Monthly Review – May

Our Monthly Round-up of the key pieces in Marketing for May – we’ve chosen five key articles and a podcast. If you missed any of them – have some time, they are all well worth a catchup. http://haiconsulting.com/category/views/

Our Round-up includes Ten Takeaways from the 20th Adforum Summit that took place in New York in May.

Here are our May highlights:-

1.       Our top pick this month, and it’s a piece by the Prof Mark Ritson on whether you can achieve long and short marketing goals at the same time. It’s a well written thought provoking piece.

Here is the link: https://www.marketingweek.com/can-you-achieve-long-and-short-at-the-same-time-usually-no/

2.       Secondly, we’ve picked an article from the HBR this month. Traditionally, the most reliable way for a firm to find its next wave of growth was to apply the capabilities of its core business in an adjacent market. But a new pattern has begun to emerge. More firms are learning the art of building large second cores – what Bain’s Zook and Allen call engine twos.

Here is the link: https://hbr.org/2022/05/when-your-business-needs-a-second-growth-engine

3.       Thirdly, we’ve picked a second piece from the HBR this month on Digital transformation. Many companies struggle to reap the benefits of investments in digital transformation, while others see enormous gains. What do successful firms do differently? Marco Iansiti and Satya Nadella describes the five stages of digital transformation.

Here is the link: https://hbr.org/2022/05/democratizing-transformation

4.       Fourthly, we pick a piece form the Creative Salon on the rise of chief client officers. While the role isn’t new, it’s been enjoying a resurgence. Ian Darby seeks why, and what do they do anyway.

Here is the link: https://creative.salon/articles/features/rise-of-chief-client-officers

5.       Fifthly, we pick the Digital Native substack which is just geniusly curated by Rex Woodberry, a partner at Index Ventures. This piece looks at the Cash App which has been the #1 finance app in the App Store for five years running, has 80 million users, and last year was the 8th-most-downloaded app in the U.S. across all categories.

Here is the link: https://digitalnative.substack.com/p/the-rise-of-cash-app-?s=r

6.       Sixthly, we’ve picked a WARC Podcast on How digital brands grow. This piece looks at the laws of growth put forward by Ehrenberg Bass Institute and others, but includes a new narrative from Tom Morton Global CSO of RGA in New York. Tom reconciles the two of the biggest forces in brand building, how brands grow and how big digital internet brands grow. It’s an excellent well thought piece of research.

Here is the link: https://open.spotify.com/episode/7lrhKWDCEKQE0FC3NRovvu

Our Adforum Summit Special:

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Having attended Adforum for the last 8 years, this New York summit was one of the best attended, most fruitful, and packed with thought leadership. In a week of back to back meetings – 48 consultants from across the world saw 22 agency presentations, including some shorter speed-dating sessions with smaller independent agencies. What you notice immediately in New York is that there is much less traffic and it’s easier to get around. A full time return to office mode is only just happening in New York – we are noting that in London agency presentations are infinitely better for those whom are back in a full time office mode. Packed with the latest buzzwords, we intersected, we doubled down, we deep-dived, we even met a Sugarbusher, at least we no longer have to ‘circle back’.

Here are our Ten Takeaways from across the Adforum Summit in New York:

1.       Growth is the Primary Objective

After two years of an effective slowdown in the industry. Most agencies were robustly reporting much improved figures for 2021 over 2020. An interesting stat, in the US alone, more than 5.5m new companies were registered. So, 2021 was the year of corporate startups in the US – that’s bound to be good news for agencies as those startups will need agency help sooner or later.

2.       The Metaverse and Web 3

It’s causing a marketing cacophony and whilst some believe it more than others, other riducule it for being overhyped. Some brands are experimenting dipping toes in the water, others it’s a step too far. We saw some great examples, from Metaverse to Multi-verse, everyone seems to have a differing point of view. David Jones, founder and CEO of The Brandtech Group commented “What will make the metaverse work will be the ecosystem that grows up around it.”

3.       Transformation of Agencies into Consultancies

We saw a number of agencies making this move – most notably Huge, the brandtech group, and new start-up Proto. Positioning themselves as either ‘technology-based marketing services companies’, the ‘disruptive brand experience company’ or ‘at the intersection of brand, technology and experience’ It’s such an exciting space for these new consultancies – that are just getting started.

4.       Tech is driving effectiveness

The intersection of brand tech and experience would appear to be the fertile sweetspot where a number of the consultancies are trying to position themselves. They are ruthlessly delivering communications powered by data and dashboards. One of the agency groups shared its vision that it wants to ‘reframe marketing as a valuable service by building tech that puts data to work — creatively, precisely and responsibly.’

5.       The C Suite needs mentoring

Another trend we certainly picked up in the number of consultancies challenging the traditional company board – accelerating them along a marketing journey with mentoring. It’s powerful, high end expensive consultancy in the pursuit of corporate growth.

6.       Purpose

Purpose came up, and we met one agency totally devoted to purpose. ‘Purpose is the new digital’ its what they do and there are six aspects to purpose.

7.       Right sizing for growth

We continue to see the growth through M&As which in New York is being led by Stagwell, with more than $200million to invest in new brands each year this looks set to continue.  A few of the holding companies continue to merge their heritage agencies with mar-tech operations.

8.       Office becoming a Campus

As work returns to near normal we are seeing the office become more of a campus. It’s a place to meet rather than a place to live extended hours, though we do see stronger compelling presentations from agencies that are full time back in the office.

9.       Creativity is more important than ever

The pandemic limited the ability to deliver some of the best work. Post pandemic creativity is more important than ever and though – we expect Cannes to be a bit of damp squib, it may take a year or so to see more of the award winning work. That said it was ‘chapeau’ Amazon and Lucky Generals for their Super bowl spot.

10.   Staff need to be valued

We saw a trend that if staff aren’t valued they simply move on. It’s not only about their salaries; they’re wanting to work in agencies where they can succeed and be recognised by their agency leaders. Holding companies have a role to attract the very best talent, but also try to retain them.

The Consultants at 3 WTC

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Back to Henley: It’s a short week due to the Jubilee Celebrations, plenty of bunting, boating, scones, clotted cream, jam, tea, cake – Jubilee themed parties. Congrats to HM the Queen on her Platinum Jubilee.

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

Kind regards,

Will

Monthly Review – April

Our Monthly Round-up of the key pieces in Marketing for April – we’ve chosen five key articles, and an inspiring brand blog. If you missed any of them – have some time, they are all well worth a catchup. Our May Round-up will include insights from the 20th Adforum Summit taking place in New York this week. http://haiconsulting.com/category/views/

Here are our April highlights:-

1. Our Top pick this month, we’ve picked a piece from the HBR this month on why marketers are returning to traditional communication methods. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter. It’s a good read.

Here is the link: https://hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising

2. Secondly, we’ve gone for the latest piece from McKinsey on how brands can adapt and thrive as the cookie crumbles.

Here is the link: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/as-the-cookie-crumbles-three-strategies-for-advertisers-to-thrive

3. Thirdly, we have picked a UK piece from WARC and the Media Leader on the positive growth of the business. We’re seeing a slight bump up in media spend, that’s not yet filtering through to the creative agencies. UK adspend in 2021 reached £32bn, ahead of expectations. An increase of 34.3% and an absolute increase of £8.2bn year-on-year, £2.3bn ahead of previous expectations. Internet spend increased by 40.5%, or £6.8bn, to a total of £23.5bn.

Here is the Link: https://the-media-leader.com/aa-warc-q1-2022-uk-adspend-outpaces-expectations-rising-34-year-on-year/

4. Fourthly, It’s Rishad Tobaccowala again and one of his latest pieces from his substack – The future does not fit into the containers of the past. This one is on Career goals and its good.

Here is the link: https://rishad.substack.com/p/career-tools?

5. Fifthly, a piece from the Creative Salon. Ian Darby talks to a number of agency leaders. After the last two years of turmoil, agency leaders can be forgiven for feeling a bit punch drunk. But in adversity some important leadership lessons have been learned

Here is the link: https://creative.salon/articles/features/leadership-lessons-feature

6. Sixthly, we’ve picked an excellent blog by Henley local – the Creative Duck on five brand storytelling truths. We recently took twelve Henley businesses to Bremont, for a tour Inside the factory. And from this – Joey McGinn and Nicola Nott produced this fabulous blog on what they learnt.

Here is the link: https://www.thecreativeduck.co.uk/post/five-brand-storytelling-truths-we-learnt-from-bremont

Time for the Work: We love a great marmite ad, and a good piece of OOH. This could be the poshest one yet outside Harrods in Knightsbridge. Congrats to Adam and Eve DDB for this latest gem for Marmite Truffle – Posh! https://creative.salon/articles/work/posh-marmite-adam-eveddb

Media Tech: Only one story in the tech world right now and the demise of Netflix which took a 40% share tumble this month. Here Simon Andrews with Fixlite gives his view. https://mailchi.mp/addictivemobile/fixlitemonday-april-25?e=fcb1e7fb84

Back to Henley: The boat tents and booms are going up on the river. For the first time, there will be six days of Henley Royal Regatta this year in the first week of July. It’s a fine time to be out of the river.

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

Kind regards,

Will

Monthly Review – March

Our Monthly Round-up of the key pieces in Marketing for March – we’ve chosen five key articles, a podcast, and a presentation on Moody-Britain this month. If you missed any of them – have some time, they are all well worth a catchup. All on Reviews are now uploaded on our website http://haiconsulting.com/category/views/

Here are our March highlights:-

1. Our Top pick this month, we’ve gone for the latest piece from Rishad Tobaccowala’s series. The future cannot fit in the containers of the past – all his pieces are an excellent read. It’s a great piece on Connectedness this week.

Here is the link: https://rishad.substack.com/p/connectedness?r=8wtij&s=r&utm_campaign=post&utm_medium=email

2. Are the advertising networks fighting back? The big six global agency groups added 32,000 jobs in 2021, more than making up for the 24,000 lost roles in 2020 and taking their total headcount to 408,000, according to an analysis by Campaign that’s 8.5% growth in staff numbers.

Here is the link: https://www.campaignasia.com/article/big-six-global-agency-groups-bounce-back-by-adding-32-000-jobs-in-2021/476327

3. Thirdly, we’ve picked a piece by Andy Brown of Gartner on the State of Marketing budgets from their Annual CMO Marketing Report – it’s a valuable set of insights.

Here is the link: https://etc.co.uk/knowledge/gartners-state-of-marketing-budgets-2021/

4. Fourthly, for many years Guinness has had stunning advertising through AMV BBDO. With St. Patrick’s Day in March, Cheltenham and plenty of rugby at Twickenham it’s full flowing but worth the wait. This article written by Elliot Leavy at Creative Salon gets our pick, just love watching the fantastic old ads.

Here is the link: https://creative.salon/articles/features/st-patricks-guinness

5. Fifthly, It’s all Google or is it? This article we picked as an interesting view on the dominance of Google in the UK market place.

Here is the link: https://www.telegraph.co.uk/business/2022/03/21/googles-unhealthy-dominance-advertising-market-finally-exposed/

6. Sixthly, we’ve picked the Growth House Podcast where CEO Ben Fennell interviews – Henley local – mindfulness speaker and 25 years former Benson helicopter pilot/ squadron leader Sarah Furness. Sarah is an inspiring speaker – hear why -  ‘when it comes to opportunity your arms have to be the right length.’

Here is the link: https://play.acast.com/s/thegrowthhouse/train-hard-and-fight-easy

Moody-Britain: A presentation given by the McCann Uk WorldGroup on the state oof Britain, at their new Bishopsgate offices. McCann showed the trends from their latest Moody Britain research which paints a face of Britishness today. It was good to be back in face to face meetings, Here is the link: https://truthaboutbritain.mccannworldgroup.com/p/1

Time for the Work: We picked the Campaign School Reports. Is that time of year when the agency School reports are published, discover which agencies were scored ‘excellent’ and ‘outstanding’ and read their full report cards. This year’s particularly good with the opinion of UK Editor Chief Gideon Spanier, it is actually the one edition of Campaign – we always refer back to each year. Well done all. https://www.campaignlive.co.uk/article/school-reports-2022-agencies-amid-pandemic-recovery/1750233

Media: How Goodstuff found Stagwell, it all seems to be going swimmingly well for Goodstuff. A month off pitching – settling down the business – they are back out there winning again. https://mediatel.co.uk/news/2022/03/02/how-and-why-stagwell-and-goodstuff-found-each-other-on-the-beach/

Back to Henley: We always like to support our local businesses in Henley through the Henley Business Partnership, so we were delighted when they picked us for Member of the Month. This month we are doing extra in introducing businesses in Henley to each other. It was great to take another twelve businesses to the Bremont Manufacturing and Technology Centre last week.

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

Kind regards,

Will (07730 431171)

Monthly Review – February

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Kind regards,

Will

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

 

Monthly Review – January 22

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

Here are our January highlights:-

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Kind regards,

Will

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

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

Monthly Review – December

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

Here are the December highlights:-

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Kind regards,

Will

Monthly Review – November

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

Here are the November highlights:-

  1. Our top pick, we’ve gone with Rishad Tobaccowala for his continuing series – this article is the Age of Creativity! – part of the Future Does Not Fit in the Containers of the Past. Edition No. 69. This piece looks at how to prepare for the next creative age or as he puts it for the Age of Makers – it’s a good read.

Here is the link: https://rishad.substack.com/p/the-age-of-creativity?utm_campaign=post&utm_medium=web&utm_source=copy

  1. Second, we came across this piece written by Thomas Brown, that includes insights from an old agency colleague CEO Matt Atkinson, it includes his tips on how to get C-suite backing for an innovation agenda.

Here is the link: https://sifted.eu/articles/culture-change-leadership-innovation/

  1. Third, we pick a piece from the Harvard Business Review, which is beginning to reclaim its thought leadership place. This piece looks at the 10 truths of Marketing post pandemic and it’s insightful.

Here is the link: https://hbr.org/2021/03/10-truths-about-marketing-after-the-pandemic

  1. Fourth, there’s been a lot of talk about ‘the great resignation’, particularly for those that are worked for a length of time in more traditional companies and the retention of creative talent. Drew Pearce writes this piece with the insight of Jay Haines of Grace Blue, who gives his view from the heart of New York.

Here is the link: https://blog.dropbox.com/topics/work-culture/how-the-great-resignation-is-opening-new-doors-for-creatives?utm_source=twitter&utm_medium=social&utm_campaign=organic

  1. Fifth, we’ve picked a piece from Forbes magazine on Ollie Phillips and his company the Optimist Performance, in it ollie answers quickfire questions.

Here is the link: https://www.forbes.com/uk/advisor/personal-finance/2021/11/05/quickfire-questions-ollie-phillips-founder-optimist-performance/?_thumbnail_id=55889

  1. Sixth, with Christmas ads a plenty – we liked this piece written on the makings of the Aldi Christmas ad featuring Ebanana Scrooge, Marcus Radishford, and Kevin the Carrot. Christmas ads have high conversational currency, but which is the most efficient and effective, this piece shows the behind the scenes makings.

Here is the link: https://www.lbbonline.com/news/behind-aldis-a-christmas-carrot-featuring-ebanana-scrooge-and-kevin-the-carrot?

Time for the Work: Well it’s ‘domino oh oh oh’ and that time of year, but we had to pick the new John Lewis Christmas ad this month. Congrats go to Martin George, the Marketing team at JLP and to agency Adam and Eve/DDB for another Ad-fantastic that really puts London creativity at the forefront of the industry. The ‘John Lewis Day’ is now a regular in the London Ad calendar though launch day in early November moves earlier each year, it’s all about getting efficiency – share of voice and share of search – with all your fantastic creativity. https://www.youtube.com/watch?v=ZTttgc0DPA4

Media: The best social media campaigns from November 2021, E-consultancy provides a good roundup. https://econsultancy.com/the-best-social-media-campaigns-from-november-2021/

E-Commerce: Simon Andrews produces an excellent Fix lite every Monday morning, here he gives you an insight into one of his deeper-dives Merchant, there is so much going on in retail at the moment. https://us1.campaign-archive.com/?u=80025f160be434835759d292b&id=6a893a9aa3

Back to Henley: This past week was the 20th anniversary of the passing of Beatle George Harrison, who lived at Friar Park in Henley for some time. By tradition, the gates at Friar Park are decorated for his birthday, but how fitting that the family had fireworks and decorations this week to mark the anniversary.

Gates

We’re here to help you with your agency resourcing structures, agency reviews, evaluations and benchmarking to improve your marketing performance, so do contact us for anything we can help you with. Have a wonderful Christmas – our December Round-up will be with you in the first week of January.

Take care of yourself and stay healthy. I wish you a happy Advent season.

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 chosen six key articles – 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/

As we move into Autumn – we had the Adforum Summit in London this week – the start of COP26 in Glasgow – new business reviews are at last picking up. Congrats go to Uncommon Creative Studio who picked up the IAG – British Airways account. We look forward to picking back up with you, and helping with your reviews.

1. Our Top pick this month – we had to start with ‘the Metaverse’, bear in mind the worldwide web was invented by Sir Timothy Berners-Lee in 1989 – Neal Stephenson first wrote about ‘the Metaverse’ in his 1992 novel Snow Crash. We include an excellent write up by Matthew Ball – a VC- who back in June did a nine part primer on the Metaverse – aka beyond-universe. Our view on whether the next generation will buy and sell digital homes depends largely on infrastructure, there will be some overlap with the virtual world but wifi connectivity and accessibility remain key.

Here is the link: https://www.matthewball.vc/the-metaverse-primer

2. Second, we pick a piece by Zoe Scaman who is writing some really interesting stuff on the Future of Fandoms – they will be a dominant force – culturally and commercially for the next decade, and we thank Lucy Jameson of Uncommon Creative Studio for this tipoff.

Here is the link: https://zoescaman.substack.com/p/the-future-of-fandoms

3. Third, we return to the world of procurement, an excellent report from the WFA which includes: Scope & categorisation of marketing by procurement, Ways of working & governance in marketing procurement, The career path of marketing procurement (diversity & inclusion, talent acquisition, training programs, talent retention) Tina Fegent takes a look at the future of procurement.

Here is the link: – https://wfanet.org/knowledge/guides/global-marketing-procurement-2020-and-beyond/about

4. Fourth, we pick a piece we read from McKinsey, we hear that so many are finding difficulties attracting talent, it’s a good read. ‘Great Attrition’ or ‘Great Attraction’? The choice is yours:

Here is the link: https://www.mckinsey.com/business-functions/people-and-organizational-performance/our-insights/great-attrition-or-great-attraction-the-choice-is-yours?cid=eml-web

5. Fifth, with COP26 in full swing, and the 1.5 degree increase limit reachable, we came across this piece from the BCG in the FT, we simply must do more to save the planet.

Here is the link: https://www.ft.com/partnercontent/boston-consulting-group/how-countries-can-become-leaders-in-net-zero-technologies.html?utm_source=FT&utm_medium=Premium_Native_Amplification

6. Sixth, we hear of Zoom fatigue, we came across this piece by KornFerry and the real culprit behind Zoom fatigue.

Here is the link: https://www.kornferry.com/insights/this-week-in-leadership/the-real-culprit-behind-zoom-fatigue?utm_campaign=11-04-21-twil&utm_source=marketo&utm_medium=email

 

Time for the Work: We thought we’d pick this piece of work this month from the US for the NBA Lane – it just grows on you. https://twitter.com/NBA/status/1446145737579024386?t=G06mkgshDn0HYCWljDndTw&s=19 No guesses as to what will be our pick next month, there is a new John Lewis ad due.

Media: A shoutout for Simon Andrew’s and Fix/Lite, we have this in our mailbox every Monday morning and it’s a good snapshot. https://mailchi.mp/addictivemobile/fixlite-monday-october-25?e=fcb1e7fb84

Back to Henley: This month we had the most amazing tour of the new Bremont facility in Henley. A fantastic ‘state of the art’ manufacturing and technology centre based in ‘the Wing’. If you are looking for the perfect Christmas present then the new Longitude limited ranges are the most desirable and make the perfect gift. This is the first time Bremont has actually made the movement here in Henley, and a first in British Watchmaking for many years.

20211022_111339

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

Kind regards,

Will

Monthly Review – September

Our Monthly Round-up of the key pieces in Marketing for September – a shorter review this month.  Just six key pieces – 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/

As we move into October, it’s back to business as usual. It’s Bond launch week here in the UK – we’re on hand to help you, shaking marketing performance & stirring your agency resourcing structures.

1. Our top pick this month comes from Rishad Tobaccowala, this really is a must read. His series ‘the Future does not fit into the containers of the past has been gaining traction over several months. And this piece is excellent edition 58 below, as is the following piece edition 59.

Here is the link: https://rishad.substack.com/p/how-to-thrive-in-the-modern-workspace

2. Second, we pick a piece by Nidhi Dave from singlegrain.com on the 42 Digital Marketing trends you cannot ignore in 2021. It’s a great digital trend summary.

Here is the link: https://www.singlegrain.com/digital-marketing/digital-marketing-trends-2021/

3. Third, It’s food, glorious food: Tom Kerridge is on a roll at the moment from Party in the Park to his latest opening Kerridge’s at the Corinthian Hotel in London. Good food comes with a premium. As Ritson explains the prices aren’t a rip off if that’s what the market will pay.

Here is the link: https://www.marketingweek.com/tom-kerridge-price-premium/?cmpid=em~newsletter~breaking_news~n~n&utm_medium=em&utm_source=newsletter&utm_campaign=breaking_news&eid=22899180&sid=MW0001&adg=FB9C7836-4BD5-4CD2-8851-76A3FC8A5592

4. Fourth, we pick a piece from Adweek by Andrew Bailey for The & Partnership on how they are using the office for competitive advantage.

Here is the link: https://www.adweek.com/agencies/how-thepartnership-uses-the-office-to-create-a-competitive-advantage/

5. Fifth, we highlight this month Stratechery.com. Ben Thompson is a great writer and there is always some interesting articles on here, a must for your back to work techdata reading stack.

Here is the link: https://stratechery.com/category/articles/

6. Sixth, we pick an excellent podcast from the McCann Worldgroup “Spontaneously Candid”with Kathleen Hall, Chief Brand Officer of Microsoft. Kathleen has a tremendous track record as the global brand steward for Microsoft – she talks openly how she is still fighting for emotional connection relationship with consumers, and she still balances quarterly ROI pressures.

Here is the link: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xODI2NjI1LnJzcw

Time for the Work: It’s a Pick of this month for Google and Uncommon London. Great to see this work breaking on the big screen, in the cinema on the opening night of James Bond’s – No time to die. https://www.creativeboom.com/news/uncommons-latest-campaign-for-google-celebrates-the-power-of-questions-around-uk-culture-and-identity/

Back to Henley: The much delayed Henley Music Festival was back in town this month and what a great do it was too. Running over five evenings – great music and comedy acts and great riverside entertainment, headed by Madness, each year it brings record crowds to the town, and a great party even for our returning Olympic Heroes.

Henleyfest4

We’re here to help you with your agency resourcing structures, agency reviews, evaluations and benchmarking to improve your marketing performance, so do get in touch if there is 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 an excellent Marketing Webinar and five 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/

As we move into September, it is still WFH for most of the larger organisations. It’s time to be looking at your agency resourcing and brand plans for 2022. We’re on hand to help and advise you – optimising the performance of your agency structures.

1. Our top pick this month comes from Marketing Mini MBA guru Mark Ritson. Mark delivered this Webinar in July ‘His 10 Biggest Marketing Heroes’ as a prequal to his Mini Marketing MBA series starting in September, it turns out Wharton is highly connected – it’s a good webinar. (1.38)

Here is the link: https://player.vimeo.com/video/585363713?h=d25c5eadb6

2. Second, we pick another piece by Rishad Tobaccowala. This one conflicts with Mark Ritson above – who sticks more to the tried and tested 1950’s Neil Borden’s Four P’s / Marketing Mix – the updated or rehashed 5P’s or 5C’s are never as good as the original in it’s tin.

Here is the link: https://rishad.substack.com/p/success-5ps?

3. Third, it’s always good to see Marketing spend heading upwards, we came across this piece on P&G sales and it’s super positive.

Here is the link: https://www.mediapost.com/publications/article/365568/pg-sales-soar-as-retiring-ceo-extols-marketing-sp.html

4. Fourth, Here and Now – originally published in Campaign – Charles Vallance, founder of VCCP gives his view on Immediacy and it’s a very good read.

Here is the link: https://www.vccp.com/news/2021/aug/here-and-now

5. Fifth, we all love a good beer ad, and who better to write this review than Jeremy Lee of the Creative Salon.

Here is the link: https://creative.salon/articles/best-beer-ads

6. Sixth, London startup Craig+Bridget are off and running – this is their latest punchy blog.

Here is the Link: https://www.craigandbridget.co.uk/blog/advertising-doesnt-work-please-buy-my-advertising

Time for the Work: It’s a Pick this month for Avanti West Coast and their feel good work by Adam & Eve London, inspiring and challenging creative work in a difficult category of travel. https://www.campaignlive.co.uk/article/avanti-west-coast-feel-good-travel-adam-eve-ddb/1725271

Media: Anthony Swede has written this reflective piece on the media industry and what it has taught him. https://www.linkedin.com/pulse/five-things-working-media-agencies-has-taught-me-anthony-swede/?trackingId=9IzBnb%2BkFCVzAEJCQIa3GQ%3D%3D

Ageism in Advertising: is it the Kingdom of failure, an interesting blog on ageism in advertising and we thought it’s worth including, given so many agencies are ‘letting go’  creative wisdom. https://www.kingdomoffailure.com/post/get-off-my-lawn-ageism-in-advertising-a-giant-pain-in-my-ass

Back to Henley: It’s great to have the festival season back in Henley, we had a belated 5 day royal regatta in the second week of August, the TRAD boat Festival in the last weekend of August and the Music festival is yet to come. We loved this Henley picture which will be in the press next week – no Pitch consultant/Intermediary does a better boat trip.

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Book Alert: Will Greenwood and Ben Fennell launch their book this week. World Class, how to lead learn and grow like a champion. A gifted athlete will identify space and opportunity faster than anyone else, a visionary leader will do exactly the same. In a team packed with difference, generosity is often the most precious commodity. Difference needs to be celebrated and embraced, it’s a two way street. Launching on September 2nd, you can pre-order a copy here at https://lnkd.in/dRm4-zdZ

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

Kind regards,

Will