Last Tuesday saw the glitterati of the PR world gather at The Grosvenor House to celebrate the achievements of the past year at the Annual PR Week Awards 2013. Dubbed the ‘Oscar’s of the PR World’ these awards bring together the big and the small and the good and the great of the communications industry – and this year was no exception.
Arriving at the Great Room in all their glory the nights’ nominees nervously entered the grand venue. Fashion choices ranged from timeless Hollywood elegance to mildly outrageous – and that was just the men. The champagne reception saw many faces of old reunite and offer warm (but sometimes false) wishes of luck to competing nominees – with everybody’s eyes on the coveted prize.
A change of layout at the venue this year mixed things up by arranging tables around the centre-stage, giving all guests a much better view of the night’s entertainment. The night was kicked-off by compere Rob Brydon who, as with all great compere’s, combined successfully insulting the profession and achievements, nationality and appearance of everybody in the room in one foul swoop without actually causing offence. Next up… drum roll… and no that’s not for the awards themselves but for the half time entertainment from JUNK, a Britain’s-Got-Talent-esque band performing a medley of songs, playing on instruments made of, you guessed it, junk. Interesting.
Now for the awards… notable mentions from the night must go to new guys on the block – Dynamo PR who scooped a deserved trio of awards for their work with 3Doodler, winning categories for Technology campaign, Global Campaign and Marketing Communications: Consumer (annual fees less than £100k). Golin Harris secured two trophies for their cabinet, winning the highly coveted Consultancy of the Year and Large Consultancy of the Year, Manifest London secured Small Agency of the Year and M&C Saatchi Sport & Entertainment walked away with Medium Sized Agency of the Year. Other notable mentions should include Baroness Lucy Neville-Rolfe who was awarded the Lifetime Achievement Award and Hope&Glory who, much to the delight of the room, were awarded New Consultancy of the Year – a fantastic accolade for a new agency to secure and no doubt this team will be adding many more awards to their collection over the coming years.
For a full list of the night’s nominees and winners head to PRWeek.com.
Hanson Search would like to pass on huge congratulations to all the night’s nominees, highly commended and of course the winners. It was a fun night, and it made for a tiring Wednesday, but we’ll definitely be back next year to do it all over again.
“I fed the office cat (& sometimes cleared out his litter tray),
picked up my boss’s dry cleaning,
went to the sandwich shop and collected everybody else’s sandwiches,
took the franking machine to the Post Office,
made tea for the builders,
did lots of photocopying and faxing (what’s a fax?!)
and my first client was an envelope manufacturer.
We all start somewhere and look where I am today!”
Mary Whenman has carved a communications career through pastures such as Hill and Knowlton, FleishmanHillard, Grayling and interim positions at Cadbury and Freud.
Currently the Managing Director of Weber Shandwick’s Corporate, Financial and Public Affairs Department, Mary will be discussing her career and how to reach the top.
This workshop would suit individuals at the mid-level in their career (Senior Account Manager – Associate Director).
Places are limited so please RSVP to email@example.com with your name or team members name and we will confirm availability.
It is a 6pm arrival for a 6.30pm start on Wednesday 6th November and will take place at our offices – Burleigh House, 357 Strand, London, WC2R 0HS. It is expected to last about 90 minutes. Refreshments will be provided.
Hanson Search have been regulars at the CIPR Fresh Workshops but this was our first on Media Relations. Leading the seminar was Miki Haines-Sanger, Managing Director of Golden Goose PR and Winner at the recent Cannes Lions.
Miki focused on the Press Release- a PR tool that can be your best friend but also your worst enemy if worded wrongly. Keeping it short and sweet but factual were the key points we learnt about how to write a great press release. Making sure you know the correct purpose is also vital – it is not a marketing tool or an advert but an article documenting a new campaign or event.
We then discussed the possible problems that arise when writing a press release on behalf of a client. Your client will want to channel certain information- even if irrelevant or not newsworthy. Client relations is something that you need to remain firm with, you are the PR experts and convincing them you know best is sometimes the biggest challenge!
We learnt a great tip –if you have a journalist contact, even if in a different specialism, ask them to look at your client’s version of your press release and they will give honest advice and feedback on whether it is newsworthy or not. You need to build trust with your client and if you have industry contacts, your client will be more willing to respond to your changes.
Other tips Miki gave were about having conviction in your writing and adding by the first rule of Press Releases and never writing in the first person! Expect to deal with several drafts and changes by the client and be able to deal with their personal involvement is one of the biggest challenges of media relations.
If you are struggling to fit in a key fact into your piece, slotting it into a quote from your Client is a fail safe way to include key statistics without losing engagement with the audience! One last piece of advice was that if you can’t explain it on the phone to a journalist in two sentences then it probably isn’t newsworthy!
Uncovers the insight behind multi-channel shopping behaviour across different categories,
but more importantly practical tips on how to harness the insight to ensure shopper loyalty
and drive commercial growth. Our unparalleled Through the Lens approach enables
delegates to gain insight from 3 perspectives: shopper, retailer & supplier.
In this seminar, Split Second took a deeper look at the retail landscape and industry insight
that impact shopper behaviour; specifically how to convert browsing into buying and tap into
the shopper drivers that ensure long-term loyalty.
The seminar answered questions around the current & future burning platforms:
• Multi-channel retailing – Where and what are shoppers really purchasing?
• Promotions – How effective are they to the bottom line & ROI?
• Which categories are winning with shoppers and why?
• ‘Genuine’ shopper marketing vs. point of sale to tap into purchasing triggers?
• Why shopper-spending habits can make or break your internal marketing budget?
• Do shopper brand ‘likes’, ‘follow’, ‘share’ translate into sales?
• How to develop integrated end-to-end commercial plans through to execution?
• Macro trends affecting the retail environment?
• How to develop long-term retail partnerships vs. transactional relationships.
• How to be ‘shopper-ready’ to achieve ROI and incremental growth.
• Which retailers and suppliers are performing? What are they doing differently?
• How do you win with shoppers? Are they only after a bargain?
The seminar generated debate and offered actionable tips for industry peers. Key themes to
come out of the event:
• Retailers’ need an alternative to price cuts: Price Drop, Brand Match, Everyday Low
• Price (EDLP) … have had some suppliers on their knees in the pricing and promotions’
war. When there is little room for manoeuvre, how to steer the dialogue away from the
short-term tactics. Alternatives to pricing & promotions.
• Understand what retailers are looking for from suppliers to build a ‘JBP.
• How to drive brand growth whilst supporting the retailer on private label.
• In the battle for space and display in store, more and more suppliers are trying to get a
greater share of voice in store through promotions but are they effective long-term?
• How to bring brands to life in store beyond POS to ensure purchase.
For further information please visit www.splitsecondltd.com
Fire Circus brought us “The Future of Branded Content” hosted by the Hospital Club yesterday. Here are a few highlights I took away from the day.
Russell Buckley kicked things off with the fundamental IDEAS for advertising:
I information about the product
D deals, where you can get the product
E engagement how you engage with consumer
A advertainment entertain the consumer
S services provide a decent service for consumers
Howard Kingston of Future Ads Labs pointed out the ineffectiveness of banner ads “you’re more likely to survive a plane crash than click on a banner ad” the solution to this is ads you can interact with, like Playcaptcha. Stephen Upstone from Loopme highlighted the importance of ratings: 72% of people don’t buy if there’s no rating on Amazon. On Loopme you can rate the ads you like, stop, share…
Giles Pocock of Propaganda demonstrated entertainment’s role in branded content: product placement in TV, film, music… Media is changing, consumers are changing, brands need to engage: for example Nokia camera phone launch, going in at both ends of the market with creative content. A Katy Perry music video and a photographic assignment for National Geographic to reach broader audiences. Consumers want immersive and interactive experiences – second screen dynamic, direct relationships, voting…
Next up was story time with Peter Burns from Waitrose. The brand has been telling a story for years and now has a growing cross channel network. As well as TV ads, Waitrose have a magazine and Waitrose TV online. A great example of a brand who have a content platform that is much more than a simple e-commerce website.
Giffgaff “the mobile network run by you” was a perfect example of creating content for the consumer first, not the Brand. Chief Marketing Officer Emma Jenkins gave a great presentation on a brand that has “members not customers” and a truly innovative approach.
Paul Gaskell of The Value Engineers champions taking content and making sure it fits with the brand. The Tour de France was created by French newspaper l’Auto (now L’Equipe) to have its own content to write about, perfect example of how positioning is everything. The tip is to run multi-channel campaigns. Don’t market to one consumer any more. “Before, in a world of one way comms, you could have a structured message that everyone knows. Now it’s very difficult to know what a brand is, content is now leading brand instead of vice versa.” People will engage with the content you put out. For example, if you google Battelfield 3, although 40 videos were made by EA; 4,410,1000 results appear with videos made by the end user.
Work out your brand personality; the unavoidable blockbuster example being Red Bull.
Steve Paler introduced us to YouTube Creative after lunch. It is essential to maximise that first 5 seconds of an ad online. Turkish airlines ad: Messi named and seen within 3 seconds, Kobe within 7, audience hooked. You MUST move and entertain people and remember that “there’s no such thing as viral, you have to publicise” A great question from the floor: “Difference between an ad and a piece of branded content?” Answer – the lines are very blurred.
Vice came bursting onto the screen in all its chaotic, loud glory. Dan’l Hewitt gave us the breakdown: Vice took ten years to get 1 million subscribers to the magazine. It took 1 year to get 10m on the digital platform. Oriented to young people, run by young people. For those who don’t know about Vice yet, check out what they do.
James Booth of Rockabox gave us a well-rounded talk on content distribution across all channels which tied the previous talks together nicely. There was plenty to take away from today’s speakers and panels. I just look forward to the day when Redbull isn’t the go to example of great branding, who’s going to knock them off the top?
With the growing interest in Category & Shopper led strategies, many FMCG Companies are reorganising themselves to meet retail demand and make a greater impact at the point of purchase. Despite embracing this relatively ‘new’ approach, there is still a wide spectrum that separates those who deliver better commercial growth and build stronger retail partnerships, and those who simply revert to short-term tactics & promotions.
Using its unparalleled Through the Lens approach, Split Second takes a deeper look at industry trends and their impact, by integrating the shopper, retailer and supplier perspectives to give a clear focus on a category and a call to action.
Partnered with Hanson Search, this seminar “Driving Loyalty with the Promiscuous Shopper” will take place at 6.30pm on Thursday 3rd October.
It will seek to uncover the insight behind multi-channel shopping behaviour across different categories, and also deliver practical tips on how to harness the insight to ensure shopper loyalty and drive commercial growth.
This will be led by Nupur Saxena, Managing Director of Split Second Ltd. She has worked both in the UK and in international markets in EMEA and global roles for FMCG, business to business and
consultancy firms. More recently, she has led Category & Shopper functions & projects for
various global blue-chip organisations.
Due to the nature of the event, places are limited so please RSVP to firstname.lastname@example.org with your name or team members name and we will confirm availability.
This event will benefit Managing Directors & Senior Leadership Teams and decision-makers within Sales, Category Strategy, Shopper Marketing and Customer Loyalty & Solutions
It is a 6pm arrival for a 6.30pm start and the event will take place at our offices – Burleigh House, 357 Strand, London, WC2R 0HS. It is expected to last about 90 minutes. Refreshments will be provided.
As proud sponsors since The WIPA Network’s inception in June last year, we have seen the drinks events held at many great offices, from Pagefield’s homely office near Carnaby Street to Weber Shandwick’s modern offices in Holborn and MHP’s off Great Portland Street. With a champagne reception at Bell Pottinger’s offices in Chancery Lane, The Women In Public Affairs Network Autumn drinks definitely got off to a flying start! Instead of the normal Networking, drinks, nibbles and speakers, last night’s event was a panel discussion, with great talks from Harriett Baldwin MP, Baroness Susan Kramer and Daniella Goldman, Director of public affairs and Government relations at Huawei Technologies UK. They all gave really interesting perspectives about how women can progress in the Public Affairs Field.
Harriett Baldwin spoke first and gave an interesting insight into how an MP operates and the best ways to integrate yourself with MPs from a lobbying perspective.
No EDM signing! Harriett had managed to avoid signing a single one since her term as an MP began in 2010 and she strongly lobbied against their use as constituents often misinterpreted their value. Another pointer was about events-. The worst events are those where no one is expecting an MP to turn up, it is heavily overcrowded and no one can hear a word anyone says! As for Party conference, Harriett said she was against one on ones unless absolutely necessary. Getting a one- on -one for your CEO was not something she was keen on!
Next to speak was Daniella Goldman. Her insight was very interesting, with her advice focussing on knowing your subject matter thoroughly. She repeated this sentiment throughout her talk- with one anecdote about how, on her first chat with an MP, they threw her out of their office as her knowledge of her subject was not good enough. Lesson learnt the hard way, she re-iterated how knowledge is key and one way that women can successfully assert themselves in the workplace.
Last to speak was Baroness Susan Kramer who spoke of her varied career as a stay at home mother, working in Financial Services and latterly in Politics, firstly as an MP before being made a Peer in the House of Lords. She spoke of how you are in charge of your own career path and to keep going no matter what. The need to turn negative points into positive was something she spoke very passionately about.
The change in set up gave a fresh approach to the Autumn WIPA Networking and was a great way to get everyone in the mood for party conference season.
For the second year running we have been supporting the Helping Hands project- part of WellChild.
From last year’s making your own sushi, three legged races, clothes sales and CSI: Crime Scene Investigations we decided to step up the challenges for 2013!
Week one saw a Carnival arrive at Hanson HQ! With a ring master, coconut throwing, apple bobbing and horse racing it soon turned into cheering on the Hanson Version of the Grand National!
Week Two= Olly VS Food. Think I’m a Celebrity food tasks mixed with Man Vs Food. Hard to imagine? Ok well, round one was a nice an easy starter of four different chillies- no liquid allowed!
Round two saw it step up a slight notch – cooked fish eyes ! Now Olly doesn’t have the strongest stomach- well actually everyone would agree he has the weakest out of the lots of us! With the bucket prepared next to him, his ashen face drained of all colour and his eyes popping out of his head, it took him a few minutes of constant cajoling and encouragement before he popped them in his mouth- followed by a delightful few minutes of chewing!
Once those eyes were behind him (or should I say in him?) He turned his attention to the yummy lamb’s heart placed in front of him. With a knife and fork at the ready it looked like he was settling in for the main course! Washed down with a swig of beer and endless gagging, Olly conquered Round three!
The whole company turned their attention to Round four- the piece de resistance! Eating a live locust! One of his biggest fears in life, the pictures of Olly’s face are literally priceless! The air filled with “Absolutely not’s” and stammering but finally, with the help of Nick, who pulled the locust apart, the locust ended up in Olly’s tummy!
Week three went for a slightly different feel to Olly Vs Food- the theme was Club Tropicana! From Hawaiian Shirts, homemade crispy cakes hand wrapped with name tags to cocktails and a Wham! Soundtrack to Friday afternoon we celebrated with cocktails and Karaoke! Put into pairs, we did battle -Payments of £2 for losing, the stakes were upped! We discovered the true singers and the true tuneless at Hanson before a final company- wide sing a long!
In week four Hanson Search returned to University Fresher’s Week! Second Hand book sales, muffins and slouchy hoodies all made Friday feel like a return to not knowing/caring what day of the week it was! Friday afternoon saw Fresher’s Night begin! There was alcohol ping pong, limbo and the dangerous Cereal box challenge which saw new heights of competition reach Hanson! From Nick’s change into special stretchy trousers trousers to the, shall we say… interesting crouching positions, it proved the most competitive and the hardest challenge of the day! Not to mention the pain we were all in for days afterwards!
MWL 2013 was a very exciting exhibition of innovation and ideas – brimful, in fact of new ways of solving old riddles (including a board game to capture consumer thinking – “game changer” from blauw). As we moved around the space engaging with bright and smiling faces, sat in a variety of the seminars given by industry leaders and generally soaked up the atmosphere, the message here was incredibly obvious:
DATA IS EVERYTHING!
Capturing and providing access to it, driving loyalty from it, how to use it as a base to grow your brand and how to understand your customer and grab their attention using it – every corner of the room was rooted in Data and Analytics. One could almost be forgiven for thinking they were at a Data, Analytics and Insight exhibition, not a Marketing focussed event.
Big Data is grabbing more headlines with each passing week; thoughts on how to process the vast volume of data available, focusing on how to best utilise the information it provides, and better yet delivering insight from it, this perhaps should not be a surprise. However, we wondered how many Marketing departments are taking data as a starting point for their activities on board? How open to being truly guided by data are marketers?
Working within the Marketing talent supply chain, we know there is a lack of marketers who are really comfortable with social and/or consumer data and the insight it provides and therefore ultimately, the underlying skills that are shaping the brands they are responsible for. Instead of engaging and getting to grips with data analytics (line managers are not setting development points to counter this skills gap) the majority of marketers seem to try and shy away from the data and leave the responsibility for recommendations to come from elsewhere.
Whilst we do not advocate that Marketers should do all the data work themselves, we do feel a more collaborative approach is required to make best use of the story the data is telling. After all, the Marketers are the Brand Guardians – they should have a vested interest in understanding the analytics and insights.
Whether it is fear of the unknown or not wanting to lose the ‘creative’ label, not having an understanding of data will lead to an inherent reluctance to use the insights and base their decision fully on it. Increase the understanding and you increase the buy-in.
A move should be made to bring a balance to the marketers skill set. Being able to talk the same data language (jargon) allows greater understanding of consumers/customers and how to best engage them. This would set the foundation for a brand strategy which is fully in sync to the commercial approach of the business.
Look around your marketing team and think about whom amongst you is truly comfortable with the data your business and customers generate? Can you and your team make better use of this valuable asset? Could this be the edge you are seeking?
Speak to us – We can provide the springboard from which to further or launch your future data strategy.
Sascha Kunze – Data and Analytics Nick Stratton – Insight and Shopper Marketing.
Rendezvous at Centre Point for Mobile Monday – “Mobile Marketing – Truth, Misconception & Wishful Thinking” my first MML event, keen to hear some expert thoughts on the state of mobile marketing.
First thing that panelist Ilicco Elia (Head of Mobile at LBi) remarks is that he is faced with a sea of scalps as the audience login to tweet along with the debate. This is very much the trend I’ve noticed at events these days. I recently witnessed members of the audience communicating in real-time; cutting panelists out of the discussion altogether until a coffee/device break where they could pick up the #feed. That wasn’t the case at Mobile Monday where refreshingly, the audience was encouraged to get involved, an invitation that was taken up whole-heartedly…
With an enthusiastic Alex Meisl (Co-founder of Sponge) hosting, the panel launched into a lively discussion covering (in a nutshell):
What is a mobile device? Phones, “phablets”, tablets, laptops? They are all mobile devices but depends on what the customer wants and where they consume
The reality of mobile sales – tripled in the last year with success stories like John Lewis who have taken a 360 degree approach (if product isn’t in store, they encourage you to buy online: integrated & effective)
The difficulties of measuring how mobile affects ROI and how to demonstrate this to clients (reach 10 targeted people outside a shop with a complicated app or reach millions with a tv spot?)
Hitches with the challenges of mobile payment technology that can’t keep up with our constant device upgrades
Mobile on its own or mobile as part of an integrated strategy – not “where is my mobile strategy” but “where does mobile fit into my strategy”
How is our data being used, is targeted mobile advertising a good idea, relevant or invasive?
The panelists seemed to take a somewhat defeated tone as they highlighted the obstacles that make mobile marketing a constant challenge. However, one feisty audience member was having none of this. She insisted that the panelists “open your minds up in the context of a magic wand – not just display advertising. Look what’s happening in Japan!” which encouraged a more positive conversation around some of the great things mobile can do, like: allow non-English speaking parents to text using Siri and Instagram pictures of chickens. Wonderful real-time interaction with the BBC during the 2012 Olympics on red button on TV and on mobile (notably not with advertising though…) It was clear that the panelists have by no means lost their passion for the possibilities, they just want to be in that future where brands and clients are ready and excited about using mobile and the technology works seamlessly; ideally as part of a larger cross channel strategy.
The discussion continued around a lovely glass of Croatian wine care of Rube Huljev and Infobip (thanks! It was truly delicious!) where the panelists and hosts were more than happy to give their views and answer questions. Alex Meisl managed to convince me of the benefits of a text campaign (I hate thinking I have a text only to find its money off something I don’t want) and Ilicco modeled a fine coat with magnetic sleeves made to hold all devices including an i-pad. Ideal for a regular Ryan-air traveler! Those who stayed networking were treated to drinks up at the Viewing Gallery which was stunning.
Definitely an informative, enjoyable evening. I look forward to hearing how things have progressed (which they inevitably will have) within mobile marketing by the next Mobile Monday. Particularly as an avid consumer on my many twinkling screens.