Chris Parker

This was great fun to plan, shoot and distribute. Working to combine key commercial messaging with an entertaining content format is different for every project but the satisfaction of seeing a campaign go live and hit objectives is why we do the job. Over the last few months, we've been working on a campaign to help inform and educate consumers on the realities of EV ownership and bust myths. Content from the recent London to Brighton Electric Vehicle Rally forms a key pillar in that campaign. It is always a bonus to get in front of camera as well. #marketingconsultant #automotivemarketing #contentcreation #electricvehicle

12

2 Comments

You’re about to find out exactly how mail has helped five top marketing icons achieve tough marketing targets, and here they tell us in their own words how they Totally Mailed It. If you’re ready to Totally Mail It for your brand, read their full stories below. ➡️ https://lnkd.in/eH4b_Zzs

10

It’s time to start planning your #MWC2025 content strategy! With only 14 weeks to go before the event kicks off, it’s imperative brands start mapping out their activity and what topics they can own. You don’t want to save it all for the show. Instead, start making an impact now so you can drive greater foot traffic to your stand and know your brand. Check out more in the video 👇

5

2 Comments

Have you seen our latest report? In Burning Platforms, CMOs from BT, Halfords, HSBC, M&S, Samsung and Tesco share perspectives on research from AAR and The Drum exploring the ‘burning platforms’ of the modern marketing ecosystem. As the role of the CMO becomes more challenging and complex, this is essential reading. Discover more below. #MarketingOperatingModel #MarketingOperations #MarketingReport https://lnkd.in/eKrYY4bH

4

A slightly updated version of an article by Tom Roach that should be at the top of every marketer’s reading list as a good reminder of best practice! The closing paragraph especially nails it: “Brands should be aiming to create long-term communications engineered for immediate success. Advertising that, in the words of the great Jeremy Bullmore, sells ‘both immediately and forever’.” Importantly, having a good balance of long and short term success metrics, lead and lag indicators, will ensure constant monitoring and optimisation. A must for mastering effective marketing and driving growth! Happy Sunday reading. 💫 #marketing #advertising #brandbuilding #marketingeffectiveness #bestpractice #growthstrategy

12

Financial Services Marketers 💸 - this is not to be missed! Register now to hear from our panel of speakers covering the US and UK financial sectors plus Adobe and JTF Marketing! We will be unpacking some of the challenges facing financial institutions and hearing some great success stories. 🔗 https://lnkd.in/ekYjFH-Z JTF Marketing #B2BMarketing Fintech B2B Marketing Community #FinancialServices #FinTechMarketing #FinServ #Marketo #MarketingAutomation

19

Our Croud report in partnership with Raconteur | B Corp™ is LIVE! We surveyed 1,000 CMOs and CFOs across the UK and the US to understand how as marketers we can unlock greater budgets and achieve more, working with the Raconteur team to write up a tidy report to digest easily for senior marketers. *Key themes include*: 💰 Which digital marketing channels are delivering results? 📈 Demonstrating incrementality: equipping the Senior leader for success with the CFO 🚀 Understanding and conveying the value of brand-building 🤖 Practical and valuable applications of AI for marketers Of course, this report doesn't just apply to CMO. Other senior marketers looking to prove commercial value against marketing activity and essentially look amazing in front of senior stakeholders - this also applies to you. Hope you enjoy. #CroudxRaconteur #CMOguide #MarketingInvestment Shout out to digital marketing evangelist and our Chief Strategy Officer Avinash Kaushik who features heavily in this report. As well as Carly Price and Rebecca Edge for working on pulling this all together with team Raconteur. https://lnkd.in/ewCRy-YP

13

1 Comment

AAR 'S Burning Platforms Report is a great read and resonates with all of the conversations I am having with CMO's and other senior marketers. With growing concerns in the industry around proving ROI, talent and capabilities, maximising value, creativity, AI, speed of change and finding growth opportunities - marketing has got really really hard. Something that our teams at Inspired Thinking Group (ITG) are all too familiar with helping our clients overcome. One of the key takeaways for me is that 59% of marketing ecosystems aren't set up to deal with the speed of change the industry is seeing and only 26% of CMO's have introduced a marketing operations function to ensure everything is streamlined/effective. Benjamin Braun states in the report that "everything has got to be anchored in the P&L" yet the research findings state 52% of marketers have lots of data but don't know what to do with it. The second stat that really resonated is that 39% of marketers say current ways of working are not fit for purpose, or agile enough, to succeed in a changing world. This poses the question, how do brands know what the 'right' way of working is? Becky Moffat suggests "we're in danger of creating a generation of doers rather than leaders and thinkers" which for me, links back to the operational model not being agile enough, way of working being broken but marketers not having the time to recognise the change that needs to happen. Anyway, if my ramblings have inspired you in any way - I'd recommend reading the report in full, definitely provides food for thought. 😅

11

1 Comment

A brand stretch too far? Continuing on the topic of brand stretch in this week's blog, David Taylor explores Sainsbury's decision to exit banking and refocus on its core business. Reflecting on the importance of balancing both size of prize and ability to win. https://lnkd.in/ehEUr-vY

4

In a crisis, is it better for Comms to be fast? Or accurate? On this week's episode of the WordBirds Podcast, Roberto Munoz (Fannie Mae, HSBC, Tesco) says being fast is important but being fast and then having to walk it back hurts more than making sure you have your message straight. Thoughts? Fast or fully accurate? Where do you land? Listen to the whole discussion at: https://lnkd.in/ee5u_Kak

13

5 Comments

Brand v Marketing. An important and sometimes misunderstood distinction. Both require focus to effectively drive sustainable growth for any business. Thanks for the reminder Daniel Murray 💫 #brand #storytelling #brandpositioning #marketing #growthdriver #demandgeneration #sustainablegrowth

23

3 Comments

Bla bla Tesco yadda yadda OOH bla bla brand equity yadda yadda logo recall. 🤪📢 I can’t help but think we, in the marketing and advertising industry (particularly here on LinkedIn), get a little too caught up in over-analysing things🧠🧐📈. A pretty simple, well executed brand billboard campaign here, sure, but I can’t help but think it’s just our echo chamber analysing and celebrating (or criticising) it. Joe Public will walk or drive past and be more subliminally reminded that Tesco sell a range of food. Y’know, like a supermarket should. And maybe they’ll have their ego massaged for working out the “O” via “Okra” and “Oyster Mushroom” (cos, you know, Tesco does some international/quirky ingredients too). 🤯 As Matt W - Webster pointed out, there’s a lot of people getting “frothy pants” over this… but I’d ask, is it the people that actually matter? Anyway, bla bla etc. Happy Humpday. #advertising #ooh #billboard #brand #tesco #retail #marketing

40

38 Comments

Tag lines for your business and in marketing 🖊️ I’ve been lucky enough to work with a bunch of amazing businesses working on messaging, strategy and content, but for my own businesses, the perfect tag line eluded me for years. At the beginning of 2024, wham, it hit me. I had it. “ Collaborate Consulting: Your partner in strategic storytelling” Everything we do, offer and support with in one, concise sentence. The difference it has made has been startling. We practice what we preached and I’m here for it. The power of a sentence, it matters. #Marketingsupport #MarketingConsultant #ContentSupport

21

2 Comments

𝐃𝐞𝐟𝐢𝐧𝐞, 𝐬𝐡𝐚𝐫𝐞 𝐚𝐧𝐝 𝐝𝐢𝐬𝐫𝐮𝐩𝐭 — 𝐰𝐢𝐭𝐡 𝐛𝟐𝐛 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫 𝐚𝐧𝐝 𝐰𝐫𝐢𝐭𝐞𝐫 𝐰𝐡𝐨 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐠𝐞𝐭𝐬 𝐢𝐭 — 𝐟𝐢𝐧𝐝 𝐰𝐡𝐚𝐭 𝐈 𝐝𝐨 𝐟𝐨𝐫 𝐜𝐥𝐢𝐞𝐧𝐭𝐬… Over the last 10, no, wait, 13 years I’ve worked in b2b marketing and communications with leaders and clients at big brands like IBM and HSBC Innovation Banking, plus many start and scale ups. I specialise in bringing the human voice (back?) to corporate copy and content. I help bring out the personality of a leader in their posts and articles. And more importantly I’m helping businesses double their revenue, grow their leads and increase reach. Through: ➕ Disruptive Thought Leadership ➕ Engaging Emails ➕ Scroll Stopping LinkedIn Posts ➕ Attention-grabbing Articles If you’re 𝐚 𝐭𝐞𝐜𝐡 𝐟𝐨𝐮𝐧𝐝𝐞𝐫 𝐨𝐫 𝐥𝐞𝐚𝐝𝐞𝐫 who has been trying to build your personal brand and grow your business, but struggle to find the time, stay accountable or even just get started — get in touch. — ✚ Follow along for a mix of musings on b2b marketing, content, freelancing and some personal stories. 🔥 I help busy tech founders share disruptive points of view, boost their personal brands and grow revenue.

11

3 Comments

In Matt Lerner's latest email, he and the most excellent Hannah Parvaz, share some examples of how to 'go negative' without sounding negative. *these tips reflect some of the best ad lines we've produced across our ad creative too, check them out below. 1. Use customer quotes - as a brand you're on their side. 'This app helps me feel better about my spending' 'Just got this app that roasts me for my spending' 2. Be specific - use your product marketing and user research teams to draw out insights behind the problem you're solving for 3. Write from the point of view of your target audience ' Don't let your phone bill scare you' When the struggle is shared with your audience - you're able to share the solution. 'Cleo: She's like your bank, if they actually cared' Shout out to the copy heroes who delivered these lines Earl Myers & Alyssa H. 👏 Sign up to Matt's newsletter here: https://www.systm.co/blog If you're looking for a quick leg up on your ad creative / delivery - check out Hannah's company https://lnkd.in/eKHJTJcR

27

8 Comments

Meet your market in the conversation going on in their head and maximise your opportunity ��‍♀️��‍♂️ This is a time-tested marketing strategy that the e-commerce world uses so effectively. ……pity that B2B companies forget its power; let me explain. After a less-than-stellar summer in the UK, the weather is getting a bit 'nippy' ��‍♀️ We still want to spend time outside and..... It's cold! Unless you have a Solo Stove with a heat reflector that you bought last night ���� Quick back story… Denise decided to treat herself in May and buy a Solo Stove after many years of suffering in the smoke line whenever the fire pit got lit. No longer! It's a great purchase, by the way....�� So, the lovely peeps at Solo Stove emailed me last night to let me know that with the cold weather, they had the perfect addition to the purchase I made earlier in the year ���� A heat reflector to direct heat-not-smoke-towards me. Clever marketing? Sort of. More likely, they know their buying trigger points. It happens in every market, whether B to C or B2B; we are all human beings, after all, and certain events trigger us to act. Let's get back to recruitment �� For many people in the northern hemisphere, it is back to school and work time. Over the summer, people reflect on a lot of things, and their job or business will always be top of the list. Use this as a topic in your emails and social posts, and watch your engagement improve! #recruitment #marketing #triggerpoints

1

captivate your audience and you are bound to get results.

5

The financial services verification alert could be limiting your Google Ads visibility... A few months ago, we audited an ad account for a high street bank that had just launched its first Google Ads campaign (yes really!). The financial services verification alert was visible in the account so we submitted the advertiser's FCA details. 𝗧𝗵𝗲 𝘄𝗲𝗲𝗸 𝗯𝗲𝗳𝗼𝗿𝗲 𝗮𝗽𝗽𝗿𝗼𝘃𝗮𝗹: 𝟭.𝟮𝗸 𝗜𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 𝗧𝗵𝗲 𝘄𝗲𝗲𝗸 𝗮𝗳𝘁𝗲𝗿 𝗮𝗽𝗽𝗿𝗼𝘃𝗮𝗹: 𝟰𝟵𝟵𝗸 𝗜𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 An immediate uplift in daily Impressions of 34,900% and investment of 400%. FCA-regulated advertisers promoting financial products - complete the verification and submit your FCA details asap. Non-FCA-regulated advertisers that are not promoting financial products - if the alert appears in your account, apply for an exemption. Either approach should help increase your visibility and improve campaign performance.

21

4 Comments