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Knowledge Bank - Creative

Marketers were challenged last year in ways they’ve never been before, and digital communications has played a central role

Digital channels and SMS messaging: a B2C marketer’s action plan for 2021

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Last year highlighted the inherent need humans have to connect with each other. Stuck indoors and encouraged to stay as far away from other humans as possible, many of us found creative ways to connect with others remotely in our personal lives... Read more

Laura Apel - 18/02/2021

Leading brands like Fred Perry and The Modern House are giving a traditional tool a very modern makeover

Old tool, new tricks: why the coolest brands are turning to newspapers in 2021

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With groaning inboxes and overflowing social media feeds, the battle for attention in the online world today is fiercer than ever. ... Read more

- 17/02/2021

The step-by-step guide explains how to effectively measure attention across display, mobile, video, and branded content

Can you measure consumer attention? Yes – here’s how

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In the modern media landscape, there are more devices, channels, platforms, publishers and content than ever before. And consumer attention is fragmented across all of these at any given moment. ... Read more

Mark Kopera - 09/02/2021

Porter Novelli share their predictions for the year ahead

Evolving purpose: what’s next for stakeholder-centered business

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Rinse and repeat. As each year ends, the typical marketer routine sets in. We turn to our Twitter feeds, inboxes and favorite publications to get our annual dose of year-ahead predictions – arming ourselves with useful tips to prepare,... Read more

Whitney Dailey - 29/01/2021

Studies into gaming audiences are often over-simplified, focusing purely on platform or demographic metrics

The gaming audience is more diverse than you think

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For gaming, the time is now. In an increasingly virtual world, never before has there been as much attention on gaming and its role as a powerful social connector. Yet meaningful conversations around the opportunities for brands and marketers... Read more

Jonathan Stringfield - 28/01/2021

No cookies, no problem!! 25% of CMOs Adopt Zero Party Data Strategies in 2021

6 things marketers need to know for a successful 2021

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With all that’s happened in 2020, consumers are looking to interact with brands that can personalize their experience, while still respecting their privacy. Personalization is THE thing we think everyone will be talking about this year. Here... Read more

Richard Jones - 28/01/2021

The industry is rapidly changing and coming to grips with the imperative need for more independence

Adtech has evolved: is your media plan fit for 2021?

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This is every marketer’s dilemma: you’ve got a brief, a budget, performance goals to hit and many adtech partners and platforms to pick from to execute your plan. So how do you choose which one? Doesn’t it seem like it was easier... Read more

Piper Bledsoe - 26/01/2021

One impactful way to derive insights, without reliance on external providers, is through zero-party data

How to future-proof personalisation in a post-cookie world

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In a post-cookie world, a brand’s marketing success hinges entirely on building content, products and experiences that consumers will opt-in for. Which begs the question, how do brands incentivise opt-in? The answer: ... Read more

Piper Bledsoe - 21/01/2021

FleishmanHillard Fishburn have recently introduced their newly-established creative offering , Ensemble Studio

Five reasons to invest in design today to prosper tomorrow

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Investing in design – and design thinking – is one of the most important ways for businesses to navigate and succeed in an uncertain future. Even a reasonably small investment can bring rich and lasting rewards for companies and their... Read more

Sally Eggeling - 20/01/2021

Data as we know it is changing, but brands with robust technology and internal processes in place can still flourish

The cookie crumbles: why it's time to redefine your data strategy

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Data as we know it is in a state of deprecation and renewal — leaving many marketers to wonder what they should do to maintain data access and quality across all media. For many that lack a roadmap, the future consequences feel dire, and yet... Read more

Piper Bledsoe - 18/01/2021

When the future is uncertain, advertisers must account for all eventualities – agility is the perfect way to do this

The case for dynamic advertising in an uncertain world

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When the pandemic hit and lockdown brought the UK to a grinding halt, many advertisers slammed on the brakes, pausing campaigns in flight or delaying them until later in the year. ... Read more

Silke Zetzsche - 14/01/2021

PHD and eatbigfish explore what we can learn about being a challenger in a large organisation

How to harness the power of a start-up mentality in a large organisation

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In the fifth episode of PHD and eatbigfish’s podcast series, Overthrow II: Challenger strategies for a new era (a spin-off of their 2019 publication, Overthrow II), host and founder of eatbigfish Adam Morgan talks to Lisa Kirkbright,... Read more

Jessica Ozdemir - 12/01/2021

All too often, B2B marketing allows itself to be driven by data and metrics rather than emotion and stories

The role of storytelling in our B2B business

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Storytelling is a fundamental tool for marketers, no matter the industry or business sector. But while that’s a no-brainer in B2C, the concept seems almost daring in the B2B space. ... Read more

Sophie Kreuzer - 16/12/2020

With unease remaining about future lockdowns, people want to be able to shop through multiple channels

The TCC campaign portal: staying ahead of changing customer behaviours

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The early days of the Covid-19 pandemic saw the need for large grocery retailers to react quickly to deal with new lockdown measures and increased pressure on the supply chain. And they managed this with admirable flexibility and success –... Read more

Matthew Betes - 26/10/2020

The Digital Marketing Playbook is an interactive guide featuring 100 tactics to help digital marketers drive their strategies

Business transformation to maximise your online presence

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The paradigm shift seen by marketers during 2020 will be the most challenging that many will experience in their lifetimes. And as shops reopen and workforces return to workplaces, it is all too easy to hope that we are heading back to normal life... Read more

Ricardas Montvila - 23/09/2020

The number of global Esports Enthusiasts is enormous, already totaling 198 million

Esports: Your Brand’s Gateway to the Lucrative Games Market

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We previously explored the unmissable opportunities of gaming. Now, we’re turning our eye to esports – one of the most efficient ways for brands to leverage gaming and strengthen their marketing muscle in games. ... Read more

Remer Rietkerk - 17/09/2020

Loyal customers have a higher lifetime value than occasional customers, and they are more likely to make bigger purchases

How to elevate your VIP program to drive customer engagement and loyalty

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If you are aiming to grow your business, returning customers are key – repeat business is a surefire way to drive revenue and build a sustainable business. One of the best ways to achieve it is through a customer loyalty or VIP program. ... Read more

- 15/09/2020

Creative

Episode three explores venture capitalists, investment in challenger brands and the common characteristics of a challenger

PHD and eatbigfish launch episode three of their six-part podcast series

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In the third episode of PHD and eatbigfish’s podcast series Overthrow II: Challenger strategies for a new era – a spin-off of their 2019 publication Overthrow II – host and founder of eatbigfish Adam Morgan speaks with Ernesto... Read more

Jessica Ozdemir - 09/09/2020

Partnerships are the new black in retail, and subscription retail is no exception.

7 steps subscription brands can take to reduce churn

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The subscription e-commerce market continues to see rapid growth, with McKinsey's latest figures suggesting it now totals between $12bn and $15bn in the US alone. ... Read more

- 08/09/2020

A recent MiQ survey in Singapore found that 75% of respondents prefer free or ad-supported content over ad-free content

Unleashing the potential of advanced TV

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Advanced TV has been top of mind for marketers and brands as they try to understand how to leverage its potential. A 2019 Limelight report found that between 2017 and 2019, consumer viewing on smart TVs or connected devices increased by 26%. Stay... Read more

Tom Dover - 11/08/2020

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