Daniel Deeks-Osburn

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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For a decade, We Are Social has been publishing the Think Forward trend report that provides valuable insights for anyone looking to understand the future of online culture and how brands can effectively engage with their audiences in this new era. This year’s report - Think Forward 2025: The Liveable Web - is now live. Here are the trends shaping how people seek a more balanced and fulfilling online experience with a renewed focus on joy: 🐵 Primal Renaissance: A return to rawness and authenticity in online self-expression. 🌈 Low-stakes Social: The rise of wholesome content and a desire for relaxed online spaces. 🍃 Intentional Consumerism: A shift towards mindful consumption and sustainable spending habits. 👯‍♀️ Modern Mythmaking: The rise of interactive entertainment and audience participation. 🤗 New Intimacies: The craving for genuine connection and a sense of belonging in the digital world. The social media landscape is at a pivotal moment, where people are increasingly seeking authenticity, levity, and genuine connection amid rising concerns about its impact. These trends reveal not just the challenges but the profound opportunities for brands to step up. By championing intentional consumerism, fostering meaningful communities, and embracing cultural nuances, brands can be part of creating a healthier, more human digital world—something Australians are clearly craving. Sign up to access to the full report :

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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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Brands and Prof G Jon Evans spent some quality time with Prof G, and it was a good show. Scott is entertaining, smart, and pulls no punches when conveying his beliefs, especially regarding social media. He clearly believes in brands- he’s a brand himself, values the importance of storytelling, and understands that products and experience are key to brand success. He challenges that brand advertising is how to build brands in 2024 because people have better ways of getting information. He doesn’t acknowledge that advertising has helped many brands grow in many categories. For many others, it has transformed their businesses. He also doesn’t get that the big agencies do far more today than make ads- he’s stuck in Don Draper’s Mad Ave. Those points aside, he’s a compelling listen. It’s just that brands aren’t dead—far from it.

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Just read this sentence: Britain's Thames Water said it would spend an extra $1.4 billion on tackling sewage spills and fixing leaks to try to persuade the regulator to allow it to hike bills by 40%. Source: Reuters How can British households / businesses afford a 40% hike for essential services ? This seems a symptom of a really poorly managed organization- as their careless pollution of British water sources and oceans with sewage spills demonstrate. #Privatesector failing the nation and the planet.

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“… 80% of creatives are spending time on tasks that are not creative…” It’s a damning stat, but such is the direction of travel. The demand for content is only growing. The good news is, there’s a solution: automation. As proven by Emily Latham and the team at Channel 4, who used automation to relieve their creatives of repetitive and boring tasks - freeing them up to do what they do best: create. Read the five big takeaways from our recent conversation: https://lnkd.in/eWebsuG8 Watch Emily's episode of Automation Innovators: https://lnkd.in/e_Yx9MNR #Martech #SaaS #ArtificialIntelligence #AI #CreativeAutomation #ContentStrategy

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DIFFERENCE MATTERS TO MARKETERS If you've heard that Difference is an out-dated concept, that it doesn't exist, or that all you need to do is to be distinctive - think again. In the UK energy sector, between 2022 and 2023, we found that customer perceptions of Difference predicted 82% of the change in customer numbers. Utility brands that customers felt were very Different showed strong growth. Brands that customers felt lacked Difference all declined. We found the same thing in financial services: customers who felt experiences made a given brand seem more Different were twice as likely to say they had no interest in exploring alternative banking providers. Utility brand data below:

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Next time you get a brief that has just “Millennials” or just “Gen Z” for the target, share this chart. I've just now come across this BBH Labs data that challenges this default method for targeting.   Researchers gave groups of people in the UK a survey asking questions about attitudes and beliefs. Then they sliced them into different groups and compared their "Group Cohesion Score" – that is, how similarly a group answered the survey questions.   Turns out that people of all ages who floss and people of all ages who drink Orangina have more in common than any of the recognized generational groups. 😆   Full report: https://lnkd.in/eVjbViHZ

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We love helping our clients unlock their brand's brilliance At Brand By Me we work with clients, helping them look inwards and outwards to unlearn and learn new ways of thinking about how their brand contributes to a more equitable society. Working with Brand By Me is a journey of discovery that helps brands work towards social justice Need help defining your brand personality? Read our blog for some helpful suggestions and Reach out today! ✨

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How do we deliver great work for our clients? We start by supporting our amazing team of ecosystem strategists, creatives and marketeers. 🌱 We've been working with MOAI for some time now to gather mental health insights to ensure we continue to be a psychologically safe place to work. Why is this so important? A 2018 study found that people working in the creative industries are three times more likely to suffer from mental ill health than the general population. You can read more about our work with MOAI and how we support our team here: https://lnkd.in/eQBtzinA

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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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📣 Antidote in PRmoment: Communication and Embracing Hybrid Work Our MD, Faye Lockier, was recently featured in PRmoment talking about all things collaboration while working from home. Collaboration is an integral part of the work we do as PR professionals but Covid significantly changed the way we do it, like less face-to-face time. Faye covers how companies can embrace hybrid work without sacrificing collaboration. Sneak peak...it's about communication - luckily that's our speciality! Read the full article to hear more from Faye and others in the industry 👇 https://lnkd.in/evNuPhnK

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One of the most recognisable brands ever used fraud to grow. This is a story of public shame and an award-winning performance. Heinz leveraged an insight we all know to be true: Restaurants use cheap ketchup and pretend it's Heinz The campaign was so good, it won: • A Clio award. • 3 D&AD Pencils. And, helped Heinz win the Grand Prix in Creative Effectiveness at Cannes Lions. Here's a quick breakdown: • Heinz saw 5 years of decline. • It introduced a creative platform to change direction. • Enter 'It has to be Heinz'. • A creative strategy built around a brand truth & cultural tension. • A strategy so good, it's been running for over 5 years. The 'Ketchup Fraud' campaign resulted in B2B business growth and huge levels of consumer engagement. The best part? It put consumers in the driving seat. Heinz called upon consumers to call out restaurants for committing ketchup fraud 🍅 Brand truth + cultural tension + UGC 🔥 It certainly shows the power of working with a creative agency, kudos to Rethink Toronto for coming up with this one. Shoutout to Jack Bleakley for inspiring this post - check out his Instagram where discusses all things creative.

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Sharing an insightful report! OOH is now one of the most sustainable advertising mediums, being just 3.3% of the total power consumption and under 3.5% of the overall carbon footprint in a study conducted for the UK. This comprehensive study by Outsmart and KPMG highlights the sector's dedication to minimizing emissions and enhancing sustainability practices. Leading OOH media owners are driving initiatives such as recycling, energy-efficient lighting, and sustainable logistics. #SustainableAdvertising #OOH #GreenInitiatives #AdvertisingTrends

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This is the forever conundrum in #agencylife There's a real disconnect between the 24/7 nature of comms (with social, 24/7 news cycle etc) and what new grads want from their workplaces. PR is not 9-5 by its nature. There are many ways of offering flexibility in workplaces but if logging off every night exactly on the button is your thing, your options for progression could be limited in #comms About to tune into the below to see if any of these fellow comms professionals have the solution... https://lnkd.in/eQMFSVH6

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Great to see the Creative UK Manifesto for the #Creativeindustries. Well over 90% of the creative industries consists of #freelancers and #microbusinesses. The Creative UK Manifesto says that "Late payment of invoices should be tackled, by encouraging adoption of the Prompt Payment Code where existing late payment agreements aren’t in place." We look forward to working with our colleagues in the creative industries to make this happen. #smallbusiness #cashflow #latepayments #payments #paydontdelay

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If agencies sell on outputs and outcomes, which roles will change the most? Tim Williams from Ignition Consulting Group joined me to talk about agency revenue models. "Scope doesn't equal hours, it equals work completed/milestones met/deliverables done. If you're selling products and programmes the project manager's job is greatly simplified and you'll need fewer project managers and the job will be more fulfilling" Listen to the full episode where Tim shares: * Why time-based billing doesn't work for agencies * How generative AI is accelerating the need for agencies to re-think their pricing strategies * Key steps you can take right now to start the transition to premium pricing Link to the full episode is in the comments below 👇

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The B2B Marketing League tables are out - No. 8 in Brand Specialists out of the top 200 B2B agencies in the UK. #B2B #Branding #VCCP #Teamspirit

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Can you please turn the comments section into a suggestion box of alternative words to 'brave'? And, ahead of #Cannes next week, please share this PSA with anyone who will listen... Perpetuating the notion of 'bravery' in brand-building does more harm than good. It makes big, unexpected, attention-grabbing creativity feel like a risk. Just look at the dictionary definition. 'Having or showing mental or moral strength to face danger, fear, or difficulty.' This has nothing to do with creative advertising. Creative work works. Dull work is risky. Signing off dull work will invite difficulty and require mental courage to face it; so you could say that *dull work is brave*, not creative stuff. On a related note, Adam Morgan and Jon Evans from System1 will be sharing some brilliant new findings on the #CostofDull at #canneslions next week. If you're going, make sure not to miss their talk. Details in the comments. In the meantime, what word do you think is best to applaud genuinely new work, without reinforcing the false belief that boring, same-y work is a safe bet? #advertising #creativity #marketing #challenger #challengermindset

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