Harvest Digital crowned 2nd most diverse agency in Bing Partner Global Awards

We’re proud to announce that we have been shortlisted for the award as the Most Diverse and Inclusive Agency in the Global Bing Partner Awards.

We came first runner-up in the award, and it’s no surprise that Bing has chosen to recognise two independent media agencies – especially after large conglomerate media agencies have been getting a kicking lately.

As one of the UK’s most diverse and inclusive agencies, we work hard to make sure that we are inclusive of skin colour, religion, sexual orientation and ability in all the work we produce.

At Harvest Digital, we embrace and encourage employing individuals from varying backgrounds and cultures, creating an environment of diversity, from which we thrive. Through the collaboration of a diverse workforce, we benefit from the creativity and innovation that comes from bringing different experiences and perspectives together.

We also celebrate the cultural identity of our staff – more than half of our team at Harvest coming from outside the UK. Equally, as a fast-paced, forward-thinking agency, we recognise that it’s about hiring for talent (and promoting based on skill) – it’s not just a numbers game.

We believe in an open and non-hierarchical structure where people can thrive and build their careers based on a meritocratic system.

We’ll be flying out to Seattle in May for the Global Bing Partner Awards ceremony, as well as the Global Bing Partner Summit that takes place the following day.

Fancy working for a diverse and inclusive agency? Drop us a line below, or find out what vacancies we currently have here.

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The Club That Won The Masters

AUGUSTA, GA – APRIL 08: Patrick Reed of the United States plays his shot from the eighth tee during the final round of the 2018 Masters Tournament at Augusta National Golf Club on April 8, 2018 in Augusta, Georgia. (Photo by Patrick Smith/Getty Images)

It was a good day for our client, PING, when Patrick Reed won The Masters.

Driving the ball well off the tee can be a valuable asset at Augusta National Golf Club, and Patrick Reed upped his game last week with the driver, making it a key club in his first major victory at the Masters.

Reed, who came into the tournament ranked 52nd in driving distance and 193rd in accuracy, turned things around by averaging 299.3 yards off the tee (ranked sixth in the field) and hitting 73.21 percent of his fairway, ranked T-13 with his Ping G400 LST driver. The LST is Ping’s low-spin version of its G400, and Reed has always preferred a low-spin driver, having used a Callaway Big Bertha Alpha 816 Double Black Diamond during his last win at the 2016 Barclays.

Even with the assist, Reed still tends to battle high spin, although he is getting better. In 2016 he average 2,950 rpms, which was fourth-highest on tour. This year he is down to 2,769 rpms, which is closer to the tour average of right around 2,600 rpms.

Reed decided on the G400 LST at the Waste Management Phoenix Open earlier this year after testing it on Monday of that week, and the club has been in the bag ever since. Reed’s G400 LST is 44.5 inches in length with the shaft tipped one inch and D-2 swingweight.

Read full article here.

Weber Shandwick hires Sarah Richardson to New Role of Managing Director of UK Corporate Practice

Sarah Richardson, the former Edelman Senior Director and founder of the strategic consultancy Noble Purpose, is to join Weber Shandwick’s UK leadership team in the new role of Managing Director of the firm’s Corporate practice.

The senior practitioner, who has also served a secondment in-house with Starbucks Coffee Company, and worked a spell in-house at Centrica, starts this month, with a brief to grow a strong and vibrant practice in the UK.

She will report into UK & Ireland CEO, Rachel Friend, and work alongside Jon McLeod, Chairman of Corporate Financial and Public Affairs, and the recently appointed Managing Director for Public Affairs, Anthony Marlowe.

Full story here.

The post Weber Shandwick hires Sarah Richardson to New Role of Managing Director of UK Corporate Practice appeared first on Weber Shandwick UK.

Martin Creates Open Format Typeface to Honor Equal Pay Day

The Martin Agency is spelling out the significance of April 10thEqual Pay Day in the United States, quite literally. Today represents how far into the year the average woman must work to earn what the average man did the previous year, so Martin created an open-format typeface with each angle slanted at 22.7 degrees, and all spacing set to 22.7, to visualize the current 22.7% pay difference between men and women in our country. 

Over time, as the pay gap closes (or sadly widens) the font will dynamically shift to reflect the change.

Martin welcomes the public to download and use these assets to promote what Equal Pay Day stands for:

To download font, click here.

“We’re motivated to create positive change. [Chief Creative Officer] Karen Costello’s daughter is almost 13 and mine is 14-years old. At the current pace, my daughter won’t see pay equity until she’s about 115 years old. Karen’s daughter will be nearly 244 because she’s Hispanic. What can we do about it? Something. Our mantra is ‘actions over words,’” said Kristen Cavallo, CEO of The Martin Agency. 

“In transparency, we did an analysis of our own staff salaries – and then engaged an outside firm to do it again. Where there were opportunities to make improvements, we did. It’s that important. It’s never too late to do the right thing.”

The agency screen-printed the font onto t-shirts and onesies for employees, and their daughters. The photo series will be posted to their Instagram, @martinagency. 

How Twitter engagement led Pukka Pies to own #BritishPieWeek

The goal was simple. Own British Pie Week. Our social media client Pukka Pies wanted to shout the loudest, own the week and interact with their biggest fans as well as encouraging new Pukka Pie customers. Over the week we achieved over 375k impressions, created over 150 conversations and maintained a steady engagement rate across the week averaging at 1.3% – above the industry average. And, we got the soul of the North, Paddy McGuinness, chatting about Pukka Pies. But how?

Mash all day. 👍🏼

— Paddy McGuinness (@PaddyMcGuinness) March 8, 2018

As well as our awesome web and design teams creating the digital landing page pie-week.com we managed the organic social media for British Pie Week which ran 5th – 9th March 2018. The campaign surrounded finding the answer to the nation’s biggest question – do you eat mash or chips with your pie? Cricket legend Andrew Flintoff was even in on the debate!

Our main focus was creating hype across Twitter to encourage chatter, create brand awareness and engage with the fans that were already strong advocates. We created a 150 strong list of influencers, bloggers, fans of the brand that already interact with Pukka Pies and celebrities. These were people that we either knew were already huge fans of Pukka Pies or that we thought would definitely love to get involved with Pukka Pies. PR agency, Kazoo PR organised incredible goodie hampers for radio DJs from local stations such as Gem 106 and Capital FM so these guys were on the list too!

When it came to British Pie Week it was time for outreach, outreach, outreach. Creating conversations with people was our main aim for this campaign and that’s what we acheived. We increased brand mentions on Twitter, the hashtag trended on Monday and Tuesday of the week and we also kicked off a RT to win competition for 5 lucky people to get their hands on the t-shirt that Freddie Flintoff wore in his sponsored Tweet. This was incredibly successful and kept momentum rolling for the campaign.

We worked with three other awesome agencies on this campaign including Kazoo PR, Quietstorm and PHD Media. Go team!

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Martin’s Musical Expertise Featured in New York Times

Selling Products With a Swelling Score

When the figures on a graffiti mural came to vibrant life in a Coke commercial that debuted during the Olympics last month, they leapt, rolled and scaled buildings to the accompaniment of “In the Hall of the Mountain King,” a movement of Edvard Grieg’s “Peer Gynt” Suite.

A Chevron commercial about the efficacy of drones gets a shot of adrenaline from that bane of piano students, Rimsky-Korsakov’s “Flight of the Bumblebee.” Tchaikovsky’s “1812” Overture, once used to sell Quaker puffed cereal, is now featured in an ad for Myrbetriq, a drug for treating an overactive bladder. Meanwhile, a Geico ad makes its point with an assist from Bach’s “Brandenburg” Concerto No. 3 — and a clueless percussionist shredding a triangle solo.

Classical music has long had a place in commercials. The Western canon’s aura makes it just the thing for pitching luxury brands like the Lincoln Motor Company, whose 2017 holiday ad unfolded over a track of Shostakovich’s swoony Waltz No. 2.

And just as Looney Tunes cartoons used chunks of Brahms, Rossini, Smetana and Chopin as oh-so-civilized foils for the mayhem of Bugs Bunny and associates, commercials have often juxtaposed “this supposedly educated music with foolishness and tomfoolery,” said David Muhlenfeld, vice president and creative director of the Martin Agency.

But these days, ad agencies are using classical music as more than a jokey device or a signifier of wealth and sophistication. A snippet of Arvo Pärt’s “Spiegel im Spiegel” threads through an ad for the rugged but hardly luxe Jeep Cherokee. And Coke, while a classic, is the most democratic of beverages.

It may have something to do with pop fatigue.

Agencies also benefit from what the composer and arranger Robert Miller calls the recognition factor.

The risk for advertisers is turning off the audience. “People could be intimidated by classical music or feel they’re out of their depth,” Mr. Muhlenfeld of the Martin Agency said. There’s also a hazard of being just a bit too obvious: reflexively trotting out Delibes or Debussy to provide the soundtrack for a scene that shouts “tuxedo territory.”

Read full article here.

We welcome VisitDenmark into the Fold

VisitDenmark_Hero

Fold7 has been appointed by Denmark’s official tourism organisation, VisitDenmark, following a competitive pitch. We will be working on a new positioning piece for Denmark and various cross-national campaigns through the year.

“Fold7 are true ambassadors of Denmark. With an incredible insight about our culture they are giving us new perspectives on how to communicate Denmark as a travel destination. They won the pitch because of their strong creative approach and because we share the same ambition – to increase the awareness of the hidden gem – Denmark” Janne Grønkjær Henriksen, Marketing Director.

 

Friday Reading #131

This week at Goodstuff we’ve been celebrating the first year
of independence! For the last year, we’ve had no masters, no shadowy corporate
holding companies to bark commands at us – free to blaze our trail as probably the most inventive media agency
in the world.

To celebrate we’ll be raising a
glass of Fever Tree and gin this Friday to support their campaign to raise
money for Malaria research. Simply sharing a picture of your ‘cheers’ with #MalariaMustDie
will be enough for the lovely people at Fever Tree to donate £5 towards
stopping Malaria. If every Friday Reading subscriber tags a picture that’s a
cool £2,600 towards the cause!


But the world carries on, and the struggle to remain at the
cutting edge of culture continues – luckily our friends over the pond at the NY
Times
have put together the top 25 songs that tell us where music is going. Luckily though the robots haven’t taken over being a celebrity – or have they??

Robots are great and everything, but humanity’s ability to
learn is lightyears ahead of what modern AI can achieve – The Guardian have written about how cutting edge science is still
learning about how children develop and how it can help us achieve our real
potential.
Another thing AI can’t compete with is the power of the brand – Tom Roach of
BBH
write’s an open letter to all CMOs out here.

As more and more people attempt to join the creative
industries, internships are increasingly under the spotlight. Are they an
all-important leg-up, or a system of exploitation that marginalises poorer candidates?

Other things to mull over: Is Dank the new Umami?
Is this the worst roommate ever?
Is this the greatest storyteller ever?

On the quest for simplicity

 

Insight:

On the quest for simplicity

 

As we witness a decline in consumers’ trust in brands and a need for simplification as shoppers become more and more overwhelmed by choices in aisle, plenty of brands have switched their strategy to a ‘One Brand’ approach in recent years.

In an FMCG industry driven by innovation and newness, companies continue to look to new products and sub-brands for growth. Every small consumer trend or fad leads to a product in a variety of categories. Each introduction increases the challenges around product positioning, portfolio optimisation, channel strategies and marketing planning. A masterbrand’s existing equity would help to overcome these barriers by conveying an emotional connection combined with credibility, familiarity and quality perceptions; especially for iconic brands such as the following 3:

Coca-Cola: Their research has shown that not everyone understands the options available and benefits of each drink under the Coca-Cola portfolio; which is why Coca-Cola Great Britain have introduced a new “one brand” strategy.

Hersheys: understood the need to simplify their offering in the minds of consumers and to connect with them on an emotional level rather than fragmenting the brand’s equity across the portfolio. Moving forward, Hershey’s will be synonymous with happiness through the “Hello Happy. Hello Hershey’s” campaign in the US.

McCain:  The McCain masterbrand approach aimed to simplify the McCain products range and position it as the stand-out brand for all potato meal solutions, no matter the occasion. This approach is reflected in their ‘We are Family’ British campaign (link) featuring their frozen and chilled line-ups.

As the media landscape becomes even more fragmented, brands will increasingly find it difficult to identify and own unique positioning platforms for each of their sub-brands; it adds complexity to marketing plans and may drive lower efficiencies. A ‘One Brand’ approach will allow them to:

  1. Unify the brand under one personality and one single message that resonates with consumers/shoppers.
    By developing customer bonds with the masterbrand, companies can offset the loss of consumers when their product’s appeal is based on a discrete period, for example, a certain life stage.
  2. Drive efficiency in terms of channel strategies and higher return on investment.
    Promoting a single brand with a single campaign makes for more efficient media spend, and in today’s fragmented media landscape, the ROI will be stronger.
  3. Give the masterbrand stronger competitive positioning.
    Between the new start-up craze, consumers’ changing tastes and the rise of own-label ranges, it is has become easier for small businesses or retailers to build attractive brands and compete against the big players. However, a masterbrand with strong equity and combined resources will make it harder for these new entrants to overtake any category.

 

So what does this all mean for shopper marketing?

The ‘One Brand’ approach is executed more easily in shopper when the brand’s portfolio of products sits within the same category/aisle (e.g. frozen), however, when considering a masterbrand that spans multiple diverse categories e.g. Nestle, companies must ensure that any masterbrand message transcends all categories and is adding value for the various targets.

Like everything else in marketing and advertising today (traditional vs. digital, mass vs. personalisation), it is about finding the right balance and right level of integration between both approaches. In the case of McCain where their new range sits in the chilled category, a bit more effort is required from shopper marketing to educate consumers and prompt shoppers on auto-pilot to go down the chilled aisle looking for McCain for those food for tonight occasions.

As we move towards more and more simplification, keep an eye out for more FMCG brands that will follow suit. We are intrigued to see how they approach shopper under one umbrella brand.

If you’d like to read the full article, give us a shout at hello@capturemarketing.co.uk

 

 

The post On the quest for simplicity appeared first on Capture.

SearchLove San Diego 2018 Round Up

2018 was our fifth year in San Diego for SearchLove and what a blast it was. This year we hit a couple of personal milestones: selling our 5,000th SearchLove ticket and San Diego was completely sold out for the third year in a row. SearchLove San Diego 2018 saw 200 people in one room from all over the world including USA, Canada, UK, Italy, Australia and more, all united to watch some of the leading speakers in digital marketing take to the stage. Let’s see what they had to show us!

Dana DiTomaso – From Organization-Centric to Customer-Centric

  • Goals that are often set by management encourage marketers to be reporting the wrong metrics such as email signups, bounce rate and time on site.
  • Always think about the users’ needs and use those to shape your marketing goals.
  • Define customer conversions by building personas with the goals the customer is trying to achieve rather than goals your business is trying to achieve. “I am a……. Who wants to…… So I can…….

Rob Bucci – Featured Snippets: From Then to Now, Volatility, and Voice Search

  • Featured snippets are appearing for longer, natural language queries with the words “how”, “where”, “is”, “does”. These type of queries are still growing in volume.
  • Featured snippets are the cornerstone of voice search – they’re stable, not going away any time soon, and they are the way to maximize your reach for voice searches.
  • Optimize for voice search by creating snippet content for long tail search queries.
  • Voice search commands are translated into search queries: “What are the best headphones for $100” turns into: [best headphones for $100]”

Alexa Hubley – Real Lessons in Growth Marketing… From Watching Romantic Comedies

  • Create intimacy with your customers by using segmentation to speak to your customers at scale, while still talking to them as individuals. To do this, you need to create personalized assets including landing pages, pricing plan tables, emails, videos, and at times personalised items such as thumbnail images at scale (Alexa created 3,500 thumbnails for one campaign!).
  • “Woo” customers by generating humour. “If you can make someone laugh, there is an emotional connection with them, and anything you say beyond that is going to be more meaningful.”
  • Build trust with your customers by offering items such as swag packs, conference tickets & exclusive deal extensions. This helps make your customers feel special,  building the trust between them and your brand.

Justin Briggs

  • You can get YouTube search volume using YTCockpit. It’s like SEMRush but for Youtube!
  • When creating titles for your YouTube videos you should look to keep them under 50 characters to avoid truncation in most places, e.g. organic search & suggested videos. Video descriptions should be between 300-350 words to hit the sweet spot.
  • The optimal number of word phrases in tags is 2-3. You can source suggestions and common keyword tags using TubeBuddy.
  • Older videos tend to perform better. Videos originally receive a freshness boost when they are launched for the first 0-6 weeks. To leverage this, you should use high publication rates to help your other videos perform better.
  • Make your thumbnail images even more clickable by bumping up image contrast and saturation.
  • When measuring the success of your video content, ensure you are focusing on the right metrics. Views is a pretty poor metric, instead, use watch time which is a stronger ranking factor.

Tom Anthony – An Introduction to HTTP/2 & Service Workers for SEOs

  • Browsers typically open around six connections maximum, causing a backlog of file requests as a result slowing down page load time.
  • HTTP2 solves this issue by allowing many requests to happen on a single connection.
  • HTTP2 is quite simple to implement and doesn’t require a site migration in the same way we had to migrate from HTTP to HTTPS. It doesn’t even need developers to do anything as the servers do all the work!
  • Service workers can modify view source (and thus you can get different source code with and without JavaScript).

Mat Clayton – Site Speed for Digital Marketers

  • Images often account for ~50% of file size for any given page. Compressing images, is one of the easiest wins you can make to improve site speed.
  • Use progressive images rather than baseline images. Progressive images produce a low res image to the users creating an illusion the page has fully rendered.
  • Make sure you are removing redundant code from your site, in particular, remove any unused CSS. Less code > less data to transfer > faster site.
  • Remove all code bloat such as tracking pixels and 3rd party scripts.
  • Caching is super important. Use a CDN to reduce latency and server load.

Rand Fishkin – How Marketers Can Incite Hunger Rather Than Just Serving Food

  • Don’t cater to existing demand in the market; use your marketing efforts to create the demand.
  • Don’t undervalue your branded search volume.
  • To create demand we have two options. The historical approach that SEO has taken; serve existing search demand by ranking. Alternatively, create more demand for your brand and rank automatically!

Wil Reynolds – Power BI For Marketers – Make Big Data Easy Again

  • “Don’t bring an opinion to a data fight.”
  • There are no more broad-based rank factors. There’s only what matters for your rankings.”
  • Stop talking about keywords and let’s start talking about MONEY!
  • Don’t just use search volume to make decisions. Instead, use Power BI to back up your recommendations with dollar amounts and actual click-through data from paid accounts to prioritize the most valuable terms for a specific client.

Sarah Esterman – Marketing Emergencies: A Survival Guide

  • Sometimes marketing mistakes can open opportunities, but only if you aren’t too wrapped up in feeling like a failure that the error happened in the first place.
  • It is vital to set up an emergency response plan and to establish a point person for marketing emergencies.
  • Sarah’s five steps to dealing with a marketing emergency:
  1. Keep your cool – remember to breathe!
  2. Be kind – when stress is high be kind to others and yourself. Choose your words carefully.
  3. Know the facts – use positive facts about yourself and your abilities to reassure yourself.
  4. Don’t freak out – ask questions about the scenario
    • What actually happened?
    • How many people were affected?
    • Is there any $$ to be lost?
    • How would your customers be feeling?
    • What are the consequences?
  • 5. Take action – Do you need to respond to this incident? 
  • Potential ways you could respond to any given situation:
    • Fix the thing
    • Email a follow-up
    • Social call-out
    • 1:1 customer relations

Darren Shaw – Local Search Hacks You Probably Haven’t Seen Before

  • Hack for driving more interactions on your Google My Business listing: Seed the Q&A section with your own questions you want customers to know the answers to.
  • Incentivizing customers to leave reviews directly breaches guidelines set by Google. Instead, incentivize your employees to have customers leave reviews.
  • Ensure consistency with your phone numbers. Add additional phone numbers to the second and third listing spots on Google My Business and Google will tie all of this data together.

Ashley Ward – Reuse, Recycle: How to Repurpose Your Content and Make the Big Bucks

  • Mobile devices projected to reach 79% of global internet usage this year, mobile-first content strategy essential.
  • Think about your own user behaviour patterns when you are creating content for your customers, especially on mobile!
  • Steps to reuse content: Define specific business goals, audit your existing content, create your “gem” list (this is the content you will repurpose), distribution (get that information out there).
  • Use the content you already have! Repurpose existing content into an ebook, update content with more relevant & useful info, recycle it to make the original into something new. TIP: don’t change the URL.
  • There are two types of repurposing content:
    • Republishing – find content that had previously been successful and update it with new imagery and stats.
    • Recycling – turn existing content into new content, e.g. podcasts, videos, infographics etc.

Aleyda Solis – Moving URLs

  • Simplify hreflang implementation by avoiding adding it to every single page of different international versions of your site.
  • Migrations require involvement from marketing, development, and design & UX. Collective buy-in and understanding across these teams makes all the difference.
  • Three reasons to consider using AMP
    • You can’t fix your mobile site speed.
    • You need to appear in Google’s Top Stories Carousel ASAP.
    • You’re building a new site and using AMP is your easiest solution.
  • However, be aware of “shiny object syndrome SEO”. Determine what is relevant for your website visibility before investing time, effort and resources into something like AMP.

Brandy Lawson – Smarter Reporting with Data Studio

  • Creating reports can be time-consuming and feel like a waste of energy, particularly if we feel that no one even looks at them. Google Data Studio gives us the platform to start demonstrating value to our clients/bosses.
  • Google Data Studio can help cut the amount of time you spend compiling reports for your clients by roughly 50%!
  • Reasons why you should start using Google Data Studio for reporting: it automatically updated, the reports are interactive, you can add other data sources, it’s versatile, it comes with pre-existing templates removing a whole lot of work!

Ryan Charles – Newsjacking: How To Add to the Story and Earn Big Links in Real Time

  • Newsjacking requires agility. Can you build something and ship it within 24 hours for that story.
  • For newsjacking its best to have a connection to the story, there are varying degrees of connections required to newsjack. Do you have a unique and original angle? You need this for it to land with the audience.
  • Reporters have to generate news 24 hours a day, 365 days a year, they are on the look-out for a story. HARO… Help a reporter out by adding to their story.
  • If you’re looking to newsjack a story start local. If you see success this will create a ripple effect into larger news organizations.

Will Critchlow – From the Horse’s Mouth: What We Can Learn from Google’s Own Words

  • Early web spam was okay as long as it didn’t make Google look stupid by flooding the SERPs with low-quality sites. In fact, early Googlers saw this as a game of cat and mouse. As this spiralled out of control, this forced Google to produce more complex algorithms to protect their reputation.
  • Adsense is one of the most underrated things Google has ever done. It incentivised the creation of a huge amount of long-tail content, but it also created the monster that eventually required Panda to fix it.
  • Where is Google going next? Given their recent purchases, Google is (most likely) coming for the cloud computing space.
  • Facebook is going through many of the learning curves that Google has already experienced, e.g. content spam/fake news.