Scott Livingstone

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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Transform your ideas into a fully funded deal. 🤝 suzanne alizart, Creative Business Affairs Consultant, will host an insightful masterclass tomorrow for our Autumn Cohort on our Create Growth Programme, which examines all aspects of business affairs for the creative industry.  Matching the right money to the right idea is key to success, so knowing what different types of funding mean for your concept is essential to striking the right deal.  Discover more about this session, link in the comments. #Funding #CreativeFunding #FundingSupport #GrowthProgramme #CreativeEast

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INSPIRATION | The backbone of business. The lifeblood of the economy. The heartbeat of Britain. SMBs matter. In his latest think piece, Billy Hamilton-Stent, Chief Strategy Officer at Publicis Pro, delves into the psychology of SMBs in Britain, exploring what makes them tick and how to effectively market to them. Key insights from the report include: 💠 Segmentation Strategies: Moving beyond data points to align strategies with the business essence. 💠Inbound vs. Outbound Marketing: Crafting effective engagement through balanced approaches. 💠Buyer Behaviour: Understanding "Lookers & Bookers" to tailor marketing messages. 💠Humanising SMBs: Using real stories to reveal aspirations, challenges, and motivations. 💠Building Authentic Relationships: Balancing broad communication with individualised needs. 💠Embracing the Extraordinary: Encouraging businesses to move beyond compromise and create lasting impacts. 📖Unlock the potential of Small and Medium-sized Businesses in B2B marketing by reading the full report.- https://lnkd.in/ei4V4kQm Publicis Pro is part of Publicis Groupe UK, in partnership with The Marketing Society. #SMBs #B2BMarketing #PublicisGroupeUK #TheMarketingSociety #BusinessStrategy #MarketingInsights

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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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Capturing the Future of Visual Storytelling! In our latest News post, we explore the emerging trends in videography and photography that can elevate your brand: 🌟Immersive Experiences: Harness 360-degree videos and VR for interactive storytelling. 🌟Cinematic Storytelling: Engage audiences with high-quality, emotionally driven visuals. 🌟 Short-Form Video: Capture attention with quick, impactful content on platforms like TikTok and Instagram. 🌟 Sustainability-Focused Visuals: Showcase your eco-friendly initiatives to resonate with conscious consumers. 🌟 User-Generated Content (UGC): Build trust through authentic visuals created by your community. 🌟 Vertical Video: Optimize your content for mobile viewing. 🌟 Interactive Content: Boost engagement with polls, quizzes, and challenges. Stay ahead in the fast-paced digital landscape! Discover how Simone Associates can help you craft your brand’s visual future. #VisualStorytelling #Videography #PhotographyTrends #ContentCreation #DigitalMarketing #ShortFormVideo #Cinematic #ImmersiveExperience #SustainablePhotography #UserGeneratedContent #SocialMediaMarketing #CreativeContent #BrandStorytelling #VideoMarketing #EngagementBoost

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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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Is #creativity really dying as consumers are simply bombarded with ads? Or do we just need to ask better questions? In response to Omar Oakes’ recent piece on the death of creativity as a commodity, The Media Leader UK invited AC’s Dan Moseley to offer a different viewpoint. Read this latest article to see why we believe that tech can be used to improve ad performance and make everyone’s lives easier. And that means a reboot of creativity and of the whole process behind it. Get all the insights at the link in comments ⬇ #advertising #creative #media #agencies #ads #digitalads #effectiveness

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📣 Last call for contributions for Agency Owners and Leaders Conference 2024: https://lnkd.in/g4zKGC8t 📅 21 November 2024 🧑🏻‍🤝‍🧑🏿 In-person 📌 London 👉 Submission deadline: 22 July 2024 Last November, we hosted an exclusive event for agency owners, CEOs and MDs to discuss the challenges and opportunities of managing and growing a successful market research business. This year we plan to do it again…and more 👏🏾. The Agency Owners and Leaders Conference brings together a panel of business leaders, from within the insights sector and beyond, who are doing remarkable things in their businesses and who are keen to share their journeys and experiences. The day consists of curated peer-to-peer discussions, leadership panel discussions and presentations. Our central themes for the day are growth, strategy and culture. If you’d like to share some of your leadership experience with your peers then please send in suggestions for a: ✔️ Presentation or case study ✔️ Panel discussion ✔️ Round table discussion We’re open to suggestions but topics we’re keen to cover are: 👉 Agency growth ▪️ Agency growth stories: different approaches to structuring and growing a business ▪️ Finances and strategy ▪️ How to be more innovative: embracing change and being agile ▪️ New business development and growing customer value ▪️ Exploring new channel and partnership strategies 👉 Agency transformation ▪️ Gen Z recruitment strategies ▪️ Workplace transformation - flexible and hybrid working ▪️ Strategies for future proofing your business – skills development, people, technology ▪️ Sharing best practice of training and retaining talent Launch of the Market Research Society (MRS) Leaders Forum We're creating an exclusive network for agency business leaders (CEOs and MDs) to discuss operational, strategic and financial challenges and opportunities of running and growing an insight agency. The MRS Leaders Forum will be a year-long programme of bespoke events and a safe space for agency leaders to share experiences, exchange ideas and build meaningful connections that last beyond each meeting. Each half day session will include curated content, round table discussions and a peer-to-peer leadership support and advisory session. The focus for the upcoming three, half-day forum meetings will be: ▪️ Sustainable business growth & innovation ▪️ Client management and development ▪️ Recruitment, team & culture If you’d like to contribute to any of our #leadership events, please register your interest by next Monday 22nd July by emailing [email protected] stating your topic/s preference and providing a brief 200 word description of your proposal. #c4c #callforcontributions #event #leaders #marketresearch #businessleaders #leader

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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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🚨Pitch Positive Pledge only works when its two way…how can we expect clients to learn better behaviours if we don’t teach them. Behaviour change takes years of undoing and nudging towards the end goal. 💡It’s important and OK to say no if those behaviours aren’t observed. More importantly let the client or intermediary know why you have declined and what they could do better next time. It’s not a game of stick or twist…positively we are trying to do this every day Publicis Media Starcom but it’s a collective and considered decision. Our people 🙌 need to come first and that’s where it starts. Second, third and fourth is every other factor.

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The Creative Chemistry® Card Deck is here... Clearheads Co-Founder and Chief Creative Officer Alex has taken what he's learnt over the past 20 years, the building blocks of storytelling and turned those lessons into a powerful set of tools that can help you find and tell your story. Storytelling is about forging connections, sparking connections and leaving a lasting impression on your audience. So whether you want to enhance your brand, engage your audience more effectively, or elevate your organisation's message, Creative Chemistry® can bring your story to life and make a lasting impression. #videoproduction #video #videography #filmmaking #filmmaker #cinematography #videographer #film #cinematographer #photography #filmproduction #behindthescenes #director #filmmakers #videomaker #production #tvcampaign #videomarketing #setlife #videoshoot #marketing #videoediting #videoedits #filming #music #camera #videos #cinema #cinematic #directorofphotography

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Episode four of Real Talk is now live. IPA (Institute of Practitioners in Advertising) Lead Josh Krichefski, joins Alex, Nickii and Imogen to call BS on the perception that London is the heart of the creative industry. For many, London seemed like the only place to go to start a career in adland. But Josh argues that things have changed in recent years. The cost-of-living crisis, rising London rents, and remote working are a few of the reasons why things have moved away from London. This shift has helped agencies unlock a wider talent pool, and the breakdown of geographical boundaries has helped regional agencies to work globally. To hear more from Josh. Listen to the new episode here: Spotify – https://lnkd.in/ebVwEEgz Apple Podcasts - https://lnkd.in/eVZUjtpU #NewPodcast #RealTalk #MarketingPodcast #IPA #RegionalAgencies

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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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💥 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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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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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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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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