Is your PR plan good enough? (Part one)

Stephen Waddington over at Ketchum mapped out the basic ingredients of a PR plan. Go and check his list of ingredients out, I thought I would dig into the subject area  in a bit more depth.

I have swapped around and amalgamated some of the elements that Stephen highlights in article.

When thinking about the process, I also wanted to consider how do you appraise quality of a PR plan?

‘Building a house on granite, rather than sand’

The PR plan should be a collaborative effort between client and agency. Traditionally, the agency has taken a brief, gone away and come back with a plan – rather like Moses coming down from the mountain with the ten commandments carved in stone.

It makes sense to check in with the early stages at least. This check-in process ensures that there is not too much of a gap between client and agency thinking and prevents the plan having to be rewritten in a hurry. Each part of the plan stands on how well the previous section has been written.  A secondary reason of engaging the client is ensuring that they feel ownership and responsibility for plan, which will help on securing internal buy-in and organisation conviction in pursuing it with the right amount of resources.

Objective(s)

How would you decide your objectives? Start with agreed business objectives. I find it amazing the degree of differing interpretations of what the business objectives that you can see when sitting down with different people in the same marketing team. It is worthwhile considering a third party to manage the ‘norming’ of business objectives in a workshop with the people who are either responsible, accountable or consulted with regards the implementation and success of the PR programme. People who fall under:

  • Responsible will be doing the work on the PR programme
  • Accountable will be those people who have the final sign-off on the activity
  • Consulted will be subject matter experts (legal team, regulatory team, brand guardianship, product or service experts). If the programme is marketing communications orientated  then third parties such as the agency responsible for  advertising media planning and creative ideas should be involved.

The responsibility assignment matrix is a great way for agencies to understand the client environment for a given project. RACI – responsible, accountable, consulted and informed. Informed people are the recipients of one-way communication when a project step has been completed.  Those being informed shouldn’t be demanding changes on a programme of activity. Understanding this helps focus the planning process and subsequent approvals process for content.

Once you have an agreed set interpretation of business objectives:

  • Define the stakeholders that you want to influence?
  • What is the behavioural change that you would need to see from the stakeholders in order to help achieve the business objectives?

From this should fall the way that you want the PR plan to contribute in the organisation achieving its business objectives.

Appraising the PR objectives:

  • How tightly do they map to the business objectives?
  • How tightly focused are they? I’d recommend three or less objectives to keep any activity focused. If there are more than three, reprioritise and focus the objectives to bring the  list down to three or less
  • Is there a ‘tension’ or ‘mutually exclusive’ element in the objectives? If so, then there needs to be a reprioritisation or complete rethink of objectives

Stand by for part two! In the meantime if you need assistance in developing a communications plan or want an existing plan thinking validated get in touch.

Five for Friday | 五日(星期五)

Things that made my day this week

The soundtrack to my week was this three hour programme on the music of jazz musician Thelonius Monk

Only Japan could successfully leverage a much loved children’s TV and comic book character to try and reduce syphilis infections. It was interesting to hear that the creator of Sailor Moon was a pharmacist who saw the urgency and need. Quartz alludes to Shinjuku – the entertainment district being the epicentre. It has seen an increase in foreign sex tourism from other Asian markets driven by a larger middle class (cough, cough China).

Great short film by the Wall Street Journal about obsessive Japanese Hi-Fi buffs

A Uniqlo campaign is always something that I look forward to and Uniqlo Danpan is no exception

Interesting effort to move the discussion on around the Volkswagen brand from dieselgate

Five for Friday | 五日(星期五)

Things that have made my day this week

This week I have been listening to classic Japanese pop from the 1970s and 1980s – late Shōwa era for the win!

Canada’s tourism board has been running a campaign in Japan. They got the studio behind anime blockbuster ‘Your Name’ to do this 30-second spot

The Isle of Dogs marries anime with Wes Anderson and looks amazing

Porsche have done a great piece of content marketing about conductor Herbert von Karajan’s 1970s vintage Porsche 911 RS

Expect this in every planners tool box soon – German Performance Artists Act Out Amusingly Surreal Skits for Passengers Aboard Passing Trains

Connection planning has some problems

A couple of years ago I did a presentation on connection planning and much of that thinking still has value. But some of the tenets of connection planning are now challenged by changes in marketing practice and strategy in the business to consumer space.

Connection planning process

The focus on user engagement has been affected by three things:

  • Social platforms have been moving their business model and interactions towards traditional brand advertising models. Social networks like Facebook and Twitter are structuring their algorithms and advertising closer towards the reach and repetition model of traditional broadcast advertising. TV advertising dollars are what social platforms are chasing, rather than going after Google
  • Consumer brands, particularly from publicly listed mature players are facing business pressures from the threat of private equity ownership that would look to sweat the assets at the expense of longer term brand performance.  No one is immune to this, not even Nestle that was thought to be protected due to Swiss regulations. This has led to a resurgence zero-based budgeting that is locked in focus on return on investment over a shorter time period. From a communications planning perspective there are no sacred cows, no guaranteed longer campaign story arcs or brand engagements as spend has to be justified from a clean slate each year
  • Most marketing spend tends to be around existing products, often in mature markets. New products run a high risk of failure. New products in new categories are generally the province of start-up graveyards – we remember the few successes rather than the legion of failures. Marketing thinking for mature brands in mature sectors (so most FMCG categories and established brands). This change has been driven by research financed by FMCG companies including Coca-Cola, Mars, Kraft and Kelloggs  at the Ehrensberg-Bass Institute for Marketing Science. Ehrensberg-Bass’ Byron Sharp book ‘How brands grow‘ is the talisman for these marketers and their agency side media planners

The shorter focus of consumer marketers makes it much harder to build a brand culture that sticks like Red Bull has managed to do. Flow of storytelling becomes less important than reach and stream of repetition.

Marketers: you are not a goldfish and neither is anyone else

I have grown tired of a ridiculous statistic being used so frequently that it becomes marketing truth. It’s regurgitated in articles, blog posts, social media and presentations. The problem with it is that affects the way marketers view the world and conduct both planning and strategy. The picture below is a goldfish, his name is Diego. If you’ve managed to read this you aren’t Diego.

Diego

I realise that sounds a little dramatic, but check out this piece by Mark Jackson, who leads the Hong Kong and Shenzhen offices of Racepoint Global. It’s a good piece on the different elements that represent a good story (predominantly within a PR setting). And it is right that attention in a fragmented media eco-system will be contested more fiercely. But it starts with:

Over the course of the last 20 years, the average attention span has fallen to around eight seconds; a goldfish has an attention span of nine! The challenge for companies – established and new – is to figure out how to get even a small slice of that attention span when so many other companies are competing for it.

Mark’s piece is just the latest of a long line of marketing ‘thought leadership’ pieces that repeat this as gospel. The problem is this ‘truth’ is bollocks.

It fails the common sense test. Given that binge watching of shows like Game of Thrones or sports matches is commonplace, book sales are still happening, they would have to be balanced out with millisecond experiences for this 8-second value to make any sense as an average. The goldfish claim is like something out of a vintage Brass Eye episode.

To quote DJ Neil ‘Doctor’ Fox:

Now that is a scientific fact! There’s no real evidence for it; but it is scientific fact

Let’s say your common sense gets the better of your desire for a pithy soundbite and you decide to delve into the goldfish claim a bit deeper.  If one took a little bit of time to Google around it would become apparent that the goldfish ‘fact’ is dubious. It originally came from research commissioned by Microsoft’s Advertising arm ‘How does digital affect Canadian attention spans?‘. The original link to the research now defaults to the home page of Microsoft Advertising. Once you start digging into it, the goldfish wasn’t actually part of the research, but was supporting desk research and thats when its provenance gets murky.

PolicyViz in a 2016 blog post The Attention Span Statistic Fallacy called it out and provided links to the research that they did into the the goldfish ‘fact’ in 2016 – go over and check their article out. The BBC did similar detective work a year later and even went and asked an expert:

“I don’t think that’s true at all,” says Dr Gemma Briggs, a psychology lecturer at the Open University.

“Simply because I don’t think that that’s something that psychologists or people interested in attention would try and measure and quantify in that way.”

She studies attention in drivers and witnesses to crime and says the idea of an “average attention span” is pretty meaningless. “It’s very much task-dependent. How much attention we apply to a task will vary depending on what the task demand is.”

There are some studies out there that look at specific tasks, like listening to a lecture.

But the idea that there’s a typical length of time for which people can pay attention to even that one task has also been debunked.

“How we apply our attention to different tasks depends very much about what the individual brings to that situation,” explains Dr Briggs.

“We’ve got a wealth of information in our heads about what normally happens in given situations, what we can expect. And those expectations and our experience directly mould what we see and how we process information in any given time.”

But don’t feel too bad, publications like Time and the Daily Telegraph were punked by this story back in 2015. The BBC use the ‘fact’ back in 2002, but don’t cite the source.  Fake news doesn’t just win elections, it also makes a fool of marketers.

This whole thing feels like some marketer (or PR) did as poor a job as many journalists in terms of sourcing claims and this ‘truth’ gradually became reinforcing. Let’s start taking the goldfish out of marketing.

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The Bell Pottinger Post

PR firm Bell Pottinger has got entangled in a mess of the South African government and the Gupta family.  More people have written about this in depth, so I will just link to them at the bottom of the post.

Here’s some thoughts on it all

There but for the grace of God go I – must have reverberated through the minds of at least some corporate communications and public affairs professionals. There is a tension between finding clients that have needs and are willing to pay for high-powered counsel versus the risk that the world may come down on you.

That’s the risk you take when you work with businesses that are involved in sensitive areas or at the edge of the law:

  • Businesses looking down the barrel of antitrust regulation like Google or Qualcomm
  • Businesses involved in the ‘carbon economy’ – Edelman had previously worked for coal producers and fracking projects until they came under sustained attack
  • Big food and big agri: McDonalds, PepsiCo, Coca-Cola are all targets. Monsanto has been of concern due to GM crops
  • Mining
  • Multinationals doing business in sensitive countries like Myanmar
  • Defence
  • Questionable regimes: Ketchum’s work with Russia is the stand out example or H+K Strategies arrangement of the deceptive ‘Nayirah’ testimony which played a big part in getting the US government behind the first Gulf War

Your business is at the mercy of pressure groups and the wider media agenda.

But that’s also the reason why I think that Bell Pottinger can survive IF they can hunker down and weather the storm. There will always be a demand for organisations and individuals who want to launder their reputation or argue the unpopular side of an argument.

Even if PR agencies aren’t doing it, organisations that sit at the nexus of business and security will likely step into the breach bringing the necessary PR skills on board.

As a PR person, is it the kind of work I would like to do? No, but then I am a brand marketer; corporate communications was something I could do, but didn’t particularly enjoy doing.  I could see the attraction of the work as it would be financially very lucrative and there would be the opportunity for business travel and ‘war stories’ from the office to talk about at dinner parties.

It’s magical thinking if you expect ‘unethical’ clients to suddenly be denied representation. This will be even more the case as the US multilateral world view is challenged by China’s more transactional approach. We’re currently living in a golden age for NGOs and NFPs – it would be unrealistic to think that it will continue this way.

In the grand scheme of things, the PRCA censure won’t mean that much, its a bigger move for the UK PR industry; showing that it can muck out its own stables. From Bell Pottinger’s longer term perspective it won’t mean much because of the divided nature of PR industry representation. As individuals PRs can sign up to be members of the CIPR (Chartered Institute of Public Relations).  The PRCA primarily represents agencies (although it has started to offer individual consultant accreditation). The key benefit is an ISO-9000 type accreditation for agency management systems. It wouldn’t be that hard for a member agency to set-up and get ISO-9000 accreditation and maintain it.  If there are enough practitioners working at Bell Pottinger, they can highlight their staffs professional status as members of the CIPR.

That Tim Bell interview: if you haven’t seen it, have a good watch. I can see this being used in broadcast media training for a good while. It’s the first time I’d ever seen Sir Tim in anything more casual than formal business wear.

His mannerisms are odd in places, particularly at the beginning.  His answers are odd. For example, when asked what went wrong he quoted Sir Walter Scott, which made him look literate but arrogant. Given that he went on there for a reason, presumably to put as much distance between himself and the mess – it was an ideal opportunity to land his side of the story in a précis.

His phone rings, he declines the call and then shows the interviewer his phone screen. Why din’t he mute his phone or shut it down at this point and why did he want the journalist to see who had called? He then gets a message on his phone and a second call. Only on the second ring does he finally silences the phone.

Chris Geoghegan is the non-executive director of a number of prominent UK companies, an ex-BAE Systems executive and the father of Victoria Geoghegan. Whilst he wouldn’t be best pleased with the current situation, Bell doxes him on the UK’s most prominent news programme. Geoghegan had been mentioned in an op-ed of a South African publication, but had been largely ignored in most of the press coverage surrounding the Bell Pottinger scandal. Whilst it won’t be anything new to a board doing their due diligence it might drive sniggering down the country club. Bell didn’t need to volunteer the information, he chose to do so.

The smoking gun emails – after Henderson had resigned as CEO of Bell Pottinger, the BBC interviewer questions Bell about two (presumably new) emails that seems to be at odds with his own claim that he recommended they not take the work as Bell Pottinger had a client conflict.  You can see this after 1:15.

For a piece of business that’s a conflict of interest,  the January correspondence is a very odd email. I can understand him saying that the meeting was successful. But then he goes on to talk about the revenue opportunity and how he will personally oversee the project.

By April why would Lord Bell be still offering advice on the account if he believed it to be a conflict of interest? His excuse for this was getting back into business after having a stroke.

Bell puts the blame squarely at the door of James Henderson. UK media coverage implied that the schism between Bell and Henderson went beyond the Gupta business. So Bell might have a bigger axe to grind and Guptagate is just a handy vehicle.

Lord Bell then talks down the future prospects of Bell Pottinger, it might be an overly pessimistic view. Bell has a new rival business, its in his interest to make Bell Pottinger’s problems even worse.

Whilst Bell Pottinger have problems in their London office, they have successful branches in Hong Kong and Singapore where this won’t matter as much IF (and its a big IF) they can hunker down and weather the current storm. The business could retrench, rebrand and survive.

The Guptas needed to be introduced to a good PR agency, after this every dictator, unpopular mega corporation and shady mogul will know where to go. If Bell Pottinger is no longer about, then there are any number of large corporate agencies or boutiques who will take their business.

More information
Ketchum (Sort of, Not Really) Ends Its Relationship with Vladimir Putin | AdWeek
Deception on Capitol Hill – New York Times
Edelman and Media Zoo PR targeted by anti-fracking protestors | PR Week
Guptagate: Who Are The Family At The Center Of South Africa’s Political Storm? | Newsweek
Op-Ed: The Invasion of the Body Snatchers – a weekend edition | Daily Maverick
Christopher Vincent Geoghegan BA (Hons), FRAES | Bloomberg Research.
How China Aims to Limit the West’s Global Influence – NYTimes.com
PR industry reads last rites for scandal-hit Bell Pottinger | FT
Battle of the spin doctors: Bell Pottinger PR titan quits over race hate dirty tricks campaign despite saying it wasn’t his fault | Mail Online

That Trivago poster

If you’re a Londoner, the end of summer is marked by two things; the Notting Hill Carnival and Trivago’s annual advertising blitz on public transport. In media land there has been some complaints. We need to talk about the Trivago ad – a triumph of media planning over creative execution according to an op-ed written by a creative in Campaign. The article is timely, it taps into a wider existential crisis about the death of creativity as advertising is swallowed up and pooped all over by Google and Facebook.

Untitled

Her shirt changes. In some placements she wears a light blue shirt, she also wears one in red plaid. The logo moves placement too from top right to bottom right in the posters.

A few things about the campaign, some more obvious to marketers than others:

  • Despite Trivago featuring various destinations in a search box, they don’t seem to have done any paid or organic search work around the destination names at all. They are putting advertising behind brand searches through
  • The ads seem to be all about reach and repetition. Using OOH ads as closure and amplify the TV ads. I haven’t noticed this being replicated online

Why going hard and often? Travel is a mature sector with strong players. If Trivago isn’t top of mind, it isn’t competing. Engagement just doesn’t matter that much in this scenario, hence why the company backed off press releases at the end of May this year for the UK market.

The absence from online brand advertising is likely down to the comparatively high cost of running this kind of saturation campaign on the likes of Facebook advertising. This is why TV, radio and out of home media haven’t depreciated in the same way as traditional print advertising media.

The choice of campaign timing is more interesting. Traditional travel companies usually try and target a bit later in the year over the Christmas season in influence holiday shopping decisions.

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Vape Nation?

My exposure to electronic cigarettes (or vapes) was with seasoned smokers looking for a healthier opportunity, or a path to help wean themselves off nicotine all together. I had seen some research that suggested teen trial of vaping was growing – this was from E-Cigarettes: Youth and Trends in Vaping – Journal of Pediatric Health Care, volume 29, issue 6, pages 555 – 557 (November – December 2015)

Among youth in the United States, e-cigarette use rose from 3.3% in 2011 to 6.8% in 2012 (Grana, Benowitz, & Glantz., 2014). This increase resulted in an estimated 1.78 million middle and high school students having used e-cigarettes (CDC, 2013). The trial and use of e-cigarettes have been higher among youth in Europe and Asia. A recent study on Korean youth found the trial use of e-cigarettes rose from 0.5% in 2008 to 9.4% in 2011 (Lee, Grana, & Glantz., 2014), and among youth 10 to 15 years of age in Poland the rate of those who had ever used e-cigarettes was 62% in 2014 (Hanewinkel & Isensee, 2015).

Now what I don’t know is how good the research quoted actually was, or the factors in ‘trialling’.

You also have to remember that there is a big health research grant eco-system that depends on tobacco control which has sprung up over the past 40 years which will affect the framing of the data.

I am not saying tobacco isn’t harmful, but it is useful to understand the likely factors framing the presentation of information.

I was surprised by this video from the Shanghai Vap Expo in China. It was more like going to a skateboarding convention back in the day:

  • Lots of independent resellers from around the world for vaping liquid – mirroring the variety of skateboard parts makers. Many of the formulations on sale had no tobacco
  • Vaping tricks and demonstrations
  • Clear tying of vaping to sub-cultures: hip-hop, race-girl type outfits. Pretty much any ancillary activity would expect around a Red Bull event or the X-Games

Vaping is clearly being positioned as a central part of a youth sub-culture in China.

Christina Xu on Chinese user experience and consumer behaviour

I’ve been a big fan of Christina’s work for a while and this presentation is a great example of his work. Bookmark it; watch it during your lunch break its well worthwhile.

Great examples of online to offline (O2O) interaction in processes and services that are continually expanding.  Interesting points about the lack of social norms or boundaries on the usage of online / mobile service in the real world. I’ve seen people live their online life in the cinema there are NO boundaries as Christina says.

What does a great email look like?

I often end up with my head in the data and need to check myself to ensure that the basics are happening. This was a deck that I pulled on getting a marketing email right.

Why email marketing? Because it still works and provides relatively good value in terms of marketing spend. We might be getting ever lower open rates over time in aggregate, but that means as marketers we need to be more focused on what makes a great email.

So what does success look like, what constitutes great? If you work in digital marketing you probably have heuristics in the back of your mind based on an article you’ve read or how previous projects have turned out.  The reality is that it changes by country and by industrial sector.

What does success look like

There are some interesting variations, such as the US / Canada or UK / Canada click to open rates for email.

What does churn look like

Or the comparatively high of churn rate in the UK vis-a-vis the US and Canada.

Getting to open

There are a number of factors that can aid getting to open. Some of them will be hygiene when the General Data Protection Regulations kick in across the EU next year.

Before opening

A lot of the basics seem obvious, yet there is a lot of unpersonalised, unrequested, irrelevant mail is still sent out. For business-to-business relationships in particular having a phone and online double opt-in is desirable. For consumer marketing an online opt-in followed by a confirmation email and opt-in link.

Before opening

In some ways we have gone back to the early web. Lean download sizes for email are really important. There have been so many times I have been deleting marketing email on the tube, as the mobile device and spotty wifi can’t download the image heavy communication in a timely manner. For some reason clothing and shoe e-tailers are really bad on this.

Preview

Back when I started in digital marketing, people laboured long-and-hard over crafting highly clickable message subject lines, but preview is as important now; especially in ‘three pane’ email clients like Outlook or Mail.app on Mac and iPad.

Design

Design is a key part of getting an email viewed. The design needs to be responsive because of the variation in possible device display sizes and the foibles between email clients, web email clients, web browsers and mail providers. Previously one would have worried about not being black listed (still important), plain text and HTML options. Business to business marketers used to get stressed over will the email work on Lotus Notes (historically no, unless it was in plain text).

Inverted pyramid approach

When you are thinking about content and design layout the inverted pyramid approach is a good place to start from. With the call to action what kind of behavioural cues would work best? This is where A/B testing can be employed. Marketers aren’t great at intuitively picking these.

Here are some examples of effective email design, notice the vertical alignment that makes them mobile friendly

Effective design examples

And here are some examples of effective personalisation (in both these cases based on previous behaviour on-site).

Effective personalisation examples

The biggest mistake that organisations fail to do is internalise learnings from previous campaigns. This isn’t just about improving numbers over time but learning what has, and hasn’t worked. Often this knowledge will disappear when the marketer responsible moves on, or when the agency responsible has a similar change on their side.

Constant learning

Thanks for making this far, here are my details if you want to find out more.

About me

You can find this presentation on Slideshare.

Oprah time: Thinking Fast and Slow by Daniel Kahneman

I took the opportunity in June to re-read Daniel Kahneman’s work Thinking Fast and Slow. Kahneman uses storytelling from key points in his career to take the audience on a journey through biases and better decision-making. From a book that is obviously aimed at a consumer audience it has an outsized impact on marketers.

Presentations now talk about behavioural economics. What this meant in practice was revisiting the interface of psychological cues and marketing communications to encourage a desired behavioural change – like a purchase. It brought a renewed focus on A/B testing of call to action copy and images based around known consumer biases.

Thinking Fast & Slow

This isn’t necessarily a marketing handbook however, it is designed to make the average person more aware of their decision making process. It reminded me of Dan Ariel’s Predictably Irrational.

The key difference is that Kahneman’s work provides more of a learning structure in the book. Ariel is closer to the ‘ain’t it cool’ style of Malcolm Gladwell (though more rigorously researched).

I’d recommend that marketers start on Thinking Fast and Slow at the back. There is  summary of the book and then some supporting white papers. Once you have them read then go to the front and work your way through. The reason why I suggest this approach is that marketers use case is different to that of the man in the street (who buys his books from the non-fiction section of the New York Times bestseller list).

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Five for Friday | 五日(星期五)

Things that made my day this week:

Want to know what all the fuss is about with regards WeChat? Vivienne Wei put together this great (if unstructured) video about how WeChat is the swiss army knife of apps in China. Check it out

Carl Jr is a casual eating restaurant chain in the US. It is owned by the same people who won Hardee’s. Carl Jr is known for producing frat boy / brogrammer-friendly adverts like these

Wiser heads seem to have prevailed in the marketing department, so they came up with this ad to press reset using humour rather than the indignation of political correctness

Vice and New Balance have put together a documentary on the Japanese adoption of the footwork sub-culture. Japan has a history of adopting a subculture (like dancehall) and elevating it. Chicago’s footwork skills look like they are getting the same treatment

The King of Monster Island Godzilla is back in an anime film. The plot looks like Avatar – humans coming to wipe out planet for commercial / political benefits. Of course all of that plan will go to shit when they find out the inhabitants aren’t lanky blue people but the original kaiju bad boy and friends.

I got to see Baby Driver. It is a curious mashup of

  • 1980s style films popularised by John Hughes
  • 1990s to the present day gritty heist films

The iPod makes a come back in the film in a spectacular way, expect a minor cultural backlash against ‘radio’ as music service currently popular. Personally curated, shareable music and physical artefacts come to the fore. (Though I still can’t see young men proudly carrying rhinestone encrusted pink iPods just yet).

Brandon Beck of Riot Games on eSports

Beck is the co-founder of Riot Games (best known for League of Legends) on the rise of eSports and what its future looks like.

Interesting that Riot are trying to give players a better base to build their careers, but how long is their professional life, when do they burn out?

Three takeaways from Cannes and VidCon

I had the chance to read around a lot of the stuff that happened at Cannes and listened to Ogilvy’s webinar on VidCon. Here were the key things that struck me.

There is blind faith amongst brand about the benefits of influencers and social.  I find this particularly interesting because it represents a number of challenges to the status quo:

  • This first struck me when I saw Heather Mitchell on a panel at the In2 Innovation Summit in May. Mitchell works in Unilever’s haircare division where she is director, head of global PR, digital engagement and entertainment marketing. I asked the panel about the impact of zero-based budgeting (ZBB) and the answer was ducked. ZBB requires a particular ROI on activity, something that (even paid for) influence marketing still struggles to do well
  • The default ethos for most brand marketers is Byron Sharp’s How Brands Grow: What Marketers Don’t Know. Most consumer brands are in mature categories, engagement is unimportant; being top of mind (reach and repetition) is what matters
  • Brands were looking to directly engage with influencers at VidCon with trade stands and giveaways at the expo. This was brands like Dove. Again, I’d wonder about the targeting and ROI

Substitute ‘buzz marketing’ for ‘influencer marketing’ and this could be 15 years ago. Don’t get me wrong I had great fun doing things like hijacking Harry Potter book launches when I worked at Yahoo!, but no idea how it really impacted brand or delivered in terms of RoI. Influencer marketing seems to be in a similar place.

Publicis and Marcel. Well it certainly got them noticed. There has been obligatory trolling (some of which was very funny). I tried to make a sombre look at it here: Thinking About Marcel (its about a nine minute read) – TL;DR version – its a huge challenge that Publicis has set itself. One interesting aspect to point out is the differing view point between WPP and Publicis. WPP has spent a lot of time, effort and money into building a complete advertising technology stack including advanced programmatic platforms and analytics.

WPP hoped that this would provide them with an unassailable competitive advantage. The challenge is that the bulk of growth in online spend is going to Facebook and Google – who also happen to have substantive advertising technology stacks.

I can’t help but wonder if this shaping is Publicis’ top line thinking? Scott Galloway posted a very sombre chart about this. If Google and Facebook hit their combined revenue targets this year, it will have a dramatic effect on the number of people employed in the major advertising groups.

1707 - ad industry

To put Galloway’s numbers into context, the projected number of jobs lost in the advertising industry  this year would be roughly the equivalent of every man and woman around the world currently employed at vehicle maker Nissan. And that’s just 2017.

If you paid attention to the Marcel concept film you would have noticed that the client service director is partly displaced when a client uses Marcel to directly reach out to Publicis experts.

If Marcel, just makes information easier to access internally; it could save the equivalent time  equating to almost 1,600 employees (out of Publicis’s current 80,000 around the world).

People equate to billings as these marketing conglomerates are basically body shops in the way they operate. So it will adversely affect the value of the major marketing groups.

If that isn’t grim enough, Galloway doesn’t even bother to take into account the Chinese ecosystems which is digitising at a faster rate than the West. China also has a longer history of platforms and clients being directly connected – cutting out the media agency.

These changes in the advertising eco-system has huge implications about the erosion in brand equity over time. Amazon’s move to surpass other retailers also is about the erosion of brand power. Combine this with the increasing ubiquity of Prime and all brands start to look the same as private labels.

Thankfully the disciples of Byron Sharp still realise that there is power (and lower CPMs) in using television as a mass-advertising medium which is why FMCG product still spend 90% of their budget offline.

The best thing IPG, WPP, Omnicom and Publicis could do right now is spend a lot of money ensuring that every marketing and MBA student have copies of Mr Sharp’s books. If they haven’t been translated into Chinese, that might be an idea as well.

SnapChat is in its difficult ‘second album’ phase. Back when music came on physical media and record labels invested in developing artists as a longer term proposition than a reality TV series there was the ‘second album’ phase. Artists often struggled to bottle the lightning that gave them a successful first album. They usually had the money and resources to throw at it, but it was hard to be a consistent performer.

For example Bruce Springsteen only really became successful in the U.S. with his third album Born To Run – that level of record label support wouldn’t happen now.

On one level SnapChat has matured. It had a big presence at Cannes and its Snap glasses displaced VR technology as the worn product. It has been under assault. Major content providers like the BBC are choosing Instagram’s stories over SnapChat’s offerings. Even Twitter is getting back in the picture. Ogilvy’s team at VidCon talked about how Twitter had been successfully engaging with influencers and offering them support and attractive content monetisation offers.

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