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Our Monthly Round-up of the key pieces in Marketing for July – we’ve chosen six key articles that shape marketing this month. If you missed any of them – have some time, they are all well worth a catchup. http://haiconsulting.com/category/views/

Here are our July highlights:-

1. Our top pick this month – it had to be Rishad Tobaccowala and his flagship piece on the future of the Internet. It’s an excellent and thought provoking read.  We are in awe of the content he produces week on week – this is his 101^st edition, part of his series:- The future does not fit in the containers of the past.

Here is the link: https://rishad.substack.com/p/the-future-of-the-internet?

2. Secondly, we’ve picked a piece on TikTok. In the past 1000 days the growth of TikTok has disrupted the media landscape. It has shot past Google to become the most popular domain and the time spent daily on it is greater than all of Meta’s properties (Facebook, Instagram, and WhatsApp) even carving into the time spent watching analog television and Netflix. This article by Professor Scott Galloway is an absolute must read to understand the breath-taking rise of the platform.

Here is the link: https://www.profgalloway.com/tiktok-boom/

3. Thirdly, the Harvard Business Review is making a real comeback – we came across this piece on closing the gap between digital marketing and performance. Marketers have used digital marketing to navigate through incredibly difficult business conditions, connecting with customers stuck at home during the pandemic, digitizing products and services, and driving revenues. Now, it’s time to build on those gains by re-doubling commitment to deepening data and digital mastery, building a culture of continuous learning and experimentation, and using insights to deliver personalized services to customers for higher ROI.

Here is the link: https://hbr.org/2022/07/closing-the-gap-between-digital-marketing-spending-and-performance

4. Fourthly, we’ve picked a piece in the Entrepreneur. According to the Institute for Management Development, 92% of leaders feel the impact of digital disruption, yet only 15% are “very prepared” to navigate their companies through it. By absorbing authors who’ve utilized their skills to advance their careers, you’ll learn how to optimize your own talents and become a more influential leader. And for those heading on Summer holidays here is your reading list.

Here is the link: https://www.entrepreneur.com/article/429779

5. Fifthly, we’ve picked a piece, sent to us by Tina Fegent, on Procurement 2022 – The Good the Bad and the Ugly. The ANA has done a swathe of work in this area since a landmark report in 2010. This report highlights the progress, the relationship between marketing procurement and marketing has shown some modest improvement while the relationship between procurement and agencies has not.

Here is the link: https://www.ana.net/miccontent/show/id/rr-2022-07-procurement-good-bad-ugly

6. Sixthly, we liked this piece in Creative Salon. What Do Clients Get Wrong In The Briefing Process, And How Can It Be Made Better? We spend hours working with our clients to get pitch briefs right. And what’s key for us, is to set up each agency for success right from the start of the process. Recent IPA research shows a worrying disconnect between marketers and agencies in the briefing process. We will never have a ‘wildcard agency’ on a final pitch list, it’s just not the done thing.

Here is the link: https://creative.salon/articles/features/qotw-agency-briefing-tips

Time for the Work:- Congrats this month go to Uncommon London – a new campaign for ITV and STV’s ‘Britain get Talking’- which is now the UKs most recognised health campaign. https://uncommonldn.medium.com/itvs-britain-get-talking-the-uk-s-most-recognised-mental-health-campaign-returns-with-63048d55b2a1

Media:- Where to start? We all thought it was the end of the cookie? Its here to stay for now. https://www.techrepublic.com/article/google-delays-removal-of-third-party-cookies-in-chrome-through-2024/

It’s Home:- Congrats! Well, we had to have a special section for the Lionesses and how brands are reacting to the England Euro 22 victory. https://www.campaignlive.co.uk/article/its-home-brands-reacting-englands-euro-2022-victory/1794630

Back to Henley:- It’s been a great time to be in Henley, with the Summer events, Regattas, Henley Festival and the Traditional Boat Festival were marvelled by superb weather. It’s also been a time when the Conservative Leadership campaign has been rumbling on. So who better to give a balanced view, when we were asked by BBC Newsnight’s Kirsty Wark for our view.

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 – for anything we may assist you with.

Kind regards,

Will

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

Our Monthly Round-up includes Ten Takeaways from the Cannes Lions Festival, which took place last month.

Here are our June highlights:-

1. Our top pick this month, it’s Rishad Tobaccowala and his flagship piece on Leadership. It’s an excellent and thought provoking read and is part of his series:- The future does not fit in the containers of the past.

Here is the link: https://rishad.substack.com/p/on-leadership

2. Secondly, we’ve picked a report issued by Deloitte’s this month on employee wellness in the corporate workplace. The Great Resignation is seeping into the corner office, the stats:- 70% of C-level executives telling Deloitte pollsters that they seriously might resign for a job that better supports their well-being. 57% of employees in the Deloitte survey said they were fed up enough to quit too.

Here is the link: https://www2.deloitte.com/us/en/insights/topics/leadership/employee-wellness-in-the-corporate-workplace.html

3. Thirdly, we’ve gone for a piece in the Mckinsey Quarterly we liked on climate change – Playing offense to create value in the net-zero transition. Now is the moment for companies to spot green growth opportunities and move boldly to take advantage.

Here is the link: https://www.mckinsey.com/business-functions/sustainability/our-insights/playing-offense-to-create-value-in-the-net-zero-transition

4. Fourthly, we’ve picked a piece from the HBR on how Marketeers can earn and keep customer trust. Christine Alemany talks through three ways:- do not overspin, avoid half truths, read the room & adjust.

Here is the link: https://hbr.org/2022/06/3-ways-marketers-can-earn-and-keep-customer-trust

5. Fifthly, we like the Digital Native substack Rex Woodbury writes, it’s an excellent blog that he adds to each week. This week he looked at the 10 characteristics that define Gen Z. Part II. And 10 startups building on them. If you’re into the Metaverse and Web 3 then he’s definitely one for you to follow.

Here is the link: https://digitalnative.substack.com/p/10-characteristics-that-define-gen-1ab?l

6. Sixthly, we’ve picked an article from the Creative Salon to have their view of Cannes. Sonoo Singh writes ‘Cannes showed that great clients want agencies to take more risks. Work that provokes visceral reactions to what is and isn’t creatively excellent can only be a good thing.’

Here is the link: https://creative.salon/articles/the-conversation/conversation-300622-cannes2

Our Cannes Lions Festival Special:

Having attended Adforum for the last 8 years, and visited Cannes on a fairly regular basis – we thought we’d give you our snapshot or Ten takeaways from the Cannes Lions Festival. We knew beforehand this wouldn’t be be a big year for Cannes creatively as clients and agencies recover from the pandemic, but it was a long overdue catchup. Whilst creativity is front and centre there was an increasing nervousness from clients preparing for another media recession. For some reason this view of recession is more centred in the UK, than on the continent, where wider based European based clients are less concerned.

Here are our Ten Takeaways from the Cannes Lions:-

1. From Creativity to Commerciality, with a big dollop of entertainment

Lots of chat of being back face to face and in person, this year Cannes was a celebration of Commerciality and being there – versus Creativity. Of course the rosẻ flowed – clients and agencies made up for the last three years of not being out and about.

2. Economic Turbulence

Whilst the old adage – if you spend more going into a recession – then you’re are likely to come out stronger was a well trodden story, preparations for turbulence are well underway. Some clients are getting twitchy, some are already protecting creative agency fees, but clipping on their media expenditure.

3. The Fringe

Meetings across the Croisette, the fringe was just as important. As many if not more of the conversations that matter are happening outside Le Palais. With the Carlton closed for a refurb, there were pockets of meetings, rather than the usual Carlton Terrace circus.

4. Ad net Zero

It was great to see the UK leading the way with the AdNetZero global launch. If we’re going to tackle climate change as an industry we’ll have to do it together.

5. Time to Dial Up Purpose

‘Purpose is the new digital’ but when it comes to Cannes and Awards – more awards were given to brands who are ‘doing good in the world’.

6. Broader Backgrounds

From Bristol to Brazil, it was good to see attendees with broader backgrounds, the industry is doing well with diversity and inclusion, we met agency leaders, but we also met startups, Indies, programmers, digital strategists, freelancers, investors, consultants – Cannes really is appealing to all walks of life.

7. Greenpeace

Well they had there moment in the sun, on three separate occasions, when they stormed a beach, scaled the Palais – but it was pretty low key. Whilst the planet is important this type of behaviour is just disruptive.

8. Ads with CX

An ongoing trend we noticed the abundant increase in brand experience entries, versus pure advertising campaigns.

9. Sustainability

The biggest topic of discussion this year was the communicating of sustainability, the progress of clients and their brands, making work sustainably, and buying media that is more sustainable.

10. WPP wins creative crown

WPP has dominated Cannes Lions 2022 after amassing a hoard of 176 Lions including 1 Titanium, 4 Grand Prix, 36 Gold, 47 Silver and 88 Bronze awards. Ogilvy was the network winner – are the network burners about to re-ignite after a few years on the WPP backbenches.

Back to Henley: It’s been Henley Royal Regatta week this last week, and what a great aerial shot of Henley this was taken last week. It’s living proof that the regatta course is a straight course – some 6930 feet, or 1 mile and 550 yards. Congratulations to all those crews/entries taking part, who came from all over the world – this year was the first regatta over six days. We now have a slight pause before the Henley Festival which starts on Wednesday for five further evenings.

In June, Hamilton Associates turned 10 years since our start in the consulting world – at 100 Pall Mall in 2012, so a big thank you to all our clients, agencies, and friends that have helped us along the journey.

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

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 20^th 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:

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

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

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 20^th 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.

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

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.

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)

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

2. 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/

3. 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

4. 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

5. 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

6. 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 20^th 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.

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/

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.

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