I’d Pay You $500,000 a Year, but You Can’t Do the Work

Clients want us to deliver online experiences that are competitive with Facebook, Amazon, Netflix, Google and other top-tier tech companies because that’s what consumers demand. This has created a war for talent unlike anything I’ve seen in my career. While it must be fought, it can never be won because the rules are not what they seem.

Our clients want web and native experiences that look, feel, and perform like they were built by Facebook, Netflix, Microsoft, Google, Apple, etc. (And they want the back-end systems to support them). Each of these companies build with very specific programming languages and frameworks.

If you want to build a project for a client that looks and feels as good as Facebook, why wouldn’t you use their code?

Continue reading at AdAge.com

Wyevale launches new ‘Your Summer Garden’ campaign

To kick start Wyevale’s ‘Your Summer Garden’ campaign we created a mailer to actively encourage members of The Garden Club to get back into their garden and immerse themselves in the pleasures it gives them.

The pack highlights this year’s summer trends, showcases related products and uses targeted offers and personalised reward vouchers to drive garden centre visits and sales.

The post Wyevale launches new ‘Your Summer Garden’ campaign appeared first on WDMP – an award wining, independent, modern CRM agency based in London.

Managing Millennials: Listen More

It’s no secret employers are eager to understand how to engage the Millennial generation taking over their workforce.

In a time and industry increasingly focused on diversity and inclusion, we cannot forget the crucial role that age plays. Different generations provide opportunities for fresh perspectives and diversity of thought and, perhaps more notably, a need for inclusion.

A recent industry study underscored this need by revealing just how vast the differences are between how Millennials view themselves and how their managers view themselves. The study, conducted by The Plank Center for Leadership in Public Relations and the Institute of Public Relations, analyzed Millennial Communication Professionals (MCPs) and their managers, revealing key findings about these relationships and a five-phase talent management ecosystem that organizations can use to effectively work with Millennial talent.

So, how can organizations use the findings discovered in this study to maximize the potential of their MCPs?

As managers work with this generation of employees, management by adaptation becomes even more important to encourage MCPs to feel included and engaged. Some tips include:

  • Listen: Start career-pathing early.
    Not through a one-size-fits-all approach or generational generalizations but by listening to what each employee and individual is seeking.
  • Listen: Don’t contextualize… personalize!
    Everyone has a unique and valuable background with individual wants and needs. Accordingly, contextualizing (educating employees on the organization’s strategy and culture) is not as effective as personalizing (tailoring a career path and role specific to each employee).
  • Listen: Provide leadership opportunities for those seeking them.
    Provide training, mentoring and feedback, and learn what your MCP is looking for as well as how you can help. Organizations like the Public Relations Society of America are always seeking volunteers at the local and national levels, and these groups provide ample opportunities for MCPs.

The study also revealed that MCPs are the most engaged in their first year, a number that then drops off significantly in years two-three and does not recover until seven years in. In that first year and onward, it’s the manager’s chance to find opportunities for long-term engagement and stop this trend.

Bruce Berger, Ph.D., co-investigator for the study and research director for The Plank Center, offered advice to managers of MCPs:

“Build a strong relationship through talking and LOTS of listening. Based on our research, Millennials have opened the door to this approach in that they want lots of feedback; they leave jobs because they don’t get much feedback or their relations with supervisors are somehow disappointing. Building this relationship, and growing it over time, provides opportunities for addressing many different kinds of issues.”

His advice to Millennials: Your career will not always be linear, rewards not always instant and feedback not always immediate. Listen, learn and be patient.

His advice to managers: A career does not look the same for everyone. Take the time to listen and understand what each member of your team is looking for in the workplace, and the payoff will be exponential.

Let’s face it, regardless of what side of the desk we may be situated, we could all benefit from a little more listening.

You Don’t Need a Single ‘Uber’ Model to Make Data-Driven Marketing Work

Ever since digital advertising emerged as a meaningful allocation of marketing budgets, brands have been frustrated with the way it has been measured.

Digital consistently seems underrepresented in marketing mix models, which don’t properly account for digital’s comparative role or provide timely signals for how to optimize digital spend. In response to these shortcomings, the industry has turned to “fractional” or “multi-touch” attribution models, which attempt to divvy up credit for results among each point of contact with a consumer along the way. But most marketers have found that, in practice, these have fallen well short of their promises, leading many to disregard them altogether.

In order to shed light on marketer’s discontents, Forrester published its Marketing Measurement and Optimization Solutions Wave in October of 2016. Their conclusion? Marketers need an “uber-model,” one that combines the characteristics of marketing mix and fractional attribution, all at once.

Continue reading at AdAge.com

Simplifiers Interview: Nick Ragone, SVP – Chief Marketing and Communications Officer, Ascension Health

Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview marketing leaders and founders of brands that have performed well in the Global Brand Simplicity Index. In this Simplifiers interview, I speak with Nick Ragone, SVP – Chief Marketing and Communications Officer at Ascension Health.

MM: What does your brand stand for, and how does it deliver on that promise every day?

NR: Our brand stands for delivering personalized and compassionate care.

Our promise really stems from our historic mission. We are a faith based provider system—the largest catholic system in the world and the second-largest healthcare system in the U.S.

MM: What role does simplicity play in delivering on that promise?

NR: Healthcare is evolving to become more consumer focused. Ten or fifteen years ago, healthcare consisted of a couple of defined networks of employer-based healthcare.

These days, consumers are much more informed and empowered. The expectations for healthcare doesn’t just come from big, traditional provider systems like us anymore, but rather from the retailers and tech companies. As a response to that, we need to be much simpler and have a relationship with consumers outside of the care setting. This trend towards consumerization has forced us to be much simpler in the way we make our care accessible to consumers.

MM: What are the challenges of creating simple experiences for customers?

NR: The biggest challenge is changing the culture in the provider world. We haven’t had to have a consumer-centric mindset in the past, or think about making a great end-to-end experience.

MM: How do you strive to conquer complexity within Ascension?

NR: We’re a big organization, spanning 24 states, with 150,000 associates. Previously, we were a loose confederation of healthcare systems, but now we’re truly integrated in an effort to make it easier for the consumer and associates to understand who we are, the way we operate, and the healthcare we deliver. We call it Our Journey to One Ascension.

MM: What are you doing to accelerate that journey?

NR: In the past, we were a confederation of hospitals systems, each of which had its own individual functions like HR, marketing, and clinical. Now, we’ve integrated and centralized these functions across our network in a horizontal alignment. It has really made a difference in the way we deliver care, inspire associates and operationalize our mission.

MM: What benefits has your company experienced from simplifying?

NR: We’ve been able to integrate our care much better, in large part because our own associates and customers can more effectively navigate our 2500 sites of care across the country. Our associates are now better aware of the offerings of other sites of care, and for this reason can better deliver specialized healthcare to our patients. Additionally, unifying under One Ascension has made it easier for us to share best practices across ministries.

MM: How do you strive to keep things simple for your marketing team everyday?

NR: Throughout our brand journey, we’ve become a single unified marketing community. In the past we had local campaigns. Now we’ve been running nationwide campaigns, which are all premised on the same insights but are customized for local markets. This approach has been much more efficient and allowed us to deliver an experience that is consistent across our ministries, while also customized.

MM: How do you lead as a simplifier?

NR: A lot of leading is being present. I travel our markets quite a bit, speaking to marketers and our senior leadership team about our brand work. Being present has allowed me to understand each of our ministry’s needs, and translate it at headquarters.

MM: What’s the most recent, simple customer experience you’ve had personally?

NR: I went on a Disney cruise recently with my wife and two kids. I was amazed at their ability to translate the Disney brand of magic moments to a seamless and personalized experience.

MM: What is the top piece of advice you’d give to a CMO who’s trying to engender simplicity in their organizations?

NR: Having a strong sense of your brand promise is critical. We’re blessed to have a well-defined, historic mission because we are faith based. Our mission has been around for decades, and it will be around decades from now. It’s easy for us to anchor our brand promise around it. For brands that don’t have that type of historic purpose, keep your brand promise simple, accessible, and tethered to your mission. If your brand promise isn’t easily identifiable, you’re probably missing the mark.

MM: What are the indicators that suggest simplicity is driving your business?

NR: The early returns are that simplicity is making a tremendous difference in both inspiring our associates and allowing us to deliver the type of care that’s needed in the communities we serve. We’re in an industry where you can see a correlation between the experience being simple, and your ability to help more people.

MM: What’s the biggest mistake brands make when they try to simplify?

NR: There’s a simplicity in delivering on your brand promise. That doesn’t mean you need to simplify your operations. Healthcare is extremely complicated, and delivering great care is not easy. It is important to design the experience so the average consumer understands how to navigate your offerings and get what they need.

MM: What does simplicity mean to you?

NR: As a marketer it means making things accessible and convenient.

This interview with Nick Ragone, SVP – Chief Marketing and Communications Officer, Ascension Health, was conducted, edited and condensed by Margaret Molloy. This is one in an ongoing Simplifiers series. Watch for others in the coming weeks.

Know a simplifier or would like to be included in the series? Please recommend an executive for my next interview: mmolloy@siegelgale.com

Margaret Molloy is global CMO and head of business development at Siegel+Gale. Follow her on Twitter: @MargaretMolloy and Instagram:@MargaretMMolloy

Dana Anderson Moves from Mondelez to MediaLink

Well-known industry executive Dana Anderson is joining MediaLink as chief marketing officer.

Anderson just left the same role at Mondelz International. The snack marketer has not yet named her successor.

The appointment comes one week after MediaLink, which was acquired by Cannes Lions parent company Ascential in February for $207 million, announced its entry into London under the leadership of Vice Chair Wenda Harris Millard.

Continue reading at AdAge.com

We Are Social’s Monday Mashup #350

Catch up on everything from the Facebook F8 developer conference
Missed the Facebook F8 conference? Fear not. Wired have pulled together a comprehensive roundup of everything major that went down at the platform’s annual developer powwow. The focus this year seemed to be very much on both VR and AR. New virtual reality hangout spaces featuring bobble-headed avatars will be big and augmented reality overlays that allow users to turn table tops into game boards will be even bigger.

YouTube enlists teens to help tackle fake news and fixes ‘Restricted Mode’ bug
Teenage guardians of the internet, assemble! That’s right, YouTube is training 13 to 18 year-olds to moderate video content on its platform in order to tackle the spread of hate speech and fake news.
YouTube has also reportedly fixed a bug that was causing LGBTQ+ content to be filtered out when users activated the “Restricted Mode” feature. The fix means that up to 12 million videos featuring LGBTQ+ content will now be available to watch.

Snapchat launches new world lenses
Ever wanted to swap faces with a tree? Or put dog ears on a wheelie bin? Well, now you can thanks to the roll out of Snapchat’s world lenses. This new batch of lenses allow you to drop rainbows, flowers and other digital delights on to landscapes, backgrounds and other non-human things. The new lenses use the phone’s rear-facing camera for capture.

Snapchat racks up record-breaking patent purchase
Snapchat has also snapped up the official geofilters patent for a meagre $7.7m from Mobli, the Israeli company which came up with the original idea. Facebook was reportedly interested in the patent. The patent purchase has set a new record for Israel, where the previous highest amount ever paid for a patent was $2.7 million.

People in the UK can now buy festival tickets on Facebook
You can now get tickets to that thing you love directly through Facebook. Launched last year in the US, this feature now offers UK users the ability to buy gig and festival tickets thanks to a freshly inked partnership with Eventbrite. Users can buy tickets without leaving the platform and a digital copy of the tickets will be stored in the app.

The first Pinterest ad campaign is coming
Pinterest is to launch its first ad campaign in the US. The aim of the campaign is to define exactly what the platform is about, which for those who don’t know, is providing inspiration for wedding favours, throw cushions and spice racks. Or as they put it, targeting people who have gone from “dreaming about their life, to designing it.”

Starbucks’ Unicorn Frappuccino made a real froth on social
The words ‘meme-based menu’ should make most people want to weep for weeks, but not the plucky marketing crew at Starbucks. Their ‘Unicorn Frappuccino’ has been a social smash for the brand, so standby for other technicolour stunt-foods in the future.

Arsenal’s Alexa Skill is coming to an Echo near you
Arsenal have become the first Premier League club to have launched an Amazon Alexa Skill. Cynical fans have asked when striker Alexis will also be upgraded to have some useful skills.

The post We Are Social’s Monday Mashup #350 appeared first on We Are Social UK.