Claudia Nicholls-Magielsen

Not everyone likes to hear this I know but standardisation and getting the fundamentals right are key to the success of retail media. Let’s work together as an industry to make this happen

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5 Best Pharmaceutical Brand Strategy Decks GSK - this is the most comprehensive brand guidelines we’ve seen in the health category. St John's Ambulance - introduces the two types of copy to help you write — talking to the head and the heart. BlueCross - one of the biggest problems with strategy in healthcare is we make the language too complicated. The list of words to avoid from their Language Simplification section is of great help. Omnipod - the simplicity it brings in solving diabetes is brought through in the simplicity of their brand guidelines design. Time To Change - this gives great descriptions of the specific steps, so if someone has never seen a brand guidelines document before, they can easily follow along. 👉Next week I’m doing a workshop on how to get to great healthcare advertising if you’re interested you can sign up here: https://lnkd.in/gbnmATc9

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Today's Q1 2024 @IPA Bellwether report showcases a resilient UK marketing landscape, with events and experiences remaining the standout performers with a record expansion. This resilience demonstrates businesses' strong desire to connect with customers, recognising the power of experiences to enable them to achieve this, as well as being a powerful tool to drive their bottom line. Long-term brand building should remain at the forefront amid rising promotional spending. Aligning brand experiences across the different touchpoints with core values and harnessing authentic content created from experiences fosters trust and engagement, and is crucial for navigating the dynamic marketing environment. Read the full report here: https://lnkd.in/eGTDPyN4 #ImaginationGLBL #IPABellwether #UKmarketing #brandexperience #experientialagency #creativeagency

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Download this plain speaking brief, written for MDs, Directors and Owners of mid-cap SMEs who don't have a Marketing Director but need marketing to drive growth in new markets or sectors. It'll help you consider the state of your marketing now, where you need to take it, and evaluate anyone you hire to help you. To download, click the full-screen square at the bottom of the preview, then click the download arrow at the top-right of the screen.

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World Menopause Day today sees the launch of our latest piece of consumer insight work ... Stay tuned next week for the key insights as we dive deeper into some of the key findings!

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I spoke briefly with Claire from Mamamia’s The Quicky podcast on sales and pricing. Price and sales is a fascinating area of psychology and marketing, it’s far more about heuristics and feeling than calculations and reason. There’s a lot of untapped research out there on how to get a handle on pricing (some of it is a bit shit though 😬 so be careful) #marketingscience #behaviouralsciences #pricingstrategy https://lnkd.in/g42u24FN

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Important webinar alert! To my network….cancer touches every one of us. 👥One in every two people will face a cancer diagnosis in their lifetime. 🇬🇧In the UK alone, 890,000 working-age people are living with cancer, and around 700,000 are balancing work while caring for a loved one with the disease. But the struggle goes beyond the illness itself. 🌓Half of those living with cancer are afraid to tell their employers 😔A third feel isolated at work during their cancer journey. This issue is only set to grow as our workforce ages and cancer rates increase among younger adults. Employers play a fundamental role in their employees’ lives, particularly those facing cancer. Empathy, flexibility, and a culture of care can create a workplace that not only supports employees facing cancer but also demonstrates a commitment to overall employee wellbeing. It’s time for businesses to step up, show compassion, and cultivate a culture of understanding and support. Join Something Big, DHL and charity ‘Working with Cancer’ for an enlightening discussion as they 'Tune In' to the experiences of employees living with cancer. I will be there…thank you for the invite Sally Pritchett 💕💪🏻

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Customer service has changed hugely. But what hasn't changed is how it can make or break a brand. It was great hearing from the incredible Claire Wilson at the CEW UK Beauty Tech Summit. Claire is an absolute trailblazer and a hugely experienced Digital guru for the likes of Laura Mercier Cosmetics, ThisWorks, Waitrose & Partners, Barclaycard and Clinique. Her story about writing Clinique's first customer service response email around 20 years ago really shows how far customer service has come. But it also shows how brands have had to adapt to the increasing demands of the highly-knowledgable, 24-7 consumer. Some brands aren't getting this right. Either through the tech they're using (or not using) and, more tellingly, as Claire alludes to, because they're using really junior team members in what is now a highly-pressured role. How have you seen customer service demands change and what have you done to stay ahead of the curve? Let me know in the comments! #customerservice #brands #femalefounders #entrepreneur #entrepreneurlife

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In the inevitable search for Q4 growth...at what point does the continuous Christmas creep become so inadvertently commercially motivated for it to damage our good old "Brand Christmas" ? Some WARC reflections .... mind the growth 😁 Why Christmas keeps getting earlier Christmas creep, the phenomenon by which the hallmarks of the Christmas period – decorations, products, music, ads – arrive earlier and earlier each year happens for a reason. The trouble with Christmas Timing is everything, especially in such a crowded moment. Brands known for their Christmas advertising, such as the retailer John Lewis Partnership, have aimed for a first-mover advantage with their annually awaited Christmas spot, which tends to be its own news storm. Emotionally led campaigns also need time to bed in and lodge themselves in the memory – there is strong evidence that good ideas can improve over time, even over years. So is context: the sheer messaging congestion during the Christmas advertising period has driven others to take radical new steps in channel selection when the competition could simply outspend you. Why Christmas matters The Christmas period is vital for many brands, especially in retail, with that importance reflected in consistent Q4 spikes in ad spending over the last 10 years globally. But, effectively, the rush comes down to the hard deadline of 24th of December, by which time brands need to land a message that performs. This is shifting, however, with Christmas campaigns now designed to boost brand equity long beyond the Christmas period, or to find a winning idea that can wear in over many years of Christmas activation. Reasons to creep "Christmas creep" is not new; it is, in many ways customary for people to grumble about Christmas getting earlier. It comes down to retailers becoming increasingly reliant on a strong final quarter of the year, a time when they'd rather get their festive talking points out of the way early rather than risk “holiday fatigue”. The Christmas season is getting earlier The Guardian observes that activity for the period has consistently crept forward over the last four decades. Its analysis is based on three areas: Christmas music: according to the UK music charts, it appears that it’s now acceptable to listen to festive music from mid-November, a steady creep from a two-week period leading up to the 25th, which had been common in the 1990s. Christmas products: The average launch date for mince pies across four major UK supermarkets shows a significant pie creep, with the date this year coming down to 7 September. By comparison, in 2020, the average launch was 28 September. Christmas markets: Around the country, Christmas markets are opening earlier, with the typical date of opening now around a week ahead of the last decade. Sourced from WARC, The Guardian. Image source: Adobe

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Our current approach to health is unsustainable, both for the health of the population and for the economy. A reorientation towards prevention is the only way to avert the growing health and wealth crisis. #healthcare #NHS https://lnkd.in/eVmfbxY4

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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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Strategy is a term that means different things to different people. Sadly. The best description I know is that it is the means by which you shape the future to optimise your outcomes. Creating that strategy is most fall short. Too often the process becomes an entirely tactical, short term plan held together by financial KPI's. That will at best give you the same result as you had previously, which is rarely the objective. #strategy #strategydeployment

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Just heading home after an incredible day at Technology for Marketing. Lots of brilliant speakers shared their insights, and I’ve been reflecting on what really stood out. Here are my top takeaways: 1. Full-funnel marketing matters: Don’t neglect the balance between brand building and performance marketing. Both have a role to play in driving sustainable growth. ⚖️ 2. Don’t underestimate the value of building trust throughout the journey to purchase. It needs to be earned and nurtured through consistent, value-driven interactions. 💗 3. Maximise profitability with a standardised framework when expanding globally. Stay true to your brand while offering a localised experience that feels authentic and relevant to each market. 🌍 4. Partnerships are powerful: Whether collaborating on product development or expanding into new customer segments, the right partnerships can deliver unique experiences and help you reach a different audience. 👊🏻 5. Test, learn, scale: When entering a new market, don't rush. Start small, experiment and get insights. When you have enough data, optimise and scale your activity. 📈 6. Execution makes the difference: Going from good to great often lies in flawless execution. Strategy alone won’t carry you if the follow-through isn’t sharp.🏅 7. Omnichannel matters: With customers interacting with your brand in different ways, across multiple channels, make sure you're capturing and utilising data across all touchpoints to create a seamless customer experience.📱 8. Be smarter with your AI prompts: You’ll get better, more tailored results. This AI Marketing Guide was shared and has some specific examples to help you get the most out of the tool. 🔗 https://bit.ly/3B9IK6V #tfm24 #marketing

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Flying visit* to my wonderful home town of Manchester today, to talk about the art of reframing with Havas Lynx and their highly innovative ViiV Healthcare clients Reframing is defining the problem from a different angle to get to a different solution. The most often quoted example is the Annoying Hotel Elevator: ➡ guests at a new hotel were complaining it ran too slowly. They were paying to stay, not wait. ➡ the obvious answer for management was to speed up the mechanism. Huge engineering challenge. ➡ Instead, reframing the problem from “it’s taking too long” to  “its a waste of my time” resulted in the hotel installing mirrors in the lift lobby; so people could make use of their valuable time with a spot of preening. Complaints over. Reframing is a method. Its equally an attitude; the lemons/make lemonade thing. (Hence the lemony elevator image. Thanks Josh Toogood x Adobe Firefly) Speaking of attitude, I was once again reminded today how Manchester is a city in a state of perpetual reframing; a hot bed of creativity, innovation, entrepreneurship and ingenuity. With a side order of half rice, half chips. Love it. *by train

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It was great to be out and about today with Teresa Sperti (GAICD) talking all things Retail Media with some great brands, agencies and retailers at ReMade Retail Media Conference by Unmade 🛒 What was clear is that while the Retail Media industry has experienced phenomenal growth driven by changes in shopper and consumer behaviour, it is still in its infancy in Australia with many foundations still being established. Amongst a number of topics raised there were some common challenges and opportunities around enablement heard by both sides of the equation (retailers and brands) including: 🛍️ Internal alignment, integrated planning and common objectives. 🛍️ Investing where the consumer / shopper is, be present where they buy. 🛍️ Reporting and attribution, and the need to go beyond ROAS. 🛍️ Internal capability. I’ll talk more about my takeaways in a later post. Standby 🛒 #RetailMedia #retail #eCommerce #digital #digitaltransformation Teresa Sperti (GAICD) Arktic Fox Kat Matthews

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Can't wait to hear from all the speakers at today's Market Research Society (MRS) Behavioral Economics conference & very excited to share our case study on how we helped Keep Britain Tidy. i am looking forward to presenting with the wonderful Katharine Ellicott - and with the spirit of Nick Southgate and Mark Lemon with us (both sadly can't be with us today). Good luck to all the speakers... #behaviouraleconomics #culturalinsight #semiotics #brandstrategy

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