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Our Monthly Round-up of the key pieces in Marketing for February – we’ve chosen six key articles, a piece on Media, AI, and a Podcast, which we hope ‘keeps your finger on the pulse’ in Marketing terms. TLDR: All our monthly reviews are available on our website. www.haiconsulting.com

Our February highlights:

1. Our top pick this month we pick a great piece from Rishad Tobaccowala on the four keys to leading today. We have entered an age of de-bossification. In many industries, particularly “White-collar” ones, the era of “bosses” is in decline. Less of a clamouring for boss like traits of controlling, managing, measuring, allocating, evaluating and checking in. There is a rise in the need for leaders and their traits of being guides, coaches, mentors, role-models, creators, pioneers and builders. It’s a great read.

Here is the link: https://rishad.substack.com/p/the-4-keys-to-leading-today?

2. Secondly, we have picked this piece from the Drum written by Andrew Tindall of System One on the Adidas new positioning. It’s not often a brand makes such a bold positive move, will it continue to thrive.

Here is the link: https://www.thedrum.com/opinion/2025/02/19/impossible-nothing-was-winning-hand-adidas-its-bold-new-direction-will-be-too

3. Thirdly, we’ve chosen a piece from Ivan Fernandes, on the relationship that holding companies will have with AI, efficiency, and redundancies. What will be the optimum and most efficient holding company size be of the future.

Here is the link: https://www.linkedin.com/posts/ivanfernandes1_ai-wont-save-holding-companies-redundancies-activity-7297927587928928256-6BMd/

4. Fourthly, we wanted to highlight this article by Mark Ritson in Marketing Week. Ignore anyone who tells you to forget about targeting. Targeting is the start of strategy, yet many marketers are being told they no longer need to bother with it. We’ve given him our podcast slot below as well.

Here is the link: https://www.marketingweek.com/ritson-ignore-anyone-targeting/

5. Fifthly, we pick a piece from the HBR on how your team is spending the time saved by AI. Tools like ChatGPT and Copilot are helping employees complete tasks much faster—cutting the time it takes to do them by up to 56%. But a new study shows that many people aren’t putting that newfound time to good use. Here’s what managers can do to get the most out of the time savings.

Here is the link: https://hbr.org/2025/03/how-is-your-team-spending-the-time-saved-by-gen-ai

6. Sixthly, we had to pick this piece this month on R\GA – as it goes Independent again. We visited R\GA year on year with Adforum for a super executive view of brand and marketing futures. They were always cutting edge, they mastered scoring more ‘Tens’ than any other agency – chaired by Bob Greenberg, with thought leaders Barry Wacksman & Tom Morton. From behind that fence, every seven years they re-invented themselves in line with those trends. All long departed, we wish the new company all the very best.

Here is the link:  https://www.linkedin.com/pulse/some-ruminations-sale-my-beloved-old-company-rga-barry-wacksman-rt5te/?

Here is the link:  https://www.lbbonline.com/news/rga-goes-independent-in-management-and-private-equity-partnership?

Media: Simon Davis the CEO of Walk-in Media writes for the Media Leader this month. The big media agencies are damaging the outlook for UK broadcasters through opaque trading practices that do not give them a fair share of client spend. https://uk.themedialeader.com/mr-bates-vs-the-big-agency-networks/

AI: We attended a Panel discussion – Learning from the past to lead the future – at WPP organised by the Marketing Society and Design Bridge. It included the very impressive Tati Lindenberg Chief Brand Officer of Unilever, and WPP AI Chief Daniel Hulme. Daniel also gave a presentation to the Drum. https://www.thedrum.com/news/2025/01/30/how-does-wpp-think-about-ai-here-s-the-framework-its-chief-ai-officer-uses

Podcast: Our Podcast pick this month is an interview with Mark Ritson – How to mess up your brand. What marketing looks like in three words and why simplicity is everything. https://podcasts.apple.com/nz/podcast/how-not-to-mess-up-your-brand-with-mark-ritson/id1786600621?i=1000691464145

Time for the Work: We felt we should pick something from the Superbowl this month, and so it’s congrats to Goodby Silverstein and Partners for Mountain Dew and a totally bonkers ad. With thanks to Troy Ruhanen for sending us the new OAG LinkedIn newsletter – Cornerstone – a great selection of global work to pick from. https://www.youtube.com/watch?v=8QPLoTLAdh8

Back to Henley: Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview John Swift from Lawlor’s, a small craft bakery based in Henley.  https://www.henleystandard.co.uk/news/let-s-get-down-to-business/195327/lets-get-down-to-business-john-swift.html

If you are looking to review your agency relationships and resourcing structures in 2025, please do get in touch, we are here to help, and answer your queries.

Kind regards

Will

Our Monthly Round-up of the key pieces in Marketing for December – we’ve chosen six key articles, a piece on Media, and a Podcast – as well as our regular Back to Henley slot. We’ve spent Christmas in Santiago, Chile, so this review comes to you from 38,000 feet passing the Andes on our way home. A lot to Round-up in terms of Year reviews, Leadership, & Christmas ads. TLDR: All our monthly reviews are available on our website. www.haiconsulting.com

Our December highlights:

1. Our top pick this month is a good presentation from Mark Ritson who highlights the Top 10 Marketing moments from 2024. We like Mark’s banter – he simply says it ‘as it is’. In the poker game of Marketing he states how System One is capable of giving the Campaign journo’s a run for their money when it comes to scoring the new AI Coca-Cola ad. It’s an hour long piece, packed full of goodness where he highlights some key findings from McDonald’s and McCain, the short and the long, and ads that work. His key summary, ‘If you’ve got a good ad, keep running it.’

Here is the link: https://www.youtube.com/watch?v=Wpwdwr5SRcM

2. Secondly, it is the list of the Top 10 Most popular/read articles from Mckinsey which they published last week. Generative AI has sparked a renaissance in business innovation—and this year, the boldest leaders have started to realize value from it. There’s room for more to blaze a trail. CEOs, boards, and top executives across industries can transform their organizations with gen AI as their copilot. To get started, explore the most-read AI piece of the year.

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

3. Thirdly, we pick a piece from the Marketing Week reporters on the Marketing trends of 2024. From the growth of ad-funded streaming and winning the argument for pre-testing, to gen AI entering the mainstream, 2024 has been a good year for committing to consistency.

Here is the link: https://www.marketingweek.com/2024-year-in-review-good-year/

4. Fourthly, it’s a ‘Pepp talk’ – we had to include it this month. Jon Peppiatt writes on Culture, Strategy, and Industry Change and given he is now working in and out of the Growth House in Henley, we look forward to catching up with him soon.

Here is the link: https://www.lbbonline.com/news/the-view-from-both-sides-of-the-table/?mc_cid=7dd190abb1&mc_eid=b087a45a16

5. Fifthly, we pick a report produced by System One on consistency and familiarity in Christmas advertising. According to creative effectiveness platform System 1, the 2024 festive season is set to be the most “consistent Christmas for advertising” it has seen to date. The consultancy has published its 2024 Test-Your-Ad scores highlighting how campaigns from six major brands – Cadbury, Amazon, Lidl, Sainsbury’s, Aldi, M&S Food – have already received its highest available score of 5.9 stars.

Here is the link: https://www.marketing-beat.co.uk/2024/11/08/system-1-christmas-ads/

6. Sixthly, Rishad Tobaccowala is back this month, and this is his piece from the Christmas break on ‘Paradox.’ The world is changing, setting up a situation in which organizations must learn to take two seemingly opposite actions – in order to be profitable. As we move to distributed work, as technology advances, and as other trends transform society, a set of opposing but connected forces have emerged: Fragmentation and Integration.

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

Media: A good perspective - 2024 was a difficult year for many media agencies. 2025 looks like being a tough year too, a transparent, responsible and accountable advertising environment is needed, as this piece in the Media Leader explains. https://uk.themedialeader.com/2025-wont-be-business-as-usual-so-we-must-change-with-the-times/

AI: Enterprise technology’s next chapter: Four gen AI shifts that will reshape business technology from Mckinsey. https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/enterprise-technologys-next-chapter-four-gen-ai-shifts-that-will-reshape-business-technology

Podcast: Jon Evans produces the Uncensored CMO series, in December he interviewed behavioural science guru Rory Sutherland of Ogilvy – ‘Jaguar: Madness or Marketing Genius?’ https://uncensoredcmo.com/bonus164

Time for the Work: Well with so many good Christmas ads to pick from. We had to pick one and say congrats to John Lewis and Saatchi’s as our pick. Here is the link to the free System One report. https://www.linkedin.com/posts/andrew-tindall_system1-have-tested-the-new-john-lewis-activity-7129732156246913024-8TXR/

Back to Henley: Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Chloe and James Brownbill, who own and run the Marlow Cheese Company. https://www.henleystandard.co.uk/news/let-s-get-down-to-business/194213/lets-get-down-to-business-chloe-and-james-brownbill.html

According to a Uk based Intermediary, following a study of 500 Senior Marketers, 98% of brands are planning to either, definitely, or probably initiate a pitch for some or all of the marketing within the next twelve months. If you know someone who is looking to review their agency relationships and resourcing structures in 2025, please do recommend us to help them.

Kind regards

Will

Our Monthly Round-up of the key pieces in Marketing for November – we’ve chosen six key articles, a piece on AI, Media, and a Podcast – as well as our regular Back to Henley slot. A lot to Round-up this month – Christmas ads, Retail woes, Ritson, Jaguar, the future of media. All our monthly reviews are available on our website. www.haiconsulting.com

Our November highlights:

1. Our top pick this month is an interview on ‘Understanding Marketing Effectiveness’ with Les Binet. Balancing short-term wins with long-term growth is crucial in the fast-paced marketing world. In this interview, Coen sits down with Les Binet, Head of Effectiveness at adam&eveDDB, to discuss how brands can navigate this landscape. Les has profoundly influenced modern marketing strategies, primarily through his work on “The Long and the Short of It,” co-authored with Peter Field.

Here is the link: https://www.alpha.one/blog/understanding-marketing-effectiveness-with-les-binet And he also has an Apple podcast out this month. https://podcasts.apple.com/cy/podcast/les-binet-uncovered-surprising-secrets-of-ad/

2. Secondly, a piece from Marketing Week – with a continuing focus on effectiveness – Brands shouldn’t leave it to their agencies to prove marketing’s impact, but working closely with them creates a virtuous circle of learning and improvement.

Here is the link: https://www.marketingweek.com/who-owns-effectiveness-culture-brands-agencies/

3. Thirdly, with a bit of a retail feel this month, we have picked two retail pieces, the first written by Mark Ritson on Brand of the Year – Marks and Spencer.

Here is the link: https://www.marketingweek.com/ritson-marks-spencer-brand-year/

The second by Ian Shepherd who writes his own substack called Moving Tribes – Reading the runes of 2025

Here is the link: https://open.substack.com/pub/movingtribes/p/reading-the-runes?

4. Fourthly, we like the WARC feed and there are several great articles in here. We particularly like the Marketer’s Toolkit for 2025, the fourteenth edition of the report draws out five major trends that will define strategic planning, based on an extensive global survey of practitioners.

Here is the link: https://www.warc.com/content/feed/PGs_threestep_formula_for_meaningful_insight/

5. Fifthly, we had to have a piece here this month for the Jaguar rebrand, but as an Intermediary we never negate new work, we try to help clients and agencies develop better work.

Here is the link: https://www.attitude.co.uk/life/how-hate-and-homophobia-made-a-genius-of-jaguars-rebrand-476326/

6. Sixthly, we pick a great substack that has been gaining momentum all year. Written by Sir john Hegarty – its called the Business of Creativity, and there are some great musings here. And a free subscription.

Here is the link: https://businessofcreativity.beehiiv.com/subscribe

Media: Who better to give you this report than Nick Manning on the future of media and the arrival of tech innovation. One media highlight this month we must mention, that we attended was the Goodstuff Media showcase – a fantastic view on upcoming media tech. https://uk.themedialeader.com/the-future-of-media-agencies-is-long-overdue-innovation-on-its-way/

AI: Love this, Saneel Radia talking from Proto New York on AI on growth, these guys are super smart, a great listen. AI could be the first technology revolution that better serves client incumbents and established players, than it does the startups looking to disrupt them.  https://vimeo.com/1030917474

Podcast: We’ve picked the Uncensored CMO and this version by tradition is the episode with Mark Ritson. Mark Ritson is back for a review of the most read stories this year. He debates if Liquid Death is more than just water in a can, why Nike’s focus on DTC was a mistake and what we can all learn from KitKat’s perfect positioning.https://podcasts.apple.com/au/podcast/mark-ritson-on-the-fall-of-nike-kitkats/id1486335987?i=1000676731785

Time for the Work: A difficult choice this month with so many good Christmas ads. Cadbury, Coca-Cola, Tesco and John Lewis, even Waitrose, creatively very worthy contenders. But in the end, we like an ad that tugs on the heart – so its congrats to Apple and TBWA\MediaArtlabs for producing this fantastic ad for their AirPods – it’s Apple Heartstrings. https://www.youtube.com/watch?v=EvnJhwIwqds

Back to Henley: Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Liz Darran, the Chief Brand and Creative Officer at Fortnum and Mason. Time to do your Christmas shopping folks. https://www.henleystandard.co.uk/news/henley-on-thames/193556/lets-get-down-to-business.html

According to Campaign, almost half of marketers plan creative or media agency review in next 12 months. If you are looking to review your agency relationships and resourcing structures in 2025, please do get in touch now, so we may plan ahead and help you.

Kind regards

Will

Our Monthly Round-up of the key pieces in Marketing for October – we’ve chosen six key articles, and a podcast. Additionally, this month, we bring you ‘Our Eight Observations from last week’s Adforum Summit’ which took place in Paris. Curated for you – to enhance your marketing performance – all our monthly reviews are available on our website. www.haiconsulting.com 

Our October highlights:

1. Our top pick this month is a compelling and concise report on ‘How to Grow your Brand’. It’s an Intuit Mailchimp report of 47 pages, well chaptered, that can be downloaded here. With multiple authors, this is a must read for mid-market companies.

Here is the link: https://downloads.ctfassets.net/yzco4xsimv0y/4YncvZliOguzZGlrnh5DdB/6235e72c372b9257b366f957a9569075/TL_How_to_Grow_Your_Brand.pdf

2. Secondly, we have picked Mark Ritson’s piece this month on brand consistency. Mark has written a number of articles this month, we picked his best. Consistency is the Marketer’s secret weapon.

Here is the link: https://www.marketingweek.com/ritson-consistency-secret-weapon/

3. Thirdly, we pick an article from the magazine version of Harvard Business Review – on ‘Is there a better way to link sales and marketing’. For companies that are inhibited by siloed customer data – digital customer hubs can help.

Here is the link: https://hbr.org/2024/11/a-better-way-to-link-sales-and-marketing

4. Fourthly, we like what Charles Vallance, one of the founders of VCCP has to say in ‘the longer and the shorter of it’, he talks about the industry meeting the plateau of productivity, yet we are just about to see the next AI shift in advertising development.

Here is the link: https://www.vccp.com/news/2024/oct/charles-vallance-in-campaign-the-longer-and-the-shorter-of-it

5. Fifthly, there is a good report out on Advertising Production this month entitled – What Clients Want From Advertising Production Today, by the APA, it covers how clients should engage production and why.

Here is the link: https://www.a-p-a.net/2024/10/news/apa-in-house-report/

6. Sixthly, whilst the Guinness Rugby is now in full flow. There are many that are opting for a lighter tipple. I am actually a fan of the Guinness 0.0 as a rugby session drink, but is there a rise in the non-alcoholic drinking culture.

Here is the link: https://creative.salon/articles/features/the-rise-of-non-alcoholic-drinking-culture

Media: 

We attended a McCann Central/UM seminar this month which included a presentation by Richard Shotton on Applying Behavioural Science. He has an excellent book out called ‘The Illusion of Choice’. A really good session and a good read for your next long flight. https://ss-usa.s3.amazonaws.com/c/308496593/media/1943670fc5841654e87598582545248/1356867_Media_Event_EAST.pdf

Podcast: Whilst we may all be time constrained – with post-election overload – this Podcast is definitely worth a listen – with Nils Leonard – on the task of building brands that people actually wished existed. https://open.spotify.com/episode/2ioO3tPqTRlJKDcHEoZxfK?si=798f9c5dabf94bef&nd=1&dlsi=5db68da037c447fc

Time for the Work:  It’s congrats to McCain’s and AdamandEve/DDB this month. The IPA Effectiveness Awards winner is a case study in the marketing fundamentals that most brands ignore or forget – and it’s brilliant because of it. https://www.marketingweek.com/ritson-mccains-teach-nothing-new/

Back to Henley:

Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Louise Jackson from the Highwayman. https://www.henleystandard.co.uk/news/community-news–all-districts-/192877/lets-get-down-to-business.html

 Our Eight Observations from the Adforum Summit in Paris:

An amazing Adforum week – meeting with key European agencies in Paris – leading consultants were brought together from the UK, US, Europe, Latam, South Africa and Australia, to hear from the leaders of the holding companies, global networks, branding, design, luxury and comms agencies.

1. There is a paradigm shift, in the economics & effectiveness of advertising – new orchestrators of marketing growth are being driven by AI, machine learning and human input. We saw an abundance of new digital transformation technologies.

2. Fast and first, – innovation and speed is being led by digital transformation AI enablers who are showing how AI is wrapped into everything. Holding companies are not moving fast enough when it comes to AI.

3. Ideation is key, AI ideas are more important than agency fee efficiency at the moment. AI gets you to a good creative starting point, but creativity still needs a human touch. The robots are not taking over everything.

4. Advertising creative work would appear to have become functional rather than blockbuster. Ideas need to exist in more than 50 channels, 9/10 people see social media as multi channel – it’s a mindset. There continues to be a drive on ROI.

5. Agencies are building internal management systems to ‘weaponise’ agency deliverables and marketing effectiveness – including the AI tools to share work and function better internally together.

6. No more WFH – four day weeks – or hybrid work – winning agencies are leaning hard into pitching: investing – inputing – prompting – sharing – and delivering outstandingly in multi channels.

7. The best way to be different is to be yourself, there are choices that fit different client aspirations between holding company operating models.

8. Holding companies are financially shaping for the future, some media transparency issues remain.

With an ‘Adforum Intermediary’ running a ‘perfect pitch process’ we can be the orchestrators of change. We are here to help you, or quite simply help answer any of your questions.

Kind regards,

Will

Our Monthly Round-up of the key pieces in Marketing for September – we’ve chosen four key articles, two substacks, and a new podcast. Curated for you – to enhance your marketing performance – all our monthly reviews are now available on our website. http://haiconsulting.com/category/views/

Our September highlights:

1. Our top pick, we pick a piece from the Boston Consulting Group. Marketing, sales, and service organizations are going all in on AI. Company leaders are making sizable investments and launching pilot projects based on the expectation that AI- and GenAI in particular – will be a cornerstone of re-shaping those functions in the coming years.

Here is the link: https://www.bcg.com/publications/2024/bold-ai-ambition-for-b2b-marketing-sales-service

2. Secondly, we’ve gone for a piece from McKinsey and it’s on B2B this month. Titled An unconstrained future: How generative AI could reshape B2B sales. Sales is one of the oldest known professions. The fundamental expectations of a seller’s role – building trust-based relationships, finding opportunities to create value for customers, and creating experiences that minimize friction – have remained constant over time. What’s new are the tools available to help sellers become more productive, especially with the rapid emergence of generative AI (gen AI) in recent years.

Here is the link: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/an-unconstrained-future-how-generative-ai-could-reshape-b2b-sales

3. Thirdly, we have picked an interesting piece from the Harvard Business Review, October /November Magazine edition on the new rules of Teamwork. Not that long ago, teams were typically composed of people with similar skills working in the same place. Their efforts were based on the idea that by working together in a well-managed process, they could deliver replicable results. Today, companies of all types are called on to demonstrate integrated, cross-functional, project-based teamwork in their operations

Here is the link: https://hbr.org/2024/09/new-rules-for-teamwork

4. Fourthly, we like the Moving Tribes Substack, it is always a good barometer for UK Retail performance, written by Ian Shepherd this blog covers the current mixed signals in the UK Retail market.

Here is the link: https://movingtribes.substack.com/p/mixed-signals

5. Fifthly, from the Harvard Business Review digital version this month, on why people will pay a premium to complete a task sooner. Traditional economic theory holds that people should always prefer to receive money as soon as possible and postpone paying debt as long as they can. Yet, a recent series of studies found that people are often willing to pay more money if it means they will finish a goal sooner. This is because the mental cost of an unfinished task can outweigh financial gains. The researchers offer insight into how to use their findings to boost motivation on your team.

Here is the link: https://hbr.org/2024/10/research-why-people-will-pay-a-premium-to-complete-a-task-sooner

6. Sixthly, we like the Creative Salon Substack and the weekly updates which are gathering momentum. This piece focuses on the levers of effectiveness. The chief strategists at adam&eveDDB (‘maestros’) know a bit about building brands. Here they debate the levers for effectiveness.

Here is the link: https://creative.salon/articles/features/salon-conversations-a-eddb-effectiveness  

Media: We attended the Future of News presentation at Stagwell last week, hosted by Goodstuff, and chaired by Mark Penn and James Townsend it was a fantastic journos panel event. https://www.youtube.com/watch?v=1Z8MiPcSHjo

Podcast: Whilst some people question whether podcasts are fully listened to the end – this one hosted by Ben Fennell, is another belter from the Growth House here in Henley, its a good series, this one is on cheerfulness and adversity. https://shows.acast.com/thegrowthhouse/episodes/cheerfulness-and-adversity

Time for the Work: It is congrats to Virgin Media O2 and VCCP for their work creating the third chapter of its ‘To Better and Beyond’ campaign ‘Walrus Whizzer’ in a bid to highlight the freedom that better broadband brings. Love it, a boating theme, humour and memorability in one. https://creative.salon/articles/work/vccp-virgin-media-o2-walrus-whizzer

Back to Henley: Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Emerald Brown, who is a Mother and Entrepreneur and runs a company called ODD manufacturing luxury garden furniture. https://www.henleystandard.co.uk/news/let-s-get-down-to-business/192164/let-s-get-down-to-business-emerald-brown.html

We are here to help you with your agency ecosystem, agile growth plans, resourcing structures and benchmarking to improve your marketing performance – do let us know, if we may set up a catch-up meeting in your diary.

Kind regards,

Will

Our Monthly Round-up of the key pieces in Marketing for August – we’ve chosen four key articles, a blog, and a new podcast. Curated for you to enhance the performance of your marketing – all our monthly reviews are now available on our website. http://haiconsulting.com/category/views/

Our August highlights:

1. Our top pick this month is from Mckinsey on ‘The versatile leader’: How learning to adapt makes   CEO’s better. Leaders benefit from seeking out diverse experiences, displaying deep curiosity, and knowing when to speak up, it’s a good read.

Here is the link: https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-versatile-leader-how-learning-to-adapt-makes-ceos-better?cid=eml-web

2. Secondly, Sir John Hegarty, and Orlando Wood of System One delivered an insightful presentation on the Next Creative Revolution – with host Jon Evans.  Last year brands spent upwards of $750 billion globally on advertising. It’s estimated that only 6% of it is truly effective. As an industry, our creative output seems to be in decline.  They address the need for change in creative output? It’s evidenced from System One, they highlight salesmanship & showmanship, the grasp of left and right brain thinking. It highlights a course titled Advertising Principles Explained, creative work that will work harder for you. Their seminal point – cut budgets by 10% – and try to be 30% more effective.

Here is the link: https://youtu.be/8DioAGZSNLE

3. Thirdly, ‘Keeping Strategy Simple’, it’s a great piece from the Harvard Business Review. Few companies have a clear idea of where strategy making ends and execution begins. As a result they develop strategic plans where they’re not required and fail to develop strategic plans where they are. To help prevent this happening to you Graham Kenny offers a few do’s and don’ts.

Here is the link: https://hbr.org/2024/08/keep-strategy-simple

4. Fourthly, we like a Retail flavour for our clients, and we pick an unusual piece on a retail shopping trends report from TikTok on ‘bending reality.’ Thanks to Simon Andrews and our colleugues at Fix Lite.

Here is the link: https://issuu.com/tiktokforbusinesseu/docs/what_s_next_shopping_trend_report_-_eui?

5. Fifthly, given it was August – the Digital Native substack took a well earned break, however their top 10 most read essays of the year are definitely worth a another read, authored by Rex Woodbury, it’s a great substack to follow.

Here is the link: https://www.digitalnative.tech/p/top-10-most-read-essays-of-2024-so?

6. Sixthly, we came across this new Blog by Tim Mason, the CEO of Eagle Eye and the former CMO of Tesco. Treating people the way they would like to be treated.

Here is the link: https://www.linkedin.com/pulse/blog-5-applying-golden-rule-business-lessons-from-team-tim-mason-xxuwe/

Media:  As people return back to business, what’s in store for the rest of 2024, buckle up…beyond a painful Budget – Creative Salon has a very well written feature including all the key industry metrics. https://creative.salon/articles/features/september-2024-back-to-business-marketing-advertising

Podcast: We continue our theme with a monthly Podcast – this one is on how to incorporate Influencers into your Marketing Strategy. https://hbr.org/podcast/2024/08/how-to-incorporate-influencers-into-your-marketing-strategy?

Time for the Work: It’s congratulations this month to Guinness and AMV BBDO for their new Premier league sponsorship for Guinness 0.0. Great work from a great client, they have be consistently good at what they do. https://www.thedrum.com/news/2024/08/16/ad-the-day-guinness-rolls-out-global-campaign-mark-premier-league-sponsorship

Back to Henley: Our Weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Hugo Loudon, Founder of Heritage Tree Services. https://www.henleystandard.co.uk/news/let-s-get-down-to-business/191840/let-s-get-down-to-business-hugo-loudon.html

We are here to help you with your agency ecosystem, growth plans, resourcing structures and benchmarking to improve your marketing performance – do let us know, if we may set up a catch-up meeting in the diary to help you.

Kind regards,

Will

Our Monthly Round-up of the key pieces in Marketing for July – we’ve chosen five key articles, a blog, and a new podcast. Curated for you to peruse in your downtime, all our monthly reviews are now available on our website. http://haiconsulting.com/category/views/ This month we also bring you the Mckinsey and Media Leader Summer annual reading list.

Our July highlights:

1. Our top pick this month is a case study on how ‘not to do it!’ with Nike – its epic saga of value destruction, brilliantly written up by Massimo Giunco. Nike was once the Agency go to client case history – five years on it is rarely seen – the big seven tech companies have replaced it with case study envy.

Here is the link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf/

2. Secondly, we always grab a copy of the Harvard Business Review and this month’s edition has a great article on how CEOs build confidence in their Leadership. Believing the conventional wisdom that CEOs have roughly 90 days to prove themselves, many new CEOs get into trouble by launching bold initiatives before they’ve won the support and trust they need to effect change. According to a study of nearly 1,400 CEOs, earning people’s confidence actually takes two years.

Here is the link: https://hbr.org/2024/07/how-ceos-build-confidence-in-their-leadership

3. Thirdly, with thanks to the Advertising Association they have published their inaugural report on AI from its taskforce. It’s a compelling read, full of facts. The new report includes case studies of AI in action and 12 point ‘Checklist for Responsible AI Adoption’

Here is the link: https://adassoc.org.uk/our-work/advertising-association-publishes-inaugural-report-from-ai-taskforce/

4. Fourthly, we had to pick this piece from Mckinsey on Business Book recommendations. As so many head off on holiday what will you be grabbing this month for your downtime holiday read, there’s some stimulating book goodies here.

Here is the link: https://www.mckinsey.com/featured-insights/annual-book-recommendations

5. Fifthly, it’s a good piece from the Media Cat magazine written by Ben Essen – the Global CSO at Iris Worldwide. ‘Fame is no longer just for Big Brands.’ By definition, brand fame means ‘communicating with mass audiences’ with ‘universal meaning’, according to Marketing Society analysis.

Here is the link: https://mediacatmagazine-co-uk.cdn.ampproject.org/c/s/mediacatmagazine.co.uk/fame-is-no-longer-just-for-big-brands/amp/

6. Sixthly, we have become a bit of a fan of the Off to Lunch blog written by Business Insider. There are some really interesting points of view presented in it, and as a free blog well worth subscribing.

Here is the link: https://139679465.hs-sites-eu1.com/revolut-banking-licence-a-fintech-milestone?

Media: The Media Leader has also produced a Summer reading list. Agencies are well advised to take some rest and recharge as September looks likely to be the start of  a busy pitching season, particularly for media. https://the-media-leader.com/whats-on-your-summer-reading-list/

Podcast: We thought it was time for a monthly Podcast – this one is from the Growth House – where Ben Fennell interviews Michael Johnson.- Respect the Fundamentals and Embrace your own Style– straight after the Olympics it’s a good listen.https://shows.acast.com/5e7b0b500162cb8327ec3395/episodes/669662d8712e200e62a49fc7?

Time for the Work: It’s congratulations this month to the AA, MSQ’s the Gate, and Goodstuff for the latest AA campaign It’s ok, I’m with the AA campaign. https://marcommnews.com/the-aa-takes-its-ok-im-with-the-aa-to-the-next-level/

Back to Henley: Its been a busy summer – Regattas, festivals, and the Olympics, none more important than the Traditional Boat Festival, see below. If you’re heading this way over the Summer, please do get in touch.Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Barbara Laithwaite, a local grape grower and the owner of Wyfold. https://henleystandard.co.uk/news/business/190575/let-s-get-down-to-business-barbara-laithwaite-cbe.html

We are here to help you with your agency ecosystem, growth plans, resourcing structures and benchmarking to improve your marketing performance – so do let us know, if we may set up a catch-up meeting in your diary for September.

Kind regards,

Will

Our Monthly Round-up of the key pieces in Marketing for June – we’ve chosen four key articles, two blogs, and a new podcast. Curated for you to peruse in your downtime, all our monthly reviews are now available on our website. http://haiconsulting.com/category/views/ This month we also bring you our edited highlights from Cannes.

Our June highlights:

1. Our top pick this month is a compelling piece from the Harvard Business Review on how major retailers are today, most notably Amazon, are creating and operating their own advertising platforms – and they’re making millions doing it. McKinsey estimates that by 2026, retail media will add $1.3 trillion to enterprise values in the U.S. alone, with profit margins between 50% and 70%. In this article, the authors introduce readers to the main kinds of retail media, discuss three strategic challenges that they present, and provide guidance for effectively managing those challenges.

Here is the link: https://hbr.org/2024/06/how-retailers-became-ad-platforms

2. Secondly, we had to pick this piece from Mckinsey. If you think you know consumer behaviour, think again. Amid massive shifts in the consumer landscape, companies can’t afford to rely on yesterday’s consumer insights. Here are nine trends that merit close attention.

Here is the link: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer

3. Thirdly, with thanks to Tina Fegent for highlighting this article. A recent Gartner study found that 71 percent of Chief Marketing Officers (CMOs) lack sufficient budget to fully execute their plans. With their purse strings tied, many marketing leaders are being forced to explore new routes to success. At this time, many have been looking to Artificial Intelligence (AI) to support more efficient growth, with more than forty percent of international marketers reporting AI has helped increase revenue and enhance performance.

Here is the link: https://newdigitalage.co/technology/generative-ai-in-digital-marketing-how-to-cover-the-bases-and-end-up-on-the-winning-team/

4. Fourthly, we have become a fan of Ian Shepherd’s  substack called ‘Moving Tribes’ – this piece is on figuring out a strategy for change. He writes a blog on where next? His substack is definitely one to watch.

Here is the link: https://movingtribes.substack.com/p/where-next

5. Fifthly, we have become a fan of Sir John Hegarty’s blog on the business of creativity – this one is on how best things in life which come free. So sign up now and you could be on a worldclass creativity course.

Here is the link: https://www.linkedin.com/pulse/best-things-life-free-sir-john-hegarty-q1iae/

6. Sixthly, we had to pick this piece on ‘Expiration Dates’ from Rishad Tobaccowala’s – the Future does not fit in the Containers of the Past. It’s edition 201 and it’s a great read.

Here is the link: https://rishad.substack.com/p/expiration-dates

Media:  Well with Sainsbury consolidating all media buying into one Media shop – PHD were the eventual winners. https://www.campaignlive.co.uk/article/campaigns-13-most-read-articles-june-2024/1878610

Podcast: We thought it was time for a monthly Podcast – this one is from the Uncensored CMO where Jon Evans interviews, probably one of the industry’s best worldwide Account men – it is David Boscawen, and Cadbury’s new comer Gui Ferreira https://uncensoredcmo.com/136

Time for the Work: It’s congratulations to Lucky Generals and GDK this month, for their new campaign ‘Doners worthy of the daylight.’ It was great working with GDK, Lucky Generals and Goodstuff through the pitch process and it will be great to see how this one rolls out too. It’s great when one’s client’s work, is being spotted by another in Sheffield. https://www.campaignlive.co.uk/article/german-doner-kebab-brings-doners-darkness-first-work-lucky-generals/1877451

Cannes Highlights: There was a great sense of pride and togetherness at Cannes this year as agencies prioritised helping each other, rather than outdoing each other. And there was different energy, there was room for the Independents, and a focus on creativity, but the outstanding pitch again was Stagwell’s Sports Beach, pickle ball, sports stars aligned – such a great idea – Ryan Linder- take a bow.

Back to Henley: If you’re coming to Henley Festival this week, or the TRAD next, please do get in touch. Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Sophie Javadi-Babreh of Thames Carpets. https://www.henleystandard.co.uk/news/business/190159/lgdtb24624.html

We are here to help you with your agency ecosystem, growth plans, resourcing structures and benchmarking to improve your marketing performance – so do let us know if we may support you and your teams.

Kind regards,

Will

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

Our May highlights:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

So here is the result:-

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

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

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

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

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

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

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

Kind regards,

Will