Tom Johnson

During this packed summer of sport, here's why a sport podcast advertising strategy could be the perfect way for your brand to get in front of fans this year. Download our white paper now: https://lnkd.in/e6DbywRY

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🔄 3 Ways Brand Strategy is Evolving - Things to think about for 2025 As we enter the last couple of months of 2024, at Hello Finch we’ve been reflecting on how brand strategy is evolving. Traditional brand strategy focused on positioning and differentiation. But in 2024 we saw fundamental shifts in how successful brands are being built. Here's what’s changing... First Evolution: Community Over Communication 🎯 Brands that win aren't just talking TO their audiences anymore - they're building WITH them. It's not about perfect polish, it's about perfect participation. At Hello Finch we work with a lot of young entrepreneurial talent and this is a key message we have on repeat - it’s not just about likes it’s about engagement. ➡️ The most successful brands we work with are spending 60% of their energy on community building and 40% on traditional marketing. This is literally inverted from five years ago. Second Evolution: Radical Transparency 💡 The era of carefully curated brand personas is over. Today's consumers can spot manufactured authenticity from miles away. They're demanding real behind-the-scenes access. ✅ One of our favourite Instagram Accounts is @DearCocoLondon* - Ant Duckworth, the Founder embodies Radical Transparency and we encourage all of our clients to take a look at his masterclass approach Third Evolution: Micro-Moment Marketing ⚡️ Instead of big campaign pushes, winning brands are mastering the art of showing up consistently in small, meaningful ways. It's about being present in decision-making moments. ➡️ This shift requires a fundamental rethink of how we structure brand strategy. The old quarterly campaign model is being replaced by always-on, adaptive approaches that can respond to cultural moments in real-time. One of our strategic investments ttagz embraces this approach - by engaging everyday customers in your brand, you retain their loyalty for a lifetime. In summary, the brands that will win in 2025 aren't just adapting their messaging - they're transforming how they operate. Strategy isn't an annual exercise anymore. It's a daily practice. Thoughts? What shifts are you seeing in your industry? Hello Finch. Listening Intelligently *Find Dear Coco Coffee at Strand-on-the-Green and The Gessner... we reckon you'll be hard pushed to find a better ☕ and for those out of Londoners, Ant has his on brew available through his website 😉 #BrandStrategy #Marketing #Innovation #FutureOfBrands #BusinessGrowth

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Why does Warner Leisure Hotels appear to be spending so much money on Television but not apparently reaping the benefits? You can see that despite being the largest sector spender and having a good mix of media channels, their visits are lower than some of their competitors who are spending far less. Why? Our research suggests that Warner's lower visit-driving TV performance could be the result of TV targeting not reaching the right demographic. Find out more in the full report: Link to report: https://lnkd.in/eDtVn72V #WarnerHotels #MarketingSuccess #ConsumerProfile #HighSpendingGuests #MarketingStrategy

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Staff Picks | Podcast Edition 🎧 Shefali’s Pick: Marketing ATM   By Jess Ruhfus & Anaita Sarkar Shefali’s thoughts:   "I'm currently listening to the Marketing ATM podcast, where they delve into the latest marketing trends with a refreshing, light-hearted touch. It’s an engaging mix of insightful discussions that feels like catching up with friends over brunch. It’s educational yet incredibly fun. I've learned a lot while thoroughly enjoying the friendly, casual vibe of each episode." #PodcastRecommendation #MarketingATM #MarketingTrends #DigitalMarketing #MarketingInsights

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In just over 24 hours, the summer of sport kicks off in earnest.   Yes, I know the T20 World Cup is underway, but let’s be honest, we’ve all got our eyes on Germany vs. Scotland tomorrow night and the Paris Olympics is just around the corner too.   As the excitement builds, so too does the workload as the planning of marketing campaigns around these mega-events turns to real-time execution…on top of the usual day-to-day stuff.   And then you’ve got to manage the periodic politics of whether to let your team go to the pub for the afternoon kick-offs.   Whatever your company policy permits, this summer’s going to be a stretch at times, so why not work with Chips and let us pick up the slack for any branding, content or website tasks you don’t have time for, no matter the lead time or size of task at hand.   #iGamingMarketing #euro2024 #olympics

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The Euros in Germany are in full swing. Have you seen some of the creative ads that pull on football analogies and content? Hats off to British Heart Foundation Specsavers and Tennent's Direct for their ads. My favourite is from WeRoad who create incredible adventures for travellers. Quick to pick up on notable players not selected In England's manager Gareth Southgate squad, Jack Grealish and James Maddison feature. They’re both well-known for their holidays in glam locations together and WeRoad is inviting Grealish and Maddison to join its squad 😁. Clever. Are there any ads that have caught your eye? #creativeads #advertising #euros

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308 – that’s the number of corporate partnerships with the top spending UK brands that are expiring within the next 12 months!    More specifically, 225 sports sponsorships, 70 charity partnerships and 13 arts & entertainment deals. This includes 39 finance brands, 30 drinks labels, 29 in automotive, 19 travel companies and 15 retailers.    What does that mean to you? These brands could be your next clients! 🤝   Along with advertising spend insights, ALF offers a Partnerships service, which aims to help sports organisations, arts and entertainment venues, and charities secure mutually beneficial commercial partnerships.   We understand that B2B relationships take time to secure, especially partnerships that require needs met and approvals gained from BOTH sides. That’s why our expiring partnerships data is such a gold mine of opportunities dive in to – think of it as your crystal ball showing what’s happening ahead, ensuring you can approach your target brands at the right time. 🔮   For charities, we recommended reaching out to prospective brands 6-12 months ahead of when you would ideally like your partnership to kick off, 9-12 months for arts & entertainment businesses and 9-18 months out for sports deals. 📅   Reach out to myself or Dominic Lyons to learn more about ALF Partnerships!   #partnerships #sponsorship #newbusiness #corporatepartners #sports #charities #arts #entertainment  

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As part of the launch of our 'Team Pulse' report, in which we explore the vital elements for high performing teams, we wanted to take a look at famous examples from the past. Today we're taking the PULSE of the England Women's Football team, better known as the Lionesses who are famous for winning the Euro 2022 Championships. PURPOSE: ✅ So many meaningful milestones achieved by this group of players, not least making history as the first major international trophy for an England Women's Football team but also the positive impact it's had on the women's game in this country and the example it's set for all aspiring players (I still get emotional every time I hear 'Sweet Caroline'). UNTIY: ✅ The Lionesses were well known for their sense of unity not only through trusting in each other's ability on the pitch but also recognising the important contributions from the wider squad and people behind the scenes. A lovely demonstration of this was the team's insistence that all members of staff appear in the winning photo after the final. LEADERSHIP: ✅ In 2021, the FA hired the new coach Sarina Wiegman who quickly started to instil a winning mentality. Whilst she certainly inspired the players and staff to new achievements, she was not alone in helping the team to success. Other leadership examples included the team captain Leah Williamson, who famously connected with the rest of the team by being open and authentic, whilst goal keeper Mary Earps used her years of experience to help mentor younger players. The point here is that the responsibility for winning or losing was shared across the group and is a major factor for their stunning achievements. SYSTEMS: ✅ The Lionesses broke many records during the Euro 2022 campaign but their ability to beat other teams was certainly no lucky accident. Their performances were a result of many carefully thought out protocols and endless hours of practice. An example of this was the comprehensive training plan that set out everything from nutrition and fitness programmes through to team tactics and player roles and responsibilities. EVOLUTION: ✅ Whilst the plaudits rightly go to the 23 player squad, it's also worth reflecting on the wider England Women's Football operation. Firstly the English FA unveiled their ambitious new strategy for women's football back in late 2020. This was the catalyst for the appointment of Wiegman and the building of an infrastructure that supported the squad's development. Added to that, the team obsessively reviewed their previous matches to allow them to adapt their style of play and perform at their peak when it mattered. If you want to know more about what makes a high performing team have a look at our recent report that brings together the latest research as well as our years of experience working IN and WITH teams. https://lnkd.in/d8HV4jrd #team #teamdevelopment #highperformingteams

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💬 “We’re an agency of sports fans, gaming enthusiasts, and culture-seekers… When people feel fulfilled and energised, we produce better work.” – Kimberley Broadbent, Managing Partner.    Working with major brands like EE, Jaguar Land Rover, and The FA, to produce successful campaigns, Kim's passion for sport marketing is undeniable. ⚽️    But what inspires her today? “The trajectory sport is on to becoming more equitable. Women’s sport has moved away from something brands and fans should care about to something they want to care about, and now can’t ignore.” 💪    Her biggest piece of advice? “Be curious… Simple questions can open up conversations, opportunities, and gets you to places you didn’t expect.” 🌟    Find out more from Kim about the impact of sport on society and the role it plays in our culture via the link below ⬇️   #SportMarketing #MarketingAgency #HavasPlayUK #WomenInSports   

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I heard the guys at System1 (Uncensored CMO) saying Q4 Golden Quarter in the UK is the most competitive ad market for #retail adverts 😮 ...but after watching far too much #BGT live I can't help thinking a Summer of epic British ads is about to dawn on us 🤩 Like this new 'It's Scanner Time' Aldi ad giving me all the feels: https://lnkd.in/dDs59hxq ▪ Branding early and throughout ▪ Quite literally smashing the competition (& cleverly without saying "Morrisons", "Asda", "Tesco", "Sainsburys") ▪ Communicates Quality as well as Value ▪ Subtle nod to Christmas feasts (implicitly brainwashing us early?) ▪ Music is a banger, and the funny story-line, invokes feeling! Although... - #CantMatchThis TikTok activation has more #AD influencers than customers taking part (+ hashtagging a phrase that needs an apostrophe should be illegal!) - The TV ad features their 2023 accolade for Good Housekeeping Food Awards Best Supermarket... the title was lost to Marks and Spencer for 2024 a few months ago 👀 UK Shop prices are down for 36 consecutive months, despite increasing cost pressures. So the #supermarketwar is fierce as ever... Well, lets hope we get some terrific ads to enjoy out of it at least 🤓🍿

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It's Michael Cera's world, we're just living in it 🧴 Watch how CeraVe utilised this perfect partnership with Michael Cera to create an unforgettable campaign! 👉🏻 Utilised social and influencer 👉🏻 Their first Super Bowl ad 👉🏻 They didn't stop talking about it #InfluencerMarketing #CeraVe #SuperBowl #SocialMediaMarketing #ContentCreators 

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We will be at the Richmond Events Marketing Insight Forum in London next week! Are you?    If you'll be there, too, be sure to connect with Bev Tigar-Bassett and James Robinson so we can set up a time to meet and discuss the impact of research advancements in your industry. We provide the insights you need into consumer habits, trends, innovations, market dynamics, and market predictions to enhance your marketing strategy. #marketinsightsforum #marketresearchsociety #richmondevents #mrx #marketresearch #boderlessaccess

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Contains compelling evidence of radio’s multiplier effect on results for performance marketers and aims to quantify the extent to which radio advertising can boost web traffic for online businesses, both short and/or longer term. Check it out https://lnkd.in/eDciyZTc #Radiocentre #Bauer #radioadvertising

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It’s often joked about how New Year resolutions tend to fade once ‘Auld Lang Syne’ has finished. But could these lapses become a thing of the past? Our research suggests so. Wellness, once relegated in significance post-January, is now receiving sustained search interest from consumers throughout the year - and this is creating an opportunity for brands. With wellness becoming a perpetual priority for consumers, brands equipped with agile strategies, leveraging real-time insights and automated advertising solutions, can navigate these evolving behaviours and foster meaningful engagement. Find out why here. 👇 https://lnkd.in/dmAqKicp #ThinkWithGoogle #MentalHealthMonth #Wellness

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We've been creating more and more on-pack brand partnerships at Cat Among the Pigeons over the last 18 months. Everything from Horlicks x Happy Place to Trek bars x Decathlon, Aunt Bessie's x Jet2Holidays, Seabrook x Blackpool Pleasure Beach or Soreen x Forest Holidays. The best partnerships enhance your proposition on-pack and create a lot of value quickly. Both in terms of exclusive prizes and offers but also kudos in terms of greater appeal with your target audience. Collaboration on activation and social content can also give a huge boost to brand awareness. Aligning ambition, timings and objectives is the real challenge, but when they work well, brand partnerships attract more shoppers and drive £millions of incremental sales for BOTH parties. We've a shelf full of effectiveness awards to prove it. Judging by 2025 briefs, it is a trend that seems to be gaining momentum. So have you created a brand partnership yet and if not, why not? #brandpartnerships #2for1 #addingvalue #onpackpromotions

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