Strategy / Thought Leadership / 15 Jan, 2020

The 5 themes successful companies must embrace in 2020

The Christmas presents are open, the tree has dropped its needles and we’re back in the office again. After several days of surviving only on mince pies and Quality Street, it’s now time to gaze into the corporate crystal ball and forecast what’s going to be important to businesses, their clients and end consumers over the next twelve months.

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Brand and Customer Experience / Strategy / Thought Leadership / 09 Jul, 2019

Can the ‘tea drunk’ experience help you reach millennial B2B decision makers?

In an unassuming side road off London’s Bond Street lies Postcard Teas. I wasn’t here to shop, but to attend a tea tasting class. Because in the age of the experience economy it’s not enough to sell cups of tea – you have to offer an Instagrammable event if you want to lure in that sought-after demographic: the millennials.

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Account-Based Marketing / Deal Creation and Conversion / Strategy / 15 Aug, 2018

3 Things They Don’t Tell You When Responding To A Bid

Search online and you’ll find a wealth of advice on bid tendering. It sounds pretty obvious and formulaic when you read it. Bid or no bid. Make a plan. Form a team. Be compliant. Offer great evidence, submit and wait for the good news. Frankly, what’s the big deal? Well, the big deal may be…

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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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Strategy / 28 Feb, 2018

The Art of Positioning

The art of positioning presents so many ways to explain something, through use of context, insight, humour, humility and giving others the opportunity to look at something with a different perspective. Nick Pearce looks at the positioning disasters, time wasters and winners.

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Account-Based Marketing / Business / Strategy / Thought Leadership / 12 Oct, 2017

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-Based Marketing / Strategy / Thought Leadership / 02 Aug, 2017

3 ways to guarantee value for every customer

All businesses are engaged in a quest to provide ever greater value for their clients. But the sheer size and speed of available information means delivering it has become more challenging. The key to overcoming this is knowing the universal constants that span all industries and all clients. Here are three pillars that, if realised,...

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Account-Based Marketing / Strategy / Thought Leadership /

Why most value propositions don’t work and how to build one that does

Given the hard work, time and resources businesses put into developing value propositions, it’s galling to learn that only 14% of B2B buyers notice a difference between suppliers’ offerings and see that difference as worth paying for. Extracting and amplifying that difference can be a daunting challenge. But it’s one the JPC team routinely tackles…

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Business / Diversity & Inclusion / Strategy / 28 Jul, 2017

Banning discriminatory ads is naive – here’s why

Hold your hats and hallelujah! Protein World’s morally languid Beach Body campaign has actually done some good. After a year of formal discussions, the Committee of Advertising Practice (CAP) has announced they’ll be implementing a crackdown on adverts that promote offensive or false stereotypes. Before you start celebrating though, here’s a little rain for your…

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