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