Becky Smith (CMktr)

For some brands, the idea of baring all on social is enough to make them run a mile. 🏃 But SURREAL and KFC UK & Ireland prove that audiences being able to see right through your brand is no bad thing.🪞 Hot off the press, our midweight creator Georgia Hill covers why it's better to be transparent than authentic in her latest piece for MediaCat, plus her three key pointers for transforming your approach to transparency on social. 👉 Read now: https://lnkd.in/g6WFna3J

10

1 Comment

“It’s only by testing a range of mediums and tactics that brands can understand their sweet spots and know where best to place their budgets.” The latest IPA Bellwether Report for Q2 2024 was published yesterday, revealing that UK companies have revised their marketing budgets up at the strongest rate in over a decade, growing 15.9%. With cause to be optimistic going forward, PMW’s panel of experts spoke about where marketers should be allocating their budgets, the importance of first-party data, leveraging engaged audiences during cultural events, and more. Read the full analysis via the link in the comments. With insights from: Maor Sadra INCRMNTAL Philip Acton Adform Ned Jones Permutive Paul Wright Uber Advertising Harriet Durnford-Smith Adverity Jason Warner SBS Christopher Hogg Lotame Pierce Cook-Anderson Equativ Justine O'Neill Analytic Partners Tom Ghiden Elliott Clayton Epsilon Ben Bush The Frameworks Alex Pym Acxiom Justin T. Teads Fiona Salmon Mantis Fergus McCallum TBWA\Worldwide Richard Robinson🔥 The Future Factory Ingenuity Steve Mchenry Yahoo #performancemarketing #advertising #IPA #UKeconomy #data #ai #adspend #firstpartydata #cookieless

26

1 Comment

NO AD BUDGET? NO PROBLEM! 🤑 It’s that time of year when our screens are inundated with adverts from supermarkets selling you supper to beauty boutiques peddling you bargains galore. Last year advertisers in the UK spent £9.5bn during the festive season, a 4.8% increase from the previous year. So, it’s safe to say that the advertising business is alive and thriving. But how can you compete with the hefty budgets of the giants in your field? All you need is yourself, your story, and a camera. That’s right. You don’t need millions to spend; you just need motivation. It’s increasingly harder to stand out in any market, but authenticity reigns supreme with what consumers want to see. Whether you just want to hit record and go for it or you want to make a plan of action, just make sure you’re making progress and getting your brand out there. Success rarely happens overnight, so don’t be disheartened if you don’t get the views or engagement you might have anticipated. Consistency is key, so keep trying - you’ll find your niche and get there eventually. Follow us for more helpful marketing tips and strategies! 🫡

1

Last week we announced the #KantarBrandZ Most Valuable UK Brands🚀 Our latest findings, highlighted in Marketing Week, revealed that many of the UK’s most valuable brands are struggling to justify their price points to consumers. Our brand expert, Adele Jolliffe spoke to Niamh Carroll: “When you’re looking at the future growth chances of a brand, you could make the mistake of thinking that if you’re very, very big, and you’re popular today, the chances are, you’re going to remain popular tomorrow, but actually, that’s generally not the case. In fact, a better predictor of your sales, is what people think about you today.” Read the full article here👉 https://lnkd.in/ef2BswGw Suzannah Rowland Dom Boyd Helen Pearson Amy Cashman

11

In the fast-changing world of food and drinks, some UK brands are really standing out. These 'Fast 50' brands are growing super quickly and are great at keeping up with what customers want. When we look closer at why they're doing so well, we see that a mix of changes in society, new technology, and how people shop and eat is pushing them forward. The Grocer takes a closer look at what's behind their success and what it means for the future of food in the UK. https://bit.ly/3wyaAaG

5

TikTok for Business new report reveals UK social commerce is set to skyrocket, predicting a rise from £7.4 billion to nearly £16 billion by 2028! This surge signifies a reshaping of the landscape for digital marketers and retailers, emphasising the need for strategic investments in social commerce platforms such as TikTok! #SocialCommerce #TikTok #DigitalMarketing #RetailTrends https://lnkd.in/eASTFMdA

2

Ever heard of SURREAL, the cereal brand everyone’s talking about? 🥣🚀 It’s not just the retro flavours or healthy ingredients catching attention - it’s their bold, unconventional marketing strategy that’s shaking up the industry. 🔥 Want to know how Surreal is carving out its space and winning over audiences with their distinctive voice? 🤩 Check out the article for a deep dive into how to SMASH your brand identity like Surreal. 👀 https://lnkd.in/eZUmiJNm P.S. While you’re there, grab your free brand audit guide! 🌟 https://lnkd.in/egUqHg_8 #Surreal #BrandValues #MarketingStrategy

4

How do you create a beloved brand? 🚀 According to James Watt, Co-Founder & Captain of BrewDog, the key is to make your customer the HERO of your story. 📖🦸🌟 At BrewDog, they embed their community in everything they do - one of many gems dropped at the last CRM Leaders Club event. 💎 How do you make your customers the hero of your story? #BrewDog #CustomerCommunity #CRMLeadersClub

3

Inch’s Cider nailed their ad with a clever, relatable comparison: 'We use local apples. Because apples, like takeaway chips, don’t travel well.' This ad brilliantly communicates Inch’s focus on using locally sourced ingredients, which aligns with the rising consumer preference for sustainability and local production. What makes this ad great: 1. Cultural Relevance: The comparison to takeaway chips taps into familiar everyday experiences, making the message both playful and accessible. 2. Subtlety: Instead of directly promoting sustainability, the ad cleverly wraps the message in humor, making it feel less preachy and more relatable. 3. Emotional Appeal: The ad leverages pride in local produce, appealing to environmentally conscious consumers and reinforcing a sense of community. 4. Minimalist Design: The bold typography and simple visual of the cider can keep the focus on the message without unnecessary distractions. 5. Timely Messaging: With sustainability being a priority for many, this ad hits the right note by aligning its values with those of conscious consumers. #AdGenius #CreativeMarketing #SustainableAdvertising #BrandStrategy #MinimalistDesign

1

Inch’s Cider nailed their ad with a clever, relatable comparison: 'We use local apples. Because apples, like takeaway chips, don’t travel well.' This ad brilliantly communicates Inch’s focus on using locally sourced ingredients, which aligns with the rising consumer preference for sustainability and local production. What makes this ad great: 1. Cultural Relevance: The comparison to takeaway chips taps into familiar everyday experiences, making the message both playful and accessible. 2. Subtlety: Instead of directly promoting sustainability, the ad cleverly wraps the message in humor, making it feel less preachy and more relatable. 3. Emotional Appeal: The ad leverages pride in local produce, appealing to environmentally conscious consumers and reinforcing a sense of community. 4. Minimalist Design: The bold typography and simple visual of the cider can keep the focus on the message without unnecessary distractions. 5. Timely Messaging: With sustainability being a priority for many, this ad hits the right note by aligning its values with those of conscious consumers. #Ad #marketingstrategy #marketinganalysis #adsthatinspire

3

1 Comment

As brands prepare for the UK ban of HFSS TV ads before 9pm, what should PRs know about public, political & media discourse on sugar & health? Our report provides a complete picture of how the topic is discussed in politics, the press & social media.

14

The UK Advertising Standards Authority recently ruled that paid-for Facebook ads by plant-based food and drink company Huel Ltd and personalised nutrition healthcare company ZOE Ltd breached its rules. The ads in question were deemed to be misleading by omitting material information about Steven Bartlett's commercial involvement with the companies. Our associates specialising in the Food and Drink sector, Hayley Smith and Ikra S., provide more information and key takeaways for advertisers based on this ruling. Read more here: https://bit.ly/3yOWQJS #FoodAndDrink #CorporateLaw #ASA #Advertisers #FoodLaw

25

90% of AAR's client/agency assessments reveal poor briefing habits, causing a staggering 26% budget waste in UK marketing. Despite this, marketers often lack formal training in creating briefs, and they can be seen as a box to tick rather than a key strategic opportunity. If you are interested in raising briefing standards & avoiding costly rework in your campaigns, drop Vicky Gillan a message or click the link below. https://lnkd.in/ead_TJJg #BetterBriefing #MarketingTraining #Upskilling

5

🥇The Highest Scoring OOH For Long-term Effectiveness. Our newest campaign for Jaffa Cakes achieved outstanding results from System1, receiving a 5.0 star rating, performing head-to-toe with some of the most effective TV advertising. Andrew Tindall, Senior Vice President of partnerships at System1 said: "This is the best ad made in about five years. We've tested it. And it's true. It's the most effective OOH poster we've tested in about five years." The work had an 88% brand recall, double the 44% norm for OOH and performed well above the norm for TV advertising. Read more in Marketing Beat's article linked below. #Disruption 🏴‍☠️

87

11 Comments