Monthly Review – October

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

Most clients are debating what will happen to Interest rates, availability of debt, levels of consumer confidence and the availability of talent/skills to make projects happen. The focus is definitely on growth – bringing brand, mid-funnel and performance together.

Our October highlights:

1. Our Top Pick this month is a piece specifically on Growth by Mckinsey. The idea of the business Flywheel is not a new one – but a better way to build a brand is in a community flywheel – how brands have gained presence has evolved over time. This makes an interesting read.

Here is the link: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/a-better-way-to-build-a-brand-the-community-flywheel

2. Secondly, we pick a piece from the Harvard Business Review that appeared in this month’s magazine. Some branded product companies are sidestepping digital aggregators like Amazon and Google Shopping and instead building their own brand flagship platforms. These platforms are more than just a direct sales channel. They provide a mix of specialized products, services, and content by involving participants—consumers and third-party businesses—in the value creation process, as both receivers and providers of value.

Here is the link: https://hbr.org/2022/09/building-your-own-brand-platform

3. Thirdly, when economic indicators are tough and consumer confidence is low, remember that brands with strong value propositions are 100% more recommended and 91% more loved than the rest, so says WPP’s Lindsay Pattison. Lindsay is simply brilliant at what she does.

Here is the link: https://www.wpp.com/wpp-iq/2022/09/Tough-times-and-low-confidence-call-for-bold-action

4. Fourthly, it’s another piece in our review by marketing MBA guru Mark Ritson, this time for Marketing Week – sometimes it takes time to succeed. Short tenures engender short-term thinking, as the UK economy currently demonstrates. To be successful, both politicians and marketing teams need time to learn what works and what doesn’t.

Here is the link: https://www.marketingweek.com/ritson-marketers-chancellors-time-succeed/

5. Fifthly, we picked a really interesting piece from Meta and Les Binet, who is Head of Effectiveness at Adam and Eve DDB, he talks brilliantly on the ‘Long and Short of it’ when it comes to growth – the effect of advertising in the long and short term – and what happens when you have multiple bursts.

Here is the link: https://www.facebook.com/watch/?v=858659675085567

6. Sixthly, we love the Digital Native substack so much that we have actually picked two links this month for you from Rex Woodbury, brilliantly written. The first is on business turnarounds and the second is on the digital evolution of social media.

Here are the links: https://digitalnative.substack.com/p/krispy-kreme-crocs-and-keeping-the?https://digitalnative.substack.com/p/consumer-social-is-dead-long-live?

Time for the Work: We’ve known about this campaign for some time, but we’ve only just seen it in its full glory. So it’s ‘Chapeau’, or should we say ‘Chocks away’, to British Airways and Uncommon London this month for this fantastic British Original campaign. https://www.creativereview.co.uk/british-airways-uncommon/

Media: Plenty to write about Elon Musk and his daily Twitter digestive. But Ian Whittaker now produces a weekly update on Media and Technology and he tries not to cover the obvious – this is well worth following. https://ianwhittakermedia.com/thebiggerpicture/

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.  https://www.henleystandard.co.uk/news/business/175880/let-s-get-down-to-business-kate-taylor-founder-of-eat-drink-think-nutrition.html

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Book Alert: Bob Hoffman has a new book out this month. His latest tome, Adscam, bears the lengthy subtitle ‘How online advertising gave birth to one of history’s greatest frauds and became a threat to democracy’ (it’s published by Type A Group). As a former CEO of two advertising agencies, Bob Hoffman knows a thing or two about the advertising world. The US-based former adman has ruffled many feathers in his demolishing of many of the myths about online advertising, and he remains a thorn in the side of the industry. https://www.bobhoffmanswebsite.com/adscam

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Adforum Summit: Next week is the European Adforum Summit in Amsterdam, so we will be bringing you the highlights in our next Monthly review.

And finally: 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

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