Our Monthly Round-up of the key pieces in Marketing for October – we’ve picked an IPA/Effworks presentation, four thought leadership articles and a podcast. If you missed them and have some time they are well worth a catchup. October was a month when we got back to normal, pitches again – so here are the highlights:-
1. First up, we picked a presentation by Les Binet who presented a new Share of Search metric to help track the health and potential wealth of brands. He presented at the IPA/Effworks online. According to Binet, who’s been experimenting with the Share of Search metric over the past six years it’s fast, cheap and predictive, and can measure both short and long term ad effects. Broken down, Binet refers to share of searches as the share of organic Google search queries (not share of paid search advertising) and the metric equates to total searches for a specific brand. It’s a strong argument and well worth a watch.
Here is the link:
https://ipa.co.uk/news/binet-presents-fast-cheap-predictive-share-of-search-metric
2. Secondly, we picked a thought leadership piece developed by the Savannah Group on becoming customer obsessed. In a world where change is the only constant customer have an increasing number of brands to choose from. There are some good key takeaways.
Here is the link:
https://www.savannah-group.com/report-becoming-customer-obsessed/
3. Thirdly, we have chosen a great piece on career development by Rishad Tobaccowala, Rishad’s newsletter ‘The future does not fit in the containers of the past’ (edition 11) includes his 12 career lessons which are an excellent read whatever your age.
Here is the link:
https://rishad.substack.com/p/12-career-lessons?utm_campaign=post&utm_medium=email&utm_source=copy
4. Fourthly, the success of digital transformations, we came across this excellent report from McKinsey – the most effective transformations point to five factors for success.
Here is the link:
5. Fifthly, we were sent a piece by the Hustle, to help you avoid burnout, by working less and doing more. Some interesting thoughts from the US, somewhat oddly presented but help you make priorities.
Here is the link:
6. Sixthly, we picked an interesting transformation Podcast, again from the US, produced by MDC and Partners that interviews Chairman and CEO Mark Penn, Agency transformation and Microtrends. MDC is redefining itself turning ‘a collection of partner agencies’ into ‘a modern marketing agency of choice.’
Here is the link:
Time for the Work: And this month it’s a chapeau to Droga 5 and its work for Amazon Alexa. Two spots, will let you judge the best: https://www.adweek.com/agencies/alexa-hilariously-disrupts-epic-moments-in-droga5-londons-ads-about-voice-control/
Media: This month we include the very latest AA/WARC forecast – the UK ad market will take longer than expected to recover. The final quarter of this year – traditionally the Golden Quarter for retail and adspend because of the Christmas advertising season – is set to see a 10.5% drop to a total of £6.2 billion, some £724 million lower than the previous year. As a business, we are seeing growth sectors, some brand owners are seeking to maximise return on advertising investment by advertising during the Christmas peak. https://mediatel.co.uk/news/2020/10/29/uk-ad-market-will-take-longer-to-recover-says-aa-warc
Back to Henley: If you haven’t managed to get your Hobbs Gin this month, you will soon be able to get more than Gin at Majestic Wines in Henley, whom we’ve been helping with their new store developments and communication requirements. It’s a new anchor-tenant for Gardiner Place. One we think will do very well, and one we think we will all get to like.
It’s Autumn, time for boat lifting, we are heading for a November lockdown, but for most Marketeers it’s time to look at your 2021 agency needs – can we help you and advise you with your wider marketing requirements.
We look forward to catching up again soon. Stay safe.
Kind regards,
Will
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