Monthly Review – January 2021

Our Monthly Round-up of the key pieces in Marketing for January – we’ve chosen just four key articles, a piece of academia, and a book launch, 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/  It’s been a pretty busy start to the year, quite a few media reviews are in progress, as clients look to ramp up activity and build back better.

1. It’s a top pick this month for Rishad Tobaccowala and his piece 8 Management Lessons. One of the smartest writers in the industry at the moment, this is part of his series: The future does not fit in the containers of the past – Edition 22 – It starts with: there is no substitute for hard work!

Here is the link:

https://rishadt.wordpress.com/2021/01/10/8-management-lessons/

2. Second, we pick an interesting piece on how technology has brought changes to marketing, but are these changes here to stay, written by Professor Ian Ryder for the Worshipful company of Marketors, and sent to us by Murray Chick.

Here is the link:

https://www.marketors.org/blog/technology-has-brought-changes-but-are-these-changes-good#.YAcYskY2UTk.linkedin

3. Third, has the pandemic transformed the office forever? This is a really interesting piece written by John Seabrook in the New Yorker, with comments from R/GA’s CEO Sean Lyons – it questions ‘what’s an office for’ and goes on to show team-based, open-plan layouts and satellite office are the future. But with so many now working from home, the hybrid office seems a logical approach. It concludes – without the people the office is merely an empty shell.

Here is the link:

https://www.newyorker.com/magazine/2021/02/01/has-the-pandemic-transformed-the-office-forever

4. Fourth, we pick a piece written for the HBR, by Christine Moorman and Torren McCarthy, on why CMO’s must adapt their social media strategy post pandemic. As the Covid-19 pandemic pushes consumers to spend more time online, social media becomes an increasingly important part of the connection between brands and their customers.

Here is the link:

https://hbr.org/2021/01/cmos-adapt-your-social-media-strategy-for-a-post-pandemic-world

5. Fifth, we listened to Sir Martin Sorrell being interviewed by David Wheldon, in the WFA Interview included in last month’s review. Sir Martin mentioned you can get an A+ at the Harvard Business School if you then mentioned the great George C Lodge case history, well we did some digging and found the case study link.

Here is the link:

https://www.hbs.edu/faculty/Pages/profile.aspx?facId=7116

6. And Six, it’s chapeau this month to Lucky Generals founder Andy Nairn, who has just launched a book called Go Luck Yourself, through Harriman House. It’s all about the role of luck in building a brand and is packed with inspiring and practical ways to stack the odds in your brand’s favour. For an extra bit of karma, Andy’s giving all his royalties to a great organisation called Commercial Break, who help working class kids get a lucky break into the creative industries. You can pre-order it now from harriman-house.com/goluckyourself or from Amazon https://bit.ly/GoLuckY

GoLuckYourself-frontcover-final

Time for the Work: We’ve picked the hard hitting creative work for the NHS this month. With cross-agency collaboration between MullenLowe, OmniGOV, freuds, MMC and 23red
 it features hospital staff and Covid-19 patients and it reminds the public of the extreme pressures still facing the NHS. https://youtu.be/a0fsW5V3QV0

Ecommerce: A shoutout for Econsultancy’s Ashley Friedlein and Richard Robinson for their webinar this week on Digital and Marketing Trends 2021 and Beyond. A well attended and thought provoking session. https://vimeo.com/505133268/3db3e8f3b8

Back to Henley: Well it’s an absolutely stunning place to live but congrats this month go to all these eateries round Henley that have just been awarded their new Michelin stars and plates status. We can’t wait for them to re-open. https://experiencehenley.co.uk/michelin-stars-plates-are-shining-bright-in-the-area/

Temple cold

And finally: There are massive implications for brands, as they accelerate their online customer experience and ecommerce capabilities exponentially. We have seen three years of the digital transformation journey in six months – consumers are relying on online and contactless experiences more than ever, which is creating a surge in digital signals. For marketeers, it’s a time to review, take back control, be agile and build back better.

We are here to help you with your agency resourcing structures, reviews, and benchmarking to improve your marketing performance. If you have any questions, please don’t hesitate to call – it will be great to catch up soon.

Kind regards,

Will

 

Monthly Review – December

Our monthly Round-up of the key pieces in Marketing for December – we’ve chosen three key articles,  a 2020 strategy and creative review and a podcast for this final 2020 review. If you missed any of them and have some time they are well worth a catchup. We finished the year with tier lockdowns, news of the Oxford/Astra Zeneca vaccine and a positive Brexit deal. We expect a fast start to the year in terms of agency reviews as brands re-boot. This month we’ve included our Adforum Worldwide Summit highlights, which took place virtually in early December.

1. Firstly, our top pick is from Stratechery, a brilliant review of strategy in 2020 and a fabulous website full of great marketing content. You are what you read, we thank Lucy Jameson from Uncommon London for highlighting Stratechery to us.

Here is the link:

https://stratechery.com/2020/the-2020-stratechery-year-in-review/

2, Secondly, we picked the December Harvard Business Review issue and a piece – Is your marketing organisation ready for what’s next. This gives a framework for aligning growth strategies given the sweeping technology changes.

Here is the link:

https://hbr.org/2020/11/is-your-marketing-organization-ready-for-whats-next

3. Thirdly, the work from anywhere model continues – Will smart companies begin to look at permanent remote working and hire supersmart graduates lowering internal costs, or will the open office make a comeback. This piece looks at how the pandemic may change how we staff and support our businesses.

Here is the link:

https://www.pressreader.com/uk/the-sunday-telegraph-money-business/20201220/281479279015129

4. Fourthly, we picked a podcast between marketing legend David Wheldon in conversation with Sir Martin Sorrell. It’s part of the WFA series, this one has some key learnings for 2021.

Here is the link:

https://wfanet.org/knowledge/item/2020/12/16/WFA-Better-Marketing-Pod-Ep-3-In-conversation-with-Sir-Martin-Sorrell

5. Fifthly, we picked Rishad Tobaccowala for his substack. This time it’s an insightful piece on growth and change. All his pieces are a must read and they just get better and better.

Here is the link:

https://rishad.substack.com/p/growth-and-change-are-about-people?utm_campaign=post&utm_medium=email&utm_source=linkedin

6. And sixthly, (well we started with a strategy review) we finish the year with an excellent creative review. Which brands and which agencies stood out from the crowd this year.

Here is the link:

https://creativepool.com/magazine/inspiration/best-advertising-campaigns-of-2020.24275

 

Time for the Work: We’ve picked work by Coca-Cola this month, crowned the most effective Christmas ad of 2020. Nostalgia, warmth, and love seem to be the magic ingredients, it’s simply very good marketing. Coca-Cola are now reviewing their global roster – is it to satisfy a higher bar or a more demanding client. https://www.marketingweek.com/coca-cola-crowned-most-effective-christmas-ad-2020/

Adforum Worldwide Summit: In December the worldwide intermediaries & consultants (65 on most days) gathered for the 10 day virtual Adforum Worldwide summit. Insightful presentations from 28 leading agencies – each showing how they have helped clients to thrive and not just survive the pandemic. This was the year that the world went digital first. The majority of products and services are now digitised. A year when media billing is more digital than traditional. And people are demanding a greater degree of humanity from the businesses and brands that serve them.

Our five key highlights from the summit:

  • The key global challenge CMO’s seek is a better understanding of consumer behaviour, and real time ability to pivot the business. Post covid – what will permanently have changed forever and what may spring back.
  • We noted outdated thinking, that 90% of CMO’s are using existing strategies from previous recessions to evaluate & re-monetise their businesses.
  • A group of frontier CMO’s roughly 10% are successfully growing brands with confidence, using experimentation, test and learn strategies to harness growth.
  • For agencies, virtual meetings/pitches are here to stay, a work from anywhere model, agility, hyper-empathy, configuration, broader consolidation, leadership, in essence fewer partners solving bigger problems.
  • 2020 was a monumental year for change – the pandemic has brought forward at least 3 years of technology adoption in 6 months. Clients need to manage this change, but perhaps the biggest change has been the drive for racial equity and social justice.

Back to Henley: Henley is now in Tier 4 of lockdown, everyone tried to have the best Christmas they could. Gabriel Machin, our world-class butcher has had a phenomenal year of growth. Our client Majestic has had a record breaking Christmas. The river maybe swollen at the moment, but as we roll into the new year, is this great sunset a sign of the good times and the year ahead.

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Happy New Year to you all. We are here to help you with your 2021 change plans and agency roster alignments. We will happily chat through how we can help and support you.

Kind regards,

Will

Monthly Review – November

Our monthly Round-up of the key pieces in Marketing for November – we’ve chosen four key articles, a podcast and a newsletter for this month’s review. If you missed them and have some time they are well worth a catchup.

November was the month we slid back into a Lockdown, pitches have continued virtually. This week we have started the virtual Adforum Worldwide Summit – the executive summary we’ll bring you next month.

Here are the November highlights:-

1. We’ve picked a podcast to kick things off this month, a special one from the latest edition of the Harvard Business Review. Podcasts are proving increasingly popular to have on in the background while you are homeworking, on catchup, or even whilst exercising. Wherever you are, it’s good to feed the marketing mind.

Here is the link:

https://hbr.org/2020/11/is-your-marketing-organization-ready-for-whats-next

2. Secondly, we pick a piece on agency models released by the IPA last week, sent to us by Tina Fegent. Tina actually looked at more than 20 different client agency models in her piece for the Drum last year. In this report the IPA identifies five client agency relationship models that it believes will be most prominent over the coming decade.

Here is the link:

https://ipa.co.uk/news/ipa-report-reveals-future-agency-brand-relationship-models

3. Thirdly, the mindsets and practices of excellent CEO’s. This is a brilliant piece done by none other than Mckinsey, we found it a really quite inspiring read.

Here is the link:

https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/the-mindsets-and-practices-of-excellent-ceos

4. Fourthly, we’ve chosen a really interesting article on how P&G launched a spray detergent Microban 24 in rapid time at the advent of Covid 19 in the US. It’s a great example of agility and responsiveness for the business and how barriers to organisational change are coming down.

Here is the link:

https://www.wsj.com/articles/how-p-g-cleaned-house-before-covid-19-11605279627

5. Fifthly, we picked another piece by Rishad Tobaccowala. His latest as part of his ‘The future does not fit in the containers of the past’. This one looks at the ‘river of change’ – it’s really worth subscribing to these newsletters as part of a thought leadership content stack – he is undoubtedly one of the smartest writers in the industry.

Here is the link:

https://rishad.substack.com/p/a-river-of-change

6. Sixthly, it’s time for the Friday Fix, a newsletter we receive each Friday and re-distribute to our clients and friends. Created by Simon Andrews, it always contains some great retail thoughts – ad and creative tech insights. Enjoy.

Here is the link:

https://us1.campaign-archive.com/?u=80025f160be434835759d292b&id=ccaebf27fa

Time for the Work: By tradition it has to be a Christmas ad this month and we do pick Waitrose and John Lewis, created by Adam & Eve DDB, congrats for bringing us some cheer in these difficult times. And for giving a little love too.  https://www.youtube.com/watch?v=Juv2c0xgGno

Media: The great acceleration of e-commerce has continued through the lockdown. But here are the top social media trends to drive your marketing strategy into 2021. https://marketingtechnews.net/news/2020/nov/05/top-social-media-trends-to-drive-your-2021-marketing-strategy/

Back to Henley: We were delighted to see our client Majestic Wines finally open their new store in Henley on Thames. It’s their 200th store and it’s absolutely fantastic. Congratulations also go to the two winning agencies – the Red Brick Road and The Kite Factory, respectively for creative and media. A review we started working on in September. As the first customer through the store it was great to meet up with CEO John Colley and the wider team. A new campaign is rolling out – Discover more – this retailer is certainly one to enjoy.

Majesti1

It’s officially the first day of Winter, snow is forecast in London later this week. How can we help you with your 2021 agency resourcing structures and marketing needs.

Have a wonderful Christmas – our December Review and Adforum Summit Special will be delivered to you in the first week of January.

Kind regards,

Will

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

Monthly Review – October

Our Monthly Round-up of the key pieces in Marketing for October – we’ve picked an IPA/Effworks presentation, four thought leadership articles and a podcast. If you missed them and have some time they are well worth a catchup. October was a month when we got back to normal, pitches again – so here are the highlights:-

1. First up, we picked a presentation by Les Binet who presented a new Share of Search metric to help track the health and potential wealth of brands. He presented at the IPA/Effworks online. According to Binet, who’s been experimenting with the Share of Search metric over the past six years it’s fast, cheap and predictive, and can measure both short and long term ad effects. Broken down, Binet refers to share of searches as the share of organic Google search queries (not share of paid search advertising) and the metric equates to total searches for a specific brand. It’s a strong argument and well worth a watch.

Here is the link:

https://ipa.co.uk/news/binet-presents-fast-cheap-predictive-share-of-search-metric

2. Secondly, we picked a thought leadership piece developed by the Savannah Group on becoming customer obsessed. In a world where change is the only constant customer have an increasing number of brands to choose from. There are some good key takeaways.

Here is the link:

https://www.savannah-group.com/report-becoming-customer-obsessed/

3. Thirdly, we have chosen a great piece on career development by Rishad Tobaccowala, Rishad’s newsletter ‘The future does not fit in the containers of the past’ (edition 11) includes his 12 career lessons which are an excellent read whatever your age.

Here is the link:

https://rishad.substack.com/p/12-career-lessons?utm_campaign=post&utm_medium=email&utm_source=copy

4. Fourthly, the success of digital transformations, we came across this excellent report from McKinsey – the most effective transformations point to five factors for success.

Here is the link:

https://www.mckinsey.com/business-functions/organization/our-insights/unlocking-success-in-digital-transformations

5. Fifthly, we were sent a piece by the Hustle, to help you avoid burnout, by working less and doing more. Some interesting thoughts from the US, somewhat oddly presented but help you make priorities.

Here is the link:

https://thehustle-co.cdn.ampproject.org/c/s/thehustle.co/how-to-avoid-burnout-by-working-less-and-doing-more/amp/

6. Sixthly, we picked an interesting transformation Podcast, again from the US, produced by MDC and Partners that interviews Chairman and CEO Mark Penn, Agency transformation and Microtrends. MDC is redefining itself turning ‘a collection of partner agencies’ into ‘a modern marketing agency of choice.’

Here is the link:

https://www.customerfirstthinking.ca/agency-transformation-an-interview-with-mark-penn-chairman-and-ceo-mdc-partners/

Time for the Work: And this month it’s a chapeau to Droga 5 and its work for Amazon Alexa. Two spots, will let you judge the best: https://www.adweek.com/agencies/alexa-hilariously-disrupts-epic-moments-in-droga5-londons-ads-about-voice-control/

Media: This month we include the very latest AA/WARC forecast – the UK ad market will take longer than expected to recover. The final quarter of this year – traditionally the Golden Quarter for retail and adspend because of the Christmas advertising season – is set to see a 10.5% drop to a total of £6.2 billion, some £724 million lower than the previous year. As a business, we are seeing growth sectors, some brand owners are seeking to maximise return on advertising investment by advertising during the Christmas peak. https://mediatel.co.uk/news/2020/10/29/uk-ad-market-will-take-longer-to-recover-says-aa-warc

Back to Henley: If you haven’t managed to get your Hobbs Gin this month, you will soon be able to get more than Gin at Majestic Wines in Henley, whom we’ve been helping with their new store developments and communication requirements. It’s a new anchor-tenant for Gardiner Place. One we think will do very well, and one we think we will all get to like.

Hen Pic

It’s Autumn, time for boat lifting, we are heading for a November lockdown, but for most Marketeers it’s time to look at your 2021 agency needs – can we help you and advise you with your wider marketing requirements.

We look forward to catching up again soon. Stay safe.

Kind regards,

Will

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

 

Monthly Review – September

Our monthly Round-up of the key pieces in Marketing for September – we’ve chosen a digital book launch, a new edition newsletter and four key articles. If you missed them and have some time they are well worth a catchup.

September was a month when we began to get back to more normal, the beginning of pitches again – so here are the highlights:-

First, we start with an exclusive digital book launch featuring insights and advice from 22 of the best minds in marketing. From the fresh and inspiring to the counterintuitive, “Build Brilliant Brands” brings together the latest thinking on what’s changing in marketing, what hasn’t changed, and what needs to change. The advice, insights and opinion shared by Nicola Mendelsohn is timely, she has worked with the Facebook EMEA Client Council to bring the book to life and inspire the next generation to #BuildBrilliantBrands

Here is the link: you can download a copy here:

https://www.facebook.com/business/buildbrilliantbrands

Secondly, we have picked Rishad Tobaccowala’s (great name) new edition newsletter, a regular arrival into our inbox. It’s always a very good read. Here he highlights six thoughts for the next six months. Edition 6 and Edition 7 are out now. He has also done a piece on the six re-occuring client needs.

Here is the link:

https://rishad.substack.com/p/six-thoughts-for-the-next-six-months?utm_campaign=post&utm_medium=email&utm_source=copy

Thirdly, we’re a great fan of R\GA – in particular our Brit-strategist and now turned New Yorker Tom Morton. He knows a thing or two about strategy. No doubt he will soon be donning his lumberjacket to fetch his NYC Christmas tree, calling the Presidential election as a non voting referee. But here he shares his strategy diet and it’s a good one.

Here is the link:

https://www.contagious.com/news-and-views/tom-mortons-strategy-diet

Fourthly, we selected another good piece from this month’s Harvard Business Review on Strategies for better group Decision Making This article outline seven strategies, the better the quality of the decision-making process and the interaction between the group members, the greater your chances of reaching a successful outcome.

Here is the link:

https://hbr.org/2020/09/7-strategies-for-better-group-decision-making

Fifthly, we liked a paper sent to us by London Media agency – the Kite Factory. When to spend on your brand, and when not to spend -  It’s a well written paper and informed view, a hidden gem within a complex media landscape.

Here is the link:

https://thekitefactorymedia.com/wp-content/uploads/2020/09/The-Kite-Factory_Should-I-spend-this-Autumn.pdf?mc_cid=5f5f8380e6&mc_eid=[UNIQID]

Sixthly we picked an interesting piece from this month’ s BCG update as digital marketeers race to meet the needs of the new era. Most brands have not reached full digital marketing maturity.

Here is the link:

https://www.bcg.com/en-gb/publications/2020/digital-marketers-race-to-meet-the-needs-of-growing-online-agendas

 

Time for the Work: We’ve picked Adam and Eve’s latest commercial for Lloyds Banking Group. A well shot commercial made this summer, using the ongoing black horse theme. We’ll leave you to judge. https://www.youtube.com/watch?v=fH-KLuxi2c8&feature=share

Media: This month saw the launch campaign of the Land of the Independents, a new grouping promoting their media creative wares with a simple proposition – brand owners need media partners that are entrepreneurial, agile, inventive and build genuine client-first, service cultures. It’s good to see agencies talking shop using their medium. https://landofindependents.com/about/

Back to Henley: It’s not often you have a new gin in town. Award winning Hobbs 150 was launched this month and it’s an excellent ‘clean and crisp’ gin. Described by the IWSC as having “An intriguing nose opens up to luscious fruitiness and creamy spice – as well as being Appealingly decadent”  We just like it as our local Henley go-to-gin. https://www.mrhobbsgin.co.uk/mr-hobbs-150/

Sample-Bottle

October is here, and the rain has arrived, sometimes the needs of your organisation requires a new approach, a refresh, a new Christmas campaign, or a brand transformation. Is it time to take advantage of the Christmas peak, time to refresh your marcomms for 2021.

We’re looking forward to getting back to the norm and catching up again.

Kind regards,

Will

Monthly Review – August

This is our monthly Round-up of the key pieces in Marketing for August – we’ve chosen just four key articles, a research series and a book launch, if you missed them and have some time they are well worth a catchup. All our Monthly reviews are available on our website http://haiconsulting.com/category/views/ August was a relatively quiet month, we hope you managed to get a summer break somewhere and didn’t have to rush back to avoid quarantine. It’s Autumnal here – it’s back to school – and back to work.

  1. First up, and our top pick this month is an absolute gem from one of the wisest people in the creative and media business. A newsletter piece by Rishad Tobaccowala on the five traits of great leaders. The six keys to a company culture. The importance of libraries. He has just released his second edition of a ‘free newsletter’ I’m subscribing, are you?

Here is the link: https://rishad.substack.com/p/leadership-culture-and-libraries

  1. Secondly, we pick a piece by the Boston Consulting Group on how to lead in the new reality. A really good read on what the future holds.

Here is the link: https://www.bcg.com/featured-insights/leading-in-new-reality/overview?utm_source=linkedin&utm_medium=social&utm_campaign=covid-nr&utm_description=paid&utm_topic=none&utm_geo=global&utm_content=img_lookalikes

  1. Thirdly, you have to admire the energy and the creative oomph of new London agency Uncommon. This agency never seems to stop or sleep, here Natalie Graeme gives her view on the new work normal.

Here is the link: https://www.harpersbazaar.com/uk/people-parties/bazaar-at-work/a33350409/my-new-normal-natalie-graeme/

  1. Fourthly, we pick an article in the HBR by Nirmalya Kumar and Koen Pauwels titled ‘Don’t cut your marketing budget in a recession.’ We like those clients like Coca-Cola and Singapore Airlines, and in the UK to a lesser extent Birds Eye who see the need to keep advertising as a responsibility. In today’s environment is the agency world bleeding?

Here is the link: https://hbr.org/2020/08/dont-cut-your-marketing-budget-in-a-recession

  1. Fifthly, we had a special instalment this month from MDC Partners who have become the benchmark holding company for researching Covid-19 in the US. MDC released their Special report on ‘a look back to see what’s ahead’. It looks at 6 months of weekly tracking research from the Harris Poll, changing American lifestyle and opinions, and how these factors could impact lives in the long term.

Here is the link: https://hub.mdc-partners.com/consumer-research

  1. Sixthly, Excerpts from Experts. You have probably gone through a few tones of reading over the Spring/Summer break. If you need a refreshing dip-in and dip-out Marketing read, the best and brightest of the marketing world come together to impart their hard-won wisdom for a great cause. The Foreword is by Mark Ritson, proceeds of this one go to NHS charities working together, some great learnings, so do buy it!

Here is the link: https://www.amazon.co.uk/Excerpts-Experts-Marketing-brightest-marketing/dp/191353202X

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Time for the Work:  Our Top pick this month goes to Adidas and Iris for a lovely spot on the return of sport. Fantastically produced, under the constraints of lockdown, it’s definitely a hat-tip to creativity. https://www.thedrum.com/creative-works/project/adidas-ready-sport-the-anthem

E-Commerce: If you read one article on Direct to Consumer and E-commerce trends read this written by the smart people at Common Thread it’s a must read on what’s next for retailing. https://commonthreadco.com/blogs/coachs-corner/ecommerce-trends-future

Back to Henley: And we are blessed to have a new local neighbour. Henley resident and ‘Queen of Cakes’ Mary Berry guest edited a special edition of Countryfile last week featuring, visiting among Bosley Patch market garden as well as locally reared beef from English Farm at Nuffield and cheese and butter from Nettlebed Creamery. Never shy of the camera, she showed us how to produce the best end of summer BBQ. If you missed the programme you can watch it on iPlayer https://www.bbc.co.uk/iplayer/episode/m000m82f/countryfile-mary-berry-special

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September is here, there is talk of pitches again, both on Zoom – and face to face meetings. While some intermediaries remain quiet, we kicked off a pitch process for a retailer this morning. Sometimes the needs of your organisation requires a new approach, a refresh, a new Christmas campaign, or a transformation. Are you ready to review?  we are here to help you.

Kind regards,

Will

Monthly Review – July

This is our Monthly Round-up of the key pieces in Marketing for July – we’ve chosen six key articles, and one webinar, if you missed them and have some time, they are well worth a catchup. We’ve dedicated a section to our findings from the Adforum Worldwide Summit which took place in the first week of July – holding companies updated us on their performance and summarised ‘what’s new and interesting’ in the industry. As ever we’ve included a few local extras. July has been a difficult month for many, redundancies in the airline, retail and hospitality sector prevail, but some positivity is coming back. If a second Covid-19 wave returns it will be suppressed in a more targeted way.

  1. First up: and our top pick is an interview with Dave Trott; “The World According to Dave” for WPCC’s issue on ‘Advertising for the Human Good’ edited by Carl W. Jones. Dave was asked to consider the potential of advertising for the human good, and gave wide-ranging answers when questioned: Should advertising have such a role?; is university education a hinderance to creativity; and whether much of advertising can be considered ‘pollution’. It’s a great read, insightful and Dave at his best.

Here is the link:

https://www.westminsterpapers.org/article/10.16997/wpcc.393/

  1. Secondly: A really interesting read on the “Low Touch Economy.” The current crisis has created a global economic storm that none of us have experienced before. In this new era, large and small companies alike have redesigned their business models to ensure new and safer interactions between customers and companies. This has massive implications for brands, as they must accelerate their online customer experience and e-commerce capabilities exponentially. Consumers are relying on online and contactless experiences more than ever, which is creating a surge in digital signals. This article looks at which businesses are configured for winning.

Here is the link:

https://www.boardofinnovation.com/low-touch-economy/winners/

  1. Thirdly: What board members say about the CMO – off the record. Think with Google gave Fortune 1000 board members a chance to discuss the marketing role anonymously. The Board members gave over 100,000 words. Google distilled them down using a topic modelling algorithm to read through every interview transcript, unearth trends, and sort them into groups. They then used human evaluation to find the most interesting quotes from board members about these trends. And finally distilled it into one paragraph.

Here is the link:

https://www.thinkwithgoogle.com/feature/cmo-insights

  1. Fourthly: How are you finding remote working? Maybe your company is doing it wrong. This is a good article on how you should structure your days ahead, meetings are now generally shorter than they use to be and most are taking place on Zoom or Teams. We find structure is important and time for exercise a premium.

Here is the link:

https://www.nytimes.com/2020/07/31/upshot/remote-worktips.html#click=https://t.co/NMtwTDEBBK

  1. Fifthly: we have been a great fan of the MDC Partners tracking of the Covid-19 pandemic in the US. The Harris poll has delivered 21 weeks of data and it’s interesting how Americans are reacting to homeworking. This week MDC Partners did a Special Edition of their bulletin and additionally looked at trust in US companies and corporate reputation and this is an insightful report. Here is the link to Wave 21 of the study and the following report on Trust and Corporate reputation.

https://static1.squarespace.com/static/5e7cc8c2f71691717bfc53ef/t/5f232b3ec50b227143de823c/1596140351795/MDC_Harris+Poll+Research_Wave21_v2_073020.pdf

https://theharrispoll.com/wp-content/uploads/2020/07/HP-RQ-2020-v9.pdf

  1. Sixthly: Optimists are better at finding new jobs. With so many organisations flexing, pivoting, and restructuring, good people are falling out of companies for little reason. For those looking for new opportunities – now is the time for positivity.

Here is the link:

https://hbr-org.cdn.ampproject.org/c/s/hbr.org/amp/2016/04/optimists-are-better-at-finding-new-jobs

Time for the Work: With few offices reopening, no office norms, the water cooler has been drained – Creativity has to be done in a much more nomadic space. We’ve picked this ad made under lockdown which truly knocks creativity out of the park. It’s for Nike fabulously created by W&K and aired in the US.

Here is the link:

https://musebycl.io/sports/nikes-new-ad-editing-marvel-and-maybe-best-covid-spot-yet

Media: Is Facebook out of control?  If the boycott of Facebook by some of the world’s biggest brands – Unilever, Coca-Cola, Starbucks – succeeds, it will be because it has targeted the only thing that Facebook understands: its bottom line. And if it fails, that will be another sort of landmark. The Facebook juggernaut keeps rolling on.

Here is the link:

https://amp-theguardian-com.cdn.ampproject.org/c/s/amp.theguardian.com/technology/2020/jul/05/facebook-is-out-of-control-if-it-were-a-country-it-would-be-north-korea

Adforum Worldwide Summit: The Adforum Worldwide Summit had a record 105 consultants from 5 continents virtually connected at the beginning of July. It was great to hear from the leaders of each holding company on how they are progressing through Covid-19 (apart from Publicis Groupe) and catch up with colleagues.

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Here is our summary from this year’s summit:

  • WPP, there will be no more mergers, nor office as usual, but there is a very open culture, open creativity, open data and they remain open for questions, staff will be working a mixture of at home and externally. Most clients have gone from reaction to recovery stage with digital velocity.
  • Dentsu, gave us a business update on the networks share performance, they have fared better than most, followed by an in depth study on how it has approached data, culture and diversity. They are impressive, believe the era of big agency networks with multiple clients and brands is over.  The power of the platform – the ability to effect change – Merkle is probably their magic sauce.
  • Havas, Global CEO Chris Hirst told us that humanity, ecology, and technology will be the deciding factors for customers in selecting brands, Havas are now centred around ‘Meaningful brands’ their ongoing research shows 77% of brands could disappear and no one would care.
  • We had updates from VCCP and IrIs, VCCP has the strongest new business performance year on year. Iris shared an interesting post Covid client business accelerator.
  • Omnicom, shared with us ‘Sparks And Honey’ a culture-centric organisation with the ability to transcribe the cultural zeitgeist into hard numbers and trackable metrics – they showed us Q live a system that collects data, algorithms, AI and predictive analytics to see what may happen in the future.
  • MDC Partners showed why they are now a ‘modern agency holding network’ and also shared with us some of the Covid 19 tracking studies from the Harris poll.
  • Accenture Interactive are already now the same size in revenues as IPG, we had an introduction on Droga 5 and how they will configure to win business in the future.
  • IPG, an excellent presentation on the new structures and layered approach within IPG, how Roth, Krakowsky and Bond are driving growth and change from the US. IPG are well structured for the future if they configure themselves for the right opportunities – the jewel in the crown remains R/GA who are just phenomenal.

Back to Henley: The river is busy again with day boats and launches. And riverside business is doing its best to reopen. One of the best idyllic Thameside settings for lunch is the French Horn in nearby Sonning. For the first time in 40 years you can now dine under new Covid distancing rules outside. Naturally, the best way to arrive is by slipper launch and with perfect weather – it’s a great place for a Consultants lunch. People talk about ‘pivoting’ your business, well this is our new service – on offer to all our clients and new clients between now and October. www.thefrenchhorn.co.uk and it’s a pretty good summer menu.

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And finally, It can be slightly apprehensive to change your agencies in a pandemic, but sometimes the needs of your organisation require a new approach, a refresh, or a 5 year transformation. New challenges require new needs. When the time is right – we are here to help you.

We are running a webinar for clients in the first week of September, on “How to pitch your business under lockdown” – the do’s and dont’s. So if you would like further details on this, please do get back in touch and drop me a line.

Kind regards,

Will

Monthly Review -June

During lockdown we ran a weekly review of the key articles and webinars defining the future of the industry for Marketeers at work and those furloughed. Given feedback, we were asked to do a monthly Round-up of thought leadership pieces. For June, we’ve chosen four key articles, a webinar and podcast that if you missed them and have some time, are well worth a catchup.

This week is the Adforum Worldwide Virtual Summit, where a covey of 105 pitch consultants are virtually listening to how holding companies are working with humanity and creativity – reacting to society changes, addressing diversity and prioritising ways of working. Our summary for that will be in our July Round-Up. With Black Lives Matter protests taking place across the globe, tragedies in Reading and Glasgow, further micro-lockdowns returning, Hong Kong in political turmoil – June 2020 has been memorable for different reasons.

  1. First up, we pick the lead article by Paul Blow that appeared in last week’s Economist. The advertising business is becoming less cyclical—and more concentrated. As ever more marketing drifts online, the digital giants’ conquest of adland looks unstoppable. It’s a well rounded view of the industry and a good balanced read.

Here is the link: https://www.economist.com/business/2020/06/27/the-advertising-business-is-becoming-less-cyclical-and-more-concentrated

  1. Secondly, we came across this splendid podcast by the Propeller group, titled the Dog ‘N’ Bone – (a tasty one to chew on) The first episode launched this week with James Murphy and Craig Inglis – it’s a discussion on the relationship they built to create the legendary series of John Lewis ads. Whilst John Lewis was early on fairly anti-marketing, they embarked on a journey in 2008 and in 2010 achieved amazing cut through with the ad ‘Always a woman’ – the rest of the 10 year Christmas story is legendary.

Here is the podcast link: https://podcasts.apple.com/gb/podcast/inglis-n-murphy/id1341278665?i=1000479619787

  1. Thirdly, there’s a space for Sir Martin Sorrell who tells us to ‘go where the growth is’. In this provocative conversation, SMS outlines the future of marketing and advertising and how the holy trinity of first party data, digital content, and programmatic advertising will supercharge the next wave of growth. Sir Martin discusses the true meaning of faster, better, cheaper and how to deliver on that promise through a new-era, tech-led advertising and marketing services model. He firmly sees post Covid as the time for independent agencies, as the HoldCos’, in his opinion, are no longer fit for purpose.

Here is the link: https://www.persado.com/podcast-series/choice-words/?utm_medium=social&utm_source=influencer-name&utm_campaign=podcast&utm_content=episode-sir-mairtin-sorrell#episode-4

  1. Fourthly, Covid-19 continues to have an impact on businesses. MDC questioned whether social issues would take a back seat to Covid-19.  In an unforeseen twist, Covid-19 has taken the backseat to social issues in America. The weekly MDC webinar series, has 17 weeks of research through the Harris Poll they have now produced Marketing’s Role in Restarting the Economy – fear is trumping desire to return to normal in the US.

Here is the link: https://static1.squarespace.com/static/5e7cc8c2f71691717bfc53ef/t/5efca0305004fe43f91e178f/1593614392171/MDC_Harris+Poll+Research+Waves+1-17+Agency.pdf

  1. Fifthly, during lockdown we saw some of the biggest food brands going towards DTC for the first time and as lockdown emerges other brands like airlines will head for a more DTC route to improve margin. The coronavirus pandemic has been a catalyst for some of the world’s biggest brands to open online stores serving products direct to consumers’ homes. Here’s how they have done it. And with the likes of Kraft Heinz dipping in this direction, it’s likely to continue.

Here is the link:https://www.raconteur.net/retail/big-brands-d2c

  1. Sixthly, we conclude with a series of short videos created by Les Binet, the effectiveness chief of A&E DDB. He has produced four quite insightful videos for brands through lockdown as well as writing for WARC, and they discuss some key points for the future post lockdown.

Here is the link to the first of the four episodes: https://www.youtube.com/watch?v=rnG68vHYdxs&feature=youtu.be

Having been on Zoom calls with Pitch consultants and holding company agencies all this week. It’s interesting to see whom have taken the learnings of this webinar on board. Agencies have to become super-smart at pitching virtually and Zoom allows dovetailing and interactive polls. If you are still cooped up in your broom cupboard under the stairs – it’s time to come out and learn from this gem. ‘Perfect the first 7 seconds of your presentation’ - we highly recommend Bill McGowan’s technique of ‘embedded storytelling’. People decide:- your gravitas, credibility, trustworthiness, and whether you’re worth listening to in the first 7 seconds – you need to be clear, concise, persuasive and memorable. https://www.goodreads.com/work/quotes/25396146-pitch-perfect-how-to-say-it-right-the-first-time-every-time

Time for the Work: Creativity has been relentless through lockdown, though creative production is becoming more interesting and complex. There’s quite a glut of sentimental messages in the market, most brands will have to take a much more practical approach for Christmas. We’ve picked an ‘Ad of the Month’ created for Reckitt Benckiser for Durex, ‘Let’s not go back to normal’ made by Havas London during lockdown. https://www.thedrum.com/creative-works/project/havas-london-durex-lets-not-go-back-normal#:~:text=As%20countries%20outline%20plans%20to,normal%20wasn’t%20good%20enough.

Media: And we pick an article on the furore of Facebook advertising. With so many brands pulling their allegiance what impact will this have on Facebook, and how long is it set to last?  Top advertisers here in the UK only represent 6% of Facebook revenue, advertisers that can’t afford TV will still spend with Facebook. https://www.cbsnews.com/news/companies-boycotting-facebook-ads-why-different-than-other-boycott/#:~:text=Chipotle%2C%20HP%2C%20Pfizer%20and%20Puma,halted%20advertising%20on%20the%20platform.

Back to Henley: Alongside our consulting projects, we have been helping Henley retailers get back on their feet. Assisting with a comprehensive High street recovery program, weekly zoom calls starting with 28 retailers, guiding opening programmes, distancing and communicating to a wider audience. We sadly have no regatta or festivals this year, no client outings, but Henley is open for business.

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Customers have gotten used to the quick pace of communication and now demand that brands evolve at the same speed. This has massive implications for brands, as they must accelerate their online customer experience and ecommerce capabilities exponentially. We decided to keep our message above clear and simple. Consumers are relying on online and contactless experiences more than ever, which is creating a surge in digital signals.

And finally: Now that we have some senses of normality returning, we are here to help you with your agency rosters, reviews, benchmarking and marketing performance. It will be great to catch up soon.

Kind regards,

Will

Lockdown Week 9

Our final Weekly Round-up (Week 9 of UK lockdown) – we pick the key articles in Marketing this week that help define the future of our industry. We’ve chosen two webinars, a podcast, and a couple of articles. Given feedback we will try and continue to do these monthly, but for now, this is our lockdown finale. Time to get back to projects, fire the engines, and get Britain’s advertising economy moving again.

 

For senior marketeers in England non-essential shops will open again on the 15th June, a  welcome return of football on 17th June as well as an easing of the number of people you can meet. For those furloughed – we hope the roundup has been helpful, as more forms of normality are returning. A final clapping night this week for our NHS and key workers.

 

  1. First up this week: The Marketing Society held another webinar this week, titled a Global Conversation, it drew on leaders across the globe, chaired by outgoing CEO Gemma Greaves. It was interesting how Singapore and Hong Kong are nearly over Coronavirus – that India is yet to hit its peak. The standout theme was that from consumers to colleagues, people come first and that post-pandemic, it’s up to marketers to ensure that humanity remains at the centre of our businesses. Whilst connectiveness and streamlining business is happening those businesses that do it right will be rewarded long term.

Here are the seven soundbites: https://www.marketingsociety.com/event-review/seven-soundbites-our-global-conversation

 

  1. Secondly, Kantar produced another good webinar as part of their series how brands can survive the Covid 10 crisis. The latest last week ‘Are we ready to get our heads out of the sand?’ Jane Bloomfield presents the series - the uncertainty brought by COVID-19 has highlighted how important it is to make decisions quickly. The situation is changing people’s lives and its effects on the economy are already being felt across different sectors.

Here is the link to the series: https://www.kantar.com/inspiration/coronavirus/webinar-how-brands-can-survive-the-covid-19-crisis

 

  1. Thirdly, we came across a great interview by former P&G marketing leader Jim Stengel of Wendy Clark, who has recently become Global CEO of Dentsu Aegis (joining September) in the CMO Podcast. She talks at length about her time at Coca-Cola and DDB and her belief that you produce your best work when you ‘be yourself’. Asked what’s keeps her fresh and creative, she talks about always ‘being curious’. A really good listen.

Here is the link: https://podcasts.apple.com/us/podcast/wendy-clark-thick-skin-and-a-global-mindset/id1460604334?i=1000455479963

 

  1. Fourthly, we took a look at the WARC Guide to marketing in the COVID-19 recession, Les Binet, Group Head of Effectiveness at adam&eveDDB, explains why this recession is different and why the normal rules of business may not apply, at least for a while. This is an excerpt from Les Binet’s article ‘Navigating COVID-19: survival, adaptation and recovery.’

Here is the link: https://warc.com/newsandopinion/opinion/marketers-need-to-take-a-more-nuanced-and-thoughtful-approach-to-the-covid-19-crisis/3584

 

  1. Fifthly, a piece on those Zoom calls and this time from the Harvard Business Review to refine how you manage your calls. There is a knack to stop zooming out in meetings.

Here is the link: https://hbr-org.cdn.ampproject.org/c/s/hbr.org/amp/2020/05/stop-zoning-out-in-zoom-meetings

 

  1. Sixthly, Forbes ran a piece this week on Though leadership with a number of contributors on the post pandemic advertising and media landscape. So many businesses will need to change for what has been the biggest disruption in 75 years, those brands that play nicely – will do well.

Here is the link: https://www.forbes.com/sites/bradadgate/2020/05/22/thought-leaders-weigh-in-on-the-post-pandemic-advertising-and-media-landscape/amp/

 

Time for the Work: it’s a shoutout for Mother this week – for their ‘KFC is back’ work.
KFC marks the reopening of its UK stores with a tongue-in-cheek ad spotlighting fans’ homemade attempts at fried chicken. The campaign uses real images of customers’ culinary efforts – some better than others – all done during lockdown. https://www.campaignlive.co.uk/article/kfc-well-here-mother/1683542

 

Back to Henley: With the loss of the regatta and all the various summer festivals, it’s unprecedented but still optimistic times for Henley this summer. So ‘Henley on Hold’ is better than being ‘Henley on the Brink’, as it was when we had the floods. https://www.facebook.com/hobbsofhenley/photos/a.172804612766488/3424727737574143/?type=3&theater

 

Wine: We were fortunate to take a holiday at the end of January before lockdown, to Chile and Argentina. Our Malbec’s from Cobos arrived this week, so we had to give a shoutout to two of the best wineries we visited in Argentina. Firstly, Zuccardi https://zuccardiwines.com/en/ and secondly Cobos. http://vinacobos.com/ Look out for them, if you ever get the chance to visit the Mendoza – they are both truly wonderful, and the steaks aren’t bad either.

 

And finally, Beer: we turn to a local business in Marlow this time and one close to many hearts the Rebellion Brewery – and an inspiring piece on how it has pivoted its business during the crisis. Brian Walmsley writes this blog and it really brings home how well the business has adapted. It’s a great beer and it’s a great business.https://www.linkedin.com/pulse/how-pivot-your-business-inspired-rebellion-brewery-brian-walmsley/?trackingId=%2FCnOROtDLHspy%2Bx9CZdnnQ%3D%3D

 

This is our last Weekly Review (during the lockdown) and we hope they have been of interest and helpful for those marketeers making decisions and for those furloughed. We have been asked to keep them coming – but have decided to do a Monthly Roundup from the end of June. If you would like to unsubscribe, please simply drop me an email by reply.

 

Now that lockdown is easing, we’re looking to help you with your agency reviews, evaluations, and marketing projects. Please do get back in touch, to see if we may assist you at this time.

 

Kind regards,

Will

 

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

Lockdown Week 8

Week 8 of lockdown, our penultimate Round-up of the relevant points in Marketing. We’ve chosen three webinars, a live event podcast and a number of articles this week. Good reads for the long weekend – that help define the future of our industry.

 

For senior marketeers, it gives you a round-up, whilst preparing for the easing of lockdown. For those furloughed, we hope it gives you an edge for when you return to work. More and more, a sense of normality is returning – Walkers started seeing agency presentations this week – ending 22 years of cherished work with AMV. Mini has appointed Anomaly. We hope other projects will resume as brands start to re-ignite.

 

  1. First up this week, how UK brands can survive Covid-19 and it’s another important webinar by Kantar – the 15th May Webinar looked at Reactivating Demand – what are the right signals to send – it’s good content and a well produced series of webinars. Many brands are facing ‘Demand shock’ that is going to go on for some time.

Here is the link: https://www.kantar.com/en/Inspiration/Coronavirus/WEBINAR-How-brands-can-survive-the-COVID-19-crisis

 

  1. Secondly, a live event from R/GA. This one by Barry Wacksman, discusses the DNA of Connected brands and how human centred innovation can not only drive businesses but also move culture in a connected world. Barry this week celebrated 21 years at the same company, we felt that warranted a bit of a celebration. R/GA produce some of the most remarkable work, his podcast looks at the Connected brand and a behind the scenes look at Pepsico next billion dollar sparkling water brand. R/GA launched Bubly in absolute record time, a story really well told, it’s an inspiring listen and great work.

Here is the link: https://www.rga.com/futurevision/pov/rga-live-jess-greenwood-barry-wacksman?utm_source=LinkedIn&utm_medium=social&utm_campaign=futurevision

 

  1. Thirdly, it was Havas New Business’ turn for a Webinar on Covid-19 – they presented from two of their global studies; covering 28 countries from Re-act and from Beyond Covid-19 – delivering a new Prosumer report. Marianne Hurstel and Sébastien Houdusse presented this webinar which goes through the proprietary data, how the study reveals the radicalisation of consumer expectations around the world. Their data shows half of the people believe this crisis is linked to the climate crisis. However, some interesting points on trust in government, the impact on economic, democratic and social crisis.

Here is the link: https://havascontenthub.com/webinars

 

  1. Fourthly, we turn to Leo Rayman and Grey Consulting, it has to be said a fairly relaxed series of webinars Distance Resistance but thought provoking. This is a link to all the Distance Resistance events. A couple of weeks back they ran an excellent one on Predicting the future. This one #6 looks at ‘the new normal’ – whilst we may be headed back to as it was before, only 9% want back to back to the normal. Is this an opportunity to build us a ‘better normal’. Leo introduces the 5 R’s:- What are you going to Remember, what will you Retain, what will you Replicate, what will you Remove, and what will you Recruit for the future. Thought provoking and an unusual line up of speakers.

Here is the link: https://www.youtube.com/channel/UCscPvszdQs_LaAvnh3itMxQ/featured

 

  1. Fifthly, something a bit different – we turn to the Harvard Business Review, and a great piece by Bain on the Agile C-Suite and agile leadership teams. If a company wants to move fast on its feet and transform customer experiences, out pace competitors, and ramp up agile – then the senior teams needs to follow agile principles too. So to design a better business process, this is worth a read and it comes in Podcast format as well. https://hbr.org/2020/05/the-agile-c-suite

 

  1. Lastly, MDC Partners latest research’s finding shows that 69% of American Consumers say “living in freedom” is the top factor of the American Dream.  There are some conflicted findings – empathy vs. generational divide on C-19 safety precautions, and the want to “reopen” vs. worry that it may be premature for businesses to return.  With each tension comes an insight that provides a line of sight into the evolving mindset of the American consumer. The most recent wave of research The Harris Poll between May 15 – 17 covers 1,961 American consumers.

Here is the link: https://hub.mdc-partners.com.

 

Agency news: the new agency to be run by James Murphy and David Golding is to be called ‘New Commercial Arts’ – Soho based and defying convention, it’s launching in the midst of a recession. We provided A&E with their first pitch as they became A&E DDB. We’re sure it won’t be long before this agency is purring, this just might be the shake-up the UK new business market needs. https://www.thetimes.co.uk/article/ad-agency-new-commercial-arts-defies-coronavirus-crisis-xfjf9wbbs

 

Media highlight of the week: An excellent report by Goodstuff communications on the ISBA / PWC Analysis of Programatic – titled the Unknown delta – it really needs to be sorted out together. https://goodstuff.co.uk/the-unknown-delta/

 

Time for the Work: It’s Chapeau! to Uncommon London, for their work for ITV and Mental health week. Certainly the OTW agency at the moment, and the one that seems to be following an ambitious start up trajectory. https://medium.com/@uncommonLDN/itv-uncommon-remind-the-nation-to-reach-out-to-one-another-this-mental-health-awareness-week-385ef2df77b9

 

Arise: A knighthood this week for Captain Tom Moore for NHS fundraising.

 

Back to Henley: Well the river is now open, and sunshine. Ahoy! Shipmates, what a view, no booms this year as there’s no regatta, but come along and enjoy some sun.

 

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And finally: a spotlight on Bray eateries this week. With London being off bounds for most ‘commuters’ for the foreseeable future. What a choice Bray has, (and all reopening from July 4th) the choice: Heston’s trio – The Fat Duck, the Crown, and the Hinds Head. Alain Roux at the Waterside. And food relief the Hinds Head Bray has opened up an at home service. https://mailchi.mp/hindsheadbray/the-hinds-head-at-home?e=2408c7990c

 

We’re looking to help you with your agency reviews, evaluations, and marketing projects. Please do get in touch, if we can help you as we look to pivot the business.

 

Kind regards,

Will

 

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