Mike Beukes

More thoughts for your mind from our minds: the effective magic of brand collabs, AKA "when will Flying Object stop talking about Greggs?"* *never https://lnkd.in/egVnjE2n

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When your client drops you a line to say that your Meta Ads work has contributed to their brilliant sustainable British vodka achieving its highest ranking on Amazon since launch...cheers to that! 🍸 Me: celebrates, then immediately starts to think about how we can push this product even higher up the ranking and get it to No.1! Brands: keep telling your employees/freelancers/agencies they're doing a good job. Positive feedback keeps a workforce happy and boosts innovation and motivation. It's a win-win. #MetaAds #PaidSocial #PositiveFeedback

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There's a new advertising campaign from Barclays UK that has caught my attention. You can watch it here https://lnkd.in/eHTawgnG. It is built on a very simple to understand insight from a report by The Money Advice Service that states "our relationship with money is formed from the age of 7." One of the reasons this resonated with me is that if this is the case when it comes to things like bank accounts and pocket money then it stands to reason that it will apply to charity and philanthropy too. But, at the moment, we don't look to embed these values in children from a young age. As a trustee of First Give it is something that we discuss a lot. What is the best way to ensure that giving to charity is not seen as exceptional or a one-off? How do we make sure that charity is not just "what rich people do" but is accessible to everyone? And how do we get people understanding that the £94bn that charities in the UK spent in the past 12 months isn't just a 'nice-to-have' but is essential in keeping hospitals, the arts, in fact civil society as a whole, afloat. (To give it context, Income Tax raised £277bn over the same period. Make no mistake, the third sector is of huge significance.) And yet, 'giving' is not ingrained in us as children. The First Give programme has impacted on over 200,000 Year 8 pupils in hundreds of schools across the UK. But we know that one intervention is not enough - and Year 8 might also be too late a starting point. Why's this so important? A functioning democracy that is diverse and inclusive cannot be fully funded by the State. The truth is, it never was. Our hospitals, galleries, schools etc have long been funded by philanthropy. Our challenge is to create the next generation of givers. To do that we'll need to start them young... #charity #philanthropy #ad #giving #creative #thirdsector Creative & Commercial

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A Sign of the Times: Is this the Death of Daily/All Print Media? I ran a publication printed on recycled paper because I LOVE THE FEEL of turning a page BUT DOES THAT MEAN IT'S RIGHT? I then went on to launch Impact A.M. so I feel informed enough to ask this question Publishing is a small industry - disappointing for readers and the team at Evening Standard whom I have no doubt will have made every effort to keep it going - looking forward to reading a new successful weekly. It's hard not to see the Evening Standard's move as part of a larger trend – are we witnessing the end of daily broadsheets altogether? With City AM's fresh funding and new game plan, I sincerely hope this marks the beginning of a new chapter that positions us as a dominant force in the market. Reflecting on my time with Lawson Muncaster, which was one of the most career-defining periods, I believe City AM remains one of the premier brands across the Square Mile and the City. The Future is Digital – or Is It? There’s no denying the shift towards digital consumption, where morning news updates come straight to our phones with a simple tap. However, this raises a critical question: can print media still be viable in an ESG-conscious world? Can it remain authentic, competitive, and sustainable? Gihan Hyde and Julia Streets would love your thoughts on this along with Nim Haas Tracy W. Dr Jane Thomason and Amy Lewin who has pioneered Sifted into being one of my go-to publications for research and updates, last but by no means least the grafter,mover, shaker and hustler that is my new/old boss David Johnson as we will be shortly announcing a new exciting move with me rejoining the Maddyness UK team with official maddyness.fr email it is all very exciting. Innovative Distribution: A Strategic Advantage City AM’s 00's distribution model, reminiscent of my father’s pioneering days from Greenshield to being a founding team member of Argos, utilises a network of dedicated but skilled distributors. This old-school approach ensures cost-effective and efficient delivery, highlighting how print media can adapt and thrive even in challenging times. Amid rising paper and distribution costs, our industry faces significant hurdles. Balancing Tradition and Innovation As we navigate these changes, it’s crucial to strike the balance between embracing digital transformation and maintaining sustainable print practices. City AM's unique model proves that print media can still play a vital role if managed innovatively and sustainably. #Publishing #ESG #PrintMedia #DigitalTransformation #Sustainability #Innovation

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Why brand is so important... John Lewis Partnership’s transition into the BTR sector really needs to be studied and applauded. They have demonstrated that if you have a loyal customer audience it’s easier to transition into other markets, even if there are some obvious differences. Instead of looking at these as a deterrent, they have taken the view that these are all positive challenges they can overcome to bring some fresh ideas and unparalleled knowledge to an ever changing and growing sector. Their purpose ... happier people, happier business and happier world can perfectly pivot into many sectors, so why not BTR? People trust their institution because they have a reputable longstanding history and speak their customers language. It really highlights that having a strong brand and values is key to success. I personally see John Lewis as a constant traditionalist brand (yes, I did just make that up), by that I mean, a brand that’s constant in your life, a lot of people’s parents and grandparents often frequent/frequented JLP stores- there are strong family ties. They aren’t loud, they aren’t flashy, but they feel like home and have a warmth, and this directly translates into what somebody would want from a BTR development. Gen Z are very brand led and are, I imagine, their ideal future demographic, so their vision and customer perfectly align – it’s a genius move really. Then, they are exploring an additional USP to stand out from the crowd… biophilia which aids wellbeing and is a huge topic of discussion. Wellbeing intrinsically links to design and is fundamental to creating happy and heathy living environments. Plus, I’m sure they have thought of this, but biophilia in terms of colour screams green which links their brand colours – chef’s kiss. I love this circular way of thinking from brand values, design, even down to the residents living above a Waitrose, which means they will inevitably shop there – it’s a full brand experience. There clearly has been a lot of work and thought gone into this transition, but on the surface as on outsider it looks seamless – which I’m sure was intentional. JLP are known for their quality and British heritage, so really looking forward to seeing how this is translated into the design and links to the wider community – as there’s a real opportunity to enlist local makers and British designers to create a truly unique and sustainable offering. JLP also have a home design service; furniture business and they have wine tasting which will aptly align with their residents (talk about circular thinking again) – they really do have the tools to naturally settle into the BTR sector and enhance and make their customer experience easy and cohesive. Claps and snaps all round – JLP found the ultimate side hustle. #BTR #Coliving #JohnLewisPartnership

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2.3m people working in the Creative Sector await bold policies after the election, for an industry that contributes 6% to goods and services. Sir Peter Bazalgette explains why more investment is needed. The UK economy resembles Rip van Winkle, awakening slowly. Despite many policy promises in this election, realising them hinges on achieving better growth. The creative industries are crucial to this. Recognised as a priority by the previous government, the sector has responded, recovering significantly from Covid. The creative sector contributes 6% to the UK's goods and services and employs 2.3 million people. Positioned at the core of the digital economy, it has immense potential with support policies; gaming software, immersive screen productions, AI in advertising, fashion's 3D printing, and university spinouts in "createch." But the UK hasn't fully embraced its potential. Public investment in the creative industries is a mere 1%, lower than other growth sectors, despite yielding substantial returns. In 2018, UK Research and Innovation invested £56 million in nine creative clusters across screen, games, fashion, and AI. Over five years, this investment attracted an impressive £252 million from industry sources.  A second "creative industries clusters programme" with backing from the Department of Digital, Culture, Media and Sport, was approved, pending a review. The Science and Technology Council has also explored investment opportunities by visiting key organisations last year. Their conclusion: public investment should mirror the sector's size and growth potential. The inquiry also called for better R&D definition for tax credits. The UK lags behind Germany, France, and South Korea. The British Business Bank, tasked with attracting private investment into SMEs, isn't meeting the creative sector's needs. Its criteria don't align with creative businesses' models. To tackle this, Creative UK, suggests a Bank of Creativity, modelled after Better Society Capital, which has successfully leveraged £3 billion into social enterprises with an initial £925 million. This idea merits consideration by the next government. When the creative sector thrives, it benefits the broader economy: advertising and music enhance national brands, fashion boosts retail, design is vital to manufacturing, and game software aids in developing autonomous cars. The sector's annual exports exceed £50 billion. The sector's influence extends beyond economics to culture and society. It reflects national values and enriches public discourse, exemplified by artists like Adele and Ed Sheeran, socially positive games like Runescape and LittleBigPlanet, architectural achievements like the John Morden retirement centre, and impactful media like ITV's Mr Bates vs The Post Office, which sparked national outrage. This sector is the nation's heartbeat. If the UK fully recognises the creative sector's potential, the rewards will be remarkable.

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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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📰 The Future of News: A Two-Tier Media Landscape? A stark warning from parliament.uk: without action, we risk a fractured news ecosystem, with informed citizens on one side and disengaged communities on the other. 💡 “Having informed citizens with a shared understanding of facts isn’t guaranteed—and may not endure.” The UK’s media has defied the odds these past 15 years, with exciting new formats and diverse perspectives. But it’s not all good news… 📉💔 🔎 Trust in journalism is falling 🙈 News avoidance is rising 💸 Revenue streams are drying up 🤖 And AI? It’s shaking up EVERYTHING The risk? A “two-tier” system where some stay informed while others fall into news deserts or questionable online sources. So, what’s next? Tax breaks for local news 🏡, smarter AI policies 🤝, and more innovation💡 could help us steer away from the cliff edge. We are doing our bit at Contribly by trying to innovate the audience engagement side of the news, by getting real people’s voices included and heard in a safe way that social media doesn’t provide. The aim is to build trust and relevance! Let’s keep the news serving everyone, not just the privileged few. 🌍💪 What’s your take on this? Let’s chat! 👇🗣️ https://lnkd.in/enjesFrY

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Exhibitions and conferences... something we are all accustomed to attending in our roles within the energy sector and most likely do with our eyes closed. But is your company's brand up to scratch and is your messaging aligned with your company objectives and vision? Gastech, OTC, Global Offshore Wind, ONS, ADIPEC, Subsea Expo and Offshore Europe, to name a few. We have orchestrated media opportunities all over the globe for clients and my biggest piece of advice is to not leave it too late. Working with the ThinkPR (Scotland) Ltd team as an extension of your mar/comms team helps embed Think into your business; understanding your goals, helping navigate the world of media, building trust with your team, working with management on personal branding and ultimately alleviating the stress and panic that can come with media interviews. Drop me a message if you want to know more or how ThinkPR can work with your business to elevate your brand. #PR #Marketing #BrandMessaging #PersonalBrand

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Surprisingly, there is very little guidance for those wanting to step up to the Creative Director position or those who have landed in the role and are looking for more advice. That’s why, as part of my coaching services, I have added a programme focused solely on how to be the best Creative Director you can be. I’ll be sharing, via video calls, insights and the lessons I have learned along the way on my creative leadership journey. Details are in the carousel below. #creativedirector #creativity #creativeleadership #advertising

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It’s ALIVE!!!! 🪦 🎃 https://lnkd.in/eQuWktJ3 Our spooky films hopefully made you laugh this week – but behind the stage blood and props there’s a serious message. You see, far too many great ideas, suggested by agencies to clients, get killed before they’ve had a chance to prove their worth. What’s often driving these client decisions? Well, according to our recent research with #Pharma… Fear. Our mission? To remove this fear and inspire a new generation of marketers to be bold — to challenge the status quo and advocate for more creativity in a sector where the stakes have never been higher. It’s time to transform the narrative around what is possible in Pharma. So, I invite you to explore some of our grave ideas, share your thoughts, and join a community of like-minded professionals committed to redefining marketing in the pharma world. Together, we can rewrite the rules. #graveideas #nofear #strongerreturns

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Lots of over 40s on this platform really are showing themselves to be of a bygone era. (I’m in that group, so give it a minute before having a go) Our hankering for the past and hiding behind ‘best practice’, is as outdated as the word hankering. But, declaring lifelong admiration and allegiances to brands few of us have ever owned, or wanted to, seems like something old people do. And, just when sentiment was shifting in your favour some of you got over excited by the fact that the man behind the rebrand is *gasp* gay and *gasp gasp* once enjoyed The Book of Mormon and *gasp gasp gasp* celebrates and encourages DEI initiatives. “Of course,” you cheered, “It had to be the woke mind virus!” Pathetic. Predictable. We don’t have to like what Jaguar are doing. We don’t have to buy the new one. But, we didn’t buy the old one either, did we? So, before you criticise them having a go at saving their business, have a look in your garage. If you don’t have a Jag from the past 5 years, then the old Jag wasn’t for you. Unlikely that the new one will be either. Move along fellas, the future of marketing isn’t banking on our dollars. It’s banking on our kids inheriting them. Oh, and, calm down on the bigotry. You don’t have to say everything you think.

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We are incredibly excited to announce Brand Narrative Media! A consultancy-led production service, designed to help you craft a compelling story for your brand. We will help you create a narrative that resonates with your audience and sets you apart in the market. Find out more about Brand Narrative at brandnarrative.uk #brandnarrativemedia #storytelling #brandstorytelling

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MY TOP FUNNY ADVERTS. 1 The debate around the industry not doing 'funny' anymore is true. There are a tonne of reasons. To bring a bit of lightness to your LinkedIn feed, here (in no particular order) are my Top 10. Starting with one of the oldest. Just appreciate the craft, the acting, the writing, the simplicity, the little details & the strategy. What are your top funny ads (not just films)? All of Us Group #funny #adverts #strategy #alkaseltzer

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Creative and digital agency, LEWIS, founded by David Lewis, has acquired Tayburn in a six-figure cash and equity deal that will combine almost a century of creative and digital expertise.  ✪ Richard Simpson ✪, Ambassador in our Executive Team is joint Managing Director of Tayburn alongside Malcolm Stewart. Huge congratulations to you both and all the team, we're thrilled for you! Both LEWIS and Tayburn will continue to operate in their current form, but will now sit as part of a newly formed Group Company, Limitless Innovation Group. The deal will bring together the two firms to offer clients a creative partnership, focused on today’s evolving business needs. The new business will develop a unique agency model where individual expertise is fostered, and clients can work directly with experts in the areas they need support. They’ll deliver a fully streamlined service covering strategy and insight, brand development, creative design, packaging, multichannel campaigns, and web development. Given that their expertise is backed up by a combined 95 years of experience in the industry, their commercial mindset will continue to help guide their clients well when it comes to business decision-making and planning. They’ve been placed in the top 5% of the most sustainable businesses worldwide. Together, they’re committed to maintaining their strong ethical position and growing their Environmental, Social and Governance (ESG) accreditations so that their partners are confident of their investment in being a “business for good”. Exciting times ahead for 2 iconic brands in the creative and digital space, we look forward to following the next steps in your journey. Read the full article here: https://lnkd.in/e6S_XHxd #entrepreneurship #scottishbusiness #smes

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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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Happy to finally see this being shared all over socials. Affixxius cooking things up with Vibbar x The Urban Journal 🔥🔥 #productioncompany #production #videoproduction #producer #productionhouse #advertising #video #filming #productions #commercial #marketing #branding #digital #marketingstrategy #advertisingagency #creative #advertisement #content #fashion

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A typically informative and entertaining conversation with Dave Dye. Who, not surprisingly, picks a Howard Gossage DPS as one of his three favourite ads. Aaron Chalke and Shane W. Brennan add their usual insightful observations. In discussing Gossage's work they say "it is like he is an artist responding to a commission, not a brief." And imagine Gossage taking that commission and then presenting the work fully formed with a "take it or leave" attitude. And they are spot on because that is essentially how Gossage worked. He was the first adman to be paid for "ideas." Up until then all agencies (including Bernbach's and Ogilvy's) made their money from a 15% media kick back. Gossage asked $50,000 for each project (a huge amount back in the late 1950s). And insisted on taking the brief/commission from the CEO/President of the client's business. He then retreated to his office to devise the idea, the ad and full body copy that would communicate that idea. Once finished to his satisfaction, he presented the work back to the boss - refusing to deal with underlings. He usually did just the one ad at first and waited for the response to that ad before writing another. And so on until the client's brief/commission had been delivered upon. Which is why, as the lads conclude, Gossage's work is "the best ever".

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