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Welcome to The Stream: Allison+Partners’ content hub that features the latest news and trends making the biggest waves in media and marketing.

FEBRUARY 20, 2020 //     

Top tips: Scaling your marketing in Europe in 2020

By Jess Docherty

Europe is a thriving home to an array of different cultures, languages and economies, so knowing where and how to focus budgets and resources can be challenging. A one-size-fits-all approach won’t wash. From content localisation to product positioning, each market needs its own finely tuned strategy to successfully drive business performance.   
 

We interviewed some of A+P’s key leaders, with a proven track record of growing companies to success in European markets, for their top tips to grow business in the region in 2020.  

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How do you grow a business in Europe? 

Jill Coomber, Managing Director of Integrated Marketing, Europe  

The key to great growth rests on data and insights. Really understanding the market, the key trends, the hotspots, where the ‘white space’ exists for your offer and insights into your specific audiences and their behaviours are all vital. You can ultimately see how much of a product or service you can sell into a particular geography, at what price point and with what messaging to which variation of your audience. Being able to focus and prioritise driven by this data and insight means you can scale rapidly, and drive ROI more efficiently.  

Plan to scale as rapidly as you can build your team and infrastructure. Team experience is a vital component here. You can either recruit the talent who can bring this knowledge or hire agencies with the right skill sets.  

Understand the power of local language. Working in a single language is often easy whilst focusing on the early adopter and innovator audiences but you reach a ceiling where language is a blocker. Translations and bringing in true localisation into play is an art rather than pure science. Again, experience plays a big part in getting this right: being able to regionalise and localise in an optimum way. Given so many products are in fact experiences nowadays getting omnichannel customer service in local language to resonate is also critical to growth.  

 

How do you stay on top of the trends in Europe?  

Heike Schubert, General Manager, Germany 

My day starts with reading two newspapers every morning, I try my best to always have my eyes and ears open to daily news from politics to culture and sport. Don’t only live in your bubble, everything can spark innovation and ideas – stay curious and don’t just stick to communications or marketing news. I listen out for conversation everywhere, from the grocery store to new podcasts so I can get a rounded understanding of everything from what is driving our economy to what gets people talking.  

In Europe, you have to be aware of cultural backgrounds and societal norms. Self-awareness is key to help you and your business interact with stakeholders in other markets. Take steps to identify your own patterns and understanding while building up your knowledge of other cultural backgrounds. What can seem like small differences in phrasing, meanings and expectations can cause unnecessary damage and confusion. It’s not always about changing how you do things, but it is always about understanding the actual needs and desires of the opposite party. In international communications a key misunderstanding is that you have to adapt or assimilate, but that’s not what helps you in business, it’s about being transparent, authentic without prejudice or judgement of the other party.   

How do you start to build up a network for recruitment and new business in Europe? 

Jim Selman, Partner, Managing Director, UK + Ireland 

My biggest piece of advice is don’t try to switch on talent at short notice but build up a network of entrepreneurial people over time. Investing in your network and building trust in partners and talent allows you to have a surgical understanding of their abilities which allows you to move around efficiently in the region.   

Focus on building trust and camaraderie, and as much as possible be there face to face to get to know their struggles and ambitions. Make sure your connections feel like friends and colleagues even if they aren’t directly part of your organisation, this will make sure that when things heat up your extended team have your back.   

I always remember the Scout Motto: Be Prepared. Even if you don’t need or cannot afford to invest in a particular skill set or service now, be prepared and build up a swiss army knife of options for the day when the need and resources do come.  

How important is it to stay connected to your brand values as you expand into new territories?  

Cathy Planchard, Global President of Integrated Marketing 

The value that we place on our company's core values is what differentiates us from other large and mid-sized agencies. These values stand the test of time and drive our approach to the business, the brands we align with, who we hire and how we think. It creates the guardrails for a healthy, productive and satisfying employer-employee relationship.    

Keeping culture first is a high priority, but it is no easy feat. It requires a mindset and a commitment by hiring managers and leadership of all levels.  We’ve joked that we have a ‘no jerk’ policy, but we mean it. It can be so easy to look at someone's experience or background and want to make a hire, but if their perspective of how they do the work, how they treat their team, and how they approach client service is not aligned with our organisation’s values, it will cause more long-term harm than good.    

  Every market has a unique perspective and backdrop. As an example, the media landscape is incredibly different in Europe than it is in the US, which impacts how we think about the available channels of communication. But the tenets of what makes for a great story are universal: emotional and rationale resonance and empathy for the audience.  

 

 Be prepared!   

Every European market has its own nuances, behaviours and preferences. Every business is different, but one thing is clear: careful preparation is key. Investing in research and insights, quality localisation, strategic talent and impactful storytelling will set you up for scalable success. 

Jess Docherty is a senior digital account manager in Allison+Partners’ London office.

JANUARY 10, 2020 //     

PODCAST: Turning data into marketing gold

Are you using data effectively in your marketing and communications strategies? To accompany the launch of our new research report "Turning data into marketing gold", The Stream UK is back with an extra special bonus episode.

Andrew is joined in the London studio by Account Director Lizzy Chesters to discuss the results of our recent survey of UK and German marketing managers, as well as how and why data is so key to marketing strategies. If you're worried the data you have is going to waste, this is the episode for you.

Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.


JANUARY 10, 2020 //     

6 marketing podcasts you should subscribe to in 2020

By Andrew Rogers

A new year and a new decade have dawned. January is all about self-improvement, whether it’s exercising more, eating more healthily or focusing on mental well-being. All well and good, but what about improvement when it comes to our expertise as communication professionals? In our opinion, the new year is the perfect time to learn something new and level up your communication strategy.

One of the best ways to get easy-to-digest insight and analysis is through podcasts. Make the most of your morning commute or afternoon jog by learning something new. Here are the top six podcasts you should subscribe to in 2020:

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Marketing Week

Anyone working in the field of marketing and communications is already no doubt aware of Marketing Week. But do you tune in to its regular podcast? Each week, Marketing Week’s award-winning editorial team discuss key topics and are joined by some of the most interesting guests across the industry.

Listen on Google Podcasts.

Marketing Over Coffee

Get your weekly fix of marketing news and analysis from marketing experts John Wall and Christopher Penn. At 20 minutes in length, it’s the perfect podcast for learning something new while drinking your morning cup of joe.

Listen on Google Podcasts.

Internet Marketing Podcast

Looking to get the most from your digital and search engine marketing? Listen to the UK’s most popular internet marketing podcast as their hosts share insider tips and practical advice you can bring to your campaigns.

Listen on Google Podcasts.

The GaryVee Audio Experience

Hosted by Vayner Media CEO and public speaker Gary Vaynerchuk, this podcast includes interviews, discussions, keynote experiences and fireside chats. If you want the more personal touch with a mix of advice for entrepreneurs, this is the podcast for you.

Listen on Google Podcasts.

Duct Tape Marketing

One from across The Pond, Duct Tape Marketing is hosted by U.S. small business marketing expert John Jantsch. With interviews from authors, experts and thought leaders, this is a great place to start for smaller businesses kicking off their marketing strategies in 2020.

Listen on Google Podcasts.

The Stream UK

Get all the latest news and analysis from Allison+Partners in London with The Stream UK. We might be biased, but we think this is the best podcast on this list and a must listen in 2020. Not tuned in yet? You can catch up on all Season One below!

 





The Stream Podcast can be downloaded via Spotify and iTunes.

Andrew Rogers is an account director in Allison+Partners’ London office.

JANUARY 9, 2020 //     

Marketing & communications predictions for 2020 from Allison+Partners

By Lizzy Chesters

Reflecting on 2019, a number of trends and new communications platforms emerged that will have a lasting impact on the future of the industry -- the colossal rise of TikTok, growing climate and sustainability concerns, and the proposed removal of the like count on Instagram, to name a few. But as we dust off our crystal ball, what can we expect to see in the PR and Marketing world throughout 2020?

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Push the Podcast

We already see clients recognise the value of podcasts, with some taking the decision to record their own. And with around 7.1 million people in the UK now listening to podcasts each week, according to Ofcom figures, it’s unsurprising that brands want to take advantage of this popular channel.

Google has also recognised this trend. It has already started making podcasts easier to find on the search platform. The company will now surface individual podcast episodes in search results. So, if someone searches for a show about a particular subject, Google will show them potential podcast episodes that match their enquiry. This will only help fuel the popularity of podcasts as a marketing channel next year.

Video on a Wider Scale

In 2020, more organisations will incorporate video into their communication of news announcements. On the mainstream news websites, there is often video content at the top of the page, where the article sits underneath it. We know images have been important for a while. But until now, video has been somewhat neglected. However, the internet is the second most popular platform for news consumption, according to Ofcom, with 66% of UK adults saying they used it for news in 2019. So, it makes sense that businesses will create their own videos to complement their own news stories.

Influencers Get Corporate

Influencers have become an integral part of most consumer campaigns. But in 2020, we will likely see the use of influencers in the B2B space become far more prevalent. B2B influencers are useful for communicating messages on a more personal level and are particularly effective as part of LinkedIn campaigns to help amplify a brand’s messaging and content. They can also be used for endorsing research, attending company events, inviting company spokespeople to be a guest on their podcast, writing blogs for the corporate website or publishing an article for an outlet they regularly write for.

Advance Employee Advocacy

The idea of social purpose and communicating what brands care about has never been more important. In 2020, we will see more of a focus on how brands can use their employees to push that goal. Trust has become more of an issue for employees too. However, problems with company culture now get exposed by news outlets and on social media (take the recent Google protests as an example). To mitigate against staff expressing detrimental opinions on their social channels, brands need to plan to mitigate that through greater employee advocacy.

The Problem of Private Social Platforms

In 2019, brands realised the likes of Facebook, LinkedIn and Twitter are not the be-all and end-all of social media platforms. Young people spend less time publicly broadcasting their lives online and have moved to channels such as WhatsApp group chat to share experiences of a product or brand in smaller private spaces. The challenge: how can marketers measure this? To combat the problem, marketers will need to be smart about the KPIs they want to measure at the outset of a campaign.

Becoming Data-Driven

More data than ever before will be created in 2020. But what is the point in having all this information if it cannot be used effectively? Over the next 12 months, we will see a more concerted effort by marketers to harness the power of data and greater investment in data analytics tools. Fortunately, new research from Allison+Partners - Turing Data into Marketing Gold - found 81% already invest in augmented or advanced analytics. This is in line with global trends. According to the Gartner CMO Spend Survey 2019-2020, data and analytics tops the priority list of investments for the future.

Coming up on the agenda are the Olympics in Japan, presidential elections, the next season of Love Island and more. And these key events are likely to play a key role in campaign planning. As we move through 2020, it will be fascinating to see if any of the aforementioned trends materialise or if any unexpected technologies or industry upsets emerge.


Lizzy Chesters is an account director in Allison+Partners' London office.

AGENCY NEWS // DECEMBER 19, 2019 //     

The benefits on becoming more data-driven and the use of AI in marketing

Credit: EGRSue Grant, managing director B2B tech at Allison+Partners, explains what the real benefits are of becoming more data-driven and what we can expect to see from greater use of AI by marketers going forward READ MORE
AGENCY NEWS // DECEMBER 19, 2019 //     

Turning Data into Marketing Gold

Credit: PRCARecent research conducted by Allison+Partners revealed that 39% of the marketing directors surveyed see the cost of technology as a barrier to becoming more data-driven. With budgets either flat-lining or increasing in 2020, will we see an uptick in martech adoption as result? READ MORE
DECEMBER 18, 2019 //     

THE STREAM UK PODCAST





The Stream Podcast can be downloaded via Spotify and iTunes.
AGENCY NEWS // DECEMBER 17, 2019 //     

Marketers: data-driven approach will face obstacles in future

Credit: Just.Marketing

Although a large majority of marketers are confident in their ability to extract insights from data today an even greater number believe future improvements are being held back. That is according to new research by global marketing communications agency Allison+Partners, which surveyed the views of 500 marketing directors in the UK and Germany.

The study concludes that marketers have made excellent progress towards becoming more data-driven.

READ MORE
AGENCY NEWS // DECEMBER 6, 2019 //     

Skills shortages and cost concerns curbing data-driven endeavours

Credit: MyCustomer

While many organisations are making strong progress in becoming more data-driven to improve customer engagement, most businesses still report significant barriers preventing them from getting the most out of data.

And research based on the input of 500 marketing directors in the UK and Germany conducted by marketing and communications agency Allison + Partners and entitled ‘Turning data into marketing gold’, found that many believe they will face greater obstacles in becoming more data-driven in the future. 

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DECEMBER 6, 2019 //     

PODCAST: 2020 Predictions: Here's to the new roaring '20s!

It's time to crack out the crystal ball and gaze into the future as we make our 2020 predictions. What can we expect from the year ahead in the worlds of PR, marketing and communications? 

Andrew is joined in the London studio by Account Director Lizzy Chesters as they break down what's hot and what's not in marketing for a new year and a new decade. From trust in tech to personal branding, we have everything you need to get set for the new roaring '20s. 

Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.

The Stream Podcast can be downloaded via Spotify and iTunes.


AGENCY NEWS // DECEMBER 5, 2019 //     

Data siloes ‘holding marketers back’

Credit: Netimperative

New research reveals 98% believe future improvements are held back by data silos, justifying the cost and in-house skills shortage.

Data-driven marketing is vital for today’s marketing teams. But a new report by global marketing communications agency Allison+Partners revealed that while marketers have made progress to becoming more data-driven, nearly all respondents cited numerous barriers preventing them from getting the most out of data.

READ MORE
AGENCY NEWS // DECEMBER 2, 2019 //     

Data goldmine: Brands are just scratching the surface

Credit: Decision MarketingBrand owners have made huge strides in embracing a data-driven marketing culture but most believe they still have some way to go to fully exploit its potential and unearth the golden nuggets which will give their business the cutting edge.

That is one of the key conclusions of a new survey by marketing agency Allison+Partners, which quizzed 500 marketing directors in the UK and Germany about their data strategies. READ MORE
AGENCY NEWS // DECEMBER 2, 2019 //     

Marketers still have further to go on best use of data

Credit: WARC

Marketers have made considerable progress to become more data-driven, yet there remain numerous barriers preventing them from getting the most out of data, a new survey has revealed.

Allison+Partners, the global marketing communications agency, reached this conclusion after working with research firm Censuswide to poll 500 marketing directors in the UK and Germany in October.

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AGENCY NEWS // NOVEMBER 29, 2019 //     

MAJORITY OF MARKETERS CLAIM DATA CONFIDENCE BUT HURDLES REMAIN

Credit: Research LiveWhile the majority of marketing directors claim to be assured in their use of data, data siloes, cost and skills shortages are still barriers to departments becoming more data-led, according to research from Allison+Partners. READ MORE
AGENCY NEWS // NOVEMBER 29, 2019 //     

Marketing bosses struggle to get most out of data - report

Credit: Prolific LondonA new report by global marketing communications agency Allison+Partners has revealed that, despite the rise in data driven marketing, many are struggling to get the maximum out of their data.  READ MORE
AGENCY NEWS // NOVEMBER 28, 2019 //     

What’s Preventing Marketers Turning Data Into Gold?

Credit: Marketing Communication News

New research reveals 98% believe future improvements are held back by data silos, justifying the cost and in-house skills shortage.

Data-driven marketing is vital for today’s marketing teams. But a new report by global marketing communications agency Allison+Partners revealed that while marketers have made progress to becoming more data-driven, nearly all respondents cited numerous barriers preventing them from getting the most out of data.

READ MORE
AGENCY NEWS // NOVEMBER 28, 2019 //     

What’s Preventing Marketers Turning Data Into Gold?

Credit: Lovely Mobile NewsData-driven marketing is vital for today’s marketing teams. But a new report by global marketing communications agency Allison+Partners revealed that while marketers have made progress to becoming more data-driven, nearly all respondents cited numerous barriers preventing them from getting the most out of data. READ MORE
AGENCY NEWS // NOVEMBER 28, 2019 //     

What’s Preventing Marketers Turning Data Into Gold?

Data-driven marketing is vital for today’s marketing teams. But a new report by global marketing communications agency Allison+Partners revealed that while marketers have made progress to becoming more data-driven, nearly all respondents cited numerous barriers preventing them from getting the most out of data.

The survey, which included input from 500 marketing directors in the UK and Germany, showed that...

READ MORE
NOVEMBER 27, 2019 //     

What will be on Gen Z Christmas lists in 2019?

By Andrew Rogers


Have you noticed something a little different recently? Something about your last trip to the shops? Perhaps it’s something you’ve heard?

If you’ve been shopping this week, chances are you’ve heard the opening jingle bells of Mariah Carey’s All I Want For Christmas Is You while making your purchase. It’s the annual reminder that the Christmas season is now well underway.

However, for anyone looking to buy Christmas presents for their teenage children (or as we marketing people call them, Generation Z), there’s much more that they want for Christmas.

It’s not just parents though that need to understand what makes Generation Z tick this Christmas. It’s also all brands trying to reach a generation that’s more difficult to reach and less brand loyal than ever before.

So, while you deck the halls, here’s our quick guide for brands looking to make the yuletide bright with Generation Z.

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Select brands with the right values

More than any other generation, Gen Z deeply care about the values that brands have. It’s not just enough to have the best product, it’s now vital to also have values that people want to be associated with. This extends to the online space, where brands that fall down can expect (perhaps rightly) to be called out on social media.

For parents (and brands) getting the right gift also means picking the right company behind the brand. It used to be that you just needed to select the brand that was cool. Now you also need to pick the brand that’s woke.

Don’t forget about the environment

Gen Z are increasingly dreaming of a Green Christmas. While other generations might see Christmas as a chance to splurge and over-indulge, younger generations believe that environmental responsibility needs to extend to every day of the year.

Brands should, therefore, avoid anything this Christmas that comes across as needlessly wasteful or unsustainable. Plastic toys in Christmas crackers are increasingly becoming a thing of the past. It’s about time.

Ownership is less important

It’s been true for a while that younger audiences value experiences over physical items. This is even truer when viewed through the frame of sustainability. Many younger shoppers don’t want throwaway presents and would rather opt for digital products, such as music subscriptions or video games. Similarly, experiences (particularly highly shareable ones) will continue to be a hot trend for Christmas shopping.

Brands still matter though

That all being said, most teenagers will still be putting specific brands on their Christmas lists. Having the ‘right’ brand is still a status symbol, particularly in a world where people feel the need to always share. Take for example the VSCO Girl craze. Named after the popular video editing app, the trend requires very specific brands. Fjällräven backpacks, anyone?

Parents and brands alike need to understand Gen Z if they want to get it right this Christmas. Either that or stick to the socks. You can never go wrong with socks.


Andrew Rogers is an account director in Allison+Partners’ London office.

NOVEMBER 22, 2019 //     

Christmas marketing campaigns that nailed the ‘Big Idea’ in 2019. Here’s what we can learn

By Gina Mossey

Successful ‘Big Ideas’ are composed of three fundamental elements – piercing insight, brand connection, and succinct expression. Without these, few integrated marketing campaigns can pierce through the barrage of noise around the festive quarter and be effective. We’ve selected three Christmas campaigns that have cultivated the ‘Big Idea’.

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IKEA


The Piercing Insight

When it comes to hosting over the festive season, we all have those little voices in the back of our heads that tell us our homes aren’t presentable enough. From the chipped mug, the crack in the wall to the living room without any personality, we all fear our homes are just not up to scratch.

The Brand Connection

IKEA believes every home is worthy of a festive gettogether, with a little imagination and some clever IKEA products. The Swedish furniture monolith has also tapped into a bigger cultural trend by using grime legend, MC D Double E.

The Succinct Expression

The Wonderful Everyday.


MCDONALD'S



The Piercing Insight

Kids all over the world leave snacks out for Santa and his reindeer on Christmas Eve.

The Brand Connection

McDonald’s celebrates the magic of Christmas through the eyes of Ellie, an imaginative little girl, in an advert which illustrates scenes recognised by parents across the country. The fast-food giant also garners lots of PR with the promise of giving out free ‘Reindeer Treats’ to families on Christmas Eve.

The Succinct Expression

McDonald's is back with its 'Reindeer Ready' message – which gives it strong message penetration and allows the marketing team to spend more on the production and execution. Win win!

M&S FOOD



The Piercing Insight

M&S Food provides its customers award-winning quality and innovative food.

The Brand Connection

The delicious M&S Christmas range of food and colleagues are the stars of the show. The Christmas marketing campaign also drives earned media by including M&S Food celebrity panel members Paddy McGuiness and Emma Willis. The duo wanders through a festive market with more than 100 M&S customers and a real school choir from Wales that sings a rework of Fleetwood Mac’s Albatross, the iconic tune behind M&S' 'this is not just any' campaign. Now, where’s my nearest M&S Foodhall?

Succinct Expression

This is not just food; this is M&S Christmas food!

The winning formula for cultivating the ‘Big Idea’ sounds good, but sometimes the light bulb just doesn’t go off. Great ideas are usually the result of a combination of conversations, research, experience – and time. Allison+Partners has designed a ‘Big Ideas Lab’ to help brands connect with culture and creativity that sits in and outside of their organisations. For more information, get in touch with Jill Coomber at LondonOffice@allisonpr.com.


Gina Mossey is an account director in Allison+Partners' London office.

NOVEMBER 21, 2019 //     

PODCAST: Award Winning Campaigns: And the winner is...

What does it mean for a PR or communications campaign to be award winning? And why should we care about awards at all? Thanks to an action packed awards season in the PR world, we've been able to see some amazing campaigns that have brought home the trophies in 2019.

Andrew is joined in the London studio by Account Director Stephanie Libous, part of the UK Dexcom team that recently won big at the PR Week Awards. They discuss some of their favourite campaigns to be recognised, as well as what it means for a campaign to be award winning today. If you're aiming for that trophy in 2020, you should give this a listen.

Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.

The Stream Podcast can be downloaded via Spotify and iTunes.


OCTOBER 31, 2019 //     

Brand storytelling with purpose

Photo by Ross Findon on Unsplash

By Gina Mossey

Storytelling has been a key element of marketing since the industry’s inception. But as customers’ expectations of brand stories consistently evolve, the stakes keep getting higher for marketers.

After decades of being advertised to, modern consumers are more sceptical than ever. Gen Z in particular looks for their brands to have real purpose that gives them a reason to exist beyond making money. Nearly 60% said a brand’s association with a good cause is likely to spur a purchase.

Our recent trip to the PRWeek awards highlighted some fantastic examples of companies that think more laterally to find their purpose and the narrative around it: incredibly powerful stories that truly drive action. As the potential for brands to drive real change gets stronger, here are some pointers we’ve picked up along the way.

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Make sure the story is one shared company-wide

Those who will turn out to be the real drivers of your brand purpose are your exec team and your employees. Good causes are emotive. So, the more you can get a sense of the values your entire company strongly believes in, the more heart your narrative will have.

Surveys and focus groups can work wonders here. Including members of the C-suite at key points in the planning phase will mean they are several steps ahead and truly bought into the cause when it hits the airwaves across PESO channels. Workshops work really well in the early stages of bringing stakeholders together to tackle collaborative message development and creative campaign ideation.

All of this will ultimately give an engaging and consistent narrative that will spark connections with customers and make them want to adopt and share it as their own.

Answer the “why”

This question is more important than ever to answer in the early planning stages. Ask yourself why your brand supports this cause. Does it align with your brand mission and values? Not only that, but does it fit with the vision of your leadership team? Is there real potential for your company to make a difference? Do you have the resources to put behind this to make a measurable impact?

If the answer to any of these is “no”, more needs to be put in place to be able to truly drive the initiative forward. Taking a step back to ask yourselves the difficult questions here is invaluable. Don’t be afraid to take inspiration from those who do it well or speak to contacts in other markets to get an outsider’s perspective.

Think earned-first

As an integrated agency with its DNA in earned, we practice what we preach by bringing in the earned media specialists when working with brand purpose. The story needs to be genuine and evocative for the customer, skills that PR professionals have honed for years by working with journalists to build stories that capture imaginations. If a story is powerful enough to captivate your earned media, it’ll be one that flies when it comes to driving action across paid, shared and owned channels.

Think long term

Brands that have great purpose are those that are in it for the long haul. Once you’ve taken the time to find your “white space” – where your company can really make a difference – take the time to think about active, measurable commitments you can make. With so many brands storytelling around purpose, customers are sceptical of “window dressing”. They want something tangible to prove your cause is something you care about and are committed to doing right. Shoot for a long-term initiative or partnership that can evolve over time over one-off charity gigs.

If this year’s awards season is anything to go by, stories around brand purpose are here to stay. Driving real change is a marathon, not a sprint. We can’t wait to see what both market leaders and startups alike manage to achieve in the next 12 months. To hear more musings, predictions, and trends around storytelling and purpose, check out this month’s edition of The Stream podcast here: http://bit.ly/2MOgkUm.

Gina Mossey is an account director in Allison+Partners’ London office.

 

 

 

AGENCY NEWS // OCTOBER 30, 2019 //     

ICCO reveals 2019 Global Awards shortlist

Credit: ICCOCongratulations to all our entrants for such a strong selection in both the global campaigns and the individual and team Awards. Those that have been shortlisted demonstrated something extra and impressed the judges by showing effectiveness, impact, and results. READ MORE
OCTOBER 25, 2019 //     

PODCAST: Purpose: Keeping it authentic

Do brands need to have a purpose? How can they find it, and importantly make it truly authentic? More than two-thirds of Gen Z consumers will now actively choose brands that have values they want to align themselves with, so it's never been more important to define what your brand's mission is, outside of making money. 

Andrew is joined in the London studio by Account Director Gina Mossey to discuss the best campaigns from the recent PR Week Awards, as well as some thought-provoking pre-dinner speeches. Plus, the two discuss how brands can both make a positive impact on the world and further their communications goals. 

Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.


The Stream Podcast can be downloaded via Spotify and iTunes.
OCTOBER 17, 2019 //     

Mental Health: We All Have It

By Emily Spicer

Last week, Allison+Partners hosted a training session in the UK on World Mental Health Day to help raise awareness for mental health issues. During the course led by the MHFA, it was shared that one in four people experience some form of mental health issue in the course of a year.

There is still a stigma associated with mental health, and those suffering are often victims of discrimination, which can lead people to hide their difficulties. This is explored in more detail by the Mental Health Foundation who have said that 38% of Brits fear revealing a mental health problem at work would jeopardise their career. The only effective way of helping break the stigma is by building awareness for the issue and encouraging them to seek support. And the first place this starts is in the workplace. Work is where we tend to spend most of our time, and our colleagues are the people we tend to see the most and who are likely to become our close friends. It makes sense that work should then also be the place where we feel safest.

Programmes that work

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There are many different things that can help with mental wellbeing at work. For example, Supermarket chain Iceland highlights the importance of enjoying a good work-life balance. The retailer looks after employees by providing mental health support for those suffering from work-related stress and offers an Occupational Health Service to provide employees with a fast diagnosis and speedy referrals for treatment.

Barclays encourages staff to tell their own stories through its “This Is Me” campaign, in order to break the culture of silence. They’ve also signed up for “Time to Change,” to support employees facing challenges and normalise mental health issues.

At Allison+Partners, we offer support and resources through platforms like our Employee Assistance Programme, which offers a variation of advice through the confidential free helpline and referrals to mental health specialists who can help with bereavement, financial issues, legal rights, housing, wellbeing, etc. They also have a great app that provides useful articles and discussion pages on a wide range of mental health topics.

Our life insurance provider offers us two confidential helplines, legal issues, and bereavement, but they also offer us four free counselling sessions that can be face-to-face with a professional counsellor. This is a great resource, as professional guidance can be the best tool for recovery but is often one that could cost the individual a lot of money or it can take time to get a referral through the NHS. The sessions are very quick and straightforward to organise, and entirely confidential.

There are so many great resources out there that employees and employers can access. The NHS recently launched its ‘Every Mind Matters’ campaign, which has a short quiz to help you better understand your own mental wellbeing. Other helpful workplace resources include Mind, Mental Health First Aid England, Mental Health At Work and Cruse.

Emily Spicer is an HR advisor in Allison+Partners’ London office.

AGENCY NEWS // OCTOBER 16, 2019 //     

PRWeek UK Awards Winners 2019: Healthcare: Ethical & OTC Consumer

The Healthcare: Ethical & OTC Consumer gong goes to 'Live Your Best Life with Type 1', by Allison+Partners for Dexcom, which successfully raised awareness - even in parliament - of what it means to live with this form of diabetes, while advocating for better education about the condition and affordable medication. READ MORE
SEPTEMBER 25, 2019 //     

Building executive visibility the right way

By Sarah Johns 

 

A strong strategy to build executive visibility starts with a good understanding of the current turbulent state of the communications industry.  

As PR professionals, we know how fast our industry changes. In early September, Marie Claire UK announced its decision to cease print publication. It joined a growing club now operating solely online, including NME and Now. But that’s not the full picture, of course. In the B2B market, we’ve seen Incisive Media close IT magazine V3.co.uk, while the commercial finance publication Bridging and Commercial launched in print. And that’s all happened within the span of a year!

In short, PR professionals must be ready for anything, and so do our execs. So, based on the current media landscape, what’s the best course of action?

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Decide how you will be successful 

It may seem obvious, but before embarking on building executive visibility you should re-visit your company strategy, short- and long-term goals, and the audience you want to target. Update your list of top and tier-one media and identify opportunities in the press that best allows you to build visibility in the right places. Achieving a full page of coverage in a national business supplement won’t be easy, especially if you’re not from a FTSE company. But your C-Suite will still expect you to aim high. 

Prepare the executive 

Involve the executive from the start. If they haven’t had much previous experience with the press, it’s vital to get them media trained. Be clear on what you need from them and what they need from you, be it a list of topics they would never want to comment on or access to their calendar to arrange a media briefing at the drop of a hat. Let your executive know they can trust you not to put them forward for opportunities that aren’t quite the right fit for them or aren’t the right audience for their message and be clear about what the right ones would look like. This helps avoid wasting time on the wrong opportunities and maximises time on the right ones.  

Foster a thought leader 

Encourage your spokesperson to build a voice of their own first on owned channels. Whether it’s having them write a blog post once a month or ensuring they regularly post on their LinkedIn profile, having your exec develop content will put your team in a better position to sell them to media. Blogs can be repurposed and placed as bylines, videos of the executive speaking at a company event can be used to pitch the exec for a seat on a roundtable and comments on news articles can be material for an issues hijack. 

Be clear on what not to do 

Bear in mind that to get the best traction, executive content should be unique but on-brand. Remember that saying the same thing as everyone else isn’t going to grab headlines but being too provocative can undermine credibility and land you in trouble. In today’s digital-first world, it only takes one tweet to ruin a reputation that took years to build.  

Done right, building executive visibility can help develop great brand awareness, authority on topics your company wants to be known for and ultimately boost sales. However, executing it seamlessly requires a plan, preparation, and a story. 

 

Sarah Johns is a senior account executive in Allison+Partners’ London office. 

 

SEPTEMBER 25, 2019 //     

The evolution of the communications agency model: Q&A with Scott Allison

By Ellis Reid and Scott Allison

As Allison+Partners turns 18, we sat down with CEO and founder Scott Allison to discuss the evolution of our agency, our offerings and the way we leverage senior leadership for client accounts. 

How has PR changed since the agency started in 2001? 

Scott: The evolution has been dramatic. In 2001, there was a much heavier emphasis on just media relations, generating press releases, media pitching, and placement. Earned media was a key focus. The lanes were much tighter. Now I joke that all the lanes have been taken out of the pool – it’s a mosh-pit where best ideas win, and it doesn’t matter where they come from. 

When we launched the business, there were a few things we wanted to differentiate in. One was how much we embraced media relations and earned media and continue to do so today. We took the view that every agency says they have great media contacts, but that’s not entirely true. We invested in setting up a separate media department, with folks who are heavily engaged in building those media relationships. 

Do you see that the way we use senior leaders’ time has changed? 

Scott: The idea of having a senior strategist on all accounts is a key differentiator for us. In this environment, you can’t get away with a cookie-cutter one-size-fits-all communications programme. It needs some real thought-provoking insight to be successful. And we’re seeing more and more that clients are seeing the value that senior leadership can bring to the table. 

Is the way our clients behave driving this change and ultimately having a fundamental impact on these offerings? 

Scott: It’s a very competitive world; our clients are under a lot of strain to deliver results. The CMO or the chief comms officer is being held accountable for delivering results and making a true measurable impact on the business. The communications function is now seen as so important, these people are reporting directly to the CEO and have tremendous access to the board. It’s a trend that’s absolutely going to keep continuing. Our clients are craving strategy, and they’re also craving navigation through a very tumultuous communications world. This goes hand in hand with having a counterpart on the agency side who is really smart, strategic and has deep industry experience.  

Where do you see the services lie where we can offer the most value with our senior leadership team? 

Scott: One of the areas we continue to thrive in, and an area I personally lead a lot of, is media training – consistently training senior executives to prepare them for media interviews. That’s since evolved into a presentation offering. Many of our clients are doing major TEDtalks or keynote speeches, and we spend a lot of time working with senior executives to help them to get their storytelling down. 

Continuing on from that would be the strategic insight of messaging; how to build a story arc from early on and clearly putting down a communications roadmap.  

Another area is internal comms. We launched a new product last year called Workplace. And we are already working with several clients in the U.S., helping them with their internal communication to position them as fantastic employers. That also goes in issues and crisis management that we also do a lot on. 

So, we offer value on the strategic side at the forefront, prepping and getting clients engaged in moving forward. But you also have the reactive side. There could be a crisis or issues management piece and getting these two sides aligned can sometimes be a challenge. 

In a recent pitch, we presented a strategy using an American football analogy, explaining that you need to build your offense and your defense. And if you get mired in issues management or a crisis, usually the proactive piece completely falls apart. But we talked about an approach where you have both an offense and a defense to make sure the proactive approach never stops no matter what.  

So why is A+P best placed for providing these services over someone in a more traditional consulting role for instance? 

Scott: Being grounded in communications and PR has always given us the opportunity to see different insights for a company. It was then a very natural progression to move into more integrated offerings. Since then, we have continued to expand and invest in the company. 

We bought a film company; they are now doing world-class film production all around the world. We’ve built a research and analytics group from the ground up and invested heavily into those platforms. We’ve brought in creative talent; people that really understand content and are well-versed in the social media aspect. Then we have people who have come from the ad and planning world to ensure we have all the pieces of the puzzle available to our clients.  

There is an incredibly rich diversity of experience within the agency. If you look at a lot of the hires we’ve made over the last two years, a number of them come from the advertising or research sector, which is vastly different from 18 years ago when we were looking at former journalists to form the backbone of the company.  

We also see the global element being extremely important, having local talent all over the world in our 30 offices. We are increasingly going after big global brands. And what we find is once we start working with them and build a trusted relationship, we can grow into other markets. Underwriters Laboratory is a great example of this. We’ve worked with them for almost seven years, and they now work with 20 different offices throughout the A+P network.  

Why should clients choose A+P overtaking these skills in-house? 

Scott: Agencies are incredibly well-positioned because we can deliver this expertise in all the things we have invested in. We have a production company, animation studios in Thailand and a very sophisticated offering in San Francisco. But how do you replicate that in-house? Bringing in a freelance videographer is great, but you won’t be able to deliver what we can deliver. Taking these skills in-house you have a very myopic view. As an outside observer, we see ourselves as someone that has to give very candid, sometimes critical feedback that has to be heard at the highest levels.  

This is a golden era for communications agencies.  

Looking to the next 18 years, what can we expect? 

Scott: 18 years can be a lifetime. The speed of change is being driven by technology as well as how the media landscape has collapsed in many ways and rebuilt itself in other ways. The impact of AI and data analytics and similar areas are going to advance at the speed of sound. It’s going to be difficult for some of the smaller agencies to keep up with this, so we have been investing back in the business to prepare us for these changes.  

For us, we’ll continue to grow. We haven’t even scratched the surface yet. We represent some of the world’s best brands, but it will be up to us and our leadership team to not take our eye off the ball.

We need to focus on what got us here; hiring great people, empowering people to be entrepreneurial and grow their careers and keep an eye on the technology and investments to know what will truly be impactful.  

 

Ellis Reid is a senior account director in Allison+Partners’ London office. 

 

SEPTEMBER 25, 2019 //     

Not prepared? You’re asking for a crisis!

Photo by Kai Pilger on Unsplash

By Jim Selman


As we enter the 50th year of the PRCA here in the UK, we have been reminiscing with industry leaders about what PR was like back in the day and marvelling at how the sector has professionalised over the years. Based on the evolution of the industry, we all have come to expect that crisis preparedness is at the foundation of every reputation strategy. But that is not always the case.

It is common knowledge that a strong reputation can drive value and that a serious crisis can sometimes erase a business altogether. In addition, the prevalence of crises is increasing.  According to the 2018 Deloitte Annual Crisis Survey, 80% of organisations worldwide reported having to mobilise their crisis management teams at least once in the previous two years.

Unexpectedly, another consulting firm found companies can actually come out stronger after a crisis. However, 41% of those companies that came out in a better place allocated budget to crisis management before the crisis hit – and 39% actually saw their revenues grow as a result. Preparedness works. The same survey showed by a margin of nearly 2-to-1, organisations with a response plan in place fared better than those who didn’t. More importantly, those who keep their crisis plans up to date and implement the lessons learned are four times more likely to come out on top.

Years ago, a huge amount of time was often spent drafting and redrafting crisis documents that when finally prepared, would need to be specially bound and carried with both arms using a safety belt to avoid severe back problems. Those huge static documents would then sit on a shelf decaying slowly and only made accessible to a small group of specially trained people. Then when the crisis arose, the team, contact information, and the response were all out of date.

So, what does preparedness look like?

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It needs to be collaborative, exhaustive and always on.

The Deloitte survey showed 21% of companies with board participation in the crisis management plan say the number of crises has declined over the last decade. Among companies without board involvement, only 2% believe this to be true. Senior leadership in any organisation must collaborate in the planning process and be as visible as possible during the crisis itself. As mentioned previously, a crisis is a crucial moment where trust can either be lost, mitigated or even increased depending on how those with the greatest responsibility act in front of their stakeholders. It is not good enough for communicators to have drafted and rehearsed, business leaders also need to feel a level of responsibility in the creation of their crisis response.

In EMEA, Deloitte also found almost 80% of respondents participate in crisis exercises with third parties, examine third parties’ crisis plans or both. Again, the outdated principle that only the communicators inside a client organisation should have visibility to and responsibility for their crisis plan is short-sighted and ineffective. Teams should collaborate both inside and out to plan and test their processes, not simply to ensure a joined-up approach (e.g. throughout the supply chain) but also to get a valuable external opinion.

Crises certainly aren’t a laughing matter. But sometimes there are a few wry smiles in the room when trying to wade through a scenario planning session, discussing every possible awful situation however obscure they may sound at the time. Crises have become more volatile as mass communication has evolved. These days, a relatively small issue can snowball into a massive ongoing nightmare within an hour. Therefore, regardless of what constitutes a “red light” crisis for an organisation, it is important to prepare for EVERYTHING.

Finally, it is important to be always on. This doesn’t mean walking around the office in a tin hat. But wise investment in people and technology allows organisations to regularly train, monitor and analyse to be best prepared. Crisis training is a team sport and should be conducted as such with senior leaders, communicators and other key stakeholders all practicing together.

Organisational strategy, processes, and responses should be kept in digital form and tested several times a year, so they can be easily adjusted and deployed. In a crisis, timing is everything. Training must push everyone involved to work efficiently and ensure monitoring services are up to scratch, always on and plugged into the response process. External monitoring work with human analysis is sometimes overlooked, but it may still be one of the most important tasks undertaken on behalf of an organisation.

The ever-increasing probability of a crisis means readiness is everything. The better prepared an organisation is to take on a crisis, the greater the opportunity is to not only protect its reputation but to rebuild the trust that puts the organisation in a better place.

 

Jim Selman is the UK MD in Allison+Partners’ London office.

 

 

 

 

 

 

 

 

 

SEPTEMBER 16, 2019 //     

PODCAST: Value Added Services: Featuring special guest Scott Allison

Happy Birthday Allison+Partners! We’re 18 years old today, and to celebrate Andrew is joined by a very special guest in our London studio. Global Chairman, CEO and Founder Scott Allison is here to talk about how the industry has changed over the last two decades, and what impact that has had on the services that we offer our clients.

From speaker training and strategy, to crisis communications and video development, the services that agencies like A+P offer are more diverse than ever before. What does that mean for our clients, and how has the relationship between in-house and agency changed for the better?

Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.



The Stream Podcast can be downloaded via Spotify and iTunes.
AGENCY NEWS // SEPTEMBER 10, 2019 //     

PRCA National Awards 2019: Allison+Partners shortlisted

Credit: PRCA READ MORE
AUGUST 28, 2019 //     

Not playing around: What was new at Gamescom 2019

Not playing around: What was new at Gamescom 2019

By: Andrew Rogers

If you’re looking for a visual example of just how big the games industry is, look no further than Gamescom. Held in Cologne, Germany, Gamescom is Europe’s biggest video games conference and convention. It’s rivalled only by E3 in Los Angeles and has drawn brands and fans from around the world since 2010.

Gamescom blends business and fun, with a specified “business area” and “entertainment area.” On one side is a relatively traditional looking B2B trade show, while the other side hosts more than 350,000 passionate fans who have come to try out the latest and greatest games and upcoming releases.

As the industry has evolved, so too has Gamescom. Having attended this year’s conference, here are the main trends we saw (in-between playing the latest Pokémon and Zelda games).

Big tech is now big gaming

Big and recognisable brands are everywhere you look at Gamescom. Nintendo, Microsoft and PlayStation all had massive stands, both in the business- and consumer-focused areas of the show. Square Enix also had a noticeably big presence for its upcoming Avengers and Final Fantasy games, as did EA for FIFA 20.

More surprising was the greatly increased muscle of brands traditionally not in the world of gaming. Facebook and Google in particular really upped their footprint – with Google even bringing its own three-story slide!

Of course, this is all in anticipation of both companies launching brand new gaming platforms. In Facebook’s case, it’s the launch of Oculus Quest, which shrinks down powerful VR into a headset with no wired connection. For Google, it’s the launch of cloud-based virtual console Stadia. Big tech is now also big gaming.

And it’s not just new hardware. Both Facebook and Google heavily pushed their streaming and publishing platforms, looking to attract more high profile and aspiring game streamers to their sites and take a bite out of current market leader Twitch.

Missing in action

There were some notable absences from the show too, including the aforementioned Twitch. While in previous years they’ve had stands that dominate the show, this year Twitch’s booth was quite limited. But with so many brands and fans clearly streaming live on Twitch of their own accord anyway, perhaps Twitch doesn’t need a booth to win Gamescom?

Activision and its associated brands, Candy Crush-maker King and World of Warcraft’s Blizzard were also noticeably quiet at the show this year, and world-leading Fortnite barely showed up at all.

We’re ramping up for a much bigger 2020

While 2019’s Gamescom felt big up close and personal, it’s going to seem quiet compared with next year. For all major companies, perhaps with the exception of Nintendo, 2019 is the end of the current console lifecycle. And while there are some big games coming out, market analysts have pointed to a pretty thin line up of blockbuster games this Christmas.

Next year will see the launch of the new PlayStation 5, Microsoft’s new Xbox codenamed Project Scarlett, and the full public release of Google Stadia. The next generation will bring far more power to consoles, allowing for bigger games and deeper experiences. PlayStation may well also update its PlayStation VR kit to maintain its strong position against Facebook’s Oculus.

Even more fans will descend on Cologne to get the latest controllers in their hands and try games that up until now have not been possible without incredibly expensive gaming PCs.

Live content is key

Though not necessarily new for 2019, this year’s Gamescom did underline the importance of generating live content at the show. Almost all the big stands had either a booth for live streaming, or a full stage with presenters broadcasted across Twitch (or similar platforms).

Gamescom is not just a trade show – it’s also a live event, and one where your live content and reveals must compete with other brand attendees. The best stands hosted live competitions, audience participation and even competitive esports matches. It’s no longer enough to just offer a game demo. Brands also need to find the right presenters, activities and run their own week-long, multilingual TV channel.

From B2B stand management and press briefings, to massive consumer stands and live content, Gamescom has always challenged brands to perfect their events communications. Part B2B trade show, part gaming fan convention, Gamescom shows just how intertwined the B2B and B2C worlds are when it comes to video games. And while 2019 was a great year, the next console generation will force brands to take their comms strategy to the next level in 2020.

Andrew Rogers is an account director in Allison+Partners’ London office.

AUGUST 20, 2019 //     

The importance of taking an integrated approach

An interview with Paul Sears, Executive Vice President, Integrated Marketing.

By Jess Docherty

Allison Partners’ integrated marketing expert Paul Sears is spending six months in London to help expand our existing integrated capabilities in the region and foster deeper integration across the network. While he is here, I thought I’d pick his brain on integrated marketing and why it’s crucial for PR and marketing professionals to implement in their overall communications strategies.  

How does Allison+Partners help clients with integrated marketing?

We prefer to approach all our client work from a holistic perspective. Starting with segmentation, targeting and positioning and the classical 4 P’s of marketing we all know and love (product, price, place, promotion). And asking, “Who is the customer, what do they need, and how do I create something (a product, a service, a campaign, a loyalty program) that fulfils that need?”

A truly integrated approach puts the customer in the centre of the room, then looks at how to position the brand or product to be truly helpful to them. Sometimes we’re helping clients develop and name new products, creating brand and product architecture systems, and working with the client to create new or optimise existing distribution channels. And of course, Promotion – the fourth P, that’s a huge part of what we do as an agency. As a full-service marketing communications agency, we spend a great deal of time creating campaigns to launch and sustain awareness, drive consideration and purchase, and create consumer advocacy and referral. Integrated marketing requires a customer-centric approach and several different disciplines working together.

Why is taking an integrated approach important?

Today’s clients face constant pressure to do more with less.  It’s incredibly difficult to manage a diverse roster of agencies. CMO’s need a strong strategic partner that can answer the big questions about what the firm should make and do, and be truly 360-degree in its go-to-market approach. With more than 80 folks globally working on cross-functional marketing, our clients get access to consultative brand and product marketing, as well as campaign execution.  We’re able to have a single point of contact that understands the client’s business goals and the needs of the customer, as well as every channel we’re activating in.

A basic breakdown of approach:

Research and insight
  • A surgeon presented with a patient who has a mystery illness, wouldn’t just start operating immediately – they’d do some x-rays, and try to find the problem. It’s the same with integrated marketing. We don’t want to rush to market based on assumptions. We take time to conduct research and find unexpected ways of looking at the issues, so we can surprise and delight. But like the surgeon, we know the patient needs help right away, so we’re not going to research ourselves out of the window of opportunity. We balance rigor and agility to get going quickly.
Strategy based on insights
  • First, we want to make sure we’re solving the right problem. Then we’ll mine for that unexpected insight. Then take the insight, and build our work around that, and find the best channels to invest in.
Big umbrella ideas
  • When considering the big idea, we look for inspiration everywhere in our organisation and aim to generate a reaction in people that makes them stop and think. We use viewpoints from all corners to build out the umbrella story that fuels the entire program.
Implementation with agile and nimble optimisation
  • Once we have a well-reasoned “why” then we can start to direct the investment and activity into paid, earned, shared or owned channels. We let research and data do the heavy lifting to help in selecting each channel, so we can thoughtfully consider each step in the customer journey.
  • To make the program effective we work hard to connect dispersed teams so that everyone is aware and can learn from every action. If the PR team have landed a great piece of coverage, we want our social teams looking for ways to expand its reach. We want our creative team to create infographics and social objects from it, we want to boost it with paid and get influencers and consumers talking about it.
Measure and adjust
  • With each of the steps above it is important to fail fast and move on. Measurement is about really being able to understand in depth how the consumer ecosystem is engaging with the work. Interrogate the data, interpret the movement and then start to develop a plan to accelerate channels and activities that are working.

What keeps you inspired?

The most important thing for me is continuous learning and development.  I feel like I don’t know what I don’t know. I love doing research projects in entirely new categories, I try to get one or two new academic certifications each year, I stay connected with my professional network, and I read up on thought leadership as much as I can. I think it’s really fun seeing creativity coming to life in innovative tech-driven campaigns like “The Whopper Detour” or bold cultural stances like “Nike’s Dream Crazy.” 

Jess Docherty is a digital account manager in Allison+Partners’ London office.

AUGUST 15, 2019 //     

10 top tips for a tremendous trade show

By Lizzy Chesters

The trade show world can be a daunting one. The variety and sheer number of events make it difficult to decide which are the best to attend. So, what can be done from a public relations perspective to make attending truly worth the spend and help fuel the all-important sales funnel?

Here are the top 10 things to bear in mind.

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  1. Pick the right show: In our latest podcast episode, I mentioned the average price of a B2B trade show is roughly £350 per square meter, and that doesn’t take into account all the marketing material and human resources needed. Before choosing your show, it is crucial to think about your business goals. By considering whether you want to network, gain industry insight or capture new leads, you can whittle down your list. Similarly, looking back at the history of shows, researching the audience and reading previous reviews can help determine whether this is the right show for you. There are loads of event lists and tools, which can also help.
  2. Secure a speaking slot: This is the best way to reach as much of your audience as possible and can help encourage people to visit your company’s stand. To secure that all-important opportunity, pitch a topic at the forefront of your industry to position your firm as a thought leader. And make sure you get in there early – at least eight months prior to the event itself. In addition, you can use that presentation for further PR opportunities after the event itself; turning it into a byline to pitch later, for instance, can be a great way to maximise the content.
  3. Ask to see the media attendee list: Are there any journalists attending whom you want to meet? It is becoming increasingly difficult to get in front of a journalist, so approaching them at a trade show is a great way to start building a relationship that may eventually lead to future coverage. For the more popular shows, journalists’ schedules can get booked up to a month in advance, so plan ahead. If you don’t manage to meet, follow up afterwards with media who couldn’t attend.
  4. Take notes of the keynote themes/topics: Making a note of what your peers discuss is a good starting point for your own thought leadership – what is your opinion? Is it different? And does your company offer a unique solution to any problems currently facing your industry? For larger industry events, consider writing a ‘round-up’ piece, which includes key takeaways and predictions for the year ahead.
  5. Should you launch a new product/service? Be careful here – if you exhibit alongside FTSE 250 companies, your launch will likely get lost. Sometimes it pays off to attend a particularly niche show, where a more targeted audience will hear your voice. Alternatively, undertaking a piece of research, which can support the announcement, is a good way to generate additional interest.
  6. Savvy social: Before, during and after the event, make sure your business tweets about the show. Always use the event hashtag to amplify your content and ensure influential people see it. Make sure to incorporate images into those posts, so they get as much traction as possible. Also, including relevant links to content on the event website is a great way to drive target audiences to your own website. Include your booth number and/or location at the event to drive attendees to your stand.
  7. Speak to your sales team: Do they have any targets attending the event? How can you work together to secure that business? By working together, you are more likely to get that all-important new business lead, which is the ultimate measure of ROI.
  8. Don’t ignore the analysts: If your company is featured in any technical research (such as Gartner or Forrester), trade shows are an excellent way to get in front of the analysts writing those papers. Contacting the analysts beforehand to arrange a briefing to discuss the benefits and uniqueness of what your company offers is a brilliant time-saver.
  9. Influence the influencers: Attend their talks to gain valuable insights. If they make any comments that resonate with your company’s messages, then send them a link to relevant content on your website to try and ignite a relationship with them. It could also be beneficial to undertake a paid relationship with an influencer around an event. This would involve them promoting your organisation’s attendance across their social channels, attending double-headed briefings, support any announcement you might make and be an additional draw to your stand or presentations.
  10. Maximise your mobile: The cameras on smartphones are of an incredibly high quality these days. Buying a cheap phone stand means you immediately have a camera to document the event. It’s easy to create great video just using your mobile. This content can then be used across social, website or podcasts.


Lizzy Chesters is a senior account manager in Allison+Partners’ London office.

AUGUST 14, 2019 //     

PODCAST: Trade shows - It’s more than just a stand

There are a staggering 1.3 million business events of all shapes and sizes held each year in the UK, so it's no wonder the exhibition and trade show sector is worth a massive £19.2bn to the UK economy. But with a generally high cost of entry, companies want to ensure that they make a splash at trade shows they attend and stand out in their industry. So what are the best ways to grab attention, and how can and should trade show activity go beyond the traditional press briefings?

Andrew Rogers is joined in the London studio by Senior Account Manager Lizzy Chesters to give a step-by-step guide on the dos and don'ts of trade shows, including the best ways to interact with the press and how to make sure your brand stands out amongst all the noise.

Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.

The Stream Podcast can be downloaded via Spotify and iTunes.

AGENCY NEWS // JULY 24, 2019 //     

PR WEEK UK Awards 2019: shortlist revealed

The shortlist for the PRWeek UK Awards 2019 has been announced, after an intense judging process that saw hundreds of award entries.

The expert jury panel of more than 100 leading global brands and agencies have decided which entrants are in with a chance of winning at the glitzy annual awards night on Tuesday 15 October at the JW Marriott Grosvenor House in Park Lane.

Allison+Partners UK has been shortlisted for the Healthcare: Ethical and OTC Consumer category for Dexcom UK.


READ MORE
JULY 18, 2019 //     

PODCAST: Diversity and Inclusion - Why diverse teams make for better campaigns

By: Andrew Rogers and Ellis Reid

Do public relations professionals really reflect the general public? Why does it matter that the communications industry be as diverse as the audiences that we’re trying to speak to? And are we doing enough to foster inclusive teams so everyone can be heard? 

Andrew is joined in the London studio by Senior Account Director Ellis Reid to discuss why both diversity and inclusion are important for creating better, more effective campaigns and discuss where the communications industry can and should go from here.

Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.

The Stream Podcast can be downloaded via Spotify and iTunes.
JULY 17, 2019 //     

What to do when your content fails

By: Jide Adesesan 

 

As PR professionals, we are great content creators who know what good content looks like. However, every so often, even the best can sometimes produce a dud. So, what do you do when your content fails? 

First, don’t be hard on yourself – it’s difficult to create and develop great content. A lot of time, strategy and effort go into creating a quality research paperblog or video, so we despair when things don’t go our way. Instead, if the content doesn’t meet expectations – i.e. low viewing numbers, click-throughs or download rates – follow one of these steps below to turn it around and get that campaign back on track. 

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What did you miss? 

For your content to work, it must be relevant and timely. The sweet spot is where your audience’s interests and challenges overlap with you and the client’s business objectives. 

Reflect on what you might have missed the first time around. Consider if you have taken the audiences into account: did you misjudge what they want or find important?  

The most common problem when it comes to failing content is misunderstanding the audience and what it takes to coax them into action. 

What’s your content tilt? 

So, you’ve found your sweet spot and understand what your audience wantto read about. Now what?  

It’s time to find out why the original content failed your expectations. Ideally, you want to create a piece of content that can compete with the hundreds of thousands of links on the internet that promise the same thing you are selling.  

Be sure to scan what your competitors say about the topic and find the gap – the tilt – that separates your content and gives it a fighting a chance. For instance, if your content is around the keys to a successful digital transformation, then I’ve got bad news for you, pal! 

Also, think about your headline – you only have one chance to make a good first impression. 

Raise visibility 

Help your customers find you by investing in content distribution. There are a number of cost-effective channels available, such as social media paid campaigns and email marketing.  

It’s also worth putting in the time to make sure your work is optimised to improve your online visibility. Check out these free SEO tools. Better yet, speak to one of our All Told colleagues to support your effort.  

Manage expectations 

This is the most difficult aspect of correcting failing contentand it’s also the most critical. What are you trying to achieve with this piece of content? Are you trying to drive sales or raise awareness? And, can your content really help achieve all these objectives? How do we measure success? 

If you haven’t already, this is when you need to have an honest conversation with your team to discuss what’s gone wrong and how you propose to fix it. But you also need to be forthright about expectations and what the content is likely to deliver. 

What do you do with bad, unengaging content?  

The question of whether to purge any particular piece of work depends on a number of factors – is this content useful to anyone? If I removed it from the website or archive, would anyone miss it? Does it damage the brand?  

We are not perfect and sometimes get it wrong. But the important thing to remember is all is not lost and almost any piece of work is salvageable. Start again with the basics and give your content time to do well.  

 

Jide Adesesan is a senior account executive in Allison+Partners’ London office. 

JULY 17, 2019 //     

THE STREAM UK PODCAST





The Stream Podcast can be downloaded via Spotify and iTunes.
AGENCY NEWS // JULY 12, 2019 //     

Creative Moment Awards 2019

Credit: Creative Moment Awards

Congratulations to all those who made the shortlist for the inaugural Creative Moment Awards.

The Creative Moment Awards, in association with Opinium, celebrate the best of the best in the UK creative sector today.

We’re thrilled to have had so many of you enter and it’s been a pleasure to recognise your work.

Now we are looking forward to 26 September where we will announce the winners.

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JULY 12, 2019 //     

[ODCAST: Episode 3 Diversity and Inclusion: Why diverse teams make for better campaigns

Do public relations professionals really reflect the general public? Why does it matter that the communications industry be as diverse as the audiences that we’re trying to speak to? And are we doing enough to foster inclusive teams so everyone can be heard? 

Andrew is joined in the London studio by Senior Account Director Ellis Reid to discuss why both diversity and inclusion are important for creating better, more effective campaigns and discuss where the communications industry can and should go from here.

Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.






The Stream Podcast can be downloaded via Spotify and iTunes.
JULY 10, 2019 //     

Four ways to make the most of a media tour

By: Ellis Mendon

 

While much of public relations has gone digital, there is still tremendous value in facilitating good, old-fashioned facetime between journalists and company executives. Media tours are critical for relationship building and help increase chances for deeper coverage on a company and its products or services.

So, how do you make the most out of one? Here are our four tips for ensuring success.

 

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1. Consider the calendar

Before you nail down dates for your trip, have a thorough look through an events board to make sure your visit isn’t overlapping with other key events going on. The last thing you want to do is have to compete for a journalist’s attention and time. A helpful and reliable site to use when planning is Techmeme.

If you’re travelling internationally, be sure to consider national holidays. You don’t want to wind up booking your trip when journalists are off work.

2. Engage with journalists

When it comes to securing interest for briefings, it’s important to make sure you are pitching them effectively and meeting journalists via their preferred style of communication, whether that be email, text message or social media platforms like Twitter. Do your research before conducting outreach. If you know that a journalist is active on Twitter and their bio says they are open to receiving pitches via DM, shoot them a message on the social platform.

And yes, while the overall group is a dying breed, there are still some journalists that have a desk phone that they answer. No two journalists are the same.

3. Make the narrative relevant

It’s safe to say that no matter what media market you are working in, journalists are interested in learning how your announcement or story fits into the wider picture. You can guarantee that at some point during a journalist briefing, he or she will broach the subject of current events or introduce a recent trend. They will want to hear your spokesperson’s POV on the matter and learn how the announcement and/or company ties into what’s happening.

Do your homework ahead of the interview and prep your spokesperson for success. If the publication you are meeting with has a specific focus that fits nicely with your business’ focus or point of view, have your spokesperson reference it to show they are familiar with the publication and were thoughtful in scheduling the meeting.

4. Foster relationships

If your company executive is on social media, have them follow the journalist on Twitter and take the time to read through some of their recent coverage before the meeting. This will help him/her understand the journalist’s tone and provide insight into what topics they have written about.

Having this background knowledge can also be a good way for the spokesperson to break the ice with the journalist and relate to their interests, finding a common ground for where they can connect beyond the company news.

After the media tour is finished, it’s important to follow up with journalists on any lingering items you promised. It’s also nice added touch for your executive to handwrite or email a note to the journalists who they met with thanking them for their time. After all, the overall intent of this process is about bettering relationships with influential media.


Ellis Mendon is a senior account executive in Allison+Partners’ London office.

JUNE 27, 2019 //     

Communicating with the LGBTQ+ community in the digital age

By: Gina Mossey

As part of our agency’s celebrations for Pride Month, we hosted a panel event in the London office in collaboration with Out in Tech, a global not-for-profit for the LGBTQ+ community in tech, to discuss how the internet has changed the way brands can and should communicate with the LGBTQ+ community.

Chaired in style by our very own Account Director Andrew Rogers, guest speakers who imparted their words of wisdom included:

  • Polly Shute, Director of Partnerships at Parallel Lifestyle
  • Alex Wood, Europe Editor at Forbes
  • Matt Risley, Digital Director at MTV UK
  • Saski, Pride Host and LGBTQ+ Educator

A thought-provoking and lively conversation left us all with a lot of food for thought. Here are the key takeaways.

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Start with your staff

We’ve seen a lot of companies support Pride because other companies do – we all know brands are fast followers. But the most effective brands support LGBTQ+ communities year-round and get input and feedback from their employees to make sure they get it right.

Consistent communication with employees is the crucial piece of the puzzle between brands getting it right or wrong. The more they can be involved in the process, the better-informed senior teams will be. This will help you avoid falling into the pinkwashing trap, and instead show your company really listens to the challenges faced by real people.

LGBTQ+ is more than just one category

This umbrella community contains many subgroups, and brands can ignore this at their peril. Each subgroup needs to be marketed to in a different way, as each have their own pain points about their personal, historical and cultural experiences. Language is a key component here, as a positive term for one subgroup can be quite the opposite for another. However, empathy, consideration, and kindness will speak across the community. Within any content, we need to make sure everyone is represented.

Getting the language right again brings us back to the workplace. For society to get used to modern usage, we need more training on what is positive and negative to whom. For example, “queer” is something of a reclaimed term for younger people, while older generations can find it offensive. The more educated society becomes on this, the more intelligent our ways of using these terms socially will be.

Digital targeting for LGBTQ+ groups is still in its infancy

Building on the discussion around language, the group showed digital targeting for the community isn’t as sophisticated as it needs to be. Differences in connotations between different parts of the LGBTQ+ community means positive and negative keywords are tough to define and is a bigger conversation for the global tech community to have.

The panel also advised brands to beware of “The City Bubble.” LGBTQ+ initiatives and messaging are more advanced in major cities. But brands looking to truly get their comms strategies right need to make sure those who live in less urban areas are also represented.

They also highlighted the struggle with internet users known as “lurkers.” These people view and consume content, but they do not comment or share, making it hard to ensure their views are taken into account. We need to make sure we reach and engage the people who don’t feel they have a voice. Putting efforts into physical focus groups and research will help brands navigate this.

Be wary of only using technology to communicate

The group agreed the explosion in digital platforms has been positive in terms of visibility for LGBTQ+ issues. But it’s important it complements and does not replace, face-to-face interaction with the community. One-to-one level comms are important for any strategy.

Brands can tap into this by keeping events and meet-ups a key part of their strategy, such as hosting talks from key influencers in their sectors who have links to the LGBTQ+ community, putting emphasis on current topics and issues that have relevance to the subgroups.

Making mistakes is part of the journey

A key point the panel wanted brands to take away from the event is that it isn’t the end of the road if you make a mistake. It’s likely brands will get it wrong sometimes, and they shouldn’t take it personally. They advised that rather than pulling out all the stops to defend yourselves, listen to the community and put yourself in their shoes. Taking a step back and listening to the voices that matter will help you work out where to go from there.

The event’s open and honest discussion around these issues, thanks to our fantastic panel and the questions from our brilliant audience, is a perfect example of the collaborative conversations that need to happen to drive change on a bigger scale for the LGBTQ+ community. Brands that keep this at the core of their activity will be the ones that truly lead the way.

Gina Mossey is an account director in Allison+Partners' London office.

JUNE 18, 2019 //     

Our top takeaways from London Tech Week 2019

By: Lizzy Chesters

Sceptics may suggest the UK’s technology sector feels the pressure of Brexit, but that doesn’t seem to be the case based on all the events, conferences, product launches, hackathons, forums and company announcements out of London Tech Week.

The capital was abuzz last week with the annual event that brings together the good and the great of the international business community for a celebration of all-things-technology.

Theresa May kicked-off the festivities with a series of investment commitments, including £153 million ($192 million) of government funding plus a £205 million ($257 million) pledge by the industry to invest in technologies such as accelerated drug development from quantum computing. May said the UK sits "on the cusp of the next great industrial revolution." She also announced the availability of 2,500 AI and data conversion courses to commence in 2020, as well as the launch of a study into tech competitiveness to identify opportunities and support for digital businesses to ensure the UK remains the most attractive place to build a technology company.

In other positive news, the UK is now home to more than 70 tech unicorns, having created more $1 billion companies every month in the last year. The figures released by TechNation and Dealroom also revealed London has the most fintech unicorns of any European city, and it has more $1 billion start-ups than San Francisco.

Here are some more stand-out highlights from this year.

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Tech giants were seen and heard

In a philanthropic move, Square, the payments company co-founded by Twitter CEO Jack Dorsey, launched an initiative alongside The Entrepreneurial Refugee Network to enable refugee entrepreneurs to accept card and mobile payments to help get their businesses off the ground.

In addition, Facebook chose the event to announce it will open an engineering centre in London that will build tech tools designed to keep harmful content off its site. The company will create more than 500 new tech jobs, including 100 in AI, for the new hub by the end of 2019.

The future of 5G

Of course, it would be silly to think we could get through the week without someone mentioning 5G. Digital Secretary Jeremy Wright broke the silence, revealing the government will invest £40 million ($50 million) in 5G testbed and trial projects as part of plans to improve mobile connectivity across the UK. This latest investment round is through a wider £200 million ($250 million) project to test 5G technology that can support more than a million devices per square kilometre and speeds up to 10 times faster than 4G.

Fintech crosses borders

Leading UK fintech companies Monzo and Revolut rounded off the week with a couple of major announcements.

Monzo said it officially plans to expand to the U.S. (Los Angeles) led by CEO Tom Blomfield. From there, the firm will carry out its first launch events before expanding to other cities around the world.

Revolut reported it will open its public beta in Australia. A lucky 20,000 people on the waitlist will soon be able to use features such as money management and foreign exchange, with the fintech eventually offering these services to more people in the coming weeks.

With London being hailed as the global centre of fintech, it is great to see some of the country’s most promising businesses share their amazing expansion plans. The UK has solidified its well-deserved reputation as a major tech player on the global stage, and the next 12 months should be just as progressive and exciting as the last.

 

Lizzy Chesters is a Senior Account Manager in Allison+Partners’ London office.

JUNE 13, 2019 //     

PODCAST: Podcast marketing and getting brands behind the microphone

Episode 2

1 in 5 young adults now listen to podcasts on a weekly basis, and more podcast content is being created than ever before. No wonder then that brands are trying to get in on a slice of the action. 

Andrew is joined in the London studio by Digital Account Manager and podcast aficionado Jess Docherty to discuss how brands can and should get involved in the world of podcasts, from creating their own to sponsoring content we already know and love. 

Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk






The Stream Podcast can be downloaded via Spotify and iTunes.
JUNE 11, 2019 //     

5 Top tips: Creating mobile optimised content

By: Sian Hobday

Getting content to perform well on mobile is no longer optional – it’s essential to improve user experience and increase views.

For better or worse, mobile phones are now the most popular way of accessing the internet. In 2018, 62% of total time spent online was on a smartphone, according to Ofcom. The average UK person spends more than a day online each week, with 78% of the population now checking their smartphones within five minutes of waking up.

Most brands now adapt their existing content for mobile, and the most successful companies create content mobile-first. Nearly a quarter of all ad spend now goes on mobile, Ofcom notes. By evolving your content strategy to match user behaviours, your readers will thank you for it with views.

Here are our five top tips for ensuring your content is mobile ready:

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Consider reading patterns

There is a lot of research on how we consume content on our screens. Heat maps trace where our eyes and mouses travel as we navigate through a website or app. In most cases, it follows an “F pattern,” where users focus on the top left-hand side. The first few words and sentences are important for these types of readers. Others may only scan headlines and subheadings. Think carefully about the placement of key content and make it easy for users to take the next step.

Format content for the small screen

Keep content short and simple, so it can easily be scanned. Shorter headlines attract clicks too. If you need help, tools like Hemingway Editor can show how to improve your writing. Don’t forget simple tactics, such as bullet points and headings, to break up longer pieces of content.

It’s important to check how your content actually appears on mobile. Does it fit onto the screen? Are the images too large? Is the copy easy to read? Something as simple as the fonts and background colour can affect legibility.

So much content is shared on social media now – the average person has seven social accounts, with most of them connecting via mobile. How “shareable” your content is on mobile devices is increasingly important. It can provide a great opportunity to increase views if you make it as easy as possible for people to share.

Optimise for Google

Optimising for Google featured snippets has become more important due to the changes in the way we search for content. These snippets have higher click-through rates than regular organic search results. They also feature on the first page of the search engine results page and aim to answer queries as specific as possible.

Can you make summaries of your content or numbered lists that answer the most common search queries, so they are more likely to appear as a featured snippet?

Use images and video to add value

Images and videos have become the key drivers of attracting users’ attention online. This isn’t limited to simply using more photos or pictures of your product. Infographics or appropriate GIFs are a great way to enhance your message. Be wary of size and avoid taking up too much space, as large media makes content hard to read and can distract from the main purpose of the content. Too many images can have an adverse effect and cause users to switch off.

Finally, make sure it loads quickly!

The optimum time for a web page to load is three seconds, according to Google. Any longer, and users lose patience and click away. More than half of mobile website visits are abandoned if a mobile site takes longer than three seconds to load. And for every one-second delay in site load time, conversions fall by 12%, according to Google.

Sian Hobday is an Account Manager in Allison+Partners’ London office.

 

 

 

JUNE 7, 2019 //     

InfoSec 2019: Challenges and Opportunities facing Cybersecurity

By: Sarah Johns

Over 14,500 cybersecurity professionals and 400 suppliers descended on Olympia London this week for Infosecurity Europe 2019, arguably the most important cybersecurity event of the year.

Given the size of the event, it was no surprise to see vendors pulling out all the stops to grab the attention of attendees. Stands were adorned with arcade games, water features and escape rooms, and there were freebies galore, with stands giving out everything from free pens to socks and webcam covers to popcorn doused in liquid nitrogen.

It was great to see brands building awareness of their cybersecurity tools and engaging potential customers through gamification and other marketing initiatives in the exhibition hall. However, the conference programme remains an equally important part of the event, giving companies the chance to hear from each other’s security experts on the key challenges they are facing and how they can counter-act threats. So, what were the key takeaways?

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Cybersecurity professionals face increasing complexity and uncertainty

What came up time and time again was how challenging cybersecurity work has become. CISOs and their teams must contend with an increasing number of threats. In fact, according to the National Cyber Security Centre, the average number of cyber-attacks on UK businesses has grown from four in 2018 to six in 2019. These threats are also more complex, as highlighted by the commons public accounts committee in The Times. Jane Frankland, author of “Women in Cybersecurity,” stressed that one way companies can deal with this complexity is by hiring more diverse teams. Non-homogenous groups can offer a wide range of approaches and perspectives, therefore often proving more adept at problem-solving than ones primarily made up of personnel from similar backgrounds.

Humans remain the weakest link when it comes to cybersecurity

Whether it’s using easy-to-guess passwords, not using multi-factor authentication or configuring the cloud incorrectly, all too often human error is to blame when it comes to cybersecurity. On the keynote stage on day 1, Dan Raywood, contributing editor at Infosecurity Magazine, chaired an excellent panel discussion on rethinking cyber defence to combat complex risks, threats and vulnerabilities. He discussed the many reasons for it but noted that humans are usually at fault. An interesting point was that it is human nature to assume you will not experience “the worst,” such as a major hack unless it has happened to you.

However, as recognised in the discussion, organisations are cottoning onto this and improving their security procedures following high-profile breaches such as the global 2017 WannaCry attack. This case was somewhat of a turning point for many organisations, serving as a widespread awareness campaign and prompting many organisations, not just those affected by this particular ransomware, to patch their systems more regularly.

Technology is key to bridging the gap

In conversation with one systems engineer, it was noted that no matter how many employees a company has in its SOC (security operations centre) team, there simply will never be enough to deal with all the cyber alerts and incidents manually. Technologies such as AI, automation, and analytics are therefore playing a vital role in helping security teams do their jobs well. For example, there was software being demoed at Infosec that enabled employees to constantly monitor for threats and gauge their risk to the organisation, and easily see which ones they needed to prioritise in order to manage their time effectively.

Infosec 2019 has been another hugely valuable opportunity for European cybersecurity professionals to review the most pressing issues facing the industry today as well as share best practices for securing networks, from cloud to endpoint. But it is not just security specialists that have a responsibility to stay secure. It is up to all of us to ensure we are doing all we can to protect our networks and all the data stored on them.

Sarah Johns is Senior Account Executive in Allison+Partners London office.

MAY 29, 2019 //     

PODCAST: Toys and Games: Predicting the hot trends for 2019

Episode 1

What will be the must-have toy this Christmas? How has the market for toys and games changed this year, and what can we expect to see under every Christmas tree this December?


Andrew Rogers, Account Director at Allison+Partners, is joined in the London studio by Jill Coomber, MD Consumer Europe, and Gina Mossey, Account Director, to discuss the weird and wacky world of toys. From YouTube unboxing videos to blockbuster licenses, the team digs into what kids (and adults) just can't wait to get their hands on this year. 

Like our podcast? Why not leave us a review and subscribe on Spotify? 



The Stream Podcast can be downloaded via Spotify and iTunes.
APRIL 29, 2019 //     

Why Cause-Led Campaigns Benefit from Influencers and Social Engagement

By: Emma Poleszuk


From the influencer-backed 
Fyre Festival that didn’t exist to the Kardashian’s controversially promoting an appetite-suppressing lollipop, the authenticity of influencer marketing has been brought under the spotlight recently and covered widely in the media across the globe.  

However, it can be argued that there is a genuine benefit in engaging with influencers to promote your cause-led campaign, whether this is related to charity, animal conservation or fundraising. 

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Authenticity is Key 

Consumers have become increasingly social media savvy as platforms and the concept of influencer marketing has continued to develop, often scrolling past paid promotions and #sponsored posts deeming them disingenuous.  

Engaging with those known for dedicating their lives to your cause such as raising awareness of plastic in the oceans, for example, would be a natural fit to promote your latest recycling initiative, with resulting content coming across as more authentic. Chances are, their following will also be passionate about whatever cause it is you’re promoting and find the content engaging, making them more likely to make the necessary call-to-action, whether this is buying your product, signing your petition or donating to charity. 

Celebrity Isn’t Everything 

It’s easy to get hung up on numbers, and assume the higher the following, the higher the return on investment. However, the rise of the micro to macro influencer, defined as those with between 10k-100k+ followers, has shown that an engaged audience often lies in these numbers, with followers choosing to engage in content that resonates with them and the passions and causes they align themselves with, as opposed to the following of the latest fleeting reality star who click subscribe because 1.5+ million others have. 

It’s worth noting too that your brand’s influencer army doesn’t have to be led by celebrities in the traditional sense. Those who can carry an authentic message for your brand and mission can range from industry leaders, lecturers, and business executives to politicians and charity ambassadors, again boosting the integrity of your message with backing from respected SMEs.  

The platform you broadcast your message on should also vary depending on the content, with digestible videos and memes working better on Instagram and polls or links to longer articles gaining more traction on Twitter. Once you know who your audience is, you can work out who they listen to and where they consume their content to ensure maximum exposure and awareness of your cause. 

People want to help  

Consumers can feel bombarded with paid promotions, brand collaborations and #gifted content across social media, and if it appears to be pushing materialistic products for corporate profit and gain, it’s easy to switch off. The ratio between this kind of content and influencer content looking to genuinely make a difference and raise awareness of issues in society is likely quite uneven. Focusing on cause-led content increases the chance of your message standing out, giving those scrolling something worthwhile to engage with. 

A recent survey from The Charities Aid Foundation found that whilst 59% of charities believe they are using new technology and social media effectively, only 29% are using tech effectively to increase giving and donations, which as discussed, is where influencers can help. Digital platforms and the influencers that inhabit them are key to reaching new audiences with your cause-led message and could result in unprecedented results for your campaign. 

 

APRIL 15, 2019 //     

A quick-start guide for brands using podcasts

By Andrew Rogers


Unless you’ve been living under a rock – and even if you have been – you’ve no doubt been hearing the buzz about podcasts. In 
a matter of a few years, podcasts have gone from niche medium to mainstream phenomenon. Many podcasts now boast more listeners than radio shows. Increasingly too, the boundaries between podcasts and radio are becoming blurredBBC Sounds, for example, mixes them all up into a single audio product.  

1 in 5 young adults now listens to podcasts at least once a week. The biggest series have a huge reach, as well as an audience that generally skews towards more affluent and influential consumers (1 in 5 podcast listeners earn over £100k and 42% are business decision makers). The sheer variety of podcasts now available also means you can target consumers with specific interests or demographics.  

It’s a no-brainer that any marketing professional should at least consider using podcasts as part of their 2019 plans. However, as with anything new, getting involved can be intimidating.  

Never fear though – we’ve put together our very own podcast marketing quick-start guide. Here are the three main ways that your brand can get involved in the wonderful world of podcasts.  

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Be a guest on a podcast 

Podcasts and traditional radio shows have plenty in common, and that includes the need for great guests. While some podcasts have the same hosts each week, many more will include guests to keep each episode fresh.  

For brands, this means opportunities to secure guest slots for spokespeople or talent. For consumer entertainment brands, placing talent on podcasts is a great way to plug their upcoming projects. For B2B brands, placing a CEO on a key trade publication’s podcast can mean speaking directly to the decision makers in your target industry.  

Importantly though, you need to do your homework and pick the right podcasts. Guest interviews work when they’re engaging and where there’s real chemistry and conversation. Pair the wrong spokesperson with the wrong show, and you’ll get a flat interview that may never see the light of day. Get the combination right and you’re in for an episode that’s entertaining while getting your key messages out there 

Sponsor a great podcast 

Sometimes it’s best to go for the direct approach, particularly when you’re looking to drive sales or subscriptions. Sponsoring podcasts is effective, measurable, and easier than you might think. While you can go ‘door-to-door’ for some of the smaller podcasts to ask about advertising rates, most now work through bigger podcast platforms.  

Take Acast, for example, which represents some of the most popular shows including The Football RambleMy Dad Wrote A Porno and The Allusionist. By bringing so many popular podcasts in one place, brands can now advertise at scale. New technology also means that ads can be placed into podcast episodes for a limited time period, or for different geographies. You can now, for example, run ad campaigns that target just UK listeners, even for shows produced in the US.  

Podcast advertising is highly effective, with 76% of listeners taking action after hearing a brand advertised. It’s also measurable by using a system of bespoke trackable discount codes. Most of the time, you can even get hosts to create the ads for you, making them more engaging and authentic.  

Create your own series 

Want to take things to the next level? If you have plenty to say and want to get a clear message out to the world, you might want to create your own podcast series. Podcasts make for great content and are a much more digestible way to get your thought leadership across, particularly for B2B brands. As we become increasingly time-poor, many of us prefer to listen to opinion through headphones than to read it on our screens.  

This is, of course, the more time-intensive of the three routes. You will need good content, an engaging host, and guests that create enough conversation. Podcasts also need at least one series – a single episode won’t cut it.  

The potential pay-offs though are huge. Podcasts take thought leadership to the next level or can create a series that entertains while sharing key brand messages. Take for example the Why We Eat What We Eat podcasts which were created by the meal-box delivery service Blue Apron. The show uses popular food author and historian Cathay Erway to look at a new interesting food story each week. The podcast delivers content that a foody audience will want to hear, and by building that audience creates the perfect space to share their brand messages and drive subscription sign-ups.   

Have we whetted your appetite for podcasts? Our team can help you to get onto the right podcasts, or to start creating your own. Just get in touch with the team to find out more. 

Or if you want to listen to more podcasts yourself, check out our list of the top 5 marketing and PR podcasts you should subscribe to right now 

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