We started Week 7 with some hope of lockdown lifting – we review the relevant points in Marketing this week. We’ve chosen four webinars, a podcast and a blog, that help define the future of our industry.
For senior marketeers, it gives you a round-up, as you’re getting all the pieces in place for easing. For those furloughed, we hope it helps you with a clearer sense of purpose and an edge for when you get back to work.
- First up, and it’s that Mark Ritson again, this was a brilliant webinar will over 4500 attendees from around the world. Mark doesn’t mess with his words, he tells it how it is. In this webinar he talks through an indifferent Government comms strategy, and hopes they get the experts on board to help them – he refers to them as ‘the dirty dozen’ – we think you only actually need three:- a worldclass London planner, a super creative and an efficient account handler. There are some super-smart people below the stairs in No. 10, whilst supportive of the PM, Ritson affirms it’s important because a better Government comms strategy could save more lives.
Here is the link: https://youtu.be/QlnRo5vJniU
- Second, having worked with Dave Trott, (in fact I shared an office next door to him for nearly two years) Dave has always got something interesting to say. He likes to talk and is a regular blogger. Between pots of tea, he writes an awful lot of stuff. Dave is a complete genius – an eagle eye perspective on the industry and every now and then ‘a brick comes through the window’ with Dave’s name on it. This one is simply Dave at his best, it’s all about the Target of One.
Here is the link: https://davetrott.co.uk/
- Thirdly, last Monday morning for us was a delight as we listened to this expertly produced Podcast by Tom Morton of RGA\ on Brand Purpose. Tom defines Brand Purpose really succinctly, there’s perhaps a little too much American marketing jargon in this podcast ‘looking through different lenses’ – but it’s a really good listen.
- Fourthly, how to ‘Perfect the first 7 seconds of your presentation’ - we listened to Jim McGowan for the Wednesday Webinar (who quite literally has trained many CEO’s, Jack Welch, politicians and moviestars) it was excellent. An outstanding presentation technique Bill finds the authentic narrative – what he calls embedded storytelling. He believes that people decide:- your gravitas, credibility, trustworthiness, and whether you’re worth listening to – in the first 7 seconds. Ultimately- you want to be clear, concise, persuasive and memorable. Bill talks about bringing your game up a notch, keeping it meaningful, being effective, intentional, resonating, and stickiness. He goes on to advise on how to perfect your Zoom calls, and even how to ‘v-pitch’ – some really good takeouts. Refine your slides, if the word is not in the English Dictionary it’s probably ‘marketing jargon’ and will have a red-line underneath it. He divulges stop being ‘on a journey’ ‘doubling back’, ‘Ideating’ – because if you focus on your presentation delivery you aren’t!
Here is the link: https://www.youtube.com/watch?v=PTX63zAYpio
- Fifthly, we reviewed the Kite Factory’s webinar on Covid-19 and specifically a Media owners view on how to drive growth. This webinar looks at the short term benefits of advertising now, how to test and learn, what the next step will look like as we plan for this new world. It includes good insights from Channel 4 who have navigated the crisis well with innovation and creativity. Channel 4 outline how it forced them to get creative, given their responsibilities to the public and how they had to lift the mood. Audience numbers are up 124% and Channel 4 News is at an 8 year high. They have made changes in sales, editorial, and marketing. An interesting view on how ‘agility’ has managed to keep Channel 4 on air.
Here is the link: https://youtu.be/X-KEoowWUDI
- Sixthly, we review the Behaviours Agency in Manchester presentation on Covid-19. We’re a fan of communications life outside the M25, (when it’s not raining) – and a great thought leadership presentation from Steve Brunt. This is a little talented agency gem – Manchester agencies quietly get on with their life, they just roll up sleeves and deliver.
Here is the link: https://us02web.zoom.us/rec/share/3edbKJz7y3xJXrP97RnZRPEfPYq1T6a82iVIrKYPyhuIF2las_A8jite73QFHlcO Password: 4j.=.?71
Time for the Work: And we are going to give McCann London a shoutout this week. Newly moved to Bishopsgate offices, the shoutout is for their work for Just Eat and Snoop Dogg – it’s different. https://www.youtube.com/watch?v=UnE_xwW_JmA
A bit of Breaking news: James Murphy and David Golding’s new agency is called New Commercial Arts and its proposition is “uniting brand and customer creativity to make brands more desirable and easier to buy”. Has A&E peaked – is this going to ignite the new business sector? The start-up opens its doors for business on Monday with an eight-strong team of fellow co-founders. As well as Murphy and Golding, Ian Heartfield, former chief creative officer at Bartle Bogle Hegarty, was recruited last autumn as creative partner with an equal stake to Murphy and Golding.
An absolutely inspiring presentation last Tuesday from Mark Ritson – as an Intermediary – leaving no stone unturned – who else is going to email the article to No. 10, and Business Secretary – local MP Alok Sharma. We actually think the Government is doing a pretty fabulous job in these challenging times, but if we can add intermediary & communications support – we’re here to help. https://www.marketingweek.com/mark-ritson-ad-industry-rescue-covid-comms-strategy/
Back to Henley, Mayor making was a bit ordinary, it wasn’t incendiary this year, interesting how Zoom is changing the way we work. Do we need to meet – does productivity increase with Zoom, certainly many committees and working groups can now be done on Zoom, and that gives the electorate the benefit of viewing from their armchair. https://www.youtube.com/channel/UCXGNEuRlaeVNTIiJgjqsAZA?view_as=subscriber
And finally, a special mention for the Procurement conference next week run by Tina Fegent and Dan Jefferies – it’s on the 19th May.https://www.linkedin.com/posts/tina-fegent-fcips-2103573_marketing-procurement-conference-for-the-activity-6665718808134594560-xM01
There’s no birthday outing to the French Horn for us this year – that will have to wait. Golf is back, some sense of normality and the course is in tiptop condition. There will be another Weekly Review next week – we decided to prepare them for you until the end of the May.
We’re looking to help you with your agency reviews, evaluations, and marketing projects. Please do get in touch if we can help you. And as they say, Stay Alert, Control the virus, Save lives.
For more information visit: http://haiconsulting.com/category/views/