Maria DSouza

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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A powerful campaign from BHF and why it works… Hijacking is nothing new of course but brands being able to do it well is not easy. In this instance, the British Heart Foundation used the noise around the Euros to land a powerful message on heart health. To add to the relevance (and emotional impact), they used images of young footballers who tragically lost their lives to heart disease too… So what won it? 1) cultural relevance: it’s the euros. Why not use a way in around football to land the message. A perfect way to surface the fact that young and seemingly healthy people can also fall victim to heart disease. 2) creative: hijacking in the simplest way. Literally adding a letter to the ‘England till I die’ chant we all know and love (ish) 3) context: the use of a mural as a media buy speaks to remembrance and commemoration - putting the brand in the right place with the most perfect message. Congrats British Heart Foundation ❤️❤️

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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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This week on Hoxton Life Podcast, I sat down with Gemma Chambers, our new Head of UK Compliance, to unpack her story—why she joined, how she's settled in, and what’s been driving her since day one. Coming from over two decades in financial services, Gemma was ready for something fresh—a role that would challenge her and align with her values. What drew her to Hoxton Wealth? "I wanted to be part of a company where real change can happen quickly. At Hoxton, it’s not just talk—if I have an idea, I can speak with Paul Tate or Jonathon Jay, and things move fast. That’s rare in financial services!." Key Moments in this Episode: ▪️Why she left behind a safe role to embrace the intrapreneurial model and build something meaningful. ▪️Her experience integrating into Hoxton’s high-performance culture, surrounded by creatives and go-getters. ▪️Navigating a global mindset – collaborating with Hoxton’s international team and what excites her about future opportunities abroad. ▪️Gemma’s story highlights the power of stepping out of your comfort zone to find a career that aligns with your goals and personal growth. Since joining as Head of UK Compliance, she’s been diving deep into regulatory frameworks, ensuring smooth operations, and building strong internal connections. And she’s just getting started. 💪 "What I love most? Hoxton gives you the space to grow without the heavy bureaucracy you find elsewhere—it’s a place where your ideas matter." Don’t miss this episode if you want to hear what it’s like to join a fast-growing international financial planning firm and hit the ground running.

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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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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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Many students of advertising will be aware of the dynamic duo that was #mojo, creators of many iconic campaigns for brands including Toohey's, Meadow Lea and of course World Series Cricket. Mojo understood the concept of target audience - and how to connect with them - better than an entire army of researchers and behavioral scientists. They also liked to keep things simple, famously telling senior executives at Coca Cola that the target market for their flagship product was "any #$%^& with a mouth". Of course in reality, we generally have to be a little more targeted in the way we communicate with and serve target markets. Fresh in today is this research from Adviser Ratings, which finds the majority of #financialadvisers are quite broad in who they serve. Trying to be all things to all people has plenty of downsides, but that's a topic for another day. Thanks Adviser Ratings for sharing. https://lnkd.in/gDFvi_mf

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Is your brand purpose inspiring, or is it just noise? The buzz around “brand purpose” has led to both brilliant campaigns and cringeworthy missteps. Getting it wrong can erode trust, but done right, it can create lasting impact. According to Nolwazi Radebe, brands can still do purpose that has lasting impact: 1. **Stay Authentic**: Your purpose should align with your core business, not jump on issues without credibility. 2. **Keep It Simple**: Impactful purpose statements don’t need to be grandiose. Make them clear and relevant. 3. **Avoid Virtue Signaling**: Consumers see through inauthentic efforts. Ensure your purpose is genuine and actionable. Purpose isn’t dead—it just needs to be meaningful. Read more here: https://lnkd.in/e5GMn8F9 #BrandPurpose #BrandStrategy

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We’re finally able to share this exciting news - huge thank you to everyone who has supported us so far - from big organisations, to founders who gave up time to have a coffee with us over the last few years. Marketing Engine helps marketers prove what they do works. Not just the Google search ads at the last click, but the daily actions which drive success at each touchpoint from PR to brand to media buying. If you’ve ever struggled to tell the story of your marketing results despite having all the data and spending hours on the planning, this platform is for you. We’ve been there, and we’re looking for more people out there who feel like this to help us shape the roadmap for Marketing Engine. If you’re interested in testing the platform and being part of the campaign to put the trust back into marketing, DM me or Kieron Goldsborough 🤓 #martech #startup #marketing #teesvalley Business Tees Valley Tees Valley Combined Authority Innovation SuperNetwork Ignite Accelerator The Thinking Digital Conference Innovate UK Thank you Insider Media for the coverage.

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Time for some Christmas cheer? Sharing this article on The Drum by my colleague, Branwell Johnson, which delves into the latest Advertising Association / WARC figures which forecasts a £10.5bn record ad spend this festive season... From inventive campaigns to a shift in media strategies, it’s clear that brands and agencies are adapting to make an impact during this crucial period, with the likes of Boots, Asda and Waitrose all finding inventive ways to stand out. I was pleased to contribute to the piece, reflecting on how brands are navigating challenges while embracing new opportunities:  “Amid a challenging year, brands are proving resilient and ready to innovate. With advertisers increasingly willing to push boundaries and consumers eager for new ways to engage, this season is looking less about following tradition and more about exploring new tactics." Looking ahead to 2025, there’s room for cautious optimism as marketers (and their agencies) continue to adapt and evolve. This season’s creativity and experimentation set a strong foundation for what’s to come. You can read the article here 👉 https://lnkd.in/erxGmicz Which brands are 'sleigh-ing' it for you this year? #Advertising #Marketing #ChristmasCampaigns The Drum Network

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💥 We’re getting our sh*t together (pun fully intended!)💥 I am over the moon to share that we’ve WON the Innovate UK Creative Growth Grant! 🎉🥳 After 6 months of hearing "NO" on repeat: ❌ NO, we don’t fund consumer products. ❌ NO, it’s not “deep-tech” enough. ❌ NO, it’s not “life-science” enough. ❌ NO, you’re not Forbes Under Whatever and, oh yeah, you don’t have a p3nis. ❌ NO, you’re just a mum making products for other mums. ❌ NO, you don’t have enough traction. ❌ NO, you’re pre-sales, it’s too risky. ❌ NO, come back when you’ve got an MVP (spoiler alert: we will! 😉), and… ... 👻‘ghosted👻….. The good thing about rejection is it makes you better than ever before. Because of those “no’s”, we finally got the YES ✅ that matters. 🙌 And that's what counts! 💪 A MASSIVE shoutout to Asadullah Khan (more on him below) for his incredible work in helping us develop our Proof-of-Concept, which has been instrumental in securing funding 🎉 The grant will fund research that informs product development while proving that our game-changing, innovative product is exactly what parents need—and, crucially, something they’re willing to buy. 💥 🔍 We’re diving into some seriously cool stuff—working alongside the brilliant Isabel Lydall and Allyson Binnie from Curious to Clear Collective to kick-start ethnography studies. 👉 What’s that you ask? We’ll be listening to lots of parents (mums AND dads!) diverse in ethnicity, socioeconomic background, and with babies aged 3-30 months to understand their priorities on health, sustainability, convenience and affordability. We’ll be giving them an exclusive first look at our current design during focus groups and backing up insights with a significantly large quantitative study. We’ll learn exactly what functionality to prioritise in development, and—most importantly—why👏. Basically… we’re getting some SERIOUS traction🚀. And traction means more investment 💰. Stay tuned for what we’re working on because who doesn’t "love a good change®"? 😉 ===================================================== Before I wrap up: ✅ If you’re looking for a biomedical device design engineer with razor-sharp CAD skills and a can-do attitude, look this way. Asad interned with us over the last 6 months through our collaboration with the University of Southampton. His contributions have been nothing short of brilliant. Asad is a total gem 💎, and I highly recommend him. ✅ If you’re an expecting parent, or have a baby under 3 and want to be involved in the development of one of the most exciting products of our generation, DM me! ====================================================== Please like, comment, and share to celebrate this huge win with us AND boost visibility for Asad as he sets off on his next exciting adventure.🚀 #Onwards and #Upwards!!  🔥

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💡 TOP TIP THURSDAY 💡 No.2: It's not a sales pitch. Pitches to journalists should be crafted with the intent to inform and engage, rather than sell. Journalists want stories that provide value to their readers, offer fresh perspectives and/or deliver important information. When a pitch comes across as a sales pitch, it can actually diminish the credibility of the story so make sure it focuses on relevance, timeliness and authenticity. The media relies on us/PRs/brands to be a source of credible and newsworthy information, so provide just that. When pitches are disguised as sales efforts, it can erode trust and damage relationships. A well-crafted pitch must highlight the story's news value, providing context, data and/or expert insights that can enrich the journalist’s work. Prioritise the journalist’s needs over a direct sales agenda. Good luck 🍀

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Financial Services Marketers 💸 - this is not to be missed! Register now to hear from our panel of speakers covering the US and UK financial sectors plus Adobe and JTF Marketing! We will be unpacking some of the challenges facing financial institutions and hearing some great success stories. 🔗 https://lnkd.in/ekYjFH-Z JTF Marketing #B2BMarketing Fintech B2B Marketing Community #FinancialServices #FinTechMarketing #FinServ #Marketo #MarketingAutomation

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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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If you know me you know I love data and insights, so here's a bunch you won't get anywhere else 🤓. I may be biased (unashamedly so 💅) but I can honestly say this report, created by my excellent Kindred colleagues, is one of the most useful things I've read in my career. If you're communicating about anything even remotely related to the myriad issues facing our society today, I guarantee there is something useful for you in this report 👇 https://lnkd.in/e8xM9zF7

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In a crisis, is it better for Comms to be fast? Or accurate? On this week's episode of the WordBirds Podcast, Roberto Munoz (Fannie Mae, HSBC, Tesco) says being fast is important but being fast and then having to walk it back hurts more than making sure you have your message straight. Thoughts? Fast or fully accurate? Where do you land? Listen to the whole discussion at: https://lnkd.in/ee5u_Kak

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Can you, or should you engage in PR if you don't have regular news to put out? We speak to quite a few companies who quite understandably* think there isn't much point in doing PR if they don't have 'hard news'. They're often talking about funding, or the lack of recent news on that front. Or they might have great partnerships they want to shout about but these are under NDA or aren’t able to be publicly shared for other reasons. Yes, the tech and business media can seem fixated on covering funding and other markers of growth and success like big deals or impressive awards. Yet lots of our clients get regular PR coverage - sometimes 8 or 10 pieces per month, without ‘new news’. They might have instead: 🗞 A company growth, or ‘pivot story’ 🗞 A founder ‘hero story’ 🗞 Industry insight, from their sales team perhaps 🗞 Proprietary data which points to a trend 🗞 A new product, or a move into a new area which points to a trend 🗞 Staff stories - apprenticeships or longstanding members 🗞 Opinion - a new take, a strong view, an honest admission… *they should come to us for a strategy session where our team of PRs and ex journalists can take 2 hours to brainstorm and unearth stories & angles ⭐ #PR #news #marketing #techpr

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We've been lifting the lid recently on what we do and how we do it and my latest blog looks at the importance of media exposure for your brand and SEO...read on:

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