Account-Based Marketing / Business / 14 Mar, 2018

Why Theresa needs a bid approach to Brexit

The art of negotiation is one that Theresa May has had to quickly learn over the last few months, as she plans the UK’s role post-Brexit. But when it comes to negotiating, politicians may not be best in class. As bid strategists and writers, we know all too well just how important strategy, creativity and…

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Brand and Customer Experience / Business / Strategy / 08 Mar, 2018

Why you can’t ignore experience marketing in 2018

The term ‘experience economy’ has gained traction in recent years, as more consumers shun material possessions in favour of unique, multisensory experiences. What is the experience economy? It was American Authors Joseph Pine and James H. Gilmore who came up with the term ‘experience economy’ when they published a book of the same name in…

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Business / Diversity & Inclusion / 12 Oct, 2017

Dove: Why ‘doing’ D&I isn’t doing enough

Just a few months ago our founder, JP, wrote about the implications of Pepsi’s controversial ad, hoping that we’d see a real shift in the workplace diversity debate and encourage a much more inclusive business mindset. Unfortunately, Dove’s latest ad disaster is proof that the world’s biggest brands aren’t engaging with what D&I really is…

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Account-Based Marketing / Business / Strategy / Thought Leadership /

How to give your bid the impact of a creative campaign

If you find yourself wishing for the creative freedom of a campaign when you’re writing your bid, you’re not alone. The RFP process is, at best, limiting. At its worst, though, it’s stifling. Many bid teams we work with struggle to bring their value to life in a prescriptive Q&A format that seemingly offers little…

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Account Cultivation and Growth / Business / Strategy / 21 Sep, 2017

4 things you MUST remember when repositioning your marketing strategy

If a brand can’t adapt it won’t survive: this is and has always been the case. But it’s no longer enough to take your evolutionary cues from new circumstances as and when they crop up. Successful evolution in 2017 requires a healthy dose of contextual awareness, future-gazing and, yes, risk. Constantly assess your relevance Preempting…

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Account Cultivation and Growth / Business / 14 Sep, 2017

Why brands without purpose are falling behind

Nobody would have been surprised to read that nine of every ten business executives feel brand purpose matters, according to a recent Harvard Business Review article. The fact that only 46% believe their company has one, however, is more than a little worrying. Any brand that fails to determine their motivation outside profit, and share…

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Account Cultivation and Growth / Business / 07 Sep, 2017

Dell and Dennis – The Human Touch

Dennis is a person, just like us. Not everyone aligns their pens perfectly on their desk or religiously wraps their bananas in clingfilm like Dennis does, but we can all relate to him on one level or another. When a brand understands this concept and, better yet, markets according to it, they can connect with…

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Business / Digital / 01 Sep, 2017

Look out Digital – Amazon’s coming…

‘Highly annoying, misleading or harmful’. That’s how Google referred to digital adverts while announcing their move to punish over 1,000 online publishers who contribute to the bulging mass of product ads and pop-ups. It’s difficult to disagree with their assessment, but with the all-powerful Amazon planning to expand even further into the world of digital…

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Business / 30 Aug, 2017

Apple’s hidden job ad and why it’s great news for the economy

A couple of months ago we spoke about why, despite more people in work, the economy is suffering due to a surplus of ‘bad jobs’. Employees are ending up in jobs they aren’t right for and don’t like, and employers are saddled with a disengaged and unmotivated workforce. While it’s probably a bit optimistic to…

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Account Cultivation and Growth / Business / 18 Aug, 2017

Marketing to Millennials is bollocks. Here’s why.

Marketing’s curiosity about millennials – “Who are they?” “What do they buy or not buy?” “How do they buy?” – has long since given way to animosity. Marketers are increasingly anxious about connecting with an audience segment they claim has no brand loyalty but nonetheless lives for the launch of the next Apple product. As…

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