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Our Monthly Round-up of the key pieces in Marketing for February – we’ve chosen just six key articles, a podcast and a book recommendation, if you missed them and have some time they are well worth a catchup. All our monthly reviews are now available on our website http://haiconsulting.com/category/views/ Our thoughts are with the people of Ukraine as they face the most dreadful living conditions.

1. Our top pick is an inspiring piece written by Janet Balis on the Five ways Marketing leaders can drive value in 2022. It’s a well written piece by the Leader of the EY Consulting Professionals in the Americas and EY’s CMO Practice. CMO’s need to seize the shift and re-double their commitment to transformation. As the pace of digital transformation continues, marketers are now taking centre stage in their organizations, connecting the dots across customer needs and data, business priorities, and the digital agenda. Well worth the read, or the article can be listened too as well and shows how the HBR is having a re-juvenation.

Here is the link: https://hbr.org/2022/02/5-ways-marketing-leaders-can-drive-value-in-2022

2. Secondly, we love a trends piece – we came across this website and Trends report that makes good reading. It’s curated by Niko Pajkovic and it’s a really good source.

Here is the link: https://www.trendhunter.com/slideshow/february-2022-marketing

3. Thirdly, we had to pick this exceptional piece on Learning to learn, by Rishad Tobaccowala from his substack series: the Future does not fit into the Containers of the Past. Edition 79.

Here is the link: https://rishad.substack.com/p/learning-to-learn?s=r

4. Fourthly, new research by Ipsos reveals that in the last three months 47% of British workers have either looked for another job (29%), thought about quitting their job (26%), applied for another job (13%) or spoken to their employer about resigning (6%). Is the Great Resignation really going to happen?

Here is the link: https://hrnews-co-uk.cdn.ampproject.org/c/hrnews.co.uk/the-great-resignation-one-in-two-british-workers-considering-new-role/amp/

5. Fifthly, from the Great Resignation to the Great Migration – to the Great Inflation. It is time to get creative.

Here is the link: https://joshbersin.com/2022/02/from-the-great-resignation-to-the-great-migration-to-the-great-inflation-now-what/

6. Sixthly, we pick our last piece this month from Ben Thompson at Stratechery, on digital advertising – their website is a great fountain of content and one we highly recommend.

Here is the link: https://stratechery.com/2022/digital-advertising-in-2022/

Time for the Work: No surprises this month, we have to pick a Superbowl spot and congratulations to Lucky Generals and Amazon for this brilliant spot. This London agency is setting the standard for the Superbowl with consistently outstanding creative work. https://www.youtube.com/watch?v=d0UEAr8I9G8

Media: Tesco warns of the declining reach of TV advertising despite setting up their own In House Media operation. https://www.campaignlive.co.uk/article/tesco-warns-declining-reach-tv-advertising/1748000?utm_content=buffer02d63&utm_medium=social&utm_source=twitter&utm_campaign=twitter+main

E-Commerce: The UK is the leading ecommerce market according to Mastercard. https://www.chargedretail.co.uk/2022/02/02/uk-is-leading-worldwide-ecommerce-market-penetration-says-mastercard/

Back to Henley: Everything crossed – we have got through to the end of February without any serious snow, with the frosts lifting there have been some crisp mornings besides the river.

Book Recommendation: We’ve been on our holidays this month – we wanted to highlight a really good read for a long flight. Sent to us by an agency during one of our pitch processes – we finally had time to get through it – there are some great learnings.

We are here to help you with your agency resourcing structures, agency reviews, and benchmarking to improve your marketing performance. It will be great to catchup with you.

Kind regards,

Will

(If you would like this sent to your email next month, please update us with your new email address – by emailing will@haiconsulting.com)

Our Monthly Round-up of the key pieces in Marketing for January – we’ve chosen six key articles, a new media, and a book launch for this month’s review. If you missed any of them – have some time, they are all well worth a catchup.

Here are our January highlights:-

1. Our Top pick this month, we’ve picked a piece from Nigel Vaz, CEO of Publicis Sapient who draws on his concept of SPEED. In this article, Vaz shares insight on why SPEED is important. He indicates that: “SPEED is an acronym that stands for: Strategy: developing and testing your hypothesis on priority value pools, Product: evolving at pace and speed, Experience: how can you enable value for customers, Engineering: delivering on your promise, and Data: validating your hypotheses and uncovering insights for constant iteration.

Here is the link: https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/kimberlywhitler/2022/01/29/ceo-of-publicis-sapient-suggests-the-key-to-business-transformation-success-is-speed/amp/

2. Our Second pick is from Youandmrjones Founder David Jones. David has been a long time supporter of the Adforum Consultants – the Worldwide Summit is due to take place again in New York in May. Always keen to present the phenomenal growth of his new company – this month he rebranded the company as the Brandtech Group – reflecting the future and future needs of brands.

Here is the link: https://youandmrjones.com/founder.html

3. Thirdly, we have picked a Trends piece from Gideon Spanier which first appeared in Campaign magazine in January. His six trends indicate how both risks and opportunities lie ahead.

Here is the link: https://www.campaignlive.co.uk/article/six-trends-and-warning-signs-watch-2022/1738424

4. Fourthly, we pick a piece from the AA and WARC on advertising expenditure. Last year, the UK ad market enjoyed its strongest ever year, according to the latest Expenditure Report from the Advertising Association and WARC. It’s estimated that the market grew by 26.4% to reach £29.7 billion, it’s a positive reflection of the market.

Here is the link: https://soamp.li/gQxa

5. Fifthly, we pick a pick from the effervescent Lucy Jameson, founder of Uncommon London who states that the best way to predict the future, is to create it. Well Uncommon London are certainly creating the future, in their very own way.

Here is the link: https://www.campaignlive.co.uk/article/the-best-predict-future-create-it/1738070

6. Sixthly, we finish with the highly rated Rishad Tobaccowala – a great piece out this week on Wisdom – his writing pieces continue to inspire everyone from his series - The Future Does Not Fit in the Containers of the Past. It’s a great read.

Here is the link: https://rishad.substack.com/p/wisdom?

Time for the Work: Well its about time we picked a Nike ad. British tennis superstar Emma Raducanu fronts Nike’s latest spot in an ad that plays on some of the negative criticism she’s received since her historic win at the 2021 US Open. Anything to take the pressure off this British superstar must be good. https://www.youtube.com/watch?v=kS7Gbn5hX10&t=21s

Media: Simon Andrews produces Fix Lite and Merchant weekly and this is his latest creation via Linked In. We highly recommend you sign up to them. https://www.linkedin.com/newsletters/fix-on-linkedin-6888866226769018880

Back to Henley: A frosty, but fairly mild January overall, what a fab place we live. We liked this January picture of the rowers heading into the mist as we start 2022.

New Book Alert: Grant Duncan has a book out this month – How do you plot the best career path? How do you know you’re heading in the right direction professionally? Looking Beyond the Car in Front, guides both senior and mid-career business executives in taking a more assertive and strategic longer-term approach to career choices. When following the car in front may seem the easiest, safest and most rational course of action, it will not necessarily take you in the right direction. The contents is a reflection of 40 years of his life spent in business, working initially in advertising and then as a headhunter, as well as in-depth interviews undertaken with many successful executives including Roger Davis, Chairman of BUPA, Stevie Spring, Chairman of the British Council, Stephen Carter, Informa plc Group Chief Executive, Tim Davie, BBC Director General, and Alan Jope, Unilever plc CEO. This book provides a helpful “front-seat navigator” in steering your next career move, and for those supporting career development, including HR Directors, coaches, and career management consultants. https://lnkd.in/efc7qgTE

We’re here to help you with your agency resourcing structures, agency reviews, evaluations and benchmarking to improve your marketing performance, do contact us for anything we may assist you with.

Kind regards,

Will

For more information visit: http://haiconsulting.com/category/views/

(If you’d like this sent to your email next month, please update us with your new email address)

Happy New Year. Our Monthly Round-up of the key pieces in Marketing for December – we’ve chosen five key articles and a podcast for this month’s review. If you missed any of them – have some time, they are all well worth a catchup.

Here are the December highlights:-

1. Our Top pick this month, we’ve picked a piece by Mckinsey on Digital marketing.  Many companies fail to take advantage of this granularity, falling back on agencies and aggregators to manage their digital-marketing investments. A more hands-on approach can rapidly drive double-digit revenue growth – without increasing marketing budgets. Our view – you get what you incentivise.

Here is the link: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/deactivate-your-digital-marketing-autopilot?

2. Secondly, we like the fuelpodcast.com, particularly when they have the brilliant Helen Calcraft on it (from 10 minutes in) a brilliant leader – a brilliant creative agency, there is a real dynamo working at the heart of Lucky Generals, and she is always on a mission.

Here is the link: https://thefuelpodcast.com/helen-calcraft-lucky-generals-always-on-a-mission/

3. Thirdly, for a long time, the consultancy businesses have tried to promise they’d upstage agencies — it hasn’t really worked like that, this is a great piece by Digiday on what has worked and not worked.

Here is the link: https://digiday.com/marketing/consultancy-businesses-tried-to-promise-theyd-upstage-agencies-it-hasnt-really-worked-like-that/

4. Fourthly, at this time of year many firms offer their crystal ball – or Predictions for 2022. This set has been pulled together from a number of agency leaders by Jeremy Lee at the Creative Salon and offers a broad and well written view.

Here is the link: https://creative.salon/articles/features/qotw-biggest-learning-of-2021

5. Fifthly, 8 Predictions from WARC, getting smart with TV buys and beating the agency drum, we include this piece on a further eight predictions for 2022, again by agency leaders.

Here is the link: https://www.warc.com/newsandopinion/opinion/eight-predictions-for-2022/5527

6. Sixthly, Rishad Tobaccowala has consistently given us the best thought leadership content in 2021, with his series: the Future does not fit in the containers of the past, so we end 2021 with his latest piece: Six ways to be, and feel better. https://rishad.substack.com/p/six-ways-to-be-and-feel-better?

Time for the Work: So many good Christmas ads to pick from this month, but we just had to pick Amazon for their kindness ad, following the effects of the pandemic. https://www.youtube.com/watch?v=LnjeHwUaEyQ Congrats go to Amazon agencies: Lucky Generals and Initiative media for this one.

Media: Are you wasting a ton of money, this one looks at the pros and cons of performance marketing. https://www.thecraftory.io/blog/2020/waste-a-ton-of-money

Letter/Tweet from America: Tom Morton sent us this wonderful A-Z of Ivy League style.  This is a lovely diversion – an A to Z that has taken a full year to get as far as L for Loafers. https://kamakurashirts.com/blogs/vintage-ivy-a-to-z-blog

Back to Henley: A mild December, the New Year looks similar, but it’s all about topline growth. Henley’s retail space is thriving again with the opening of Tigers ‘n’ Tiaras, Pets Corner, soon to come Cote Brasserie, and the Pavilion.

It’s the New Year, we’re here to help you with your agency resourcing structures, agency reviews, evaluations and benchmarking to improve your marketing performance, do contact us for anything we may assist you with.

We wish you and your family a healthy and prosperous New Year.

Kind regards,

Will