Rich McCloskey

When we speak with clients about their brand – whether it’s reviewing the overarching strategy, ensuring the positioning is still relevant or revitalising its look and feel – a question we often hear is, ‘How can I measure the ROI of the brand project?’. Julie Reid, Hallam's Head of Brand explores this further :) https://lnkd.in/eYPqUp95 #ROI #Brand #BrandStrategy

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What do clients really want (and need) from agencies? During a recent CIM | The Chartered Institute of Marketing panel event, Sharon Jiggins emphasised the critical role of consumer insights and the responsibility agencies bear in genuinely engaging with their target audiences. #CreativeAgency #AudienceInsight #Advertising

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No one: Me: Hey, let's do a year in review of best bits of strategy I wish I'd thought of... 💫 It’s that time of year when we can finally pause to take stock – not just of the mince pies consumed (plenty, thanks), but of what’s been cooking in the world of 'brand' this year. Spoiler: it’s been a mixed bag, but there’s plenty to cheer about and I wanted to share some highlights. So (drumroll) these are my 'strategic show-stopper shortlist 2024.' The agencies/brands/campaigns digging deep, challenging norms, and pulling out gold. (Essentially they’re the ones making me say on the daily, “I wish I’d thought of that.”) 👉 Barbie: Okay, yes, it’s still the campaign everyone’s referencing, but it deserves the hype. It's a masterclass in aligning brand heritage with modern cultural relevance. 👉 Yorkshire Tea: Quietly doing what they do best—unapologetically owning their quirky, rooted-in-the-north identity. Their campaigns don’t just sell tea; they sell a sense of northern pride and belonging (and as an adopted northerner I wholeheartedly approve) 👉 Oatly: Controversial? Always. Memorable? Definitely. Their ability to spark conversations (and arguments) is what keeps them relevant. 👉 Volvo's "EX90 – For Life": As an expectant parent, this one hit differently. Telling the story of a pregnant woman narrowly avoiding a zebra crossing accident thanks to Volvo’s safety tech. It’s a masterclass in blending putting the technical innovation front and centre with raw human emotion and it made me teary. Winner. 👉 Adobe’s “Creativity for All” B2B campaign: A brilliant reminder that even in B2B, people—not products—are at the centre. They’ve reframed their tools as enablers of human creativity, turning what could have been a dry sell into something emotionally resonant and pretty damn purposeful too. The key takeaway? Whether it’s B2C or B2B, the best marketing this year has put people at the centre. Even in highly technical or complex sectors, the most compelling strategies have been the ones that connect with human emotion—sparking curiosity, joy, or belief. Here’s to more big ideas, bold moves, and brilliant strategies in 2025. Ideas leaning into creativity AND commerciality, with human nature at the heart and great strategy that isn’t just clever for the sake of being clever; it drives results too. What on your strategic shortlist this year? Let’s swap notes 👇

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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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For a decade, We Are Social has been publishing the Think Forward trend report that provides valuable insights for anyone looking to understand the future of online culture and how brands can effectively engage with their audiences in this new era. This year’s report - Think Forward 2025: The Liveable Web - is now live. Here are the trends shaping how people seek a more balanced and fulfilling online experience with a renewed focus on joy: 🐵 Primal Renaissance: A return to rawness and authenticity in online self-expression. 🌈 Low-stakes Social: The rise of wholesome content and a desire for relaxed online spaces. 🍃 Intentional Consumerism: A shift towards mindful consumption and sustainable spending habits. 👯‍♀️ Modern Mythmaking: The rise of interactive entertainment and audience participation. 🤗 New Intimacies: The craving for genuine connection and a sense of belonging in the digital world. The social media landscape is at a pivotal moment, where people are increasingly seeking authenticity, levity, and genuine connection amid rising concerns about its impact. These trends reveal not just the challenges but the profound opportunities for brands to step up. By championing intentional consumerism, fostering meaningful communities, and embracing cultural nuances, brands can be part of creating a healthier, more human digital world—something Australians are clearly craving. Sign up to access to the full report :

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Business investment is expected to gradually recover in 2025. (Hooray!) But this still means marketers must squeeze the most from their carved-up budgets in the meantime. (Boo.) So we've put together our top tips here...

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Today we recorded our #OPEN #HeritageNetwork podcast exploring a topic that is often overlooked but deeply important: #MentalHealth within the #SouthAsian community, which is especially timely as we continue with our South Asian Heritage Month celebrations here at IPG Mediabrands UK. In this episode, I sat down with two incredible guests, @Sandi Kaur and Ameisha Nand from KINESSO UK&I - Together, we navigated the unique challenges faced by South Asians in the UK, the cultural nuances that influence our experiences, and the silence that often surrounds mental health in our community. Mental health is a critical issue, but did you know that South Asians in the UK are significantly less likely to seek support compared to the general population? Shockingly, only about 3% of South Asians access mental health services. This gap needs urgent attention, and that's exactly what we discussed. This conversation is just the beginning of a crucial dialogue that needs to be heard and we break the silence and explore what it means to be truly “Free To Be Me” in the context of mental well-being. 🎙️ Here's a sneak peak in... full video coming soon 🙏 #SouthAsianHeritageMonth #SAHM #MentalHealthAwareness #Podcast #FreeToBeMe #CommunitySupport #HeritageNetwork #MBOpen #IPGMediabrands #Kinesso

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In an era where online presence is crucial for business success, understanding the significance of Search Engine Optimization (SEO) cannot be overstated. Looking for ways to enhance your visibility and branding, build trust and credibility or for a higher return on investment? Reach out to us LOCALiQ_UK winners of SEO Agency of the Year in the UK Agency Awards 2024. #SEO #bevisible #onlinepresence

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Reactive PR provides some of the wildest results for our clients - whether it's our B2B team commenting on a legislative update, or our B2C team jumping on a celebrity announcement 💡 This is a recent example of an excellent reactive from our consumer team which just shows the power of thinking outside the box: #publicrelations #PRagency #marketing WPR Agency https://lnkd.in/eDm7VkDq

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Tomorrow the DMA is hosting a launch event for their Value of Measurement Report in central London. Having had a sneaky preview of the report (thanks to the author, Ian Gibbs), I'm very excited to hear Ian delve into the key takeaways including: what makes a meaning full KPI, the importance of consistent measurement frameworks, how to choose the right model for you, metrics reporting (does 𝘦𝘷𝘦𝘳𝘺 stakeholder require reporting on 𝘦𝘷𝘦𝘳𝘺 measurable metric?), and best practice solutions. Plus, we are so excited to have Jenny Biggam, Co-Founder of media agency the7stars, as the latest addition to our exciting line-up of speakers. Jenny’s wealth of expertise in building an agency from scratch with a client-first, transparent, and collaborative approach will be invaluable for anyone looking for some inspiration to innovate and create a culture of shared purpose. 📅 Date: Thursday, 6 June 🕒 Time: 09:00 - 11:00 AM (breakfast & inexhaustible amounts of tea & coffee included). 📍 Location: The Goldsmiths Centre, London. 🎟️ Ticket Cost: Members free, Non-members £50. You'll also be hearing from: Tony Miller, incoming Chair of the DMA (Data & Marketing Association) UK Iain Noakes, Marketing Effectiveness Lead at John Lewis Partnership Joy Talbot, Principal Economist at magic numbers Roy Patel, UK MD at Objective Platform It's not too late to get your ticket here: https://lnkd.in/eDsBFxFU #DMA #ValueofMeasurement #Report #Event #MarketingEffectiveness

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Personal recommendation: carve out a bit of time and dive into the fabulous Think Forward Report with the 5 biggest trends in digital culture

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Good client service teams are good at solving client business problems. Here's a bit of insight into how we do that at UP THERE, EVERYWHERE. https://lnkd.in/eQN3Ds_E

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If you want some practical advice from seasoned marketers on tackling 'digital fears' and non-stop digital change then our webinar on 27th June might be of interest - register via the link below ⚡

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I've mentioned the insights from Mark Ellaway and the team at Bigfork Limited before. This report is well worth a butchers. Two takeaways that chimed with me are that '75% of B2B buyers prefer a rep–free sales experience.' and that what buyers really want from a website is information to help them buy!

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Reflecting on the latest report, I’m encouraged by the resilience brands are showing in challenging times, as evidenced by an uptick in ad spend. We’re seeing advertisers get creative, using innovative digital formats to connect with consumers and guide them from awareness to conversion. However, with such a significant portion of budgets going into programmatic, it’s critical that independent agencies also have access to these tools. By ensuring digital efficiencies are available to all, not just the largest players, we can help keep these agencies competitive and maintain their essential role in the media ecosystem. If you'd like to discuss these insights or explore how programmatic can drive growth, feel free to get in touch. #DigitalAdvertising #Programmatic #MarketingInsights #IndependentAgencies #AdSpend #MediaEcosystem #InnovationInMarketing SBS Sara Haile

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🌿 Effective collaboration is key to real climate action. That’s why Clear Channel UK have been working with local authorities for decades, supporting innovative initiatives like Aberdeen Meadows-in-a-Box and Bristol City Leap. By demanding transparency and setting higher benchmarks, we can help ensure commitments go beyond lip service. But what else can be done? Partnerships and Creative Director, Louise Stubbings (she / her), answers the question in the latest Local Government Chronicle. Read it here: https://okt.to/EqB4e2 #PlatformForGood #Sustainability

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Last chance to sign up for tomorrow's big virtual event!⏳ Clear Channel UK presents... Wanna Take This Outside?👀 In this webinar, Research & Insight Director Lindsay Rapacchi shares his insight on how brands can get more out of mental availability and why having Out of Home in your corner is the key to success to winning the fight for a category entry point. Sign up now (link in comments)👇 #Webinar #CategoryEntryPoints #PlatformForBrands

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The Value in Measurement report from JICMAIL and DMA (Data & Marketing Association) UK is available and is an informative and interesting read for anyone looking to understand effective cross channel measurement for marketing campaigns. Staggeringly 65% of respondents still report a misalignment on measurement and reporting across channels. That's a crazy figure but does highlight challenges of measuring each marketing channel fairly. The report provides recommendations on how to create an aligned view for looking at performance. You can access the report at the following link. I would thoroughly recommend https://lnkd.in/ehXasu4C #jicmail #dma #paperplanes #measurement

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Not everyone likes to hear this I know but standardisation and getting the fundamentals right are key to the success of retail media. Let’s work together as an industry to make this happen

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