Alistair MacCallum has been named UK chief executive of m/SIX, just four months after he departed rival M2M when it was abruptly shut.
MacCallum joins M/SIX on 1 February as its parent, The & Partnership, prepares to take on Toyota’s £240m European media and creative account.
He said he was attracted by the combination of The & Partnership’s ownership structure – with staff having majority control – and access to WPP’s Group M, which co-owns M/SIX in a joint venture.
MacCallum said: “The combination of a truly integrated independent agency network, aligned with the strength of WPP, means there are incredible foundations in place to deliver against the clear ambition for the business.”
In recent years, brands have used technology to make location-based marketing increasingly immersive and experiential. Brick-and-mortar retailers and the brands they carry are reaching consumers before, during, and after purchase by applying emerging technology such as smarter online targeting tools and physical objects (like Amazon’s Dash). The most successful experiences, however, are the ones that redefine location marketing by considering additional context.
These context-aware experiences are happening in three crucial locations: in homes, on the go, and at or near a store. On any given day, the context of a consumer’s journey changes several times, depending on factors beyond these locations, such as the customer’s immediate surroundings (at a desk, in a car, etc.), the device being used, and ambient circumstances (such as weather conditions outdoors or noise levels indoors). Because all of these influence purchasing decisions, marketers must create experiences that resonate with consumers in the context of these ever-shifting circumstances.
Creating a context-aware roadmap
Location-based contextual moments represent opportunities for businesses to create context-aware content so long as the brand’s message is relevant and not spammy. But how does a brand figure out which moments to create and where to create them? We suggest that businesses identify their own moments by applying these filters:
Your customer. Who are your customers? What are their wants and needs, and how do those wants and needs change throughout the day? How do your customers use technology to get what they want? What do they expect from your brand: utility, engagement, or both? What opportunities exist for you to deliver context-aware experiences throughout your customers’ journeys?
Your business strategy. What is the vision for achieving your brand and experience goals? What are your near-term objectives from a location-marketing standpoint? For instance, are you trying to increase foot traffic to stores? Increase same-store sales? Both?
Your capabilities. What capabilities (e.g., inventory management, merchandising, and branding) exist in order for you to create context-aware experiences for your customers? What gaps exist with your capabilities, and do you have the budget and resources to fill those gaps?
Your technology. Ranging from analytics to platforms and mobile wallet offers, what supporting technologies (if appropriate to your customers’ wants and needs) do you need in order to create context-aware experiences?
The next step when constructing context-aware journeys requires that data be applied properly—beginning with basic customer information, then adding historical and behavioral data, and ultimately physical location. This information allows businesses to gain a better understanding not only of their users’ current context, but also of how to improve the future-state experience by addressing customer wants and needs—through utility, engagement, or both. These insights must then be mapped against a company’s unique business strategy, capabilities, and technology in order to determine which moments to create and where to create them.
A marketing mindshift
Capitalizing on the new context of location asks senior marketers to think differently about how they interact with their customers and agencies. Wondering where to begin?
Re-examine your multichannel marketing strategies in the context of your business goals. Are you trying to win more mobile traffic for your online storefront? Improve foot traffic at your brick-and-mortar locations? Both?
Design a more robust view of your customer’s journey from the home to the store. Doing so requires applying tools such as journey maps, which illustrate multiple decision-making points along the path to purchase. Journey maps also identify opportunities for your brand to participate in the decision-making. These maps need to be dynamic to succeed – for example, they should accommodate emerging platforms such as Snapchat.
Once you have a clearer view of the customer’s journey, start thinking of the contextual circumstances that inform decisions along each touchpoint. In what kind of home does your target audience live? Are they likely to be using smart appliances themselves? If so, how? How are they consuming content at home, on the go, and at/near the store?
Surround yourself with the right blend of talent and technology to design experiences that will support your business needs. If you are a retailer, for example, you’ll likely need a multidisciplinary team that combines expertise in merchandising, customer experience design, and mobile.
Identify your best opportunity to reach your customer with a contextual marketing experience at home, on the go, or at/near the store. Pilot a contextual marketing experience that occurs in one or all of these circumstances, with branded content appropriate for the circumstance.
Ultimately, context will allow marketers to redefine location marketing and create more valuable, relevant experiences. It always begins where purchase decisions are being made, and with the role your brand can play.
In February 2017, Livity will handpick six talented creatives to join our community for three months! The winning six will have completely free access to desk and meeting room space, support with their projects, an opportunity to collaborate on Livity projects and free exhibition space too. We are looking for the best talent to share our space and be part of our office culture.
We are looking for Filmmakers, Photographers, Animators, Illustrators, Graphic Designers, Artists, and Creatives to join us. Simply let us know more about you and your business and we’ll get in touch if we think you are the right fit for the Creatives in Residence programme.
Office space – Use the Livity office as a workspace as well as for meetings and exhibitions, from Mon – Fri, 9.30am – 5.30pm Mentoring – 3 months mentoring from the Livity team to help with your personal and business development Skills – Book time with our experts in finance, design, strategy and more, to produce tangible outcomes that take your business to the next level Inside access – Be the first in line to access paid opportunities at events, shoots, and on client work
How to apply:
– Send us your portfolio / examples of your work
– Tell us how would this opportunity help you (200 words)
– Tell us what requirements you have with the space, and how you practice as an artist
– Let us know what other commitments do you have
Everyone has extraordinariness inside him or her. To do that extraordinariness justice during the 2016 holiday season, Hallmark Greeting Cards and Rokkan created a heartfelt holiday campaign to showcase the incredible things that happen when we share our thoughts, our feelings and our experiences with the people we care about.
Rokkan served as the creative lead on this national 360 campaign, working closely with Hallmark to build on the momentum of their successful “No Ordinary Moms” campaign for Mother’s Day. The campaign’s main TV spot featured real-life video footage of extraordinary moments that occurred in 2016. Clips show a dad finding out he will be a grandfather, a little girl welcoming her daddy home from military service, a couple doing a choreographed wedding dance, and more.
Running from Thanksgiving through Christmas, campaign elements appeared on television, digital, radio, social and in participating stores. Partner stores included Kroger, CVS, Walgreens, and many more. The holiday work also served as a return to broadcast television for Hallmark holiday campaigns following a short departure in the previous year’s efforts.
To top things off, the “No Ordinary Cards” campaign was named America’s third favorite holiday ad of 2016 by Ace Metrix’s consumer panel. Scoring ads based on likeability, relevance and “watchability,” and considering popular emotional techniques to gain traction with viewers, the work beat out other holiday ad efforts from the likes of Apple, Coca-Cola, Kohls and Amazon.
Following a series of successful digital and social campaigns in 2016, Cadillac tasked us with the development of a bold new campaign for the Cadillac Escalade that would not only be memorable, but also serve to drive consideration among the automaker’s conquest audience for the marquee model and deep cultural cache.
To drive earned conversion and help consumers to associate Cadillac’s “Dare Greatly” brand platform with the Escalade, Rokkan created a social campaign featuring daring imagery to illustrate the Escalade’s power and style while encouraging viewers to “Cast a bold shadow.”
Centered around four unique cinemagraphs titled ”King of a Different Jungle,” “Force of Nature,” “Every Road a Stage,” and “The Undisputed Champ,” respectively, the campaign ran on Cadillac’s various social channels using organic and paid placements on Facebook, Instagram, Tumblr, Twitter and Snapchat.
The Entrepreneurs’ Collective is a thriving community for future CEOs to connect and collaborate.
It is open to young entrepreneurs, aged 16-25, who are starting or have started a business and who want to meet other like-minded people whilst getting more targeted support for their business.
Join the collective and get the latest news about our bi-monthly events and workshops, hosted by Google, ASOS, Facebook and more.
The collective is open to entrepreneurs in any sector.
Entrepreneurs in Residence
We’ll also hand pick 20 entrepreneurs who will be further supported by Livity to establish and grow their business through accessing the following for free:
● Office space – Use the Livity office as a workspace from as well as for meetings and events.
● Mentoring – 3 months mentoring from the Livity team to help with your personal and business development
● Skills – Book time with our experts in finance, design, strategy and more, to produce tangible outcomes that take your business to the next level
● Corporate contacts – Get access to Livity’s black book of industry contacts, clients, brands, etc
To apply for this opportunity, fill out this form and if you get through to the next stage, you will be invited to come and pitch your business in front of a panel.
Dates for your diary ● Deadline for submitting your proposal – Sunday 29th January 2017
● Finalists Pitch to Livity – Monday 6th Feb 5pm – 8pm
● Final 20 notified Friday 10th Feb
Chief marketing officers are increasingly being held responsible for growth strategies and revenue generation within their companies, according to recent research from the CMO Council and Deloitte.
The report was based on data from a survey conducted in 3Q16 of 200 global CMOs/senior marketers (VP of Marketing, etc.). One-third of respondents work for companies with $1 billion or more in annual revenue.
A similar survey conducted by the CMO Council in 2006 found that senior marketers viewed their primary responsibilities as executing marketing plans/strategies, serving as brand ombudsmen, and delivering competitive intelligence to their organizations.
In addition to those responsibilities, CMOs say, they are now also expected to advance the bottom line and champion the end-to-end customer experience.
Some 35% of respondents say revenue is a major responsibility of their role, and 33% say it is their primary mandate.
CMOs say the most effective campaign strategies for increasing revenue/margins are to use data to maximize the effectiveness of spend and to embrace new digital advertising and engagement technologies.
About the research: The report was based on data from a survey conducted in 3Q16 of 200 global CMOs/senior marketers (VP of Marketing, etc.). A third of respondents work for companies with $1 billion or more in annual revenue.
Source: Britannia Communications/CMO Council/Deloitte.
Britannia Communications is a strategic UK digital marketing and communications consultancy which intelligently designs and implements digital and social media strategy for leading UK and international organisations.
With a weekly social audience of 2 million+ social media users, Britannia Communicationsis currently ranked #2 of 500 UK agencies for digital influence by Kred, #44 worldwide by Onalytica and #18 by
“Everything about them—their silhouettes, movements, and conversational tone—is meant to relieve some of the friction that people may feel introducing this level of technology into their houses.”
A prime example is Toyota’s Concept-i car, which is “Less of a machine. More of a pal”. The kawaii cuteness of its exterior matches the cheery personality of its on-board virtual assistant ‘Yui’. The vehicle was designed according to Disney’s ‘12 Principles’ to seem lifelike — it even has LED eyelashes over its headlights.
Making new technology feel familiar is not a new trick, whether it’s giving a calendar app a leather-like texture or putting horses heads on motor cars. Moving Brands’ UX Design Director Mia Chuang explains:
“It’s much easier to stretch beyond one’s comfort zone in baby steps, rather than asking us to adapt our behaviour completely. If these technologies respond with familiar cues – at least initially – learning to work with virtual assistants becomes far less intimidating.
Something similar happened when cars were unleashed into cities when horse-drawn carriages were the norm. Learning to ‘drive cars’ required a huge behaviour shift and they scared horses into causing accidents. One left-field (and unused) suggestion was called Horsey Horseless, which installed a horse’s head on a car’s body.”