Clare Hutchinson

A fascinating read about a key moment in the history of advertising self-regulation, thanks to Sue Eustace and the team at History of Advertising Trust.

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Tomorrow is World Suicide Prevention Day. And today marks the start of the next chapter in our campaign to unite the nation against suicide. Together, adam&eveDDB, the Campaign Against Living Miserably and ITV are launching Missed Birthdays. A campaign to draw attention to the fact that suicidality amongst children and young people is at a record high. 10 years ago, the single biggest killer of young people was accidents. Today it’s suicide. It has claimed the lives of 6,929 young people. Every single one of those lives is represented by a missed birthday balloon: a simple, powerful symbol of the hope, happiness and humanity that has been so tragically lost. It should make you angry. It should make you feel outraged. But it shouldn’t make you feel hopeless. Because we can all play our part in ending youth suicide, for good. Today, we aren’t asking you to donate. We’re not asking you to sign a petition. We are simply asking you to CARE. C: Check In with the young people in your life. A: Ask if they’re feeling suicidal. R: Remain close and remove them from harm. E: Escalate to emergency services - like CALM’s suicide prevention line or 999 - if necessary. To understand how to use CARE more, please visit care.thecalmzone.net Please share if you see fit; one conversation can be the difference between a life saved and a life lost. Today, tomorrow and every day after, we are #unitedagainstsuicide.

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It’s simple: Purpose is effective when purpose is done for a brand and company whose values and intentions are authentic.

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✅ Transforming Events into Positive Impact Stories Ever wondered how an event can change the world? At MUT Agency we’re not just organising events; we're crafting experiences that leave a lasting positive impact on both people and the planet. 💡 The last 2 years I’ve had the privilege of witnessing firsthand how our creative endeavours are reshaping the landscape of brand experiences. Based in the vibrant city of Barcelona, our team specialises in #CorporateEvents such as #MICE and conventions. Also experiential events like brand experiences, product launches and celebrations. But what truly sets us apart is our commitment to Positive Creativity®. Our methodology is a #DATAcentric unique blend of strategic analysis, emotional ideas, and scientific rigor. This approach ensures that every project we undertake maximises business and #socialimpact while minimising #environmentalfootprint. And with our #MUTImpactDashboard, we measure both generated and saved impact, aligning with international standards. 🌍 Being a certified #BCorp we’re proud to stand as a beacon of #sustainability in the #marketing and #advertising sector. Yet, like any journey, ours is not without its challenges. From acquiring new partners to increasing our pull of #ESG metrics, very day is a learning curve. But with a dedicated team focused on such an innovative offering we’re poised for growth. Our ideal partners are those who share our vision. Together, we can create events that not only captivate but also contribute positively to society. In the ever-evolving world of events, staying ahead means being modern, cutting-edge, and always inspired by sustainability. Whether you find us on LinkedIn or TikTok, our story is one of innovation and impact. Looking to create an event that matters? Let’s make it happen. Connect with us, and let’s craft a narrative of change together. 🌟 #PositiveImpact #Sustainability #CreativeEvents #MUTAgency #Barcelona

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Like a lot of people my age, I’d begun to wonder whether the BBC was becoming irrelevant. This new work pokes that belief in the eye. The BBC’s slide away from dominance could be explained by numerous headwinds: - an increasing resistance to establishment narratives coming off the back of COVID; - a proliferation of streaming sites and creators who didn’t see the need to charge a license fee. “If they can make great content without the fee, why should I pay it to the BBC?” - the much-discussed splintering of cultures driven by the algorithmic feed, which is rendering the idea of one ‘angle’ on current affairs less and less relevant… I could go on. And then this phenomenal new work by BBC Creative explodes onto my feed. What a great example of #pickafight - the oft-tried and oft-failed Challenger brand strategy. And what great self-awareness of the BBC to recognise that, yes, despite being effectively the state media of the UK and in many ways the epitome of an incumbent brand, they are now a Challenger brand. A brand less of proposition (the lovely things they stand for) and more of opposition (the monster of disinformation that they are uniquely designed to combat). As Richard Huntington put it, ‘they fight for truth and they fight for us, whether we choose to watch or not’. An excellent example of both in-house agencies getting it right (with the help of some excellent external help too), and also the importance of strategy first, tactics second. The BBC has the production capabilities to make anything beautiful, but to decide to tackle this issue head on shows real strategic grit, and I’m interested to see where it leads. —— I share stuff about Challenger brand strategy, and the Challenger mindset that big businesses can learn from. Follow me for more like this. #bbc #creativity #advertising #brand #strategy #challenger #challengerbrand #challengermindset

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The biggest trends are here in our 2025 trends and predictions guide for DOOH by Hivestack by Perion. Check it out!

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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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Another month, another batch of rich, culturally relevant insights for brands from DRUM. This time from our Strategy Director Adam Wyatt on all things AI, entertainment and a renaissance in analogue formats... 👇👇👇 #brandsinculture #brandpartnerships #media #advertising #genai #music #brandedcontent #entertainment #culturalinsights #brandstrategy

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The latest Bellwether report builds on the positive sentiment from Q1's report. Read the perspective of industry leaders (and me!) on what the sharpest rise in UK marketing budgets in a decade means to them

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What should you plan first creative or media? 🤔 The age-old debate of whether creative planning and media should be united or remain separate silos will be forever discussed. Another cracking pod from The Media Leader UK where Olya Dyachuk (Heineken), Sebastien Bourne (HP) and Sally Weavers (Craft Media) debate this topic. My take is that in Today's ad landscape, planning in silo just doesn't work. You need creative and media to be in the same room and be in conversation, not just a quick teams call (obvs Comms Planning comes first). While most argue that a strong creative concept can guide the media strategy, the reality is that media insights are just as valuable in shaping the creative direction ... no doubt you've heard the saying "we don't have that ad format/size" Give it a listen! Thank me later. [Pic using DALL-E 3]

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Today's all-new Cog Blog is unusual. First it comes from two of us, myself and Nick Manning (ex Manning Gottlieb, OMD and Ebiquity). Second it's got a point to it. We are seriously worried about the threat from various quarters to the craft of advertising (creative and media) and the failure of our industry's biggest players to face up to the challenges we all face. Indeed, we suggest many are part of the problem. We've decided to do something about it and we would like as many who share our concern to join us. At the moment we are at a planning stage (as we explain in the post); how far we take this does depend on the level of support our ideas generate. We urge you to read the post; and if what we're suggesting resonates with you then let us know. Talk about it, comment, share as widely as you can. We hope this will be the start of something.

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Brian Jacobs and I tend to write and talk about the same themes, so we thought it might be good to convene like-minded people to share ideas about how we Make Advertising Great Again (without the red baseball caps). We all know what the issues are so we don't need to elaborate, but we would like to discuss practical solutions. Read Brian's blog and if you're interested in being part of the discussion, our contact details are therein.

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Are you considering TV? Want to know how to get on TV for the first time? Want some evidence it works? Sign up below for a cracking one-hour fast-paced seminar. 👇

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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

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A brilliant talk by Mark Kirkham and Mauro Porcini of PepsiCo at Cannes Lions International Festival of Creativity on 'The Human Side of Growth'. My key take-out? Human-centricity means we must widen the lens to see the whole human and then sharpen the lens to get granular. Both spoke passionately about how PepsiCo has embraced seeing people as humans - not just consumers. As we say at Brand Genetics, 'You're a consumer of a brand for a fleeting moment, but you're human 100% of your life'. Too many businesses zoom in on the so-called 'moment of truth' - purchase and consumption. However, true insight lies in understanding the human journey leading to that choice and the underlying goals. By uncovering human motivations and the human jobs-to-be-done, we can discover richer, deeper opportunities. Mark and Mauro both spoke to how how being truly human centric could unlock growth by helping brands become more creative, more innovative and more experiential. They made a compelling case. Mark and Mauro showed that being truly human-centric can unlock growth by making businesses more creative, more innovative and more experiential. They made a compelling case for the power of people in love with people. #HumanCentricity #CannesLions #BrandGenetics #Creativity #Innovation #Marketing

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Why brand is so important... John Lewis Partnership’s transition into the BTR sector really needs to be studied and applauded. They have demonstrated that if you have a loyal customer audience it’s easier to transition into other markets, even if there are some obvious differences. Instead of looking at these as a deterrent, they have taken the view that these are all positive challenges they can overcome to bring some fresh ideas and unparalleled knowledge to an ever changing and growing sector. Their purpose ... happier people, happier business and happier world can perfectly pivot into many sectors, so why not BTR? People trust their institution because they have a reputable longstanding history and speak their customers language. It really highlights that having a strong brand and values is key to success. I personally see John Lewis as a constant traditionalist brand (yes, I did just make that up), by that I mean, a brand that’s constant in your life, a lot of people’s parents and grandparents often frequent/frequented JLP stores- there are strong family ties. They aren’t loud, they aren’t flashy, but they feel like home and have a warmth, and this directly translates into what somebody would want from a BTR development. Gen Z are very brand led and are, I imagine, their ideal future demographic, so their vision and customer perfectly align – it’s a genius move really. Then, they are exploring an additional USP to stand out from the crowd… biophilia which aids wellbeing and is a huge topic of discussion. Wellbeing intrinsically links to design and is fundamental to creating happy and heathy living environments. Plus, I’m sure they have thought of this, but biophilia in terms of colour screams green which links their brand colours – chef’s kiss. I love this circular way of thinking from brand values, design, even down to the residents living above a Waitrose, which means they will inevitably shop there – it’s a full brand experience. There clearly has been a lot of work and thought gone into this transition, but on the surface as on outsider it looks seamless – which I’m sure was intentional. JLP are known for their quality and British heritage, so really looking forward to seeing how this is translated into the design and links to the wider community – as there’s a real opportunity to enlist local makers and British designers to create a truly unique and sustainable offering. JLP also have a home design service; furniture business and they have wine tasting which will aptly align with their residents (talk about circular thinking again) – they really do have the tools to naturally settle into the BTR sector and enhance and make their customer experience easy and cohesive. Claps and snaps all round – JLP found the ultimate side hustle. #BTR #Coliving #JohnLewisPartnership

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Good creative and copy always stands out. Seen on the tube

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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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