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Throughout my years in advertising, e-commerce, corporate settings, and NGOs, I've learned a few timeless truths about digital communications. Here are the hills I firmly stand by: - Consistent branding is key for trust and recognition. 🎨 - Quality beats quantity - a well-crafted post outweighs ten mediocre ones any day. - Engagement trumps follower count. A smaller, engaged community is more valuable than a passive audience. - Authenticity is non-negotiable. Audiences can spot authenticity from a mile away. - Let data drive your decisions. Trust insights over gut feelings. 📊 - Collaboration can ease the load but often complicates and prolongs satisfaction for all parties involved. These principles have guided my journey and continue to shape my digital marketing strategy. What are your steadfast beliefs in this dynamic field?

10 leaders of WPP predict the changes in 2024 on advertising and media. According to them AI and Influencer Marketing will lead from the front. How Sri Lanka will ready for 2024? #2024trends #2024planning #2024goals

I’m genuinely worried about something I have been noticing in the marketing and communications industry landscape recently. We meet A LOT of brands on a daily basis, and to me there seems to have been a concerning pattern emerging in the last few years that is now peaking – that marketing teams on the whole are less curious, less connected, less knowledgeable, less searching and (one might argue) less creatively ambitious than I personally have ever seen before. It’s driven of course by the combined pressures of the modern world: less resource, less time, less money, less investment in capability building, less daily interaction with the industry…less joy. No one is denying that. But it’s also really quite troubling to me that many of the industry’s best and brightest marketing leaders don’t seem to be finding a route through this. Because in our view at Creativebrief, there is a clear causal link between more inward-looking teams and weaker, less impactful work which perpetuates a crisis in creative effectiveness. There are, as ever, a handful who are building smart, curious, outward-looking marketing cultures that absolutely buck this trend – but there are many more who sadly aren’t. Is anyone else seeing this pattern? I’m interested in views, because it feels like an increasingly meaty industry-wide issue that needs tackling pretty damn quick.

Hi Charlie, I agree with what you are saying. I think there a few macro trends that has resulted in this. 1) In many businesses 50%+ of the marketing budget is now spent on performance marketing that historically would have been designated 'trade marketing' or sales support. And so in real terms 'creative' driven marketing budgets are much smaller 2) Whilst data/ analytics are critical and has fuelled a revolution in marketing, there is a risk that it has led to 'marketing by numbers' which deadens creativity and can feed an ever more onerous task of justifying every penny marketing spend which demoralises the team 3) The fragmentation of media and the declining power of mass media events has taken away the very public area to deliver a high impact brand building action that everyone in the company will see. Great Brands are built by being very clearly defined and consistently executed over time and all touch points - plus high impact creativity that gives a memorable hook for the target audience.

Salient point. My only thought to add (and mind you I haven't read all the comments so apologies if I'm re-upping someone else) is this: "Marketers" are too focused on the tools and not the trade. Tom Goodwin noted this a bit in a lack of interest and care for people, which I believe is true, but also the lack of interest in working at the trade. The interest seems to be all about mastering tools, whether that's an email platform, crm (God help us), ad platform, AI, or whatever is next. The shiny object syndrome is fully embraced and even rewarded - as companies look to build and grow they want people that know the tools, which is completely backwards and to your point. Can we get 'marketers' practicing and growing in the trade - by learning from consumers and learning about market forces, etc. ? *Yes, I put 'marketers' in quotations on purpose.

There is one area of your communications budget where 25% could be lost. It is in digital.  According to the latest ANA report (December 2023), 1 in 4 dollars spent on digital is wasted.  Other reports suggest it could be even more.  Where does it come from? Mainly from Transaction costs Media effectiveness In a nutshell: Transaction costs are related to having a more direct relationship with various digital suppliers.  Media effectiveness relates to where and how your ads are seen.  Even if marketers don't act on it, they should be aware of it.  Media budgets spent are not necessarily media budgets that work for your brand.  Of the many responsibilities marketers have, improving this should be high on the agenda. It works both ways. Potential savings and increased effectiveness.  Read more in the full report. Thanks for great work Bill Duggan

Our Founder and MD, Helen Johnson, shares the hard truths about change management for ad agencies. Discover the biggest mistakes agencies make, and check out her top tips and essential steps for a successful digital transformation. #Tangram #DigitalTransformation #ChangeManagement"

Super interesting debate and comment thread from Charlie Carpenter on the value (or decreasing value) of curiosity and creativity, and probably the ROI on time spent to explore. What surprises me is that in a commercially competitive landscape, the importance of diversity of thought, and bringing in fresh outside perspectives is even more critical, yet many of the larger holding businesses are clamping down on using external collaborators. There's an interesting parallel in how Netflix used to be for the creators (investing in talent, to create shows that creators wanted to make), but now has shifted to optimising for eyeballs. Likewise, Youtube making it harder for creators to be creative, demanding daily long-form content for the algorithm to reward them - and long-stranding creators walking away from the platform in their masses, like Tom Scott and MatPat, leaving only AI to fill the gaps. Charlie is absolutely right, for the creative industries to survive, this is a tide that needs turning.

Campaign Planning Insights from 'How to Win Campaigns' by Chris Rose As professionals in the field of change and communication, it's crucial to understand the dynamics of successful campaigns. Chris Rose's book, "How to Win Campaigns," is a treasure trove of strategic insights and practical advice for anyone looking to make an impact. Here are some key takeaways for effective campaign planning: 1. Start with a Clear Vision: Define what success looks like for your campaign. Having a clear end goal will guide all your strategic decisions. 2. Understand Your Audience: Dive deep into the motivational values and behaviors of your target audience. Tailor your message to resonate with their beliefs and aspirations. 3. Master the Art of Communication: Crafting compelling narratives and utilizing various media effectively can make or break your campaign. Stay interesting and relevant. 4. Be Prepared for Challenges: Whether it's dealing with disasters or tackling 'wicked problems,' adaptability is your best asset. Have contingency plans in place. 5. Measure Your Progress: Establish metrics to evaluate if you're winning. Continuous assessment allows for timely adjustments to your strategy. Rose's book is not just about winning campaigns; it's about fostering a new form of public politics through principles and strategy. Whether you're a novice or a seasoned communicator, these insights can elevate your campaign planning to new heights. Do you apply these principles to your current projects? #CampaignStrategy #ChangeCommunication #ChrisRose #HowToWinCampaigns

This morning I saw an article from SEJ that Google is rolling out a new social profile feature that will allow you to view, manage, and share written reviews across Google’s various platforms... Today, we happen to be hosting a discussion on exploring insights from industry leaders on how to manage your brand's reputation. Click to learn more 🧠