Just another HSE Cake weekender

Despite Arsenal winning, the FA Cup final felt like it got it’s mojo back

We worked with EE and YouTube influencer Callux to highlight EE’s sponsorship of Wembley, promote their JustEat collaboration and create a fun piece of content which saw him and 4 of his fans have a sleep-over at Wembley the night before the FA Cup final. His video went live on Saturday night at 7pm and has since had over 850,000 views. Give it a watch: https://www.youtube.com/watch?v=-C3mbYklt2c

We also supported the FA’s alternate broadcast, offering special behind-the-scenes content and commentary by two influencers, along with special guests including Callux, all live streamed to the FA TV YouTube channel, with EE as the lead partner. It’s clocked up over 115,000 views: https://www.youtube.com/watch?v=TlHIHetekG8

Then, we were straight back to work at Paddington Station this morning to celebrate the launch of the first Paddington 2 trailer. There’s a screen in a giant suitcase and lovingly made ‘2’ shaped marmalade sandwiches. 

If you head out from Paddington Station this evening make sure to keep an eye out for it. The sandwiches have gone though…

4 Highlights & Lessons Learned from eMetrics 2017

Last week, I had the privilege to not only attend, but also speak at the eMetrics Summit in San Francisco. The summit, which is in held in concert with Predictive Analytics World, brings together marketing analytics practitioners and experts to discuss hot topics around the impact of data and technology on marketing ROI.

Having attended this summit in the past, I had high expectations and this year’s event did not disappoint. The agenda covered everything from propensity scores, homegrown data capture and analytics stacks, data storytelling and a great talk on personalization measurement (given by yours truly).

While I could write a novel on the things I learned by attending the summit, I wanted to provide a quick run through of the some of the highlights/lessons learned from the 2017 eMetrics summit.

1. A Stronger Focus on Women

  • This year’s eMetrics summit was all about us ladies! Not only were roughly 95% of the speakers women, but this year’s event also featured a great “Women in Analytics” lunch featuring Carla Borsoi (VP of Marketing, Nima). Carla’s presentation touched on various issues women within the data and analytics field encounter on a regular basis, and gave advice for building a meaningful career while moving up the career ladder.
  • Key points and takeaways: Insist on being in the room and a part of the meeting – step in and own your expertise.

2. There is Still a Need to Champion Data and Analytics

  • Even with the sophistication of data, those outside analytics teams don’t understand the process of data storytelling or often times underestimate its need. To ensure steady progress, there are needs for members of organizations, big and small, to continue education on the role of data.
  • Key points and takeaways: Showing how data helps drive outcomes is a great way to champion analytics for stakeholders.

3. Everything Deserves a Hypothesis:

  • I loved all the talk about the importance of having a hypothesis and what that means for digging into data. This is something I touched on in my presentation and heard about in several other sessions.
  • Key points and takeaways: Gather smart people to build your list of hypotheses, and remember that the list should be MECE: Mutually Exclusive, Collectively Exhaustive.

4. Personalization Measurement Tips and Tricks:

  • Did you know that 30% of marketers cite measuring ROI as one of the top blockers to personalized marketing? During my eMetrics session (yes, I had to include myself on this list), I spoke about how listening to your data and developing a hypothesis helps marketers figure out what to baseline, how they want to personalize and what to measure to prove personalization success.
  • Key points and takeaways: Knowing personalization can help drive objectives across all industries, everyone wants to personalize. However, marketers aren’t implementing personalized marketing because measuring impact is cited as a top challenge. We need to measure personalization through the process of developing a hypothesis, baselining and measuring against the key metrics defined through hypothesis development.

My trip to the west coast for this year’s eMetrics Summit was an amazing experience. As a marketing strategist, it was inspiring to mingle with fellow marketing practitioners and experts, especially with such a large percentage being women. And though I’ve enjoyed attending the summit in year’s past, it was an honor to be selected to present and share my insights with those in attendance this year. I can’t wait to see what 2018 brings!

Want to know what Genuine’s been up to? Read more on our blog.

The post 4 Highlights & Lessons Learned from eMetrics 2017 appeared first on Genuine.

How to Reinvent a Brand in 5 Top Tips

Carlsberg TVC Stills 15

Yelena – Fold7 Strategy Partner gives her top 5 tips based our recent work for Carlsberg. 

Reinventing a brand makes for a great case study. Don’t we all want the power to change a brand’s fortunes? But this exciting prospect comes with great responsibility. It’s a classic risk-return trade-off. Get it right, fame. Get it wrong, infamy.

So before setting out on that course, a word of caution: If it ain’t broke don’t fix it.

 Brands that reinvent themselves because they have to, are significantly more likely to get it right. With a tangible business problem to solve, the stakes are high and there’s no room for half-measures. Though seven years old, the comeback story of Old Spice is still a great example of ‘do-or-die’ done right.

Once you’ve committed to the course: brace yourself.

The relationship between agency and client must be rock solid. Partnership is a terrible cliché in our industry but that is the only way it’ll work. There has to be a shared agenda and total trust. That trust leads to courage and that’s exactly what this challenge requires.

Even the best brands need a makeover from time to time. Having worked with Carlsberg through its current reinvention at Fold7, a few other principles are top of my mind.

  1. Keep it real

The first and the most important principle. When a brand feels out of step, when it hasn’t kept up with the times, it’s tempting to just make it cool. We’ve seen it in our own industry as agencies try to re-brand to shake off a pale, stale, male legacy. It hardly ever works when it doesn’t come from a truth.

Consumers demand ‘authenticity’ from brands and they will call out b*shit when they see it. But being honest doesn’t mean being unflattering. Sometimes it’s about remembering what made the brand special in the first place. Burberry bringing back the trench was the start of their road to recovery.

I saw Elizabeth Fagan, Managing Director of Boots, speak recently on the topic of brands with purpose. She talked about digging into the brand archives, looking for the brand’s future story in the history books. Turned out, the vision established in 1849 was as inspiring today as it was back then.

Reinvention isn’t just about keeping up with the times. It’s about finding a story, falling in love with it and making it your forte.

  1. Live the change

Reinvention can’t simply be told, it has to be lived. When you’ve got a new narrative it’s tempting to spend all your energy telling people about it. But it only becomes real when a brand changes its behaviour, changes the company it keeps and the commitment it makes.

McDonald’s desire to be loved manifested in a better understanding of what their customers wanted and in 2004 they wanted healthier options. The introduction of salads to the menu was the impetus for the brand’s financial recovery in the UK.

For Carlsberg, we’ve gone back to its Danish roots. It’s more than a provenance story; it’s a philosophy and a way of life. Living Danishly is a commitment to quality and to making time for the things that matter to us. It means investing in a Danish philosopher, in the form of Mads Mikkelsen, who suggests adopting a better way of life. It means choosing a “not always on” social strategy, as Danes believe in work/life balance.

Reinvention has to be felt to be real. It has to seep into our everyday lives to stick.

  1. Build momentum

If you’re going to invest to reinvent make sure it has staying power. This can’t be a flash in the pan. Much like with politicians, flip-flopping is irritating at best and unforgiveable at worst.

Create something that makes an impact but even more importantly, is something worth committing to. Carlsberg’s new idea ‘The Danish Way’ gave us both campaign flexibility but it also held us to a strict set of brand behaviours. We now live by 4 Danish principles: balance (making time for what really matters), craft (appreciating things that are well-made), good taste (preferring elegant, simple style) and progressive (believing that open-mindedness leads to positive change). That informs how we show up and the company we keep.

  1. Stand for something

A brand with a POV has more to say and more to engage people with. Create something that people will want to keep playing with and a world that draws them in. That’s the magic that sits on top of your truth and makes people put their hardened cynicism aside for a few minutes and smile.

  1. Don’t be short-termist

And finally, reinvent for the long-term. Brands can only be agile when they build off a consistent baseline. When done right, it can give them a new lease on life. But this isn’t about living forever in beta, it’s about having a real reason to reinvent, finding a truth and committing to it.

Yelena Gaufman is Fold7’s Strategy Partner

VR/AR Experience Bring M&Ms Event to Life

To commemorate M&M’s 75th Anniversary, Mars launched a yearlong campaign celebrating the world-famous “melt in your mouth, not in your hand” candy. To get attendees of the M&M’s experience up close and personal with the legendary brand, Genuine helped create “Home Sweet Home,” an augmented reality activation allowing users to “virtually” walk through the door of each M&Ms spokescandies’ fictitious apartments in New York City. The Home Sweet Home experience allowed users to explore six featured apartments belonging to the respective M&M spokescandies, each created with its own flair featuring items that paid homage to iconic M&M’s campaigns spanning 75 years.

Read more about Genuine’s activation recently featured in EventMarketer.

The post VR/AR Experience Bring M&Ms Event to Life appeared first on Genuine.

New office. New home.

I’ve just realised that we’ve been in our ‘new’ building for 2 months now. Everyone seems to like it here. Not least because we have windows. Windows that let actual sunlight in – which is a big improvement on the last place. Visitors tell us it’s a great space when they see it. Clients want to have meetings here, even when we’re not in them. And the lunch options are never ending. The big things are all set up now. We have doors on the meetings rooms (we didn’t for the first month), the IT works (we had no internet cable for the first 3 weeks) and the sign is up in reception. So now the hardest bit of any move, we need to make the place really feel like home.

BETC_TEA BUILDING_INTERNAL_DIGITAL SCREENS.jpg
Screen Shot 2017-05-22 at 15.25.38.png
Unknown-2.jpeg
Unknown.jpeg

I’m looking forward to seeing the personal touches coming through. Things on walls and desks that remind us what we do, and who does it. Mess that isn’t just moving in mess. Stuff that gives a sense of the agency’s character and of the people who work here. That says this is a creative, interesting place to be. I suppose we just need to start creating the stories and memories of what has happened here, so it becomes more than just a ‘cool office’. And that’s the fun bit.

Friday Reading #95

The big day is almost here, Simeon has just about recovered and next week it’s time again for the Goodstuff Media Showcase! We’re bringing together a raft of the UK’s most innovative and forward thinking media owners to pitch their best creative opportunities to a room full of the finest independent creative agencies in the UK. Last year we had a brass band, a 3D audio experience, a new newspaper launch and ITV offering £1m worth of bets to launch their horse racing coverage. This year? Well, as our boys on the door might say, “if your name’s not down you’re not coming in…”


image

Anyone familiar with the glory days of Gran Turismo on the PlayStation will remember the addictiveness of racing against a virtual ‘ghost’ car from your fastest lap. Being able to see a virtual version of yourself in real time is motivating in a way a ticking countdown never quite manages to be. Google Glass offered a tantalising glimpse into the potential to bring this to real life, but it never quite lived up to the promise. Nike have done away with the Star Trek glasses but managed to keep the motivation with their new running track installation in Manila. A huge wall of LED’s circles the track, matching the pace and movement of each runner with a beautiful visualisation of coloured particles, helping to keep them on the pace in a race against themselves.

image

With publishers increasingly reliant on social to drive
site traffic, the homepage has fallen out of fashion and favour. Vice however,
is aiming to bring the front page of the website back in vogue by treating it
in the same manner as a magazine – bringing a blend of written and video
content based on a single topic. Vice are hoping that a magazine format based around core content will give their users a
deeper and more meaningful experience of the brand. Check it out here.

image

To highlight the effect of Alzheimer’s, song recognition app
Shazam was struggling to remember song titles throughout April. “The Day Shazam
Forgot” was a smart attempt to raise awareness of the effects of the illness. When the
app eventually gave the users their long awaited answer they were driven
to learn more about the illness and donate to the cause. It was aimed to be a
thought provoking piece delivered in a simple way to educate, particularly a
young audience, about the effects of Alzheimer’s.

Ever wondered how YouTube is able to recommend you new
videos everyday? If you don’t know, you’re in luck, because neither does
Google! Youtuber Tom Scott breaks down how neural networks have allowed
Youtube’s video recommendation algorithm to constantly change and refine itself
to, what the implications are for the business and the recent controversy, and
how it keeps them on the right side of the law.

Friday Reading #95

The big day is almost here, Simeon has just about recovered and next week it’s time again for the Goodstuff Media Showcase! We’re bringing together a raft of the UK’s most innovative and forward thinking media owners to pitch their best creative opportunities to a room full of the finest independent creative agencies in the UK. Last year we had a brass band, a 3D audio experience, a new newspaper launch and ITV offering £1m worth of bets to launch their horse racing coverage. This year? Well, as our boys on the door might say, “if your name’s not down you’re not coming in…”


image

Anyone familiar with the glory days of Gran Turismo on the PlayStation will remember the addictiveness of racing against a virtual ‘ghost’ car from your fastest lap. Being able to see a virtual version of yourself in real time is motivating in a way a ticking countdown never quite manages to be. Google Glass offered a tantalising glimpse into the potential to bring this to real life, but it never quite lived up to the promise. Nike have done away with the Star Trek glasses but managed to keep the motivation with their new running track installation in Manila. A huge wall of LED’s circles the track, matching the pace and movement of each runner with a beautiful visualisation of coloured particles, helping to keep them on the pace in a race against themselves.

image

With publishers increasingly reliant on social to drive
site traffic, the homepage has fallen out of fashion and favour. Vice however,
is aiming to bring the front page of the website back in vogue by treating it
in the same manner as a magazine – bringing a blend of written and video
content based on a single topic. Vice are hoping that a magazine format based around core content will give their users a
deeper and more meaningful experience of the brand. Check it out here.

image

To highlight the effect of Alzheimer’s, song recognition app
Shazam was struggling to remember song titles throughout April. “The Day Shazam
Forgot” was a smart attempt to raise awareness of the effects of the illness. When the
app eventually gave the users their long awaited answer they were driven
to learn more about the illness and donate to the cause. It was aimed to be a
thought provoking piece delivered in a simple way to educate, particularly a
young audience, about the effects of Alzheimer’s.

Ever wondered how YouTube is able to recommend you new
videos everyday? If you don’t know, you’re in luck, because neither does
Google! Youtuber Tom Scott breaks down how neural networks have allowed
Youtube’s video recommendation algorithm to constantly change and refine itself
to, what the implications are for the business and the recent controversy, and
how it keeps them on the right side of the law.

Friday Reading #95

The big day is almost here, Simeon has just about recovered and next week it’s time again for the Goodstuff Media Showcase! We’re bringing together a raft of the UK’s most innovative and forward thinking media owners to pitch their best creative opportunities to a room full of the finest independent creative agencies in the UK. Last year we had a brass band, a 3D audio experience, a new newspaper launch and ITV offering £1m worth of bets to launch their horse racing coverage. This year? Well, as our boys on the door might say, “if your name’s not down you’re not coming in…”


image

Anyone familiar with the glory days of Gran Turismo on the PlayStation will remember the addictiveness of racing against a virtual ‘ghost’ car from your fastest lap. Being able to see a virtual version of yourself in real time is motivating in a way a ticking countdown never quite manages to be. Google Glass offered a tantalising glimpse into the potential to bring this to real life, but it never quite lived up to the promise. Nike have done away with the Star Trek glasses but managed to keep the motivation with their new running track installation in Manila. A huge wall of LED’s circles the track, matching the pace and movement of each runner with a beautiful visualisation of coloured particles, helping to keep them on the pace in a race against themselves.

image

With publishers increasingly reliant on social to drive
site traffic, the homepage has fallen out of fashion and favour. Vice however,
is aiming to bring the front page of the website back in vogue by treating it
in the same manner as a magazine – bringing a blend of written and video
content based on a single topic. Vice are hoping that a magazine format based around core content will give their users a
deeper and more meaningful experience of the brand. Check it out here.

image

To highlight the effect of Alzheimer’s, song recognition app
Shazam was struggling to remember song titles throughout April. “The Day Shazam
Forgot” was a smart attempt to raise awareness of the effects of the illness. When the
app eventually gave the users their long awaited answer they were driven
to learn more about the illness and donate to the cause. It was aimed to be a
thought provoking piece delivered in a simple way to educate, particularly a
young audience, about the effects of Alzheimer’s.

Ever wondered how YouTube is able to recommend you new
videos everyday? If you don’t know, you’re in luck, because neither does
Google! Youtuber Tom Scott breaks down how neural networks have allowed
Youtube’s video recommendation algorithm to constantly change and refine itself
to, what the implications are for the business and the recent controversy, and
how it keeps them on the right side of the law.

4 Takeaways & Life Lessons from Technovation 2017

Technovation 2017This past weekend, I had the honor of judging MassTLC 2017 Technovation Challenge. Saturday’s event was a regional pitch event, part of a larger global challenge that arms girls 10-18 years old with the necessary skills and know-how to become entrepreneurs and leaders within the tech and startup industries. Teams came from Massachusetts and Rhode Island eager to present new mobile app ideas ranging from bullying prevention to lobster trap tracking, all of which identified a solution to better the world we live in today and boy, was I inspired!

Mobile Applications Of course, when you spend a day seeing strong, intelligent girls from New England talking about mobile apps and business plans rather than prom dates and Tiger Beat (who knew this still existed?!?), you can’t help but feel all the feels!

The program has had more than 10,000 girls from 78 countries participate globally over the last 7 years, which has resulted in 26% of its alumnae going on to major in Computer Science in college.

There were several lessons that Technovation teaches young women in today’s unpredictable and competitive world that are good
for us all:

1. Become actively involved in the world around you (early and often)

It’s no wonder one of the sayings at Technovation is “Love the Problem.” These girls immerse themselves in a problem the world currently faces in order to address it in a meaningful way. Being truly passionate about change and finding unpredictable solutions is at the heart of what separates the good from the great – and we could certainly use more female leaders like this in the years to come.

2. The best ideas come when you step outside your own bubble

This year’s junior and senior winners of the regional pitch event in Boston both stood out to us because their idea wasn’t necessarily expected from a group of teenage girls, building an app for lobster trap and beehive tracking (respectively). What sold us on their mobile apps was how it empathized with an audience unrelated to their own familiar circle. They talked to fishermen/beekeepers and rooted their idea in others’ needs. Marketers with even decades of experience can lose sight of this principle and fall prey to “me”-search (“I think _____ therefore everyone else does, too.”)

3. Have confidence and conviction in your idea (it’s really all that matters)

Knowing how hard it is to be confident as a young girl, there is no bigger pressure test for confidence than pitching your own ideas in front of a room full of people and a judging panel. But, these girls had no trouble sharing their research, rationale and getting us on board. Believing in what you have to say and delivering messages with impact is a learned skill and these young ladies really stepped up.

4. Inspire everyone around you (it’s not just about you)

Courtesy and encouragement is expected at an event like this, but we were truly inspired by how the participants really backed each other up throughout the pitch process. Each girl clearly had their own specialty, and the others respected them for it. It’s a great reminder from these talented young ladies that we don’t always need to be at the center of discussion; lift each other up and everyone comes out on top.

It was an honor to be a judge at this year’s regional pitch event — shout outs to the middle school and high school girls kicking a** and taking names as the Technovation challenge continues worldwide!

Want to know what Genuine’s been up to? Read more on our blog.

The post 4 Takeaways & Life Lessons from Technovation 2017 appeared first on Genuine.

How to Build a Humanistic Marketing Ecosystem

In my last post, Rise of the (Marketing) Machines: How to Tame Them, I discussed the challenge marketing leaders face in bridging the gap between the journey experience their audience expects and the technology requirements to deliver on those expectations. While the first step in bridging that gap is to find the right members of the team that can straddle both marketing strategy and technology discussions, it’s also important that we look at how we evaluate the technology ecosystem we are building to support our customer experiences.

In recent years, there has been an explosion of software providers seeking to capture the growing CMO budget. Scott Brinker of www.chiefmartech.com notes that, in 2016, we saw an approximate growth of 87% over 2015 to an already crowded marketing technology landscape. Making the situation more confusing is that this market is still maturing and is rife with mergers, acquisitions, bankruptcies, and new entrants —making it tough for even the most seasoned professional to keep track of market leaders. Adding to the difficulty is that the marketing departments for these vendors are constantly coming up with new terms under which to market their wares.

In my mind, it appears as most of these software vendors are effectively in a race to the middle, meaning that they are all adding the same capabilities to their offerings until it becomes difficult for us to differentiate one platform’s capabilities from the next. It’s often not until we are well into the evaluation process that we realize that we already have the capability (or capabilities) within our existing tools and platforms. So how do we take control of the conversation back from vendors that are trying to dazzle us with the latest industry buzzwords and get to the heart of what matters?

At Harte Hanks, when we talk about bringing the human back to marketing, we talk a lot about what a humanistic marketing ecosystem looks like. Rather than try to sort through the alphabet soup that has dominated the IT industry for years, and is now starting to be foisted upon marketers, we prefer to think of the ecosystem as requiring 5 capability groups.

Building Towards a Humanistic Marketing Ecosystem

The 5 layers of our ideal ecosystem break down as follows:

  • Content Production & Management — The ability to create compelling, resonant content by leveraging experts from within and outside the brand, while managing that content so that it remains relevant to the audience. This is the foundation of today’s modern marketing.
  • Channel Orchestration — Consumers jump from one channel to another along their journey without giving it a second thought and expect brands to deliver a consistent and seamless experience as the relationship progresses.
  • Contextual Intelligence — Today’s audience is well-aware that their every move is able to be tracked. In return, they expect brands to leverage this data intelligently to assist them in their individual buyer journey.
  • Message Delivery & Personalization — The ability to deliver messages and content on the channels of choice is no longer good enough. Sophisticated consumers expect brands to be able to leverage the shared data to personalize the channel experience to their place in the journey.
  • Business Insights — Today’s marketer is faced with an overwhelming amount of data in an age of real-time engagement. The ability to turn that data into the knowledge necessary to understand the small data that distinguishes an anomaly from a trend is a critical component in a rapidly changing marketplace.

 

diagram of martech for human marketing

 

Putting It All Together

We have an overwhelming number of tools and technologies available to help us efficiently interact with customers on every channel. However, technology can take us only so far. By considering the stack in these 5 key areas, we can evaluate the tools in a customer-centric manner — thereby creating a truly holistic ecosystem of technology and data that serves the customer while, at the same time, serving the marketer.

Look for my next article where we will explore in greater detail the first layer in the ecosystem: Content Production & Management.