Meet Dave Marsey

Ever since GroupM announced its increased investment in Essence, we’ve been increasing the size of our executive talent pool to prepare for the next chapter. Here’s our latest page-turner: Dave Marsey, formerly the Chief Growth Officer at DigitasLBI, will oversee our relationship with Google. Based in San Francisco, Dave will manage a team of 300 across ten offices, working with a client that we’ve been partners with for over ten years. That’s quite a challenge to take on, but we know Dave’s going to be a star in the story of our agency.

Learn more about Dave’s appointment here.

In conversation with…Crispin Finn

We caught up with Crispin Finn, who we were lucky enough to feature on our Insta-gallery this month. Here’s what they had to say:

So, what’s your story?

We’re a duo, Anna and Roger, who work collaboratively under the name Crispin Finn, making our own products and commercially producing illustration and design for a range of clients. We’re also partners in real life.

How did you develop a love for making art?

From a young age as is often the case. Roger trained as a fine artist and Anna as a graphic designer. Crispin Finn started as an extra curricular pastime on evenings and weekends and is now a full time business. Love what you do and the rest will follow, as they say.

What techniques do you use?

Sketches, discussions, lots of notes, and then usually working in the computer to draw up and develop the work. We also use physical techniques, such as screen printing, painting, laser cut wood and anything else that might be appropriate.

Which work are you most proud of, and why?

Probably our yearly wall planners. It was the first item we made together when options were limited to a laminated planner from Rymans. It led to us working together as Crispin Finn – we’re now into the tenth year of making them.

What’s the story behind one or more of the works in this gallery?

One of the most recent pieces in the gallery is our Rise and Shine screen print which we created for the She Lights Up The Night International Women’s Day fundraising event at Protein Gallery. We wanted to create an image and slogan that was simple, positive, appropriate, and wouldn’t be read as patronising or against the opposite gender. The image became a limited edition print as well as a one off large mirror piece of the same design. The mirror was handmade at our studio and auctioned off to raise funds for the charity Refuge.

 

Remember, our 3×3 instagallery refreshed every month. Catch our latest one here.

Or see more of Crispin Finn’s work here.

The Key to Cracking Local Search in Australia

Post by Jordan Horsman, SEO & Content Account Manager

Local search is growing. According to Google, the internet is a key resource for finding local businesses, with 80% of Australian customers using search engines to discover local services and 24% using maps to locate the physical address. With Australian smartphone usage last year hitting an estimated 80% market penetration, being visible for “on-the-go” local searches has never been so important for both customer acquisition and retention.

For local-intent searches, Google’s map pack is regularly presented first to the user on both desktop and mobile results. Optimising a brand’s presence within the SERP’s real estate is vital to connect with its target audience at the first possible instance.

Optimising For Local Search: The Trust Factor

Google uses the searcher’s proximity to the business as the primary ranking factor for map pack and map search results. Although you can’t do a great deal about changing the location of a searcher, you can ensure that Google trusts the location of your business and the services you offer. Google uses the E-A-T framework (Expertise, Authority and Trust) to provide the highest quality of search results. Building a relationship of trust with this search giant helps promote a business to Google, which in turn provides more reasons to promote the business through high rankings.

The national opportunity for data integrity in Google Maps is substantial, with core business information such as opening times, business categories and phone numbers often missing from map listings. Missing data erodes Google’s confidence in ranking a business map listing vs. a competitor.

 

The large amount of data missing from businesses located in Melbourne CBD

To establish this trust and improve rankings, brands should leverage the following points:

  1. Ensure accuracy across the web for all business NAP data (Name, Address & Phone No.), including Google My Business, national directories, local publications and websites. All of these are stated sources used by Google to validate map data accuracy. Yellow Pages is a highly trusted source of data for search engines and is an excellent place to start when optimising a brand’s digital footprint. The challenge often arises when stores need to clean up legacy listings to ensure only one version exists for each branch. Data from newer directories, such as Yelp, Foursquare and Trust Local, are frequently referenced in Bing and Apple Map listings. Therefore, it’s important to make sure that data is both accurate and managed.
  2. Brands should manager their business reputation through building positive Google reviews and responding to any negative additions. It’s also important to show Google that the brand is an active business with a solid reputation and not a risk to rank.
  3. Brands need to select the most appropriate business category to ensure they rank for relevant keywords used by their target market to search for their product/service.
  4. Make Google/Bing Map listing a brand touchpoint that is a perfect introduction to a brand. Add high-definition photos that communicate the identity of the business and advertise effectively what it can offer vs. the competition.
  5. Manage the customer journey seamlessly from map listings to store visits. Ensure the store pin is plotted in the correct location and opening times reflect reality. For businesses with multiple locations, using a web link to the specific store landing page will provide a more customised experience. A landing page with unique, localised content that utilises local schema markup will help Google determine the quality of the business proposition and subsequent competitive right to be positioned in the top echelon of the results.

Optimising content for search is now synonymous with optimising content for sales. Consequently, building trust with search engines also builds trust with customers, improving engagement and subsequent conversions. Ensuring brand data and content is optimised at all online touchpoints provides cross-channel opportunities with offline advertising activity.

When potential customers are exposed to out-of-home media or commercials, what do you want them to experience when translating this offline discovery into an online search? Meeting these customers with accurate online data and a consistent professional brand image translates this initial awareness and interest into a store visit or online sale.

Local search continues to grow in Australia with smartphone usage resulting in “on-the-go” searches being easily translatable to store visits. Data accuracy across the web offers the most brand-influenced signal to improve trust with search engines and ensure proximity equals visibility in the map pack.

Interested in maximising your business presence in local search? Contact Performics today.

The post The Key to Cracking Local Search in Australia appeared first on Performics.

Meet The Woman Tasked With Saving Uber From Itself

We sat down with Uber’s chief human resources officer, Liane Hornsey, who emphasized her desire “to stamp out anything that is a remnant of the past.”

Over the last six months, Uber’s been rocked by a series of scandals that brought this soaring unicorn back down to earth. It all really started with Susan Fowler’s blog post on February 19, 2017, that detailed incredibly poor management practices and a human resources department that prized the success of the company over the needs of its employees even in the face of sexual harassment allegations. Since then, revelations of sexist and other inappropriate behavior at the top of the company have dominated headlines, including an outing to an escort bar in South Korea and an executive obtaining the medical records of a rider who was raped by her Uber driver in India.

Read Full Story

The Age of the Omnichannel Integrator

This week we released a new eBook titled “The Age of the Omnichannel Integrator”. We’ve coined this new term in partnership with industry experts because we believe the Omnichannel Integrator will serve a vital role in helping companies unlock revenue growth in today’s fragmented marketing landscape. Here is a summary of what the eBook explores.

The things that keep CMOs up at night. The CMO’s job might be the hardest job in business today. In addition to revenue growth, marketing leaders also have to:

  • Deliver great customer experiences everywhere
  • Personalize interactions across digital and offline channels, powered by people-based segmentation for individualized, cross-channel campaigns
  • Measure the impact of marketing spend, including channel attribution and media mix optimization
  • Improve the return on technology investments, including your DMP, CRM and personalization engine
  • Ensure the ethical use of customer data

These challenges are compounded by an underlying problem — marketing channel fragmentation.

The Fragmentation Challenge. Great customer experiences are extremely difficult to deliver when digital channels like search, display, mobile, and social are constantly shifting.  And, emerging channels like chatbots, voice assistants, and virtual reality are generating new sets of data about your customers or prospects.  Consequently, fragmentation will result if you don’t bring together data from these channels and martech/adtech systems to form a complete view of the customer.

How can you bring order to this fragmentation and deliver positive business results?

A Data Foundation for Omnichannel Marketing. Last year, we named a movement that is taking place across the industry: the “Open Garden.” This is an exciting new marketing approach that makes possible an unprecedented level of connectedness and transparency for marketers while delivering far better – and more relevant – customer experiences.

With this approach, you integrate your systems for campaign management, CRM, analytics, and advertising at the data layer – a “hub and spoke” model that reduces the complexity and cost of multiple, “point-to-point” integrations that occur when you connect at the application layer.  The end result is a data foundation that resolves identity everywhere: the only way to achieve a complete view of the customer, people-based marketing, closed-loop measurement and super-relevant customer experiences.

However, connecting your entire marketing and advertising ecosystem at the data layer is a non-trivial challenge that generalist systems integrators and internal IT departments struggle with due to a lack of domain expertise in customer data ecosystems and ethical data use. Who can help you with this challenge?

Introducing The Omnichannel Integrator. The fragmentation of channels, technology, and data – and the unique dynamics of customer data – demands a new services partner to solve this underlying problem:

  • The Omnichannel Integrator is a new type of data and systems integrator that helps brands enable amazing customer experiences by integrating and optimizing marketing channels, technology and data through end-to-end services including: strategy, integration, managed services, data environments and measurement & analytics.
  • In addition, the Omnichannel Integrator combines deep domain expertise with mastery of consumer data, identity resolution, ethical data use, and data stewardship.

Omnichannel Integrators are focused on helping solve the toughest marketing challenges, from customer experience and personalization to measurement, attribution, optimizing media spend and data stewardship. They’re laser-focused on quantifiable business outcomes that increase audience reach, boost revenue and improve ROI.

To learn more about how you can finally unite the entire marketing landscape around the customer, read our new eBook, “The Age of the Omnichannel Integrator,” featuring insights from industry experts like Winterberry Group Senior Managing Director, Bruce Biegel; chiefmartec.com Editor, Scott Brinker and CDP Institute Founder, David Raab.

Click here to download a copy today.

The post The Age of the Omnichannel Integrator appeared first on Acxiom.

Building an Absolutely Fabulous Customer-Centric Business

The convergence of marketing, context and technology has redefined what it means to be a successful organization in the information age. To be successful, you have to be customer-centric. But what does that really mean?

It means building an organization that – from bottom up and top down – is customer obsessed. Companies aren’t successful because of a single person. Success is built through a collective people working towards a common goal. So your whole organization needs to be invested in the customer.

And saying you are customer centric and customer obsessed doesn’t cut it. It needs to be present throughout all processes and leading the charge for the way you craft your brand and marketing strategies. Strategies need to start and end with the user. UX and designs should constantly be validated against personas. The way experiences are built have the technology to empower users in their experience. Saying you are customer centric doesn’t cut it anymore.

So how does your organization actually become customer-centric?

First you have to build a foundation for customer-centricity by getting internal buy-in and creating/promoting that vision from within. From there, you have to know your users and use data to understand and anticipate user needs. Lastly, you need to have a digital experience platform (DXP) that powers the customer-centric experience and a feedback loop to continue to evaluate efforts and deliver on authenticity. As you go through the steps of becoming customer centric, you are empowering each touchpoint in your brand experience to know the user and deliver on their needs.

Want more? Don’t worry, we’ll give you more.

As absolutely fabulous agency/tech partners-in-crime, Genuine and Acquia are here to give you step-by-step guidance on becoming customer obsessed. We bring together the world of product and service, so we have a unique point of view on what it takes and we are honest about it. Because when it comes to strategy and customer experience, honest evaluation is key. And when you look in the mirror darling, we want you to look fabulous.

So stay tuned and stay engaged. Reach out. Ask questions. Expect honesty. And most importantly, stay fabulous!

The post Building an Absolutely Fabulous Customer-Centric Business appeared first on Genuine.

Weber Shandwick Wins Silver, Bronze Lions at 2017 Cannes Lions Festival of Creativity

Firm Honoured as Lead Idea Agency on Three Lion-Winning Campaigns in Health & Wellness, PR, Glass Categories

Hosts President of Colombia Juan Manuel Santos for Main Stage Event

Weber Shandwick, one of the world’s leading global communications and engagement firms, was awarded four Silver and Bronze Cannes Lions across the Health & Wellness, PR, Glass and Media categories at the 2017 Cannes Lions International Festival of Creativity. The firm served as the lead idea agency on three Cannes Lions-winning campaigns in Health & Wellness, PR and Glass, reflecting the firm’s leadership and capabilities across integrated marketing services disciplines.

In the Health & Wellness category, Weber Shandwick was awarded a Bronze Lion as lead idea agency in OTC Oral Medicines for PR with GSK Consumer Healthcare for Excedrin #DebateHeadache. This is the second year in a row Weber Shandwick and GSK Consumer Healthcare have earned a Cannes Lion in Health & Wellness for Excedrin. The firm also was recognised with two Silver Lions as lead idea agency in the Public Relations and Glass categories for its work with ActionAid UK on the Brutal Cut campaign to stop FGM against young girls in Kenya. The Glass category recognises work that addresses issues of gender inequality. In the Media category, Weber Shandwick earned a Bronze Lion for its role as PR agency on the U.S. Army White Hats Needed campaign led by McCann New York.

“These Lions recognise the power of our vision and the power of our network. We are particularly proud of being honoured as lead idea agency on several campaigns with our client partners,” said Gail Heimann, President of Weber Shandwick. “We’re innovating and evolving non-stop in order to lead on creativity, strategy, integration and big ideas for our clients, and our recognition at Cannes this year is a testament to that success.”

Weber Shandwick also was honoured with a total 21 shortlists across eight categories, including its work with Mattel for the Barbie “Ticket to Play” campaign in the PR and Promo & Activation categories, and the “Playing with Fire” campaign with Trygg-Hansa in the Direct category.

Weber Shandwick Hosts President of Colombia Juan Manuel Santos on Festival Main Stage

In “A Farewell to Arms,” Weber Shandwick hosted President of Colombia Juan Manuel Santos, the recipient of the 2016 Nobel Peace Prize. The captivating main-stage conversation explored the critical role of creativity and communications in bringing peace to Colombia after a half-century of civil war. President Santos shared his perspectives on the type of leadership required to engage the most hard-lined adversaries, as well as lessons learned by fellow peacemakers and role models, such as Nelson Mandela.

“To make peace you have to lead in a different way; you have to change minds and change hearts,” Santos said. “You have to think the unthinkable.”

Weber Shandwick Chairman Jack Leslie interviewed President Santos, bringing more than three decades of experience in advising Colombian leaders on international relations, development, security and terrorism. In 2016, Leslie was presented Colombia’s highest honour given to a non-citizen, the Order of San Carlos, for his commitment to instilling peace and security in the country.

The session was introduced by Jose Miguel Sokoloff, Global President of MullenLowe Group’s Creative Council. Sokoloff shared examples of highly-regarded creative campaigns led by MullenLowe in Colombia that ultimately helped bring the Colombian government and rebel fighters closer to resolution.

Firm Represented in Young Lions Competition, and Health & Wellness and PR Juries

Firm Represented in Young Lions Competition, and Health & Wellness and PR Juries

Weber Shandwick was selected to participate in the annual Young Lions PR Competition, which gives young talent an opportunity to showcase their creativity and compete against peers on an international stage. Angelina Hedra and Viviana Villasmil of Dubai represented team MENA and Weber Shandwick. The pair was selected by the PRCA to represent the Middle East PR industry after winning the local competition in March. Weber Shandwick’s London team also earned Silver in the local UK competition.

Health-Wellness-and-PR-Juries

Two experts from Weber Shandwick also were selected to serve as jury members at this year’s festival. Annick Boyen, CEO of Benelux, Weber Shandwick, participated on the PR Lions jury. Stacey Berenstein, executive vice president & director of Global Health at Weber Shandwick, served on the Health & Wellness Lions jury.

 

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