to make complex information accessible and engaging. ✅ Striking visuals that captivate and complement the message. ✅ Consistent branding to ensure credibility and a professional image. Please look at our website's full article if you're curious about what makes a publication impactful. 🔗 https://lnkd.in/eh6UVDN2 Discover how collaboration and design excellence can elevate your communication materials to inspire, inform, and create dialogue. Let's shape the future of impactful communication—together. 💡

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The facts: There is an entire generation of paying customers who are "done" with social media and "need a break". - Is this concerning? - Are we getting the basics wrong in terms of brand purpose and value creation? - Has the time come to pivot? - Is it time to take "authenticity" and "community" from the drawing board to the field? - What will it take to plug Gen Z back in? - Has the time come for Heads of Brand and Marketing to be more agile, flexible, and move at the speed of culture? Thank you, Mary S., business lead at MSL Group Middle East ; Mohammad El Tayech, strategic planner at TBWA\Raad; and Laura Gleadhill, general manager at Keyade Middle East, part of GroupM MENA for sharing your candid thoughts. Cue brands and marketers: This story has been a hot minute in the making ... and it's definitely worth 3-minute read! So, if you haven't had your morning dose of reading over a coffee / herbal tea / glass of water yet, now would be as good a time as any. To the rest of you who shared your off-the-record comments, you know who you are, and I remain grateful for your contributions to the industry-uplifting chatter. If you have an opinion on where the industry ought to go and what it needs to do, and would like to be heard, I’d love to hear from you. You know where to reach me: [email protected].

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🌟 Navigating the competitive tech landscape requires a distinctive brand identity. Our latest blog explores innovative brand positioning strategies designed to make tech companies shine. Discover how to articulate your unique value proposition, weave a compelling brand story, and leverage customer testimonials to enhance credibility. 🚀 Committed to helping scaleup companies craft strong, memorable brands, we offer insights that pave the way for you to carve out your own unique space in the market. Dive into these strategies and begin shaping your standout brand identity now! #TechIndustry #BrandPositioning #MarketingStrategy #BlueCactusDigital 🔗 Explore the full insights and start your journey today! https://lnkd.in/ene4xfsu

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Our new AI-powered Insights-as-a-Service (IaaS) offering, powered by NarrativeWorx has been, and will be, a gamechanger in helping tech brands understand and manage their reputation. So much of our industry is based on intel we can see in public forums, focus groups and qualitative research. All of which is powerful but are manufactured forums that don't always lead to the crux of a brand challenge. There are many reasons I’m excited about what Insights-as-a-Service means for our clients, but to pick a few: 1. C-Suite sentiments unveiled: Finally, a way to understand what tech decision-makers truly think about your brand behind the scenes - without relying on public posts or surveys, or setting up a forum that could skew the opinion anyway 2. Proactive reputation management: By accessing "hard-to-see conversations," tech companies can address issues before they hit mainstream media. Whether that's an issue directly impacting your business, or an industry trend you need to have a view on. IaaS puts you ahead of everyone else! 3. Competitive edge: Early adopters of this could gain a significant advantage in understanding and shaping market perceptions. Tech remains a saturated market with millions of businesses vying for attention and authority. This offering has been developed to give our clients a head start... Read more here: https://lnkd.in/euk_ibjy

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While commemoration is vital, #FreedomDay also presents a valuable opportunity for growth. By strategically utilising PR tactics, organisations can extend the significance of Freedom Day beyond simply looking back. Create a lasting impact by facilitating dialogue for a brighter future, community engagement through action and elevating untold stories. #HappyFreedomDay #FreedomDayZA #SouthAfricaFreedomDay #CelebratingFreedom #FightForFreedom #PRandCommunications #communication #comms #BrandCommunications #publicrelations #PublicRelationsAgency #focused #BrandfundiPR #PRPartner #PublicRelations

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"56% of influencers in MENA are either neutral or uncertain about using AI in their content. The rest are twice as likely to be positive than negative." The new InfluAnswer Arabia 2024 report by Weber Shandwick MENAT shows that content creators in the region value stronger, longer, closer relationships with brands, and are posting more about causes they personally care about. This report aims to elevate the perspectives of content creators across the MENA region, and shares insights for brands to build stronger and more powerful partnerships. Above all, the report hopes to contribute to a deeper knowledge of the evolving influencer ecosystem in the Middle East and North Africa. #InfluAnswerArabia #WeberShandwickMENAT Download 👇 https://lnkd.in/dvqb3Vu6

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🌟 Inspiring confidence and reshaping beauty standards, Dove's #TheFaceof10 campaign boldly challenges early anti-aging narratives for young girls.  Through partnerships with Ogilvy UK and engaging content on platforms like TikTok, Dove sparks crucial conversations about beauty and self-esteem.  With Drew Barrymore's support and a team of experts, Dove promotes beauty as a source of joy, not anxiety, aligning with its Self-Esteem Project to empower 250 million individuals by 2030. As healthcare marketers, let's draw inspiration from ethical initiatives like this, prioritizing consumer well-being and championing positive change. #healthcaremarketing #ethicalmarketing #digitalwellness #thoughtleadership 🚀

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The practice of public relations requires the consultants to be independent, curious and courageous to effectively help the clients meet their publicity goals. But are we? Not by a mile. We are subservient to clients. We lack a voice at the discussion table. We fear losing the client if we utter a word against their demands. For these reasons, we are not independent. As a result, we are not helping the clients succeed in their goals. We are just keeping them engaged till the time they move to the next agency. I think it's time to change all of this. It's time to claim our independence. PS: Not-so-random musings on the eve of India's 78th Independence Day. #PublicRelations #Marketing #StrategyVerse

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❌ Agency ❌ Consultant AdAge has (re)written an article (again) about how agencies are re-branding by not wanting to be known as agencies. Shocking. The term does not exactly have the best connotation with clients who take on all the risk that have to sign pieces of paper with lots of zeroes and hope it pays off. You see, in order for really smart, talented people that work for agencies to do their best work...they need to know your business inside and out. The challenge is clients do not want to pay them to LEARN their business, they want them to EARN their business. However, agencies are not exactly built to have multiple high-hourly billed talent sit inside of a client full-time for months with (fingers crossed) they win a proposal on the way out. It sucks because all agency talent wants...is to see their work actually work for their clients. The model breeds unhappiness on both sides of the relationship. I believe the long-standing and antiquated pay-by-the-minute model of consulting is ripe for disruption and it is the founding principle of why I founded HATCH quantified. You see, we have never wanted to be known as an "agency" or "consultancy" because they are dirty words with clients. To be honest, we think there is a much better way to do business. We are "digital investors". We literally INVEST in the right clients not just with fancy strategy (but more importantly)...OPERATIONS. Ya know, the stuff that actually moves your needle. If you are a manufacturer, distributor or PE with an industrial portfolio, lets connect. We have a novel approach to growing both your top + bottom line. We do all your product data work, build your product categories, organize all your engineering attributes, tie your tech stack together...AND promote everything through your website, marketplaces, punchouts, eProcurement, etc. Get this though. We do it for ZERO cash. That's right. 🤯 We invest in your success and quantify and share in the profitable outcomes so you can use your capital elsewhere in the business. We can even make the business case that re-allocating those dollars by investing in your people will pay scaled dividends with HATCH quantified HR by attracting (and most importantly) RETAINING the talent you already have. I know this platform is best for networking but we are all selling something, right? We have a very long track record of proven success and am happy to share a case study. BTW- I have to admit it is kind of ironic this post is a form of advertising 😂 Connect with me to learn more. #B2B #manufacturing #distribution #growth #profitability

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Just a gentle reminder that in (startup) #PR, these are the things you just don’t do 🤷🏻‍♀️💣👇 💖 You can’t dictate a journalist what to write (it’s not advertising) 💜 You have no power or control over the final piece (‘giving me the wrong vibe’ is not good enough to ask for changes; but if there are factual errors, then yes, of course) 💖 You can't see/read/butcher the article before it goes live 💜 Your quote/name will not necessarily be used even if you had an interview with a journalist on topic X (but it is great that you started building such rapport!) 💖 You can’t expect a journalist to copy-paste everything you add to the press release (yes, you can add all the cheeky stats and whatnot, but there’s no guarantee these will be used) 💜 You don’t need to have 5+ quotes in the press release (remember to prioritise). ALSO, NO, you don’t even need to have a press release to land coverage 💖 You shouldn't follow up excessively with journalists (respect their time and space) 💜 You can't guarantee media coverage (PR is about building relationships, not making demands) 💖 Don’t overlook the importance of timing (sending your pitches or press release at the wrong time can lead to it being ignored) Yours truly, Captain Obvious 🦄✨

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Is #PR Still Worth It? Is the #media collapsing? Is #AI taking over everything? Disruption is seldom fun when it strikes the ground beneath your feet. The right question to ask, forever and always, is: Is PR right for you right now? Effective storytellers adapt to new mediums and new audiences. And that absolute PR law of nature is equally applicable, by the way, whether you’re a global titan like Disney or Paramount (both taking beatings presently) or a brand new body scrub with two employees. Yes, a lot of publications are enduring a bumpy reinvention. Digital transformation was inevitably going to make some business models obsolete — classified ads in a small local paper could never survive Craigslist. But from the ashes of layoffs, journalists are also being empowered by that very same digital transformation. New platforms allow them to publish and build large audiences without a boss or other filters. They can now monetize their work with or without advertisers. In some cases, they can even reach millions more eyeballs than the peak of the old media circulation era — with content that typically has a far longer shelf life, remaining accessible and searchable, across multiple channels, like never before. And, importantly, good relationships travel wherever those journalists (read: content creators with legacy credibility) land and bloom. This is probably a good place to tell you that the new issue of hashtag #CaptainHook is out! I cover the rest of the story at: https://lnkd.in/egt9eees It includes hot takes such as why marketing needs to live in a content universe that extends across earned (because consumers will search to find out if this new brand/product is legit and to learn what they’re all about) on down to micro- and nano-influencers. Plus, PR stats to complete the picture! Let me know what you think 🧐

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What makes a Sustainability Report truly stand out? 🎯 It's not just about numbers—it's about telling a story that reflects your organisation's values, impact, and vision for the future. When we partnered with Oxfam to create their last Sustainability Report, the goal was clear: authenticity, transparency, and leadership in sustainability. We helped Oxfam communicate its fair trade and environmental achievements visually, precisely and clearly. This report sets a new benchmark for impactful communications, from structured data visualisation to sustainable design. Suppose you're aiming to craft a Sustainability Report that inspires and informs. In that case, you need the right blend of strategy, storytelling, and sustainability. Are you curious to learn more about the process behind an excellent report? Please read the full article on our website at inextremis.be 👉 https://lnkd.in/eeDJRj7z #AnnualReport #SustainabilityCommunication #FairTrade #ImpactfulStorytelling #MyPartnerAgency

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Those client conversations where you are chatting through strategy narratives and you hit that spot where everyone's eyes light up and the energy just elevates. A nudge here, a thread there, and then you look up and know that this campaign is going to be a good one. #ic #internalcomms #strategy #engagement

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🎙️ In the November long-form episode 437 of our For Immediate Release podcast, Shel Holtz, SCMP, and I explore key topics shaping the world of organisational communication, including: 📊 AI’s evolution from novelty to critical business tool and what that means for organisations. 📖 Beutler Ink’s ethical principles for engaging with Wikipedia - and why communicators should emulate these. 🔮 Social media trends in 2024 and predictions for 2025 - we discuss key themes in reports from Battenhall and We Are Social. 📈 Bluesky’s growing third-party app ecosystem driven by its open API. 🥤 Coca-Cola’s controversial AI-generated holiday commercial - a success or a misstep? 🇺🇸 Challenges for companies navigating social and political issues during the second Trump administration. Plus, in Dan York’s Tech Report, we dive into Bluesky’s challenges, TikTok’s looming ban, and Australia’s bold move to ban social media for kids under 16. 🎧 Tune in! https://lnkd.in/etWGcJDQ

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A key theme I heard at last year’s IABC World Conference was the need for us to step up as communicators – to really understand all the responsibilities that come with our role. Knowing how to spot content that’s inaccurate or deliberately designed to mislead people has been on my mind ever since. That’s why I’m delighted to be chairing IABC UK & Ireland 's next webinar on the topic ‘Fact or Fake? Verifying content in the age of AI.’ I’ll be joined by journalist and trainer Paul Myers of Research Clinic. Paul will give us valuable insights into: 💡 The information landscape in 2024 💡 Why verifying source information is more important than ever 💡The framework journalists use for verification 💡Tips to help busy communicators spot fake news Paul has worked with BBC programmes such as Panorama, Watchdog, BBC News, BBC Online and the BBC World Service. He has also trained professionals from international organisations, development banks, law enforcement agencies, NGOs and major corporations in areas of digital and investigative work. It’s going to be a fabulous session. I’d absolutely love you to join us at 1pm UK on Wednesday 5 June. It’s free for IABC members and just £10 for non-members. Booking essential - link in the comments below. See you there? #IABC #LunchtimeLearning #Communication

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Small Secret                                                                   There is a small secret you need to discover – adept communicators have the world at their palms. They rise. They get accolades. They succeed. They’ve learnt the valuable secret, by design or by instinct, that it’s only through communication that you become powerful and successful.   https://lnkd.in/d29igVa

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