Emma Pipe

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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B2B media leaders: Build brands audiences can't ignore Our recent webinar focussed on how B2B editors can create market-leading brands. Business Information Practice Lead Andy Baker spoke to Editors of The Lawyer , Catrin Griffiths and the Health Service Journal, Alastair McLellan on how they have built market-leading brands. Find some of the key takeaways below 🔍 Know your audience: Craft content that resonates with each segment, not a generic mass. 🔍 Fuel subscriptions with innovation: Fresh ideas from your editors keep subscribers engaged. 🔍 Move incrementally: Gradually expand your offerings for a smooth transition. 🔍 Go digital-first (Plan Carefully): Ditch print for a streamlined, modern approach. 🔍 Empower your editors: Attract top talent with strong leadership & autonomy. Watch the full webinar in the comments ⬇️⬇️⬇️

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The latest IPA (Institute of Practitioners in Advertising) Bellwether report reveals a freeze in marketing budgets❄️   Dom Boyd highlights in Campaign UK's recent article the risks that brands have in holding fire on marketing spend, including how they could lose real ground with consumers and end up protecting short-term cash at the expense of long-term profits.   The brands that will be strongest out of the blocks when the economy picks up again will be those that have really targeted their investments.   Discover more from the report here👉 https://lnkd.in/e8SmE53h Suzannah Rowland Helen Pearson Ben Bold   #InsightsPR #MarketingEffectiveness #Marketing

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Preparing to rename your B2B brand to drive enduring value creation? Hear from our UK-based naming expert James McCarthy on the five factors to consider as you get started. Developing a compelling B2B brand name is one exhaustive (but exciting) process. Thinking about the five factors can help you set internal expectations for the journey—and ensure your new name speaks to the best of who you’re becoming. Read about renaming your B2B brand successfully here: https://lnkd.in/ew7qW3aA #B2B #B2Bbranding #B2Bbrandnames

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Discover the Magic of John Lewis & Partners Gifting Trilogy Dive into the latest Marketing Week article exploring John Lewis' innovative approach to holiday gifting campaigns. Learn how their ad trilogy sets new standards in creativity and consumer engagement. #Marketing #Advertising #JohnLewis #HolidayCampaigns #CreativeMarketing Read the full article https://lnkd.in/gTvCR2YY

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Pret's subscription model wasn't about loyalty, it was about customer acquisition 🫴 I keep seeing Pret's £30 a month subscription referred to as a loyalty scheme; including in their own financial reports. Now, with their latest move to change it up there's a sense that this was a failed loyalty scheme. But if I flip it on its head, I see it as one giant sampling campaign, partly invested in by the UK population! If you want to get people to pay money for something that they're not quite sure on the quality, value, taste, then one of the ways to get it into their hands is to offer it to them for free or at a low price. And if you want them to continue enjoying your product regularly, you can aim to create a habit around your product. You could do this by giving away lots of your product around the same time every day to embed this ritual into your customers' lives. Brands are leaky buckets, and following the pandemic Pret had a mostly empty bucket! To grow, brands need to aim for light buyers, and continuously bring more people in to your brand than your competitors. I see Pret as looking to get a competitive advantage over other coffee shops by getting competitors' customers to make the switch to Pret, thus stealing market share. When they make the switch to their cheaper subscription but with less 'payback', I imagine there's an assumption that all these 'loyal' customers are so invested in Pret that they'll continue to visit and buy. Yet coffee is a commodity. People will generally go to the coffee shop closest to them in their moment of need! Unless Pret has coffee filled with magic, there's very little reason to choose one coffee chain over another. But, I'm optimistic. I imagine Pret will keep plenty of customers, many of whom were not Pret customers before, because of a successful initiative in driving trial. And if I'd like one thing to come out of this, I'd love to see the next financial report refer to this subscription as a customer acquisition strategy, not a loyalty one 😉

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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

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🤔 How can agencies adapt to serve the changing role of CMO? Our Senior Provocation Partner Wander Bruijel joined the debate on The Drum to share his views on the matter. He argues that, whilst CMO’s are being propelled to the centre of organisations (or even out of them), there is a danger this will shift their focus to the short-term. Although agencies need to support CMO's in delivering the short-term, he thinks agencies should aim to challenge them to keep their heads out of the weeds. Read more through the link below. ⬇ #bornugly #thedrum #cmo

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🔍 Our latest research found that women aged 45-54 control nearly half of the UK's wealth, yet only 34% say advertising influences their purchases—down 6% since 2019. Showing a growing disconnect between this powerful demographic and conventional marketing approaches. But what if there was a way for brands to understand, uplift, and empower these women while increasing their bottom line? Download our latest whitepaper to discover strategies for captivating and connecting with this transformational audience in today's media landscape. https://lnkd.in/ek_2ymZC #MidlifeRevolution #Whitepaper #GetInvloved

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UK marketing budgets are on the rise - the strongest rate in over a decade according to the Q2 2024 IPA (Institute of Practitioners in Advertising) Bellwether Report 🚀 Alex Uprichard shares her thoughts: https://lnkd.in/ezZX4ugS #BellwetherReport #AdvertisingIndustry #MarketingBudgets

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IGNITE – available on demand now!🔥Watch these sessions at the link in the comments... 👓 Mark Ritson on how not to mess up your brand ☠️ Liquid Death on the importance of humour 💼 Brands in the boardroom with Marketing Week, YouTube, Virgin Atlantic & the IPA (Institute of Practitioners in Advertising) 🏆 Kantar BrandZ UK most valuable UK brands and the Blueprint to Brand Growth ⚡ AI-powered effectiveness with Reckitt & Virgin Media O2   #KantarIgnite #BrandGrowth #Brands

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*Exciting Announcement Incoming* If you’re looking to target travellers, frequent business flyers or UK consumers at the point where they are on their way to the airport or even already abroad… we have something special for you. Get in touch to find out how we can be your competitive advantage. #advertising #creativeconsultancy #digitalmarketing

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This new study "The new business case for advertising" brings together the vast insightful econometric databases of Gain Theory Ebiquity plc EssenceMediacom Mindshare Wavemaker to create the most comprehensive analysis of advertising effectiveness to date. Collectively it has examined £1.8 billion worth of media spend across 141 brands and 14 categories. This study is an update and expansion on Gain Theory and Ebiquity's ground-breaking Profit Ability study from 2018. The world has transformed since that original study in almost every respect – from consumer behaviour to media consumption to the socio-economic and political contexts we now live in. Reach out if you would like to know more about the insights from the session. Matthew Chappell Claudia Sestini Justin Nel #roi #marketingeffectiveness #marketingdrivengrowth

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The British people have delivered their verdict. So what does the Labour landslide mean for the advertising and marketing business? Throughout today, we’re collating reactions from industry leaders and trade bodies, including IAB UK, ISBA, Advertising Association, and WPP's Mark Read. They'll be among the organizations making the sector's case to the incoming government. Will Keir Starmer's administration be positive for advertising, marketing and creativity at large? And what MUST the new government prioritize to help our industry flourish? Share your views in the comments and we'll include the pick of them on The Drum today. https://lnkd.in/ep_wgcEB #GeneralElection #Politics #Marketing #Advertising

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Advertising No Longer the #UK’s Least Trusted Industry for the First Time in a Decade https://lnkd.in/eBBVHJPW The ‘Value of Trust’ report shows trust in advertising is now the 2nd most crucial driver of brand success. Younger people show higher trust (50%) compared to over 55s (22%). TV ads are the most trusted medium at 41%. #Marketing #ConsumerTrust #LionHerald

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🚀 Thrilled to see our research has been featured in a new episode of the Campaign UK Podcast.   The team at Campaign dives into a crucial question: how can you launch a successful ad agency in today’s fast-evolving landscape? This year saw the launch of agencies like Uncharted and Publicis Groupe's LeSHOP, with 80 staff working across 20 brands. But our data at Avid Panda shows that success in the advertising industry doesn’t come easy. In the past five years, 42.5% of new marketing companies have closed their doors, and advertising agencies in particular face a high business mortality rate of 43.9%. Catch the episode to hear valuable insights into navigating the challenges of launching and sustaining a marketing agency. https://lnkd.in/e58e9reR #DigitalMarketing #AdAgency #BusinessGrowth

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Want to get more return from your advertising investment? If you are based in Scotland, this could be your chance to learn from Terry and Hannah on how to use advanced targeting technology and AI, and prepare for the future of targeting consumers. ⬇️ Register today for a session packed with first-hand insights, advice and inspiration to find new and effective ways of connecting with your customers online. https://ow.ly/9cnH50TgGmL #onlinemarketing #marketingstrategy #advertising #digitalmarketing #businessgrowth #scottishbusiness

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