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