Alex Murrell

Some great insight here from Abi Dempsey 💥

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What do clients really want (and need) from agencies? During a recent CIM | The Chartered Institute of Marketing panel event, Sharon Jiggins emphasised the critical role of consumer insights and the responsibility agencies bear in genuinely engaging with their target audiences. #CreativeAgency #AudienceInsight #Advertising

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Creating a digital annual report either on a web page or an interactive pdf is a great way to reduce the need for print. This is a great example. #sustainabledesign

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What does Britishness mean today? And how might it be turned into a brand strength?      We work with iconic British brands like the BBC, Tanqueray, Aston Martin, and Fortnum & Mason. We often get asked what's the role of "Britishness" in their brand – and what does it mean in 2024?     My colleagues Robert, Claire, and Adam are working on a project to understand how perceptions of Britishness are changing, and how British brands can make the most of their heritage, while also benefitting from new associations – some of their sketches are below.     The project's in its early stages and there are 4 areas of exploration.     1. The WPP BAV Group's Best Countries index, which reveals global perceptions of Britain that British brands can potentially borrow from.     According to the 2024 study, the UK is near the top when it comes to entrepreneurship (4th in the world), power (5th) and cultural influence (6th).     Digging into the data reveals some interesting shifts. Brand Britain has climbed 4 places to reach 23rd (out of 87) in terms of friendliness, and risen 3 places to 51st when it comes to "having great food", sandwiching Britain between Denmark and Uruguay in terms of its cuisine.    2. Audits analysing how a variety of brands communicate different elements of Britishness to help them stand out and boost their appeal.     Some of the things we're noticing are: - How brands are reflecting and celebrating Britain's diversity - How brands are drawing on national myths, legends and folklore   - How brands are namechecking their regional origins and specific communities   - How brands are tapping into the beauty and enduring influence of Britain's environment     3. A broader cultural deep-dive around how the conversation about Britishness is changing.     Importantly, it's not just the topics being discussed, but how they're discussed and by whom. Devolution has led to stronger expressions of Scottish, Welsh, and Northern Irish identities and language. The Welsh Government has set a target for 70% of learners to be able to speak Welsh when they leave school by 2050.     While 61% of self-identified white people express pride in their "English" identity, this feeling is shared by only 32% of ethnic minorities. However, "British" identity is embraced by 75% of the Black and Minority Ethnic (BME) community.     4. Most crucially, engaging with people – consumers and commentators alike.     We're about to start some consumer research to get people's take on what Britain stands for, as well as sharing some of our early hypotheses – it'll be great to see how our thinking evolves. We're also keen to incorporate insights from those working directly with British brands – and here's where you can help... If you manage a British brand (whether brand-side or agency-side) we'd love to feature your thoughts in our report. In return, we'll share the full debrief with all participants.    Interested in an interview? Let me know in the comments or via DM.

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Have you see the Asda rebrand by Havas London? I took some of my own advice I give to partners & clients.. sleep on it. First impressions are important but let it percolate... so... Its impressive work from Havas for a Supermarket. Its a bold confident change for Asda. When I first saw it, I felt this rebrand had all the hallmarks of a fintech challenger and was jumping on the youthful, sticker laden social orientated bandwagon. However, on closer inspection and thinking about how this brand is positioning with its customer, its disruptive and and a clever move. When the brand identity is paired with photography that is synonymous with groceries, thats when it really works IMO, specifically the upper/lowercase of the headline font. (I would like to see the guidelines for how a lowercase letter is chosen in words/sentences, thats for sure!) The typography is playful and the subtle concept driven from hand-painted green grocer signage is a nice touch; They say its more humans, and I agree. I would like to see more POS applications as that is where the detail will live everyday.. and the true test of time will play out. Overall, I feel that this will resonate with Asda's customers and bring new, younger shoppers across who are responsive to all things new. Come on.. tell me what you think? #branding #ASDA #rebrand #brad https://lnkd.in/ewJyA5uf

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We have partnered with Mi3 to survey Australia's top marketers, gaining valuable insights into drivers and obstacles to growth. Follow the link to download the report. Let us know what you think. Jen Davidson Anthony Gregorio Paul McIntyre

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We spoke to 500 senior marketing leaders and the resulting best practice report delves into their perspectives on searching, selecting and working with their agency partners. It explores the market context and the differing views between agencies and brands on the pitch process. Brands need trusted partners who provide Expert, Bespoke, Guidance every time and for every brief. Our mission is simple: To help brands and agencies come together, stay together and grow together by connecting the marketing world. Download the full report here 👉 https://lnkd.in/e4W8yeig H/T to Ingenuity+, Future Factory, MAD//FEST, Reg&Co., The Ingenuity Group, Richard Robinson🔥 , Duncan Wood, Chris Kemp, Dominic Glenn, Kate Lewis, Marie Berger, Megan K., Megan Evans, Alice Burgham, Ian Houghton, Dan Brain, Harry Clark, Sam Benton, Kirstin Ross-MacLeod, Dan Sudron #ConnectingTheMarketingWorld

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In 2019 Cadbury UK launched a masterclass in our first Principle: Distinctiveness. And no, this campaign doesn't feature a sad lass on a bus, or in a petrol station, or a drumming gorilla. And it's not even about purple as a 'distinctive asset'. The launch of their Dark Milk was an impressive exercise in decision making - by being ruthless in deciding who their product isn't for, they could position it much more clearly, and therefore develop a much more distinctive proposition to an older audience. Instead of being a forgettable half milk, half dark chocolate hybrid, this creative gave it a shot at being the chocolate for those old enough to know better. #advertising #marketing

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Pub Quiz: Video Marketing for Modern Storytellers A little bit of fun for a Friday afternoon with Nic Cornwall. See how your knowledge of video marketing stacks up in our Pub Quiz: Video Marketing for Modern Storytellers at the end of the page - https://lnkd.in/ewsGSEQD. #BrandStorytelling #VideoMarketing #AudienceEngagement #BrandAuthenticity

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At Principles Agency we recently landed on 4 things brands need to do to succeed. We call these the Principles of Unforgettable Brands. Rather than plucking a framework from thin air because the letters created a neat acronym (ours don’t, DEVC is really rubbish) we put the hard work in to create something useful and effective. Including... ▪️ Speaking to countless senior marketers at successful brands ▪️ Studying the leading, or fastest growing, brands in different categories ▪️ Stealing knowledge from all the conversations Douglas Burdett, Jon Evans and Fergus O'Carroll have had in recent years ▪️ Absorbing the learnings from the best books and brains in our industry (namely Orlando Wood, Ehrenberg-Bass Institute, sarah carter & Les Binet, Mark Ritson et al) From all this work we landed on a very simple, but effective list - to make brands come to mind quicker, and stay there longer, we help them to be more distinctive, entertaining, visible and consistent. In celebration of this little feat, I’m going to share an unforgettable brand or campaign every week that I think best demonstrates these principles in action. Kicking off for week 1 is this belter from Peugeot back in 2003. It’s possibly my favourite ad, and reminds me of a time before car ads were just city montages and ethereal sunsets. It’s a perfect example of pure entertainment (Principle #2) and whilst there’s too much to say in here about the excellent storytelling craft in this ad, the main thing to note is that it has enough confidence in holding the viewer’s attention to build up to a satisfying reveal - something we’re seeing less and less of since the rise of skippable content. #Marketing #BuildingUnforgettableBrands

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Welcome to “In My Humble Opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK agencies that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more. This is Episode 1 - ‘In My Humble Opinion...nobody ever got fired for buying the safest brands.’, a deep dive into the often-overlooked importance of brand in B2B marketing and purchasing decisions. We're joined by Billy Hamilton-Stent, Chief Strategy Officer at Publicis Pro, and special guests Mimi Turner and Jann Martin Schwarz from Marketplace Innovation at LinkedIn Marketing Services. What do we cover? 💡The challenges of measuring brand impact in B2B marketing 💡The need for a more holistic approach to B2B marketing strategies Whether you're a B2B marketer, sales professional, or business leader, this episode offers valuable insights into the power of brand in driving B2B growth and success. Enjoy! https://lnkd.in/eZGG_Rxc #B2BMarketing #IMHOPodcast

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I love this #OOH creative and the clever creative platform that Smiths are using. The dual associations of bringing joy and having a product without lots of additives is delivered very nicely, and I like the product placement on the kitchen bench. Out Of Home is often the most messed up channel with creative either too complex or so simple that it doesn’t give you anything at all, so I love to see brands strike a good balance. What do you think makes great OOH? #advertising #outofhome

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DESIGN IS BROKEN, LET'S TOGETHER FIX IT An inspiring talk by The Coca-Cola Company's Rebecca McCowan at the PENTAWARDS meet last week in London. Rebecca explored how design has got out of control and is all too often seen as the quick & dirty packaging bit that is all too often not given any due care & attention it deserves - let's talk brand first people. Rebecca and her dark crusader compadre from another mother Fe Amarante are both pushing forward how design is broken and that we as a community can only come together to fix it. The days of just dictating a brief and then subjectively ripping apart the first output of creativity shared have to end. Design is a two way empathetic journey with both sides of the fence coming together. Setting expectations for all at the outset and then keep realigning throughout the process is key to success. Design isn't linear and there will be lots of roadblocks thrown into the mix during the journey, but ride them together. Lots of clients ask me what makes for a great partnership. The best design is a true empathetic collaboration and exploration of the possible. Trust your team and help them on their way at every juncture, holding a gun to their head metaphorically and screaming "prove it!?" won't deliver you the best work. Just as in any relationship the best result is one where you come together talk, discuss, develop, refine and move forward as one. The 'them' and 'us' will only ever delivers average. Be the best partner you can and be the best agency you can, ultimately its about being humankind to the people in front of you. Sadly, this is not normal but abnormal these days. Let's just be kind and trust in each other. #design #designisbroken #brand #marketing #brandonconsultants

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After over 17 years at the helm of brand-led agency Truth Creative Manchester, I often hear that the biggest challenge for marketeers is getting stakeholder approval on #brand investment. Here's my blog on some of the challenges you might face in getting sponsorship for branding.... and some top tips on how to manage them. https://lnkd.in/emy5vZvN #brandinvestment #cmoinsight #brandmarketing #b2bmarketing #b2cmarketing #brandagency

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Worth a read – the new friendlier and fun tone of voice and design style really brings new life into this brand. #brand #branddesign #graphicdesign #creativebrand #brandstyle #toneofvoice

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Its nearly Q4 (!!!) and I know lots of you have been (and still are) deep in planning and imminent activations! If you are looking for some festive insights download our report and talk to one of the team! A great write up from #performancemarketingworld and Sarah Tsirkas #winningQ4 #digitalfootfall #ecommerce #blackfriday #cybermonday #gifting #mediaplanning #mediabuying #teads #ctv #omnivideo #mediabuying

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The new RSPCA brand is here (after 50 years) 🐕 And it's the perfect example of alignment, research and innovation. There are some brands out there that have been asking for a new visual identity (looking at you, NHS), and what a relief to see that it's been done so well for the RSPCA 🙌 It's super on-trend right now with a creative typeface, bold colours, a tasteful nod to the past and custom illustrations and animations. You can read this excellent article for a great scoop on the process, but here are three quick wins to consider for your charity brand: Alignment of Purpose and Brand Identity 🧩 You never update brand 'because you feel like it' or you're 'bored'. Branding must reflect your mission and purpose accurately. The RSPCA's rebranding was driven by a desire to inspire more people to join their updated mission: ‘Inspire everyone to create a better world for every animal’. (Extra brownie points for brevity.) They aligned their new purpose with their brand identity, creating a vibrant and optimistic visual identity that resonates with their core values. 2. Engagement with Stakeholders 👋 It's essential for charities to involve their stakeholders in a rebranding process. The design agency consulted with supporters, visited animal centres, and collaborated closely with creative agencies to develop a brand identity that accurately represents their ethos. By engaging stakeholders, you can ensure that any new branding will be well-received and effectively communicate your message. 3. Embracing Boldness and Innovation 🔥 Charities should not be afraid to adopt bold and innovative approaches to branding. The RSPCA embraced a bolder, brighter, and more welcoming brand identity to inspire everyone to get involved in helping animals. From the vibrant colours to the use of animations and updated typography, the RSPCA's rebranding demonstrates the power of creativity in conveying their message effectively. What do you think of the new look? Share this post with someone on your team if you think they should see it! #Charity #Branding #BrandIdentity

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Turns out people do judge a book by its cover 👇 Over 90% of customers consider how your brand and site looks to be one of the most influential factors when making a purchase decision... In today's digital age, where we're bombarded with information and advertisements, brands not only need to prioritise visually appealing content, but make sure its tailored to the right demographic to cut through the noise. Any marketing output that you create, from websites to printed flyers, needs to consider your target audience and what will convert them into customers. By investing in visually engaging content, businesses can effectively attract and retain customers, ultimately driving sales and success. How important is good design to your customers? 💭

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Something that seems to be forgotten in agencies and even wider business today… Good culture is good business. Study after study has shown that strong organisational cultures increase retention, reduce attrition, increase revenue and EBITDA. But in todays climate of design M&A, widespread redundancies, and aggressive pursuit of unattainable targets without the capacity to be able to deliver them - unique creative cultures have taken a hit. We’ve all come across Watson’s line of “good design is good business” but the same is true of the underlying cultures you foster and cultivate to get there. Good cultures in the agency world encourage creative experimentation, inspiration, connection, transparency, empowerment. And that starts at the top. If you’re joining or creating a new design business, this is one of the most important things you should focus on and assess. #design #culture #business

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