Caroline Wilkinson

Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

33

Great interview here, with Laurence O'Byrne talking to FamousGrey CCO and author Peter Ampe. Peter speaks of the need for advertising to draw from a wider breadth of life experiences, as per the article I shared by Vicki Maguire yesterday, and the value of neurodiversity to creativity. I loved reading about his 'logical magic' philosophy, blending creativity with strategic purpose. Effectiveness is as important to Peter as creative acclaim: "The ‘logic’ part refers to the fact that I like ideas that will lead to results, this is the part clients like. I guess that’s my journalist background, I am fact-driven. The ‘magic’ part is the original angle that will lead to these results. My neurodivergent brain accounts for this. Therefore, I’m proud of my creative awards, but I’m equally proud of my Effie awards. I want to make work that either entertains or changes the world. But there always must be results." Hence not just 44 Cannes Lions but also 19 Effie Awards. This is well worth a read and, if you want to read more about the 'magic' part, check out my article 'Why your advertising should be MAD' here: https://lnkd.in/ewDZTdym #creativeideas #advertising #advertisingeffectiveness #neurodiversity

4

There's a new advertising campaign from Barclays UK that has caught my attention. You can watch it here https://lnkd.in/eHTawgnG. It is built on a very simple to understand insight from a report by The Money Advice Service that states "our relationship with money is formed from the age of 7." One of the reasons this resonated with me is that if this is the case when it comes to things like bank accounts and pocket money then it stands to reason that it will apply to charity and philanthropy too. But, at the moment, we don't look to embed these values in children from a young age. As a trustee of First Give it is something that we discuss a lot. What is the best way to ensure that giving to charity is not seen as exceptional or a one-off? How do we make sure that charity is not just "what rich people do" but is accessible to everyone? And how do we get people understanding that the £94bn that charities in the UK spent in the past 12 months isn't just a 'nice-to-have' but is essential in keeping hospitals, the arts, in fact civil society as a whole, afloat. (To give it context, Income Tax raised £277bn over the same period. Make no mistake, the third sector is of huge significance.) And yet, 'giving' is not ingrained in us as children. The First Give programme has impacted on over 200,000 Year 8 pupils in hundreds of schools across the UK. But we know that one intervention is not enough - and Year 8 might also be too late a starting point. Why's this so important? A functioning democracy that is diverse and inclusive cannot be fully funded by the State. The truth is, it never was. Our hospitals, galleries, schools etc have long been funded by philanthropy. Our challenge is to create the next generation of givers. To do that we'll need to start them young... #charity #philanthropy #ad #giving #creative #thirdsector Creative & Commercial

19

Budgets are short term, OS bosses looking after big scale markets and new budgets could well be financial year so lets just see what the back end of the year provides..... #adspend #businessoutcomes #digitaladspend

9

Assess your agency’s business development and marketing capabilities in under 10 minutes. Score yourself against 45 statements – covering positioning, lead generation and your sales process – to uncover where your new business efforts are falling short and identify gaps in your approach. At the end, you'll receive a personalised report explaining your score and the actions you can take to improve it. https://buff.ly/3FHVHTq #businessdevelopment #newbusiness #sales #agencies #scorecard

3