Monthly Review – May

Our Monthly Round-up of the key pieces in Marketing for May – we’ve chosen five key articles, and a new blog. Curated for you to peruse in your downtime, all our monthly reviews are now available on our website. http://haiconsulting.com/category/views/ This month we also bring you the highlights from the Adforum Worldwide Summit held in New York.

Our May highlights:

1. Our top pick this month is a compelling piece on client’s cutting budgets?  Gartner’s Annual CMO Spend Survey Reveals 2024 Average Budgets Have Fallen by 15%, As CMOs Pursue Growth in the ‘Era of Less’. Average marketing budgets have fallen to 7.7% of overall company revenue, down from 9.1% in 2023, according to a Gartner, Inc. survey of 395 CMOs and marketing leaders.

Here is the link: https://www.gartner.com/en/newsroom/press-releases/2024-05-13-gartner-cmo-survey-reveals-marketing-budgets-have-dropped-to-seven-point-seven-percent-of-overall-company-revenue-in-2024

2. Secondly, we have picked the latest Forrester Wave Q2 Report for Commerce Services. This report shows how each provider measures up and helps technology, marketing, and digital business leaders select the right one for their needs. It’s the one study that tracks where each of the holding companies are headed.

Here is the link: https://reprints2.forrester.com/#/assets/2/2625/RES180822/report

3. Thirdly, it’s a seriously good piece on ‘art and creativity being unleashed’ by Rishad Tobaccowala’s series – ‘The future does not fit in the containers of the past’ It is an excellent read. Here he unleashes how AI will change the world.

Here is the link: https://rishad.substack.com/p/art-and-creativity-unleashed?

4. Fourthly, we had to pick a short article by Mark Ritson this month. The effectiveness expert Peter Field and author of The Long and the Short of It explains how pre-testing has led to more effective ads, focusing on emotional response.

Here is the link: https://www.marketingweek.com/peter-field-pre-testing-marketing-effectiveness/

5. Fifthly, Sir John Hegarty has a new blog on the business of creativity and it’s well worth following. A bulletin for big ideas and better business.

Here is the link: https://www.linkedin.com/pulse/banish-word-original-from-your-organisation-sir-john-hegarty-btm4e?

6. Sixthly, we had to pick this piece in Contagious.com and we have also picked the following book below by Michael Farmer. At the end of January, Interpublic Group (IPG) announced that Huge’s chief product officer, Lisa de Bonis, was replacing Mat Baxter as CEO of the agency. For anyone who had read Madison Avenue Makeover, this was a big deal.

Here is the link: https://www.contagious.com/news-and-views/mat-baxter-on-reinventing-the-creative-advertising-agency-business-model-at-Huge

Book Alert: We picked up a copy of Michael Farmer’s latest book Madison Avenue makeover. Its an interesting read given Baxter presented their bold vision to the Adforum in 2022. Michael Farmer’s book is a fly-on-the-wall account of Baxter’s efforts to save Huge from stagnation by reinventing the digital agency as a growth acceleration company that sold creative services as fixed-price products. The book highlights the most successful agencies know creativity devoid of results for clients does not grow a business. The riveting story of Huge’s journey through its transformation, with a revised mission, a new line of fixed-price products, and a single global organization that would permit Huge to help its clients accelerate their top line growth rates. What Baxter failed to do was to understand his customers needs – and failed to ask what his client’s really wanted.

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Media: Hot off the press, we came across this great piece on Goodstuff and their new business learnings. https://the-media-leader.com/20-things-we-learned-from-20-years-of-goodstuff/

Podcast: We thought it was time for a monthly Podcast – this one from Ian Millner is simply superb Entrepreneurs in the Wild – Global ad agency founder Ian Millner’s on a mission to tap into the alternative mindset of the entrepreneur. Each week he invites a new guest to join him on a journey to the Wild Side and discuss exactly what made them challenge the status quo. From ‘What’s your why?’ to the future of AI, join Ian exploring the future of creative entrepreneurship. https://www.audible.co.uk/podcast/Entrepreneurs-in-the-Wild/B0D154Z9T7

Time for the Work: It’s congratulations to Marmite and DDB New York this month, for their Marmite Smugglers ad. It’s a piece of business that everyone in the agency wants to work on, and well… you either love it or hate it! Alex Lubar we are a fan! https://www.ddb.com/creative/smugglers/

Our Adforum Highlights: This year, 32 Intermediary/Consultants from across the world, met in New York at the Adforum Worldwide Summit – with 26 agencies from across all marketing disciplines. Not surprisingly, AI was the centre of focus. Faster, better, cheaper – it’s now possible to have it all. Each consultant was asked for their key three findings for the week, and we asked ChatGPT to synthesize your answers.

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So here is the result:-

*Impact of AI on the Industry*
The seminar participants widely agreed that AI is set to radically transform the industry. AI is already influencing operations and production, and its role will expand to include real-time strategic improvements. This technology will both disrupt existing structures and create new opportunities, leading to significant changes in industry dynamics. There is a consensus that agencies must embrace AI to remain competitive, as those that fail to adapt risk obsolescence.

*Importance of Creativity and Talent*
Despite the rise of AI, creativity remains a central element of the industry. Agencies with strong strategic and creative talents, particularly those that understand and integrate new technologies, will continue to thrive. The unique human element in creativity and strategic thinking is irreplaceable, underscoring the ongoing need for high-quality talent and innovative thinking.

*Evolution of Agency Models and Structures*
The traditional agency model is under pressure, with a clear trend towards the consolidation of services and the integration of multidisciplinary offerings. Holding companies are underperforming, with independent and innovative agencies gaining ground. Models like MediaMonks that combine creative and technological expertise are seen as well-suited for the future. Additionally, there is an increasing focus on cultural relevance and community engagement as key strategies for connecting with modern audiences, particularly younger generations like Gen Z.

Overall, the industry is poised for a significant transformation driven by AI, but the human touch in creativity and strategic thinking, as well as the evolution of agency models, will play crucial roles in navigating this change.

Are ‘thirty two’ Consultants better than ‘one’? I wholly believe so. But, you can ask me for a more detailed presentation of what we learnt – and it’s fascinating.

Back to Henley: If you’re coming to Henley Royal Regatta, or the Henley Festival this summer, please do get in touch.Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Jo Bausor, the CEO of the Henley Festival. https://www.henleystandard.co.uk/news/let-s-get-down-to-business/189425/lets-get-down-to-business.html

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We are here to help you with your agency ecosystem, growth plans, resourcing structures and benchmarking to improve your marketing performance – do give us a call for a catch-up to see how we can help you and your teams.

Kind regards,

Will

Monthly Review – April

Our Monthly Round-up of the key pieces in Marketing for April – we’ve chosen four key articles, a webinar and a podcast. And in case you missed it, we have also attached again the link to Zoe Scaman’s thesis on Strategy in the era of AI. Curated specifically for your sector, all our monthly reviews are now available on our website. http://haiconsulting.com/category/views/

Our April highlights:

1. Our top pick this month is a piece from the Harvard Business Review – April edition. Michelle Taite explains ‘How One Marketing Team Made AI Part of Its Daily Work’. In today’s always-on environment, AI tools can help marketers optimize and personalize their campaigns quickly and efficiently. But AI alone won’t yield meaningful campaigns. Impact-driving work requires both human ingenuity and machine speed — a combination marketers can’t fully embrace without daily practice. This article discusses how one team experimented with used AI to complement their creative marketers on various tasks, and how it resulted in their most impactful campaign to date.

Here is the link: https://hbr.org/2024/04/how-one-marketing-team-made-ai-part-of-its-daily-work?ab=HP-hero-featured-image-1

2. Secondly, we have picked this webinar by Mark Ritson, which he did at the end of March though we didn’t get the link until April. Mark has been brand vociferous for some time, but on 26th March, Mark attempted a world-first Mass Consulting Rally. Thousands of marketers came together as Mark led them through a series of diagnostics to work out exactly what they should focus on for marketing success in 2024.

Here is the link: https://mba.marketingweek.com/ritsons-mass-consulting-rally/

3. Thirdly, it’s a seriously good piece on Effectiveness, headlined by Laurence Green and Thinkbox. This immense new study brings together the econometric databases of Ebiquity, EssenceMediacom, Gain Theory, Mindshare, and Wavemaker, to create the most comprehensive analysis of advertising effectiveness to date. Collectively it has examined £1.8 billion worth of media spend across 141 brands and 14 categories. You can now what the sessions and download the slides.

Here is the link: https://www.thinkbox.tv/news-and-opinion/events/the-new-business-case-for-advertising

4. Fourthly, we’ve become quite a fan of the Moving Tribes substack and particularly its views on Retail. Ian Shepherd curates this one, its his home for writing, sharing content and other digital things, and in this piece he looks at ‘stealthy business.’

Here is the link: https://movingtribes.substack.com/p/stealthy-business

5. Fifthly, we pick a piece from the Creative Salon on the integration of Creative and media agencies or the reimaging of the Full Service agency. The move aims to bridge the gap between creative and media agencies, providing end-to-end marketing solutions. It was one of the boldest and biggest agency structural moves of recent times, reuniting media and creative.

Here is the link: https://creative.salon/articles/features/sarah-golding-t-pm

6. Sixthly, we pick a podcast from the Uncensored CMO, John Evans curates ‘a CMO Masterclass’ he interviewed Craig Inglis this month, on how John Lewis redefined emotional advertising. Craig highlights the role that marketing plays in driving positive change, by shinning a light on everything special. He discusses the role of the CMO – perception versus reality.

Here is the link: https://uncensoredcmo.com/130

Media: Brian Jacobs’ and his colleagues experience in media, market research and advertising ensures that clients make the most of the services that they buy, as well as being well placed to assess new opportunities. Calling for greater transparency – they also produce the Cog Blog which is an interesting media read. https://www.bjanda.com/blog/advertising-who-cares/

AI Special: We had this as our Top Pick last month and because feedback was so good – we decided we should include it somewhere again. This is Zoe Scaman’s thesis on Strategy in the era of  AI. A must read! https://www.canva.com/design/DAF_JFMQSX0/a_RRBMuSZ3Z9w-sKGgZe9g/view

Time for the Work: It’s congratulations to the RSPCA and AMV BBDO this month, for a spot ‘For every kind’ you might not have seen it due to the size of budgets, but we just loved it. https://www.rspca.org.uk/-/news-rspca-launches-for-every-kind-campaign-to-rethink-animals-in-200th-year#:~:text=The%20For%20Every%20Kind%20campaign,hit%20to%20call%20for%20Respect.

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Back to Henley: I hope you had a good Bank Holiday weekend, the Town is getting ready for regatta – the boats are re-appearing on the river. Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Richard Pinches, a photographer and videographer, who runs Meadows Farm Studios in Henley. https://www.henleystandard.co.uk/news/business/188539/lgdtb14424.html

We are here to help you with your agency ecosystem, growth plans, resourcing structures, and benchmarking to improve your marketing performance – do give us a call with any questions we can help you with.

Next month, we will bring you the AI highlights from the Adforum Worldwide Summit from New York.

Kind regards,

Will

 

Monthly Review – March

Our Monthly Round-up of the key pieces in Marketing for March – we’ve chosen five key articles and a podcast this month. Curated specifically for your sector, all our monthly reviews are now available on our website. http://haiconsulting.com/category/views/

Our March highlights:

1. Our top pick is a brilliant Field Guide on AI, written by Zoe Scaman, sent to us by start-up agency – Narratory Capital in New York. It is an interesting thought leadership guide and an authoritative read for any AI novice. Zoe specifically looks at using AI for strategy development. It’s down to earth, it’s 82 pages, and highly recommended explaining absolutely everything AI.

Here is the link: https://www.canva.com/design/DAF_JFMQSX0/a_RRBMuSZ3Z9w-sKGgZe9g/view

2. Secondly, – we have picked a podcast from Mckinsey this month, titled ‘Analyzing the CEO-CMO relationship and its effect on growth.’ CEO’s acknowledge the expertise and importance of chief marketing officers and their role in helping the company grow, yet there’s still a strategic disconnect in the C-suite. Here’s how to close the gap.

Here is the link: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/analyzing-the-ceo-cmo-relationship-and-its-effect-on-growth?cid=eml-web

3. Thirdly, – we pick a piece from the Harvard Business Review on Growth titled ‘Put Marketing at the Core of Your Growth Strategy’. Companies that make the decision to put marketing at the core of their growth strategy outperform the competition, according to McKinsey research. Specifically, both B2C and B2B companies who view branding and advertising as a top two growth strategy are twice as likely to see revenue growth of 5% or more than those that don’t (67% to 33%).

Here is the link: https://hbr.org/2024/03/put-marketing-at-the-core-of-your-growth-strategy

4. Fourthly, – it has to be procurement. ‘Marketing procurement seeks better metrics.’ WFA research shows that teams are looking at creative and production as well as media in their bid to identify savings for 2024. Many company target setters fail to understand marketing, increasing barriers between procurement, marketing and the rest of the organisation.

Here is the link: https://wfanet.org/knowledge/item/2024/03/28/Marketing-procurement-seeks-better-smarter-metrics-in-2024

5. Fifthly, – we attended a webinar this month by Mckinsey on: ‘What matters most and it includes eight CEO priorities for 2024’. A good read and the report can be downloaded.

Here is the link: https://www.mckinsey.com/featured-insights/mckinsey-live/webinars/what-matters-most-eight-ceo-priorities-for-2024

6. Sixthly, – we just had to pick a piece from the Rishad Tobaccowala’s series – ‘the Future Does Not Fit in the Containers of the Past.’ This month it’s edition 190, – it’s his free Sunday thought letter – and it’s on ‘Squeezing Time’.

Here is the link: https://rishad.substack.com/p/squeezing-time

Retail: There were some big stories in retail this week – how retailers are navigating sluggish demand, how AO and Currys are beginning to defy their critics, but we also came across this Linked In thread by Richard Lim (sent to us by MovingTribes.com): What’s happened in retail this week’ he posts on Linkedin, which is definitely worth watching out for. https://www.linkedin.com/posts/richard-lim-42527726_whats-been-happening-in-retail-this-week-activity-7180266201741193216-11M1?

Marketing Risk: Les Binet, head of effectiveness at A&E/DDB has delivered a huge amount of work on creative & media effectiveness. In his latest You tube series he looks at risk and what marketers can do about it. https://youtube.com/watch?v=oW2QdcU3fno&si=dvjrWDTqJHzpGJbB

Time for the Work: It’s congratulations to British Airways and Uncommon London this month for an iconic OOH campaign. British Airways colleagues feature at the forefront of the campaign, in both the TV advert and the out of home imagery, from

flight crew, cabin crew, engagement centres to the airline’s head office. The campaign simply goes from strength to strength. https://mediacentre.britishairways.com/pressrelease/details/19269 And here is the System One report. https://testyourad.system1group.com/report/f833f7a0-abe8-4cba-ade4-38a9bb16213e

 

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Back to Henley: Spring is in the air – the river is subsiding – the regatta tents are beginning to emerge. Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Steve O’Connor – the Director of the River & Rowing Museum in Henley. https://www.henleystandard.co.uk/news/business/188290/lgdtb28324.html

We are here to help you with your agency ecosystem, growth plans, resourcing structures, and benchmarking to improve your marketing performance – do give us a call with any questions we can help you with.

Kind regards,

Will

Monthly Review – February

Our Monthly Round-up of the key pieces in Marketing for February – we’ve chosen five key articles and a podcast this month. Curated specifically for your sector, all our monthly reviews are now available on our website. http://haiconsulting.com/category/views/

Our February highlights:

1. Our Top pick this month and a great read, is a piece from Rishad Tobaccowala’s series – the Future Does Not Fit in the Containers of the Past. It’s edition 186, The Rise and Fall of Giants. When companies like AT&T, IBM, General Electric and General Motors were the world’s leading organizations in the 20th century, it seemed as if they might always occupy their lofty positions.  Few could envision the emergence of new, dominant companies and industries.  Apple, Google, Amazon and others rose with astonishing speed to become leaders in their categories. Will this new era of the four shifts of power, demographics, mindsets and technology bring about a tectonic change in the corporate landscape?

Here is the link: https://rishad.substack.com/p/the-rise-and-fall-of-giants

2. Secondly – we pick the Investor Chronicle piece by Jennifer Johnson. Best-selling products give companies an edge – and, as prices rise, branding has never been more vital to keep consumers buying. Brand loyalty is one of the great enigmas of business: it’s tricky to build, perhaps even more difficult to maintain, and it can be lost in an instant. For companies in the fast-moving consumer goods (FMCG) sector, to take just one example, it can also be the difference between outperforming their peer group and falling behind.

Here is the link: https://www.investorschronicle.co.uk/ideas/2024/02/29/the-companies-with-brand-power

3. Thirdly, we pick this piece from the HBR. The future of marketing is Intergenerational. Demographics suggest that Americans over the age of 60 will soon become a larger consumer group in terms of income than 20-to-34-year-olds, yet companies still position their brands as if the bulk of the market is people under the age of 40. The answer, however, is not to shift marketing strategies from one generation to another. Research has suggested that boundaries between generations are fuzzy, if not arbitrary.

Here is the link: https://hbr.org/2024/02/the-future-of-marketing-is-intergenerational

4. Fourthly, we’ve picked this piece from the Creative Salon this month, on the learnings from Surfer.  What makes a great beer ad? Reach, Frequency, Emotion, Creativity and Conversational Currency we say. Bafta winning director Jonathan Glazer’s seminal ‘Surfer’ spot for Guinness is a quarter of a century old this year. What can it teach us today?

Here is the link:  https://creative.salon/articles/features/guinness-surfer-learnings-qotw

5. Fifthly, why is no one in advertising talking about sustainability anymore. Last year was the hottest on record, and climate disasters claimed tens of thousands of lives and cost billions of dollars. So why does it feel like the climate crisis has fallen off marketers’ agenda? Sent to us by Tina Fegent, it’s from Contagious and it outlines some of the pressures facing Marketeer’s

Here is the link: https://www.contagious.com/news-and-views/why-is-no-one-in-advertising-talking-about-sustainability-anymore

6. Sixthly, we had to pick this excellent podcast this month. He’s the agency leader who always tells us – he is ‘just getting warmed up’ – Ian Millner is the Chair and Co-Founder of Iris Worldwide, a leading marketing agency, doing extraordinary things and operating as an alternative to the ad-led supergroups. This is a conversation with ideas and people at its core, and it’s clear that part of Ian’s success is down to his passion for enabling cultures driven by creativity and curiosity. He explains how he set up the business and how Iris has created value for a lot of people.

Here is the link: https://podcasts.apple.com/gb/podcast/lets-do-the-right-thing/id1543009996?i=1000647666724

Media/AI: It’s AI for a change this month – and despite the jargon in this webinar – its insightful on the differences between ChatGPT V’s Gemini. Which one produces better content (and how to make the best use of each platform). Sent to us by fractional Marketing consultant Matthew Gaunt, it highlights how Neil Patel has worked with so many different companies.https://www.youtube.com/watch?v=-WuQHSOtzi0

Time for the Work: It’s congratulations to Cadbury’s and VCCP again this month for their ongoing Cadbury work. Cadbury’s Easter campaign, enables people to hide chocolate eggs for their loved ones, and it returns – with a twist. https://creative.salon/articles/work/cadbury-worldwide-hide-vccp-2024

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Back to Henley: Henley featured on the programme ‘Roux down the River’ on the Food Network this month. We have a new Prospective Parliamentary Candidate in Caroline Newton – a great local choice. Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Nigel and Jo Eddon, partners in Honeys of Henley. They are bee farmers who produce seasonal honey and are passionate about it.  https://www.henleystandard.co.uk/news/business/187224/lgdtb19224.html

We are here to help you with your agency ecosystem, resourcing structures, and benchmarking to improve your marketing performance – do give us a call with any questions we can help you with.

Kind regards,

Will

Monthly Review – January

Our Monthly Round-up of the key pieces in Marketing for January – we’ve chosen five key articles and a podcast this month. As we start the year we focus on growth and relevance. Curated specifically for your sector, all our monthly reviews are now available on our website. http://haiconsulting.com/category/views/

Our January highlights:

1. Our Top pick this month is a piece from McKinsey, 2024 and beyond: Will it be economic stagnation or the advent of productivity-driven abundance. Hoping for a soft landing in 2024 won’t mitigate current risks or raise business performance and living standards longer term. If companies pursue the three-sided productivity opportunity, they can do both.

Here is the link: https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/2024-and-beyond-will-it-be-economic-stagnation-or-the-advent-of-productivity-driven-abundance

2. Secondly, we had to pick the latest from Julian Douglas – the ‘British make the Best Advertising in the World’, is a piece he did for the Creative Salon. In his new role as the UK Advertising Export Group chair, Douglas wants British advertising to embrace its excellence with lashings of creative swagger.

Here is the link: https://creative.salon/articles/features/julian-douglas-vccp-uk-advertising-exports

3. Thirdly, we pick a piece by retail guru Tim Mason, he additionally has a new blog called the Golden Rule this month. Retail marketing centres on devising innovative strategies to engage customers and enhance offerings and interactions to shape desired behaviours and outcomes. With the rapid rise of AI and machine learning, retailers can do what was previously impossible – achieve true one-to-one personalisation and do it cost-effectively and at scale.

Here is the link  https://retailtimes.co.uk/eagle-eye-three-technology-trends-shaping-retail-marketing-in-2024/?

4. Fourthly, we pick Rishad Tobaccowala, Edition 179 – Strategy is “Future Competitive Advantage”. This definition works both at the level of the firm and at the level of the individual. What will the future look like? How will the marketplace change with evolving customer needs and expectations? Who will the competition be not just now but in the future? Relative to these future needs and competitors what advantage will we or our firms provide? It is simple way to understand and apply strategy. Here is the process laid out on one page on how every firm and individual can apply strategy including some key questions and approaches.

Here is the link:  https://open.substack.com/pub/rishad/p/strategic-myopia?

5. Fifthly, are we witnessing the end of the CMO? No, and stop asking. Mark Ritson gives us his view – Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better. It’s a good read.

Here is the link: https://www.marketingweek.com/ritson-end-cmo-no/

6. Sixthly, we’ve picked a superb podcast done by The Growth House. A series that explores leadership, teamship, and growth. Ben Fennell – founder and CEO – interviews Richard Phillips this month, one of the world’s leading coaches in personal communication, presentation and media skills. Authenticity – understanding yourself – growing on your terms, there are some great learnings here.

Here is the link: https://shows.acast.com/thegrowthhouse/episodes/communication-and-impact

Media: “The Future 100: 2024” an indispensable VML guide to the coming year. It’s a bumper edition includes bespoke research, expert predictions, and a new “Innovation” section that looks to an exciting new future beyond 2024. It can be downloaded here https://bit.ly/48WEt2a

Time for the Work: Well it’s congratulations this month to Cadbury and VCCP and a shoutout specifically for Dave Boscawen and the Cadbury’s marketing team, who have consistently driven this creative work forward. https://www.marketingweek.com/cadbury-200-years-consistent/ And here is the System One report. https://testyourad.system1group.com/report/23262200-51c1-49a0-9f2c-2a2b97be9e96?categoryIds=394

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Back to Henley: The flood waters have been – and gone. The countdown is on! With less than 150 days to go, the 2024 Henley Royal Regatta is gearing up to bring the spectacle and spirit of world-class rowing right back to the River Thames. Our weekly column in the Henley Standard continues where we interview local entrepreneurs.  It’s called Let’s Get Down to Business. We were delighted this month to interview Alan Wilson who is the Co-founder and Director of the Henley Distillery – the makers of Henley Gin. https://www.henleystandard.co.uk/news/business/186190/lgdtb7124.html

We are here to help you with your agency ecosystem, resourcing structures, and benchmarking to improve your marketing performance – do give us a call with any questions we may help you with.

Kind regards,

Will

Monthly Review – December

Our Monthly Round-up of the key pieces in Marketing for December – we’ve chosen six key articles this month. As we reach the year end, we have included the McKinsey – Review of 2023. Curated specifically for your sector, all our monthly reviews are now available on our website. http://haiconsulting.com/category/views/

Our December highlights:

1. Our Top pick this month is the review of 2023 by McKinsey which is so well constructed. Leaders had a lot to ponder – and act on – in 2023. Meanwhile, generative AI’s impact on business and society dominated the global conversation. To support sustainable, inclusive growth, organizations needed to rewire for the digital era and refine their approach to talent and inclusivity. In some cases, entire businesses needed to be transformed – particularly as the energy transition becomes more urgent. Leadership and resilience are more crucial than ever. McKinsey details 12 crucial themes that are fueling impact every day, in every corner of the globe.

Here is the link: https://www.mckinsey.com/featured-insights/2023-year-in-review

2. Secondly, we had to pick this piece from the Harvard Business Review, written by Sylvia Ann Hewlett – ‘The New Rules of Executive Presence’. Executive Presence (EP) is typically perceived as consisting of three elements in descending order of importance: gravitas, skillful communication, and the “right” appearance. The author’s new research shows that while confidence and decisiveness are still paramount for gravitas, pedigree has become less central, and new weight is given to inclusiveness and respect for others. On the communication front, superior speaking skills and the ability to command a room still lead the list of desirable attributes, but comfort on Zoom, a “listen to learn” orientation, and authenticity are on the rise

Here is the link: https://hbr.org/2024/01/the-new-rules-of-executive-presence

3. Thirdly, we’ve picked a piece from ISBA and their Partner Predictions for 2024. It brings together the key trends for 2024 from a number of different partners. A really concise read.

Here is the link: https://www.isba.org.uk/system/files/media/documents/2023-12/2024%20Partner%20Predictions_1.pdf

4. Fourthly, we like the Uncensored CMO, we’ve become a bit of a fan of Jon Evan’s – Uncensored CMO – His goal has always been to meet the World’s most successful CMO’s and hear their experience and learn from them. Here are five CMO’s that stand out.

Here is the link: https://www.linkedin.com/posts/uncensoredcmo_the-top-5-uncensored-cmos-from-2023-my-activity-7143513424319193089-rtlY/

5. Fifthly, we’ve picked the Top 10 Campaigns of 2023 written up by Creative Salon. They reflect on the most widely-read campaigns featured on the Creative Salon site throughout 2023, and it’s a great read.

Here is the link: https://creative.salon/articles/top-10-campaigns-of-2023

6. Sixthly, we pick an excellent piece written by Sarah Furness – a former combat helicopter pilot and Squadron Leader who literally helps leaders to perform and thrive “under fire.” This piece is written on ‘How to set your company vision and values for 2024’. Sarah is also writing a sequel to her book ‘Flying High’ and is a fantastic keynote speaker. She lives here in Henley. If you would like her to come and speak to your leadership team, do get in touch.

Here is the link: https://www.linkedin.com/pulse/how-set-company-vision-values-2024-sarah-furness-n76fe/?trk=public_post

Media: ‘2023 was more of a slog than expected’, Gideon Spanier gives his view on how inflation and job cuts have dogged the sector. https://www.campaignlive.co.uk/article/2023-slog-adland-expected/1851363

Honours: Congrats go to @WPP chief @readmark on his Royal recognition with a CBE from the King in the New Year’s #honourslist which he dedicated to those working within the UK’s creative industries. “It’s wonderful to see that contribution recognised,” he said.

Time for the Work: Well with all the Christmas ads to choose from – it’s congrats this month to Aldi and McCann Manchester for ‘Kevin the carrot’. Clearly many people shop there – the campaign is winning with power and dominance. https://www.youtube.com/watch?v=HCoPv4aedfU

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Back to Henley: Our weekly column in the Henley Standard continues where we interview local entrepreneurs.  It’s called Let’s Get Down to Business. We were delighted this month to interview Paul Lindley, who founded Ella’s Kitchen, which is now the UK’s largest baby food brand. In 2018 he stepped back from the business and was appointed chairman of the Mayor of London’s child obesity taskforce. Last year, he was appointed chancellor of the University of Reading. https://www.henleystandard.co.uk/news/business/185681/lgdtb101223.html

With the New Year, it’s time for a renewed focus on growth & relevance. We are here to help you with your agency ecosystem, resourcing structures, and benchmarking to improve your marketing performance – do give us a call with any questions we can help you with.

Wishing you a happy, healthy, and prosperous New Year.

Kind regards,

Will

Monthly Review – November

Our Monthly Round-up of the key pieces in Marketing for November – we’ve chosen five key articles and a podcast this month. We have also included ‘a special’ – the Eight Takeaways from the Adforum Worldwide Summit held in London, and a Priority list. Curated specifically for your sector, all our monthly reviews are now available on our website. http://haiconsulting.com/category/views/

Our November highlights:

1. Our Top pick this month is a link to the IPA Effworks. EffWorks Global provides opportunities for brands and agencies to arm themselves with the knowledge needed to navigate Marketing Effectiveness, and improve business performance. Over the last year, with the help of the IPA Effectiveness Leadership group of member agency advisers, industry experts and partners, the IPA have brought together the best effectiveness learning and practice in the three areas of Managing Marketing, Measuring Marketing and Marketing Marketing, and it’s available in one PDF.

Here is the link: https://ipa.co.uk/effworks/guide-to-ipa-effworks-global-2023/

2. Secondly, we’ve picked a piece from the HBR (November and December edition) on Generative AI and Machine learning. Business leaders are struggling to understand how seriously they should take generative AI. It has already displayed breathtaking powers to create new content and is used to do things such as write software, transcribe physicians’ interactions with their patients, and let people converse with a CRM system. But it is far from perfect: It can produce distorted or entirely fabricated output and can be oblivious to privacy and copyright concerns.

Here is the link: https://hbr.org/2023/11/how-to-capitalize-on-generative-ai

3. Thirdly, we had to pick this piece from Rishad Tobbacowala’s series – the future does not fit in the containers of the past. It’s edition 173 and its on strategy.  Strategy is Future Competitive Advantage. What will the future look like? What will people need and expect? How will demographics, technology and other global shifts create new competitors or recharge current competitors and how will categories blur, blend and maybe even disappear? It’s a good read and he is great to follow.

Here is the link: https://rishad.substack.com/p/four-strategic-mistakes

4. Fourthly, what next for M&S? We’ve picked a piece from the Moving Tribes substack, an excellent retail read, written by Ian Shepherd, its great to see the turnaround at M&S and what the future holds for the UK high street.

Here is the link: https://movingtribes.substack.com/p/positively-dissatisfied?

5. Fifthly, we pick an excellent piece from a substack we follow called – Off to Lunch. It’s written by Graham Ruddick, and this week’s edition looks at Bitcoin and the wider financial services markets.

Here is the link: https://offtolunch.substack.com/p/bitcoin-and-uk-plc?

6. Sixthly, we’ve gone for a podcast, produced by the MCA, with Andrew Robertson – President & CEO of BBDO Worldwide where he’s worked with some of the world’s biggest brands including Meta, AT&T, FedEx, GE, Mars Inc., PepsiCo, SAP and Wells Fargo. Titled – ‘Understanding the balance between what’s important and what’s interesting’. Andrew has always given us sound feedback & ratings from New York on our Monthly Reviews, so it was time we included him, so he can rate his own. Season 2 Episode 9, a good podcast and there is also a written transcript.

Here is the link: https://theprodcast.com/andrew-robertson/

Media: We’ve become a bit of a fan of the System One Group, Andrew Tindall recently released the John Lewis verdict and Jon Evans has written this blog on covering the top 12 most effective ads this Christmas. https://system1group.com/blog/top-12-uk-christmas-ads-of-2023 It’s congrats to McCann Manchester and Aldi. Aldi’s Kevin the Carrot returned to the top of the list in the most fiercely fought Christmas ad season we’ve seen, with more ads than ever achieving the highest possible test score.

Time for the Work: Well with all these Christmas ads to choose from. We just had to pick the Christmas underdog this month. It’s for Charlies Bar and congrats go to them for this low budget heart-rencher. https://www.youtube.com/watch?v=IUnEMzDNowA

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Back to Henley: The Christmas lights are shinning brightly in Henley. Our weekly column in the Henley Standard continues where we interview local entrepreneurs.  It’s called Let’s Get Down to Business. We were delighted this month to interview Justin Simpson of Phyllis Court Club fitness centre. https://www.henleystandard.co.uk/news/business/185345/lgdtb231123.html

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Adforum Special: The AdForum Summit took place in London in November, bringing together search consultants and agency leadership. Four days, twenty one super agencies, thirty one of the leading consultants from around the world. Along with the global holding companies and networks, the consultants saw exciting creative shops including: Not Perfect, Kairos, Accomplice, Amplify and Fold7.

Our Eight Takeaways from Adforum London 2023:

  • Impact of AI & how it is affecting marketing : Every agency is exploring AI and how it can improve communication efficiency and performance – there will be a shift away from the traditional hours/timesheets, as agencies look to deliver smarter for clients.
  • Need for ROI & Media Performance : We saw fluidity across the marketing ecosystem, a real need for ROI with media performance, and everything streamlining across the marketing ecosystem.
  • Balance between building brand and performance measures : The impactful long and short of advertising, brand building versus promotion was very evident.
  • Convergence of tech & creativity : There is a proliferation of agencies at the intersect of tech and creativity, delivering strong ad serving technologies.
  • Rise of sustainability in campaigns : We at last saw campaigns with longevity that are heading in the direction of net zero and sustainability.
  • Ability to connect with Gen Z’ers : Encouraging younger audiences into brands- we saw some fantastic agencies in this space, that are super ambitious, savvy and fearless.
  • Growth of agency new business opportunities : How agencies are innovating and flexing to win them,  we saw examples of how agencies were acquiring new clients through innovative acquisitions of agencies, being far more creative and commercially led.
  • Emergence of young marketing agency talents : It really was a case of London at it’s very best, encouraging, nurturing, positivity, creativity, fantastic presenters, a showcase for young entrepreneurs, and lots of AI too.

What ChatGPT said:

With thirty one consultants, all giving their individual feedback, Adforum prompted ChatGPT to provide the Priority list – i.e, the 5 most important/frequent key points quoted by the consultants.

  • Restructuring Holding Companies:

-        Participants emphasized that traditional holding company structures are outdated and require streamlining and improvement.

-        Increased consolidation of agencies in creative and media spaces was noted, highlighting the need for adaptation to new technologies.

  • Serious Consideration of AI:

-          AI is recognized as a significant and enduring trend in the industry, with agencies investing at all levels.

-          The practical and useful applications of AI, particularly in saving time on mundane tasks, were highlighted.

  •  Technology, Data, and Processes Attract Clients:

-          Clients are increasingly attracted to agencies that showcase expertise in technology, data analytics, and efficient processes.

-          The value of AI in production efficiencies, delivering work at scale while saving costs and full-time equivalents (FTEs), was highlighted.

  •  Importance of Differentiation:

-          Agencies face challenges in standing out due to increasing similarities and the expansion of services, making differentiation more crucial than ever.

-          The focus on being part of culture and media agnosticism was identified as a key narrative, emphasizing the difficulty of achieving standout status.

  • Shift in Holding Companies vs. New networks Dynamics:

-          Holding companies are consolidating and facing financial challenges, while new networks are growing rapidly with private equity investment.

-          New networks are learning from the mistakes of legacy holding companies, making strategic acquisitions to avoid overlaps in offerings.

These key points provide insights into the challenges and opportunities faced by advertising agencies, ranging from structural changes to the integration of AI and the ongoing importance of differentiation in a competitive landscape.

Driving growth today requires a renewed focus on relevance. We are here to help you with your agency ecosystem, resourcing structures, and benchmarking to improve your marketing performance, do give us a call with any questions we can help you with.

Wishing you, and your family a very Merry Christmas.

Kind regards,

Will

 

Monthly Review – October

Our Monthly Round-up of the key pieces in Marketing for October – we’ve chosen five key articles and a podcast this month. Curated with your sector in mind, If you missed them & have some time they are all worth a catchup. All our monthly reviews are available on our website. http://haiconsulting.com/category/views/

Our October highlights:

1. Our Top pick this month is a piece from McKinsey & Company on Courageous Growth. Six strategies for continuous growth outperformance. Fewer than one in four companies outpace their industry peers on revenue and profit growth. New McKinsey research reveals the six mindsets and strategies that set these growth outperformers apart, and it’s a great read.

Here is the link: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/courageous-growth-six-strategies-for-continuous-growth-outperformance?

2. Secondly, we’ve picked the Digital Native stack  -10 charts that capture how the world is changing. Rex Woodbury curates this substack and there is always interesting marketing content to be consumed.

Here is the link: https://www.digitalnative.tech/p/10-charts-that-capture-how-the-world-05a?

3. Thirdly, we’ve picked an IPA report, introduced by Les Binet, that covers econometrics in the C-Suite. Econometrics has new relevance right now for those wanting to make marketing more accountable, more effective and more profitable. This is according to industry experts who have set out a strong case for the statistical method in a new IPA publication, Econometrics and the C-suite – evidence-based decision-making for business, unveiled at the IPA’s flagship EffWorks Global 2023 Conference.

Here is the link: https://ipa.co.uk/news/econometrics-and-the-c-suite/?

4. Fourthly, we’ve gone with Rishad Tobaccowala’s article on Time. It’s part of his series ‘The Future Does Not Fit in the Containers of the Past’ and its Edition 168. Time dissolves more problems than man solves. This article gives you five ways to make the most of your time.

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

5. Fifthly, we’ve gone for an unusual piece on ‘Turning low value meetings into high impact Workshops’, from a former colleague Mette Davis and it’s a really interesting read.

Here is the link: https://www.withmette.com/news/ok7mrb7mkgkz7qv926txpqydbyu1hr

Sixthly, we pick an excellent podcast from the Marketing Society. The Buy Side is an Unofficial Partner series of conversations about sport and sponsorship with brand marketers. The guest is Kevin McNair, Marketing Director of KP Snacks, whose career includes previous senior marketing roles at Unilever and PepsiCo. This podcast discusses the high profile sponsorship of The Hundred, the ECB’s controversial short format cricket competition and discuss the work of Professor Byron Sharp and Ehrenberg Bass Institute for Marketing Science, which shapes the decision making of KP Snacks and other major marketing led companies.

Here is the link: https://player.captivate.fm/episode/3cf4f8a4-ac46-4ea2-ba86-4f0f878187b2

Media: Andrew Tindall of System One has recently released a book on Audio. It’s full of groundbreaking research on audio ad creativity. The summary of the research is in this 15-minute video. https://www.youtube.com/watch?v=4BUP6qeBwDw 

Time for the Work: We had to pick the new ‘Bravo Brian’ campaign from one of our clients Rana this month. It shows what an ambitious brand, with a modest budget, entering the TV media world can deliver. So it’s congrats to Rana, BMB and Bountiful Cow this month for delivering Italy’s best kept secret. https://creative.salon/articles/work/bmb-la-famiglia-rana-italy-s-best-kept-secret

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AI: Another big month for AI – the AI Summit was held at Bletchley Park. PM Rishi Sunak interviewed Elon Musk and ‘we were told that AI will mean that people will no longer need to work.’ https://www.telegraph.co.uk/politics/2023/11/02/rishi-sunak-latest-news-ai-summit-elon-musk-donelan-live/ The AI book to read is by Mustafa Suleyman. It’s a stark and urgent warning on the unprecedented risks that a wave of fast-developing technologies poses to global order, and how we might contain them while we have the chance – from a co-founder of the pioneering AI company DeepMind.

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Back to Henley: It’s a little colder here in Henley and the river is now in spate. Our weekly column in the Henley Standard continues where we interview local entrepreneurs.  It’s called Let’s Get Down to Business. We were delighted this month to interview the fabulous Rebecca Poole, Aka Purdy, of @PurdyMusictv. https://www.henleystandard.co.uk/news/business/184653/lgdtb231023.html

It’s the Adforum Worldwide Summit, here in London next week, so we will include the key highlights from those sessions in our November Monthly Review.

We are here to help you with your agency ecosystem, resourcing structures, and benchmarking to improve your marketing performance, do give us a call with anything we can help you with.

Kind regards,

Will

Monthly Review – September

Our Monthly Round-up of the key pieces in Marketing for September – we’ve chosen six key articles this month – if you missed any of them, have some time they are well worth a catchup. All our monthly reviews are available on our website. http://haiconsulting.com/category/views/ if your clientside and would like this sent to your Inbox every month, please email ingrid@haiconsulting.com

Our September highlights:

1. Our Top pick, this month is a piece from Mckinsey. As customers increasingly expect seamless, engaging digital experiences, consumer-facing organizations can follow six principles to perform like the most successful tech companies. A really good view on the future of ‘tech enabled commerce.’

Here is the link: https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/turning-consumer-and-retail-companies-into-software-driven-innovators

2. Secondly, we’ve picked a Harvard Business Review article – What makes a great leader? Tomorrow’s leaders master three key roles — architect, bridger, and catalyst, or ABCs — to access the talent and tools they need to drive innovation and impact. As architects, they build the culture and capabilities for co-creation. As bridgers, they curate and enable networks of talent inside and outside their organizations to co-create. And as catalysts, they lead beyond their organizational boundaries to energize and activate co-creation across entire ecosystems.

Here is the link: https://hbr.org/2022/09/what-makes-a-great-leader

3. Thirdly, we’ve picked a really good article sent to us by a new and super smart sustainability agency called !mpatience. Written by Jacquie Chick it covers the desire for brand growth – versus the planet, and how marketing can ensure that brands deliver on both.

Here is the link: https://impatience.agency/index.php/2023/10/02/growth-versus-the-planet-how-marketing-can-ensure-their-brands-deliver-on-both/

4. Fourthly, we’ve chosen an article from Rishad Tobaccowala’s series – The future does not fit in the containers of the past. This one is titled ‘Chances’ but it includes the link to a very popular and brilliantly written piece called ‘12 Career lessons’ It really is worthy of a review.

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

5. Fifthly, we’ve gone for a WARC report on the future of strategy. Strategy needs more revolution, a wide ranging survey of strategists for WARC’s Future of Strategy report finds; but clients appear to be drawing back on brave ideas, creating a strategy gap – here’s what you need to know. The Future of Strategy 2023 report, which includes quantitative and qualitative data analysis, expert commentary and advice from leading strategists, is available to WARC subscribers.

Here is the link: https://www.warc.com/content/feed/future-of-strategy-2023-bravery-in-a-risk-averse-world/en-GB/8704

6. Sixthly, we pick a piece on Generative AI: 75% of marketers are already using it or actively considering it. The Econsultancy’s Future of Marketing survey found that 32% of marketers say their organisation is already using generative AI tools and 43% are actively considering doing so.

Here is the link: https://econsultancy.com/generative-ai-adoption-marketing

Media:  Ian Whittaker – produces an interesting weekly email on media, martech and tech news. In this week’s version he also takes a deeper look at the Telegraph specifically. https://ianwhittakermedia.com/2023/09/29/revisiting-where-we-are-with-telegraph-media-group/

Time for the Work: We’ve picked the new campaign from Hiscox this month – created by Uncommon London with media from Total. Congrats to all a great campaign idea innovatively delivered. https://www.lbbonline.com/news/specialist-insurer-hiscox-and-uncommon-launch-the-most-disastrous-campaign-ever
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Book Alert: Tim Mason has a second edition of his book Omnichannel Retail out this month. How to build winning stores in a digital world. The retail industry is under significant pressure. Not only are retailers grappling with rising costs, but they are trying to keep up with rapidly changing consumer behaviours, technological advancements and ever-increasing competition. I’m halfway through it and it’s a good read. https://www.koganpage.com/marketing-communications/omnichannel-retail-9781398612723

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Back to Henley: It’s Autumn, despite a Summer weather renaissance. Our weekly column in the Henley Standard continues where we interview local entrepreneurs – it’s called Let’s Get Down to Business. We were delighted this month to interview Simon Shepherdson, the resident lock-keeper at Hambleden who has this wonderful view.  https://www.henleystandard.co.uk/news/business/183561/lgdtb18923.html

We are here to help you with your agency ecosystem, resourcing structures, and benchmarking to improve your marketing performance, do give us a call with anything we can help you with.

Kind regards,

Will

 

Monthly Review – August

Our Monthly Round-up of the key pieces in Marketing for August – we’ve chosen five key articles, and a podcast this month – if you missed any of them, have some time they are well worth a catchup. All our monthly reviews are available on our website. http://haiconsulting.com/category/views/

Our August highlights:
1. Our Top pick, this month is a piece from the Harvard Business Review August. Written by Rebecca Zucker ‘Managers are Burned out, here’s how to help recharge them.’ Rebecca offers six strategies to help recharge the burned-out managers on your team: 1) Recognize and acknowledge their burnout; 2) Create opportunities for personal connection both in person and virtually; 3) Re-assess, re-prioritize, and re-distribute their work; 4) Revise team agreements about how you all work together; 5) Touch base one-on-one with your leaders on a regular basis; and 6) Set the expectation with team members that they use all of their holiday time — it can be easy to put off or skip vacation when there’s so much to do.
Here is the link: https://hbr.org/2023/08/managers-are-burned-out-heres-how-to-help-them-recharge

2. Secondly, we are a great fan of the podcast Off to Lunch. This episode looks at the economy and in Business Studies a piece on Why a business fails and what can we learned from it. Wilko is the latest retail example of a business going into administration. Why does a business that was previously thriving end up failing? What tips a struggling business into insolvency? Graham Ruddick interviews Retail Veteran Ian Shepherd and discusses what it was like being chief executive of a ailing company. A summary of the bankruptcy discussion: “Gradually, then suddenly.” Ian now writes the superb Moving Tribes newsletter on business strategy. Here is the link: https://offtolunch.substack.com/p/off-to-lunch-is-back-04c?utm_source=substack&utm_medium=email

3. Thirdly, it’s a piece from Mckinsey on the future of work in America. Which jobs will be in demand? Which ones are shrinking? And which ones could be hardest to fill?
Here is the link: https://www.mckinsey.com/mgi/our-research/generative-ai-and-the-future-of-work-in-america

4. Fourthly, it’s a piece from Mckinsey on the future of the CEO. Every chapter of the CEO journey comes with a unique set of challenges—and opportunities. Whether you’re a senior executive who aspires to the top job or you’re a celebrated CEO who’s preparing to pass the baton to a successor, check out this series from the McKinsey Quarterly articles.

Here is the link: https://www.mckinsey.com/featured-insights/mckinsey-guide-to-excelling-as-a-ceo/how-to-be-a-high-performing-ceo-at-any-stage-of-the-ceo-life-cycle

5. Fifthly, it’s the year of Generative AI and we had to include another article on this hot topic by Mckinsey. As organizations rapidly deploy generative AI tools, survey respondents expect significant effects on their industries and workforces. Which jobs will be in demand? Which ones are shrinking? And which ones could be hardest to fill?

Here is the link: https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai-in-2023-generative-ais-breakout-year

6. Sixthly, we pick a piece from the Digitalnative substack and a really interesting study by the Bank of America on what consumer categories are growing and where are consumers spending money.

Here is the link: https://digitalnative.substack.com/p/follow-the-money-categories-of-consumer

Media: Fake ads? Omar Oakes, gives his view on the GymBox debacle. https://the-media-leader.com/why-gymboxs-fake-ad-crossed-a-line/

Time for the Work: We’ve gone for Mondelez and the new Ritz work by VCCP this month. So it’s congrats to them for an ad that simply made me smile. https://www.vccp.com/work/ritz/ritz-ready-when-you-arent

New Books: McKinsey special, back from Summer, Top 10 business books, there is plenty to read here. https://www.mckinsey.com/featured-insights/summer-reading-2023

 

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Back to Henley: Our weekly column in the Henley Standard continues where we interview local entrepreneurs – it’s called Let’s Get Down to Business. We were delighted this month to interview Joe Thomas of local digital production studio Wondervision. https://www.henleystandard.co.uk/news/henley-on-thames/182287/lgdtbjthomas.html

We are here to help you with your agency resourcing structures, agency reviews, and benchmarking to improve your marketing performance, do give us a call with anything we can help you with.

Kind regards,
Will