Strategy / 27 Jul, 2017

Volvo and the graduation of the ‘unboxing video’

In a recent marketing stunt, Volvo used an ‘unboxing video’. Maybe it’s just me, but doesn’t it seem as though it were only yesterday that these videos were odd little creatures, tucked away in the rarely-traversed depths of YouTube? Perhaps just by casually referencing them, I’m getting ahead of myself. It’s altogether possible you don’t…

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Account Cultivation and Growth / Content / Design / Strategy / 07 Jul, 2017

A guide to creds that turn heads

Maybe it isn’t what you want to hear, but business creds are often done badly. Numerous, and perhaps harsh, assessments have begun surfacing ranging from ‘They’re all as bad as each other’, by Stephen Fair of Econsultancy, to ‘Most ad agency new business presentations stink. Period’, by Mike Fromowitz, who writes for Campaign. Harsh, yes,…

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Business / Strategy / 12 Jun, 2017

Why security inertia is more powerful than any hacker

If your house kept getting burgled because you’d been leaving the key under the same flowerpot, you’d probably think deeply about why it happened and how you’d make sure it would never happen again. Why have so many businesses failed for so many years to think deeply about their cyber security strategy? You might blame…

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Account Cultivation and Growth / Strategy / 09 May, 2017

Adapt or die: Why it’s time to rethink your digital transformation strategy

We should all have been surprised to read that a third of all organisations based in the UK have no digital transformation strategy whatsoever. We weren’t, of course, and not only because a further 21% of respondents said they were ‘just getting started’ with their own strategy and another 24% said their strategy was, if…

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Business / Diversity & Inclusion / Strategy / 08 May, 2017

4 reasons why diversity should be on your strategic agenda

Have a skim over any corporate Twitter feed and you’re likely to encounter a healthy dose of diversity messaging. While few are doing anything as disastrous as Pepsi’s recent faux pas, much of what appears is little more than a box-ticking exercise with no real substance behind it. For me, this represents a huge missed…

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Account Cultivation and Growth / Content / Strategy / 25 Apr, 2017

What B2B marketers can learn from Wendy’s’ social media strategy

At the risk of disrespecting Carter Wilkerson, you probably haven’t heard of him—-assuming you have heard of him––because you’re a member of his thriving and expansive social circle. Carter Wilkerson is the proud poster of one of the most liked, retweeted and replied-to tweets since the birth of Twitter in 2006. The wording of the…

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Brand and Customer Experience / Business / Strategy / 11 Apr, 2017

Unfriendly Skies: How United Airlines failed at customer experience and lost $1 billion in market value

It probably hasn’t escaped your notice that a man was dragged from his seat on a United Airlines plane on Sunday evening because his flight, which was bound for Kentucky, was overbooked. An eyewitness said the man was a ‘Chinese American doctor’ who refused to leave his seat when asked because he had to be…

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Diversity & Inclusion / Strategy / 06 Apr, 2017

PepsiGate: Why values should drive diversity

Pepsi’s short-lived controversial advert shows why values should drive diversity How did Pepsi get their latest advert so wrong? Criticism for the ad ranged from ‘absurd’ to ‘disrespectful’ and even ‘a sick joke’. Some have called for a boycott of all Pepsi products. The ad begins with Kendall Jenner modelling at a photoshoot while a…

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Business / Strategy / 30 Mar, 2017

Why the best agencies will reject your brief.

What does a good agency look like to you? Pretty much every agency website you visit promises to deliver simplified content, engaging designs and strategic responses. So, do you go for the disruptors, the innovators, or the safe pair of hands? The answer is: none of them. You should be on the lookout for the…

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Content / Strategy /

7 things you need to make a great marketing video

Video is one of the most popular ways to consume content right now – not least because including video on a landing page can increase conversion rates by 80%. While retail brands have been making the most of short, snappy online video for a while now, B2B brands have been slow to catch up, often…

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