Brand safety doesn’t mean restricting your reach – it increases the return on your spend

'Brand safety' is one of those unrelenting industry phrases that seems to be spouted ad nauseam, with brands and agencies alike contributing their two cents in every possible publication. The irony of that statement is not lost on me doing it again!

We all claim to care about brand safety, but many brands have yet to address their own accountability. We jump blindly into programmatic black holes and user generated content minefields, running across lengthy site lists with little concern as to where...

By Nathan Warner, 03 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding, Programmatic.

Why omnichannel is the answer to the retail apocalypse

2018 has seen UK retail undergo a catastrophic shakeup, as High Street shops close at an increasing rate, big brands like Toys ‘R’ Us and Maplin go under and others like Prezzo and Carpetright struggle to stay afloat.

It is now a cliche to say that digital has had a big role to play in this potential retail armageddon. Several major market changes, such as the proliferation of mobile devices and Amazon’s meteoric rise...

By Sam O'Meara, 01 May 2018, 0 comments. Categories: Best Practice, Branding, Customer Experience, Personalised Marketing.

Eight reasons why every small business needs to have a blog

A blog is technically a base for customers to read all about their favourite companies and their news, while also grasping a better understanding of what they do and what they’re all about. The majority of the time, a business blog creates great content and therefore brings in more traffic. Here are eight reasons on why a business blog is a great idea.

It will earn you backlinks

A company blog fuels SEO and if you want to rank well in Google, Yahoo, Bing and other search engines, then it is vital to...

By Paul Hunter, 27 April 2018, 2 comments. Categories: Branding, Content Marketing.

Why integration is the future for design agencies

Integrated versus specialist is a topic that has been hotly debated in recent years on both sides of the client-agency divide.

For agencies it’s about balancing the need for efficiency of internal processes, with demonstrating true value that you bring to clients, whilst remaining competitive within the continuously fragmented agency landscape.

It’s argued that there is a need for a new model for the ‘agency of the future’ that actually features interdisciplinary teams or even...

By Chris Harris, 27 April 2018, 0 comments. Categories: Best Practice, Branding, Campaigns.

Second-hand goods: Why it’s important to not let current trends hinder creativity

“There is nothing new under the sun”, the famous saying goes. It actually comes from the book of Ecclesiastes in the Old Testament – written well over two thousand years ago!

The fact that it has resonated down the centuries, and (ironically perhaps) feels as fresh today as it ever did, surely points to the fact that for all the abundance of possibilities in life, we actually experience much the same things as each other, just in different formats or settings.

In the communications...

By David Morgan, 26 April 2018, 0 comments. Categories: Branding, Campaigns, Content Marketing.

Why social is the #1 equaliser for brands

There are two types of businesses in the world when it comes to social — an organisation that does it because it feels it ‘has to’ to keep pace, and the ‘socially mature’ business that does it because it truly understands social media engagement, and its value on the bottom line. Social media is now the cornerstone of modern marketing strategies, regardless of the organisation's size, age, market position or revenue.

A business that is able to properly use social and all it...

By Rob Coyne, 24 April 2018, 0 comments. Categories: Branding, Content Marketing, Social Media Marketing.

Is ‘measurement culture’ killing creativity?

Data has redefined the marketing game in the last decade. Before, marketers would pump content out to their chosen medium and judge its success based on any increase in sales. Now, they sit on top of a pile of data that can tell them exactly how their campaigns are performing.

But is this ocean of data putting the focus of modern marketing too heavily on analysis, measurement and insight at the cost of creativity?

This seems to be a common view, according to a survey of 250 marketing decision-makers, with 72%...

By Colm Hebblethwaite, 17 April 2018, 0 comments. Categories: Best Practice, Branding, Content Marketing.

Can the year of the influencer thrive through National Day campaigns?

With Mother’s Day and Easter disappearing into the distance for another year, many brands will be analysing the performance of their themed marketing campaigns. This year, there is even more of a compelling argument to include influencers in this strategy.

The 2017 festive season saw around half of young people purchase products promoted by popular influencers on social media - no wonder 2018 has been dubbed ‘The Year Of The Influencer’. With Father’s Day not far behind, brands...

By Aaron Brooks, 16 April 2018, 1 comment. Categories: Branding, Campaigns, Customer Experience, Influencer Marketing.