Our Monthly Round-up of the key pieces in Marketing for September – we’ve chosen six key articles this month – if you missed any of them, have some time they are well worth a catchup. All our monthly reviews are available on our website. http://haiconsulting.com/category/views/ if your clientside and would like this sent to your Inbox every month, please email ingrid@haiconsulting.com

Our September highlights:

1. Our Top pick, this month is a piece from Mckinsey. As customers increasingly expect seamless, engaging digital experiences, consumer-facing organizations can follow six principles to perform like the most successful tech companies. A really good view on the future of ‘tech enabled commerce.’

Here is the link: https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/turning-consumer-and-retail-companies-into-software-driven-innovators

2. Secondly, we’ve picked a Harvard Business Review article – What makes a great leader? Tomorrow’s leaders master three key roles — architect, bridger, and catalyst, or ABCs — to access the talent and tools they need to drive innovation and impact. As architects, they build the culture and capabilities for co-creation. As bridgers, they curate and enable networks of talent inside and outside their organizations to co-create. And as catalysts, they lead beyond their organizational boundaries to energize and activate co-creation across entire ecosystems.

Here is the link: https://hbr.org/2022/09/what-makes-a-great-leader

3. Thirdly, we’ve picked a really good article sent to us by a new and super smart sustainability agency called !mpatience. Written by Jacquie Chick it covers the desire for brand growth – versus the planet, and how marketing can ensure that brands deliver on both.

Here is the link: https://impatience.agency/index.php/2023/10/02/growth-versus-the-planet-how-marketing-can-ensure-their-brands-deliver-on-both/

4. Fourthly, we’ve chosen an article from Rishad Tobaccowala’s series – The future does not fit in the containers of the past. This one is titled ‘Chances’ but it includes the link to a very popular and brilliantly written piece called ‘12 Career lessons’ It really is worthy of a review.

Here is the link: https://rishad.substack.com/p/chances

5. Fifthly, we’ve gone for a WARC report on the future of strategy. Strategy needs more revolution, a wide ranging survey of strategists for WARC’s Future of Strategy report finds; but clients appear to be drawing back on brave ideas, creating a strategy gap – here’s what you need to know. The Future of Strategy 2023 report, which includes quantitative and qualitative data analysis, expert commentary and advice from leading strategists, is available to WARC subscribers.

Here is the link: https://www.warc.com/content/feed/future-of-strategy-2023-bravery-in-a-risk-averse-world/en-GB/8704

6. Sixthly, we pick a piece on Generative AI: 75% of marketers are already using it or actively considering it. The Econsultancy’s Future of Marketing survey found that 32% of marketers say their organisation is already using generative AI tools and 43% are actively considering doing so.

Here is the link: https://econsultancy.com/generative-ai-adoption-marketing

Media:  Ian Whittaker – produces an interesting weekly email on media, martech and tech news. In this week’s version he also takes a deeper look at the Telegraph specifically. https://ianwhittakermedia.com/2023/09/29/revisiting-where-we-are-with-telegraph-media-group/

Time for the Work: We’ve picked the new campaign from Hiscox this month – created by Uncommon London with media from Total. Congrats to all a great campaign idea innovatively delivered. https://www.lbbonline.com/news/specialist-insurer-hiscox-and-uncommon-launch-the-most-disastrous-campaign-ever

Book Alert: Tim Mason has a second edition of his book Omnichannel Retail out this month. How to build winning stores in a digital world. The retail industry is under significant pressure. Not only are retailers grappling with rising costs, but they are trying to keep up with rapidly changing consumer behaviours, technological advancements and ever-increasing competition. I’m halfway through it and it’s a good read. https://www.koganpage.com/marketing-communications/omnichannel-retail-9781398612723

Back to Henley: It’s Autumn, despite a Summer weather renaissance. 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 Simon Shepherdson, the resident lock-keeper at Hambleden who has this wonderful view.  https://www.henleystandard.co.uk/news/business/183561/lgdtb18923.html

We are here to help you with your agency ecosystem, resourcing structures, and benchmarking to improve your marketing performance, do give us a call with anything we can help you with.

Kind regards,

Will