Sarah Sutton

In our latest case study, we helped a Mens Underwear Brand 🩲 identify how they can stand out from their competitors and produce distinctive content highlighting their strengths. Our partner brand is in a bit of a tough spot, sitting somewhere in the middle between an iconic competitor that consumers view as the quality, fashionable, stylish brand 😎 and a disruptor brand considered to be the easygoing, relatable, affordable option 😌. So how can this brand stand out? We uncovered that consumers view this brand as a modern 🏙, reliable 🤝 Mens Underwear brand that delivers your daily essentials 📅. This brand can additionally highlight these equities in their content: ☁️ Made from soft fabric 🙌 Provides excellent support 👁 Pays attention to every detail These equities are "ownable" for the brand. By having users highlight these differentiating brand equities in content, they'll build a distinctive narrative that will make their brand stand out.

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I am always on the lookout for audience-centric comms and I have been looking for studies that break down how different generations consumer content. This is particularly relevant to communicators, marketeers, and content creators across different platforms. Looking at the NP Digital latest study on content engagement by generation, here are some of my hypotheses: 💡 If you have a diverse, cross generational audience, and you want to reach everyone, you must plan your content across multiple platforms. 💡 Videos work! Both long form and short form. People are not growing out of these mediums. 💡 Emails and newsletters are just NOT resonating with younger audiences. That may change as they grow older but if you want to capture attention, text is not the way to go. What insights are you pulling from this and will it inform any changes you make in the future?

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As part of our research in the lead-up to this webinar, we partnered with Opinium to explore consumer perspectives on the use of humour in healthcare. Without giving too much away, our findings helped understand where humour can be effectively applied, the contexts in which it should be used, and which types of humour might best convey a brand's message. Register here to learn more: The Power of Humour in Healthcare - https://lnkd.in/eUn9ew4X #healthcare #comms #communications 

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As Q4 kicks off, it's great to see a write up our festive insights in Performance Marketing World. If you'd like to access the full report, you can download it here: https://hubs.li/Q02NmRxd0

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Having been to a number of industry events recently, I have often left quite shocked and intrigued that everything has been so focused on Gen Z - even the 'experts' presenting had limited experience targeting audiences outside of this generation. So, whilst this gave me an opportunity to talk about 'what it used to be like back in the day' and go full on 'grumpy old man', this is good to see and gives me hope that brands will start thinking about audiences in a more 'behavioural' way vs. by age. #DontForgetGenX #AudienceInsight #brands #marketing #advertising #gowherethemoneyis #communications

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Updated article by the brilliant Tom Roach balancing the role of short AND long term marketing “…We so often miss out on maximising growth in this way because of our binary belief systems, the organisational silos we inhabit, the different job titles we have, the different channels and formats we tend to use and the different metrics we try to optimise” But the challenge is how to practically make this reality for teams, the metrics, changes to ways of working & media integration working in tandem together A great starting point is measuring share of search - this can support the connection and a great starting point in bringing brand & performance marketing teams together “One metric that’s proving useful for this is share of search….search volumes can strongly reflect how salient or famous a brand is…Google believe share of search reflects brand health and market share for brands in some categories”

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“The IPA Effectiveness Awards winner is a case study in the marketing fundamentals that most brands ignore or forget – and it’s brilliant because of it” Mark Ritson Fundamentals are fundamentals for a reason. Don’t let new brand messages delivery toys forget it. Over two decades, McCain Foods has talked about the number one message to tap into safety, connection and belonging needs: FAMILIY. We are tribal animals. From music, to flags, to sports teams, to IG challenges, to languages… you name it! … it’s all about belonging to a tribe, in my opinion. Have you found your tribe? #marketing #ipaawards https://lnkd.in/gP96ZTsJ

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UKOM have been told repeatedly "you have to be relevant in the programmatic space". Well, here's Ozone | Powering the Premium Web showing their commitment to all things quality and using UKOM-endorsed data from Ipsos iris to validate the demographics of their premium publisher audiences. Another reason for advertisers to demand that their agencies apply quality thresholds to the data implemented on their behalf in the programmatic space. Great work all at Ozone and Ipsos UK. AOP Association of Online Publishers IAB UK ISBA IPA (Institute of Practitioners in Advertising) #standardsmatter #datagovernance #industrystandards

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Time for some Christmas cheer? Sharing this article on The Drum by my colleague, Branwell Johnson, which delves into the latest Advertising Association / WARC figures which forecasts a £10.5bn record ad spend this festive season... From inventive campaigns to a shift in media strategies, it’s clear that brands and agencies are adapting to make an impact during this crucial period, with the likes of Boots, Asda and Waitrose all finding inventive ways to stand out. I was pleased to contribute to the piece, reflecting on how brands are navigating challenges while embracing new opportunities:  “Amid a challenging year, brands are proving resilient and ready to innovate. With advertisers increasingly willing to push boundaries and consumers eager for new ways to engage, this season is looking less about following tradition and more about exploring new tactics." Looking ahead to 2025, there’s room for cautious optimism as marketers (and their agencies) continue to adapt and evolve. This season’s creativity and experimentation set a strong foundation for what’s to come. You can read the article here 👉 https://lnkd.in/erxGmicz Which brands are 'sleigh-ing' it for you this year? #Advertising #Marketing #ChristmasCampaigns The Drum Network

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When 3 out of 4 people say what they value from brands today has changed over the last 5 years, building reputation and equity is harder than ever. I spoke to the Financial Times Raconteur | B Corp™ about the findings of Weber Shandwick’s global research into what consumers really value today and how to navigate this change. #agencyvoices #brands #brandstrategy #marketing #reputation #PR #comms

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Trust is so important in business, from who you partner with as brands, to the news you read as consumers. Were delighted to partner with Ipsos UK Iris to validate our audiences. https://lnkd.in/eBAx42-E Transparency is at the core of all things Ozone | Powering the Premium Web from planning to reporting. After all, we all want to trust what we read eh? #data #validation #trust

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"The consumer insights are crystal clear!" Said no FMCG leader. Ever... Time to rip off the band-aid: The world of consumer insights isn't just broken. It's in critical condition. Sound familiar? 1️⃣ "I need a PhD to understand these reports!" 2️⃣ "100 person sample size, is that even robust?" 3️⃣ "This data is as useful as a chocolate teapot." You're pouring cash into market research, praying for that eureka moment to fuel your next blockbuster product. But instead of striking gold, you're striking out. Why? Because traditional market research is like using a map from 1950 to navigate 2024. It's slow, it's expensive, and by the time you get your 'insights', they're about as fresh as 3 month-old sushi. Let's dissect this disaster: 1. The Trust Trap Remember when "survey says" meant something? Now it's more like "survey guesses". • Professional survey takers are skewing your data • Bots are infiltrating your precious consumer panels • You're making million-pound decisions on a foundation of quicksand Question: How confident are you that your last big decision was based on real, validated, consumer insights? 2. The Report Coma Nothing says "I don't want to be read" quite like an unaesthetic 200-page report • Executives are glazing over faster than donuts • Actionable insights are buried under mountains of jargon • You need a treasure map to find anything useful Ask yourself: When was the last time you actually enjoyed reading a market research report? 3. The Cost Crusher Market research costs are spiralling faster than a kid on a sugar high. • Prohibitive prices mean less frequent research • You're always a step behind in a market that's sprinting • Your budget's screaming, but your insights are whispering Brutal truth: How much of your research budget is actually driving decisions and improving the success rate with innovation? Here's the kicker: The brands that'll dominate tomorrow are the ones that can tap into consumer needs faster than you can say "disruption". They're not using crystal balls. They're using a new breed of consumer insights. One that's faster, more reliable, and more actionable. Oh, and doesn't require a second mortgage to afford. So, here's the million-pound question: Are you still relying on yesterday's insights to make today's decisions? If you're nodding (or wincing), it's time we talked. Because in the race for consumer hearts and wallets, second place is just the first loser. Ready to turn your consumer insights from a liability into your secret weapon? Let's chat. Your competition hopes you won't.

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The brilliant James Morrison sharing the headlines of the Laithwaites Wine Medialab Group adam&eveDDB double gold winning IPA (Institute of Practitioners in Advertising) effectiveness award at the Effectiveness Conference 2024. Great debate with simeon duckworth Jo Arden Becky France Jennifer Shaw-Sweet around the topic of ‘Seize what’s starting: the role of experiments’ Headlines from the talk: - many brands are missing an opportunity to run more experiments. - keep asking yourself what the control is. What are you comparing your test result to? - keep the story simple to get wide buy in. - commit to the journey. It will take time. - Experiments create the space to be creative! So be brave! - Use experiments as one part of a holistic measurement learning agenda. - Laithwaites have shown there is no excuse not to make a start, anyone can do it. - Download the paper! Amen! Over many years Medialab Group have established a best in class unified measurement approach and I’m always chuffed to help brands put it into play. Extra legendary status James Morrison for coming on stage holding a Medialab Group branded note book! 😎🙏

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“Consumers don’t give a shit about your brand” “This ad is good, which means it probably won’t win at Cannes” Classic Mark Ritson at Insights by Kantar IGNITE event today Shock factor and humour aside, I agree wholeheartedly with his sentiments. And in his talk Ritson landed three key messages about brand growth: - Never underestimate the power of salience. “First you must know that it’s me. Manage for attention not image, trade taste for attention. Think about Brewdog” - Consitency is king. Ads don’t wear out (we’ve proved this! -https://lnkd.in/gKwgKiPz) - 50/60% of your spend should be focussed on long term brand building. You won’t see this return on the balance sheet. It’s mass market. It’s about ensuing the people who aren’t shopping your category now, but might in the future, think of your brand first (see point one) A cracking presentation as always. #KantarIgnite

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Diageo and Guinness continue to understand exactly what OOH is all about 🍻 #OOH delivers reach within proximity to over 3,000+ pubs and bars, Guinness' directional messaging helps you find the right one for you. ➡ As they continue to own the summer, activating on those hotter days means their display works harder than ever, owning a key category entry point which is often taken by lager and cider 💡 If you want your OOH to work hard for you, think about your triggers for purchase, which category entry points do you want to own (we can help with a recent research piece around this called 'want to take this outside') and keep your poster simple. It will work. Thanks to PHD, Jennifer Gabbarelli, Amy Papaphotis, Molly Jones, Anita Sztrizsak, Holly Fischer, James Weatherill and all involved.

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Really enjoyed running our "Winning at Shelf" Webinar this morning - demonstrating how our proprietary creative process solves a range of Shopper Marketing challenges. We identify the unconscious cues, we all look for, to nudge us to buy one brand over another - which we use to create solutions for Promotions, Category Theatre, Point of Sale, Retailer Media, Branded Bays and On Pack Messaging etc. for a wide range of FMCG brands. Anyone who wants the recording link please ask.   #Winningatshelf #KHWS #Behaviouralscience #Shoppermarketing #Salestriggers #Shoppermarketingsummit #FMCG

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Riding on Will McMahon coats tails as always ;) But a few thoughts from us on the future of SVOD advertising and of course how our brands may best use these new commercial opportunities. Give it a read and let us know your thoughts!

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Recent Jaguar ads are the result of hype getting in the way of core advertising principles. We are at the height of this problem where the packaging of the direction (eg purpose, cultural relevance etc..), and of many agencies’ approach to their work disregards the quality of the ads and the creative. The greatest modern artists understood ‘the basics’. Our business has a strong list of those principles from its deep and rich history. This effort is ‘hype’ without principles. I’m not even commenting on if it’s woke or not. Just not good advertising. Maintain basic principles AND be fresh. That’s the job and it’s not easy. #creativitymatters

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