In a bid to reposition McArthurGlen as a destination fashion retailer, the brand hijacked London Fashion Week to prove it could replicate the latest trends with products from its outlets.
Walkers continued its #wesupportyougary campaign, promoting the tongue-and-cheek nature of the brand, with a spoof page 3 advertisement for Gary Lineker's pants pledge on Match of the Day.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
Describes the work of Lucidity London, a marketing consultancy, on behalf of McArthurGlen, the owner, developer and manager of 21 designer outlets in eight countries across Europe.
For the launch of its 'Man on the Moon' app, John Lewis teamed up with The Sunday Times to tap into readers' trust of newspapers and drive engagement beyond just its Christmas TV advert.
Ford launched the Unlearn campaign to change the way audiences think about the brand in Britain, using outstanding print formats to encourage re-evaluation of preconceptions.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.
Walkers continued its #wesupportyougary campaign, promoting the tongue-and-cheek nature of the brand, with a spoof page 3 advertisement for Gary Lineker's pants pledge on Match of the Day.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
Describes the work of Lucidity London, a marketing consultancy, on behalf of McArthurGlen, the owner, developer and manager of 21 designer outlets in eight countries across Europe.
For the launch of its 'Man on the Moon' app, John Lewis teamed up with The Sunday Times to tap into readers' trust of newspapers and drive engagement beyond just its Christmas TV advert.
Ford launched the Unlearn campaign to change the way audiences think about the brand in Britain, using outstanding print formats to encourage re-evaluation of preconceptions.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.
Specsavers teamed-up with The Evening Standard to appeal to consumers of fashion and to communicate that the known-for-value specs are also 'trend followers' frames.
Tropicana partnered with The Telegraph to split the facts from the fiction in the sugar debate and get a glass of Tropicana back on the breakfast table of families in the UK.
With the aim of engaging parents, grandparents and kids alike, this campaign sought to achieve standout in a cluttered market by creating a shared family moment and aligning activity with a spirit of adventure and a sense of heritage.
With competition growing and market share shrinking, 2014 saw Waitrose harness the power of print to increase dominance and stand out in a cluttered market.
With a mission to drive trial and make Oreo a more iconic brand in the hearts and minds of Brits, PHD used the first solar eclipse in the UK for 16 years as an opportunity to connect with a moment of cultural significance.
With the aim of asserting its position as the home of the Barclays premier league, Sky Sports and MediaCom set out to make sure consumers weren’t swayed by BT Sport’s offer.
According to Sainsbury's research conducted by NetMums, 80% of mums spend a substantial proportion of Mother’s Day cooking and washing up, while only 9% have ever had a meal cooked for them by a family member on the day. These insights didn't just lead the media strategy for Sainsbury's Mother's Day campaign, but actually influenced what products were featured.
With a mission to bring back Britain's teatime as an occasion to savour, McCain wanted to position itself as a brand that would make 'good stuff' happen during these unappreciated moments.
Specsavers teamed-up with The Evening Standard to appeal to consumers of fashion and to communicate that the known-for-value specs are also 'trend followers' frames.
Tropicana partnered with The Telegraph to split the facts from the fiction in the sugar debate and get a glass of Tropicana back on the breakfast table of families in the UK.
With the aim of engaging parents, grandparents and kids alike, this campaign sought to achieve standout in a cluttered market by creating a shared family moment and aligning activity with a spirit of adventure and a sense of heritage.
With competition growing and market share shrinking, 2014 saw Waitrose harness the power of print to increase dominance and stand out in a cluttered market.
With a mission to drive trial and make Oreo a more iconic brand in the hearts and minds of Brits, PHD used the first solar eclipse in the UK for 16 years as an opportunity to connect with a moment of cultural significance.
With the aim of asserting its position as the home of the Barclays premier league, Sky Sports and MediaCom set out to make sure consumers weren’t swayed by BT Sport’s offer.
According to Sainsbury's research conducted by NetMums, 80% of mums spend a substantial proportion of Mother’s Day cooking and washing up, while only 9% have ever had a meal cooked for them by a family member on the day. These insights didn't just lead the media strategy for Sainsbury's Mother's Day campaign, but actually influenced what products were featured.
With a mission to bring back Britain's teatime as an occasion to savour, McCain wanted to position itself as a brand that would make 'good stuff' happen during these unappreciated moments.
Mummy and Daddy, what did you do in the Truth War?Newsworks
Patrick Barwise, emeritus professor of management & marketing at London Business School, on how digital media have contributed to a 'post-truth' world.
Kia teamed up with The Telegraph to enrich understanding of its involvement in football, while improving consideration of its new model and increasing sales.
The company you keep looks at why context matters, especially in an age where there is an attention deficit, and quantifies the newsbrand context effect among the 20 million regular readers of national newsbrands.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
Media Insider Tips: Get Big Press With Minimal TimeJosh Steimle
As marketers we're all busy. We've got no time, even if we have the money. In this presentation I explain how to get press from mainstream media outlets with no or little cost, and very little time invested. I also explain how you can circumvent the press entirely and take your message directly to consumers by publishing on LinkedIn Pulse, SlideShare, and BuzzFeed Community.
AGENCY + CLIENT = PARTNERSHIP
What is necessary to understand and bear in mind in order to maintain a solid and effective partnership that provides excellent communication results?
Creative Marketing Agency London. Providing Brands and Agencies with bespoke promotion marketing campaigns. With a London and New York office we can activate campaigns across the globe. call 0207 607 2568
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONGZaheer Nooruddin
Digital and Social Media Strategy Excellence at Golin Hong Kong - an integrated communications and marketing agency with a worldwide network. Contact: Zaheer Nooruddin, Head of Digital Innovation, Asia at znooruddin@golin.com
Virgin Holidays and News UK - Unleash your mojoNewsworks
How a rich content partnership with News UK helped Virgin Holidays to encourage consideration and recommendation across a broad range of holiday destinations.
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
Marshall McLuhan’s seminal work is 50 years old. The core insight – that a medium shapes and ‘massages’ the message within it – once shaped communications thinking. Newsworks commissioned a combination of qualitative and quantitative research to investigate its relevance following the digital revolution.
New research from the UK's largest independent media agency, the7stars, in partnership with Newsworks, reveals that 63% of the nation want more serendipitous online content.
Peter Field analysed 108 UK cases from the IPA effectiveness awards databank 2012-2016, to understand the business effectiveness of UK newsbrands. This work builds on his previous analysis of 2012 and 2014 cases.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
1. Newsworks Awards 2016
McArthurGlen: #MGINSIDER – Hijacking London Fashion Week
Executive Summary:
McArthurGlen is a destination discount retailer, with 6 centres throughout the UK. Their key
business challenge is that the brand is known for discount fashion, not designer fashion. It is also a
common misconception that the product in-centre is dated or last season.
We needed to shift this perception of the brand and focus on heightening our fashion credentials,
whilst reaffirming that the latest trends are available in-centre. To achieve this, we took 5 daily
trends live from London Fashion Week (LFW) and proved we could instantly replicate this look with
product from their outlets.
In order to achieve this, we needed to partner with a credible newsbrand that could offer us: live
access to London Fashion Week shows and influencers, national scale, fashion heritage, and the
framework to deliver live streaming around the clock, throughout the 5 days of LFW. Being an official
LFW newsbrand sponsor, ESI Media was the perfect partner to deliver the trusted, authoritative
voice, at the fashion moment of the year.
Background and Objectives:
To make this campaign a success and to drive immediate sales, we worked with ESI Media to
overcome communication, consumer and business challenges.
As a non-e-commerce business that is unable to mention product or brand within communications,
it becomes almost impossible to communicate our fashion offering to new customers, and persuade
them to shop with us. So how do we sell a Prada coat, without mentioning the Prada brand?
Our audience increasingly demand fast-fashion and instant gratification when it comes to being
inspired. In order to be perceived as a reputable fashion retailer, we needed to keep up with the
pace of the ever-evolving world of fashion.
We also know that this audience seeks high-quality video content, served to them in channels that
they frequently engage with and are inspired by. We needed to leverage our content with a
newsbrand that still withholds fashion authority, and within the right channels.
Ultimately, we needed to capture the attention of this audience, engage them with our inspirational
content, and give them a reason to shop with us.
The key to this was to reach the right people (fashionistas), in the right environment (social, online
and print), with the right authority (ESI) and at the right moment (LFW).
Insight:
Our campaign framework was designed to put great content at the heart.
Firstly, we know that fashionistas respond to industry influencers over and above branded content.
We therefore needed to gain traction by weaving celebrities, fashion designers and influencers into
our communications.
2. Secondly, fashion at a local level can mean a very different thing across each of our 6 centres. The
contents of a carrier bag at Bridgend is very different to the contents of a carrier bag at Cheshire
Oaks. That said, all of our shoppers share one common desire – to look good, feel fine, and keep up
with the latest trends.
By placing in-centre content alongside LFW content, not only could we meet the objectives of the
campaign, but most importantly, we could make LFW accessible to the local catchments.
The Plan:
As an around-the-clock team: client, agency and publisher, we launched the #MGINSIDER campaign,
which ran throughout the duration of LFW. The content partnership was designed to constantly seed
live video content straight from the catwalk.
The campaign launched with a pre-promote in the LFW special edition of ES Mag which consisted of
a full page advertorial, as well as a HPTO on standard.co.uk, both of which acted as a teaser to the
pending live content.
Each day we took one unique trend from the catwalk, whether that be trench coats or party wear,
and had a fashion influencer from ESI on-hand to match the look with product found in-centre that
day, which we showcased through the use of video content which was placed around relevant
editorial content. Online cascades, interstitials and MPU’s showcased this product, and gave details
of which centre consumers could ‘shop the look’ at.
All content was seeded socially through ESI’s fashion talent who were on-hand at each centre
matching the daily trends and highlighting them through a series of branded content posts, building
up to the pinnacle moment of a Facebook Live edition of the Henry Holland show.
All activity drove traffic to a bespoke hub page which housed further details of McArthurGlen’s
brand offering and captured all of the previous day’s content.
Using Krux audience targeting, we harvested relevant online impressions through rich display
formats which drove consumers to the hub.
Swing tags on the featured product were placed in all 6 centres, alongside free distribution of ES
Magazine, both of which brought the partnership to life on a local level.
The campaign was summarised with a wash-up DPS advertorial and OBC display page which ran in
the Evening Standard newspaper the day after LFW.
Results:
The campaign was estimated to reach 2.5m unique users across all touchpoints. By the time the
campaign had finished, we had reached a total of 5.4m, 3m of which were served in the digital
space.
The content featured interviews with a number of key fashion influencers such as Mollie King, Ella
Eyre and Pixie Geldof.
3. The engagement levels surpassed all expectations, with the average dwell time on the hub being
2.36 minutes. For the first time in ESI’s history, the commercial content had a higher engagement
level than the editorial content.
Facebook Live alone was seen by 237,000 people and our content was shared by influencers such as
from the Caroline Rush from The British Fashion Council.
Whist the campaign was live our footfall increased by 5% and our online traffic increased by 13%,
resulting in a 10% increase in sales across all 6 centres. The campaign was a huge success!
Client View:
“The partnership with ESI was a huge success for a number of reasons. Not only did it give us the
opportunity to push the boundaries and do something we’d never done before, but it also showcased
the power of newsbrands in producing instantly accessible, live content that we know our audience
craves. Working closely as a team, we delivered a truly integrated cross-platform campaign that
positioned our brand as current, diverse and inspirational.”
-Georgina Norris, Regional Marketing Manager at McArthurGlen
“The partnership with ESI helped us to deliver relevant, newsworthy fashion content to our followers
and customers. The Facebook live broadcasting was one of the highlights, giving our followers the
opportunity of being inside LFW and watch exclusive live interviews with designers and front-row
attendees. Another highpoint was the campaign hub page which not only delivered great traffic, but
also proved to offer quality content having an average time spent per visit of nearly 3 minutes.”
– Ana Costa, Digital Marketing Executive at McArthurGlen