Emma Isaac

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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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

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Something you might not know about Mischief: we have access to all of MHP Group's behavioural science insight and expertise. Our work may be a little bit naughty, but at least its backed by science 😈 #strategy #prstrategy #behaviouralscience

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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

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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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Marketers, this is your chance. Brands have an invaluable opportunity to use their size and influence to support the LGBTQ+ community and to drive the equality agenda. Join our webinar to learn about how to make your brand an ally with impact. 🌈 Jiri Nozicka Josh Smith-Johnston Mark Fisher Leigh Kelly Andrews

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Thrilled to again achieve #CharteredMarketer status from the CIM | The Chartered Institute of Marketing. Chartered Marketer is a status recognising those marketers achieving the highest level in our profession. It demonstrates commitment to keeping up-to-date and is awarded on a combination of experience and qualifications. #Marketing #Excellence #Personal Development

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Recent Jaguar ads are the result of hype getting in the way of core advertising principles. We are at the height of this problem where the packaging of the direction (eg purpose, cultural relevance etc..), and of many agencies’ approach to their work disregards the quality of the ads and the creative. The greatest modern artists understood ‘the basics’. Our business has a strong list of those principles from its deep and rich history. This effort is ‘hype’ without principles. I’m not even commenting on if it’s woke or not. Just not good advertising. Maintain basic principles AND be fresh. That’s the job and it’s not easy. #creativitymatters

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How to assess media coverage. Is all media coverage good? No. Unfortunately, much of the PR industry continues to be stuck on quantity over quality. For us, there are four very clear characteristics of a good piece: 1. The right placement. Will the piece be read or seen by the desired audience? Consumers of the right demographic; business procurers, investors, Government etc. 2. Brand Understanding. A brief brand mention is never enough. Good coverage explains what a business is, what it does, and why it is different. This should lead the audience to gain a better understanding of a brand. Not every piece of good earned media will fulfil every possible objective - but it should do more than simply mention your brand in passing. If it does, you have to question its value, especially based on the time and effort to gain this earned media piece. 3. Call to action. What should a reader or viewer do after seeing this piece? While a good CTA could be obvious, e.g. go to a shop or website, more subtle ones which demonstrate a clear benefit to ownership are equally as powerful. However, not having a clear call to action devalues a piece. 4. What's the point? You have to ask, what is the purpose of this communication? Is it to change opinions, create a deeper understanding of a business, sell more stuff? Coverage should be benchmarked against these to determine if good or bad. While some consider media coverage to be a numbers game, in our 21 years we found that it is the quality pieces that make measurable differences to businesses. Brand awareness, name checks or coverage for the sake of justifying budgets is never enough.

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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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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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Looking forward to answering the questions marketers should be asking when they go to market to select an agency. Hosted by Tom Fogden, it is sure to be informative and fun. A must for marketers and procurement. #marketingprocurement #pitchmanagement #agencytenders

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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

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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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Lots of highlights from my first Market Research Society (MRS) Behavioural Science Summit the other week. If you want, you could read the top 6 things I learnt; from questioning the authenticity of social proof to avoiding the pitfall of measuring intent, rather than actual behaviour change. Check out the insights here: https://lnkd.in/eDbwtccx Market Research Society (MRS) The Behaviours Agency - Certified B Corp® #behaviouralscience #behaviourchange

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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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At AFFINITY Group, our new Growth Accelerator positioning isn’t just about driving business success — it’s about sparking a broader conversation at the highest levels. By aligning the vision of CEOs and CMOs, we’re empowering leaders to implement changes that deliver measurable impact and sustainable growth. Ready to see the difference this approach can make for your business? Let’s talk. Have a read of our chat with Mediaweek Australia:  https://lnkd.in/g4vT3Up3 #GrowthAccelerator #PotentialRealised #AFFINITY 

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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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