Jenny Browne

Yesterday the DMA (Data & Marketing Association) UK launched its Value of Measurement 2024 Report, which I’ve had the pleasure of working with them on to shape & finalise along with the rest of the Measurement Taskforce. We all know that once we’ve done the hard work of securing budget for marketing activity, it is imperative that we can report back to the board what this investment has returned. The methodology of marketing measurement MUST be defined up front – how will you do it, what are the measures of success etc. For example, the board do not want to hear about open rates since these are KPIs and not the language of the board room. The board DOES want to hear about return on investment, incremental revenue and profit as these are business effects. Things like open rates are of course fine to track as KPIs to see trends over time. Take a read of the report - https://lnkd.in/eDumxyEy #DMA #Measurement #Report #Marketing #Event

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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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How can single-industry comms agencies thrive in a niche? 🤔 With over 21,000 PR agencies in the UK, competition for talent and clients is fierce. So how do independent, single-industry agencies stand out and succeed against the creative giants that do it all? In our latest podcast, we dive deep into this with Ravi Vijh, MD of Bastion – the UK’s top video games comms agency, which is on an incredible growth journey. From launching new divisions to hiring passionate people, Bastion is a shining example of how a focused approach can yield extraordinary results. 🙌 Tune in as we explore how a single-industry focus helps Bastion accelerate growth, foster diversity, and attract top talent in a competitive landscape. It's a must-listen for any agency looking to thrive in a single-industry niche! 🎙️Full episode available on Spotify - https://lnkd.in/g6uRNvWz #videogames #videogamescomms #publicrelations #pragency

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Ignore briefing snobbery - you don’t need to be Mark Ritson or one of those fellas to get an agency brief right. Take a look at our tips for getting the most out of your campaigns here: https://lnkd.in/dACm5C3J #b2bmarketing #marketingagency

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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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Anna, Account Director at Creative Spark, has been exploring how behavioural science can boost our approach to brand communications. The science might sound complex, but it’s all about connecting with audiences on a more instinctive, human level. Here's a teaser of Anna's top three tips. Dive into the full blog post on our website and learn how these simple tweaks can elevate your strategy. https://lnkd.in/ebwMygnQ #BehaviouralScience #MarketingStrategy #MarketingTips - - - ♻️ Share this content if you relate 💛 Follow Creative Spark as we open the doors to our agency 📧 Email us at [email protected] STRATEGY | BRAND | CREATIVE | MARKETING | WEB | CGI | VIDEO & 3D

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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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Is your marketing strategy genuinely unlocking its full potential? 🚀 Growth doesn’t happen accidentally—it results from deliberate, inspired action. To create impact, we must approach our digital strategies with a fresh perspective that blends creativity with purpose and clarity. Our latest video delves into insights designed to energise your approach and inspire intentional progress. Sometimes, all it takes is a shift in mindset to turn a challenge into an opportunity. 💡💪 Ready to elevate your strategy? Visit www.katipodigital.com for resources to fuel your next breakthrough.✨ #MarketingStrategy #DigitalTransformation #InspirationForGrowth #ProfessionalDevelopment #KatipoDigital #LeadershipMindset #SuccessDriven #IntentionalMarketing #GrowthMindset #BusinessStrategy#SuccessDriven

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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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🟢 Inclusive Media Planning & Buying Award Category Shortlist Presenting EssenceMediacom UK for QVC’s Invisible Inc: Menopause Your Way Campaign 🎉 QVC’s Menopause Your Way campaign aimed to shift the narrative around menopause, moving away from its negative portrayal. By focusing on empowerment, renewal, and rediscovery, the campaign showcased menopause as a time of growth. Featuring real voices from menopausal women and partnering with Visible Inc, QVC co-created content with the community to ensure authenticity. Key highlights included the Turn the Face the Change series with Anita Rani, Jo Wiley, and Gabby Logan, sharing stories of embracing midlife. The campaign achieved impressive results, with a 70% increase in confidence in QVC’s support for midlife women, a 90% increase in consideration, and a 61% rise in users. Perceptions of QVC as a brand that understands menopause also grew by 56%. #MediaforAll #InclusiveMediaPlanning #InclusiveMediaBuying #Awards #DiversityandInclusion

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How does your brand make the world a better place? 🌎 A compelling brand purpose should engage and inspire both internal and external audiences. Watch our webinar to hear Paul Hitchens reveal the value of a sustainable brand strategy: https://bit.ly/4aWITad #CIMwebinar #BrandStrategy #SustainableMarketing

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🥁 Introducing… The PR GPS: Essentials for every brand We’ve tapped into the brains 🧠 of our lorry practice heads and launched an advice-driven content series. This will provide #PR and #marketing tips, and dig into industry topics, one blog post at a time! From discovering strategies and engaging audiences, to boosting your PR impact effectively – we’ve got your back. Our first blog is by Rebecca Miles, and looks at how to successfully launch a creative PR campaign (yes, even in b2b tech!) 🚀 Click the link to read it 💻: https://bit.ly/4fns2A9

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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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Wondering if your campaign is delivering as promised? 🎯 It’s not just about the flashy viewership numbers—it’s about ensuring every talking point, brand callout, and sponsored disclosure is delivered. With Rivr, you can track exactly what’s being said on stream and in chat, letting you know if your key messages landed where they should. Why does this matter? Consistent messaging across creators ensures your brand's voice is heard, understood, and remembered. Rivr’s keyword tracking and global transcription make it possible to see if your campaign is hitting its mark—and how the audience is responding. In a world of endless content, make sure your message stands out. Explore how Rivr can transform your next campaign. #influencermarketing #twitch #marketing

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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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Why Your Brand Needs a Value Proposition? (And How to Create One) In today's crowded market, differentiating your brand is crucial for success. 📌That's where a value proposition comes in A Clear statement that communicates your brand's unique benefits and value to customers. 📌Why is a value proposition so important? - 85% of companies with a strong value proposition experience significant revenue growth. - A clear value proposition helps you stand out from the competition and attract loyal customers. 📌How to create a compelling value proposition 1) Research your target audience: Understand their needs, pain points, and goals. 2) Analyze your competitors: Identify gaps in the market and areas for differentiation. 3) Define your unique benefits: Clearly articulate your brand's value and what sets you apart. 4) Craft a concise statement*: Distill your value proposition into a simple, memorable sentence. At Blaze Creative, we empower small businesses to shine online with our affordable, expert website design services. Take the first step towards differentiating your brand! Contact us to schedule a consultation and discover your unique value proposition. Visit Our Website!! and let's get Started! www.blazecreative.co.uk #valueproposition #branddifferentiation #marketingstrategy #smallbusiness #branding

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