Digital vs Traditional: what works best for you? December 16, 2016Posted by nicholas gill in advertising, digital, digital advertising, Team Eleven, thought leadership, Uncategorized.
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Latest thought piece in Marketing Business Forum on digital and traditional marketing.
Print circulation numbers are down. On-demand and streaming services – sans un-skippable ads – are on the up. So what’s a marketer to do? Ditch the dinosaur channels and throw the entire budget at Larry, Sergey, Zuck and their contemporaries? Targeting, re-targeting and the ‘viral’ promise are all reasons to believe digital and social now reign supreme for the modern marketer, but in this we neglect to acknowledge the in real life (IRL) experiences and halting moments that also drive word of mouth and brand consideration – online or otherwise. So before you do throw everything at the digital plan, please ponder the following…
Magic in the mundane
If you haven’t heard the term ‘mindfulness’ this year then you’ve probably been living underneath the proverbial rock (and who would blame you in these turbulent times). It’s a reaction to our age of hedonism and the breakneck speed at which we’ve been living our lives, and like most trends, this desire to slow down and simplify is being reflected in publishing and advertising. In April this year, Ronseal decided to take a risk with a live TV spot which offered Channel 4’s Gogglebox audience three minutes of the unthinkable – watching actual fence paint dry. It was an inspired and effective product demonstration that earned them a trending spot on social media.
Stop the press
The digital evolution of the print industry is representative of the consumer’s move to more accessible, tailored and instant news without the barrage of irrelevant print ads. Despite the declining print figures, some brands still have the foresight to take advantage of reactive placements in bulk circulations, which often hit a captive, educated audience of commuters who will be reading cover to cover. Norwegian struck an extremely timely note in September this year following the news of Brad and Angelina’s break up, with a stark but cuttingly comic ad promoting their LA price promotion. The result: a viral campaign that puts it firmly in the hall of fame with Oreo’s ‘dunk in the dark’.
The great outdoors
Out-of-home and experiential marketing are truly challenging media. Bus wraps are hardly remarkable and being chased by a sampler at Waterloo while you try to catch your train isn’t entirely conducive to positive brand perception. The Economist challenges that notion. The publisher is infamous for its minimalist and innovative OOH creative, but it turned its hand to an unsettling on-the-ground activation in 2015 which was rebooted in the US this year. ‘High-protein’ is the new “on trend” claim for the food industry, and The Economists’ ice cream samplers achieved theirs by adding insects, the new proposed solution for the global food crisis which it covered in a ‘future of food’ feature. The campaign generated significant online press coverage and was branded ‘eye-catching genius’ by Business Insider.
The learning? Search for new value in formats that have become hackneyed and contrived. Opportunities to reach a cynical populace using these traditional methods still remain and can be extremely successful for the creative and confident marketer. Whether you’re aiming for ‘disrupt’ ‘be bold’ or ‘surprise and delight’ don’t miss the simple proposition with cut-through messaging that’s right in front of you.
Rebrand shakes off naff 70’s image of ‘Spritz’ November 22, 2016Posted by nicholas gill in thought leadership, Uncategorized.
Tags: Team Eleven, the grocer, thought leadership
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Commenting in The Grocer on the revamp of the Blossom Hill Fruit Bloom (Membership required for the link – see images above).
From a wine consumer perspective it makes sense as ‘Fruit Bloom’ doesn’t help you to distinguish what the product is or why it is different from the main Blossom Hill range of rose, whites and reds. ‘Spritz’ has shaken off it’s perhaps ‘naff’ 70s image, particularly with the resurgence of the Aperol Spritz in the last two years and this association will help to firmly place the revised product packaging into the light and refreshing category, something which a lot of people are looking for as an alternative to serious wine consumption.
Equal Pay Day: How you can stand up to the gender pay gap at work? November 16, 2016Posted by nicholas gill in thought leadership, Uncategorized.
Tags: equal pay day, gender pay gap, sophie gibson, Team Eleven, telegraph, thought leadership
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Team Eleven Client Partner, Sophie Gibson, comments in today’s Telegraph on how you can stand up to the gender pay gap at work.
Sophie Gibson, founder of marketing firm Team Eleven, advises: “Asking to leave early can sometimes be difficult. But, given that awareness of the pay gap is growing, seize the opportunity to bring it your employers attention. Why not ask your employer for a quiet word.
“Say something like: ‘I am sure that the company does value my time in the same way as my male peers, but I’d like to leave an hour early today to ensure that my time reflects the salary I am paid. This is part of the equal pay day campaign. Should the pay gap be corrected, I’d be only too happy to stay. But unless the company can explain their position on this matter, then I’m sure you would agree it’s only fair.’”
Picture: John Lamb from Telegraph article.
Need some help with that, love? November 16, 2016Posted by nicholas gill in thought leadership, Uncategorized, work.
Tags: advertising, sophie gibson, Team Eleven, telegraph, thought leadership, women
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“Being patronised is often the result of an unconscious bias, so wherever possible, it’s important to address the issue or it could become a barrier to progress or collaboration,” Sophie Gibson, founder of marketing firm Team Eleven, says.
“Keep the dialogue professional, but explain that what they’ve just said doesn’t feel like a fair representation of your ability, or that you’d prefer it if you weren’t referred to in that way as it doesn’t communicate a sense of respect.
“Confrontation on something which seems quite minor can be intimidating, but if it has bothered or even upset you, ignoring it could leave you with a sense of being less worthy in the workplace, even when you’re contributing above and beyond.”
Photo: people images.com from Telegraph article.
How do convenience stores attract students? Think laterally. November 15, 2016Posted by nicholas gill in thought leadership, Uncategorized.
Tags: FMCG, strategy, students, Team Eleven, the grocer, thought leadership
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Commenting in The Grocer on how convenience stores can attract students. (Membership required for the link – see images above).
The challenge for convenience stores with students is to dissuade them from the established and new ‘metro style’ convenience supermarkets and also, crucially, online shopping.
A simple search for ‘student food shopping’ will bring up a large volume of super helpful hints, tips and strategies for stretching the budget ranging form avoiding the supermarket and doing everything online, not going on student loan ‘pay day’ or an empty stomach to planning in advance and only sticking to the list. Variations on advice for most people really. But what they all seem to not touch is the convenience store. Likely this is because of the rise of Tesco et al into convenience stores is equalising the advantage convenience stores once had. Consider that sales of Tesco Metro, Sainsbury’s Local and Waitrose Mini grew by 16% Vs only 2.3% against Spar and Londis (Bernstein Research 2015). There has also been a great deal of movement in the non-supermarket brands with Nisa, Premier and CostCutter also joining the throng.
The independents have a a perception that convenience really means a higher price point to penalise you for the act of convenience. But this is not true when you see supermarket brand convenience stores charge prices up to 6% higher than the main supermarket with some in Central London up to 12% higher (Bernstein Research, 2015).
The opportunity to attract the student audience, however, needs to be more than just price. While budget is a key element and one expense that students cannot live without, the need to fit into they need to exploit the faster-living, smaller basket demands of this generation. Do not expect them to fill up with ready meals as these are expensive and also likely to be nutritionally unsound. Instead, think laterally – this generation is used to social communities, making new friends, connecting and helping. Embrace the sharing economy by helping them to facilitate this on a food basis. Create a localised ‘grub club’ where the power of the student community can participate and receive regular, wholesome – and likely spectacular meals – for a contribution rather than having to do everything themselves. Using social tools to the help them plan for meals; make it easy with store cupboard and ‘in the moment’ ingredients that are price sensitive. Giving them a reason to think about and continue to use you rather than just as a convenient grab and dash to refuel between lectures or nights outs.
postcards from the beach October 7, 2016Posted by nicholas gill in thought leadership, Uncategorized.
Tags: marketing, silicon beach, technology, thought leadership
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I haven’t been to any conferences or networking events for some time. Partly because of agency learning and development starvation but also partly because I had become tired of them becoming endless sales pitches or regurgitation of statistics or campaigns. I also detest networking events.
Silicon Beach is unlike any of this. Curated by Matt Desmier in an unashamedly selfish manner of people he thinks would be interesting and has spent the last year – or more – stalking on twitter and in real life to speak. And you know what, there was no filler – it was all killer. The boy done good.
For two days we had no idea who was next, what they were speaking about and pretty much no wi-fi. Which sounds ironic it being a an event with digital at heart but you know what, it was brilliant. It made you focus rather than trying to capture that oh so perfect tweetable quote.
It’s a week later and I’m still reeling from the inspiration, passion and the hypodermic needle of thoughts that we were subjected to.
It feels like what happened at the beach should stay at the beach because I don’t know how I could do Phil Adams’ ‘guns’ any justice beyond saying what a most incredible piece of storytelling it was.
Or how Pete Trainor made us all well up and make ‘big data’ feel real and powerful but also so incredibly ineffective when it comes to anything other than make giant corporates even more giant and corporate.
If I were to write some seaside postcard thank you notes, it would be these:
Thank you for making me think about the importance of language and that caring about this will have impact on the overall quality of thinking and output. Your point about sharable versus share-worthy shall forever be at my beckon call. And for reminding me that ’Cashmore’ and his ‘guns’ have a place. But it’s not every place.
I’m still gawping at the work The Unseen do. Technology, fashion, biology, creativity. And black clothes. None of this is easy. It’s constant experimentation. Thanks, Jody, for the reminder to stop chasing the next big thing and focus on the problem, not the solution. That experimentation and pivoting is good. And they ‘how do we fix things?’ top tip that was super useful but so super simple: what’s the problem and how can you fix it? And then just go for it.
What would David do? Shamelessly copy, adapt and pivot. His whole life. And he was a genius. So why do we think we have to start with a blank sheet of paper every single time? Work out who has done it already. And copy. But copy with a degree of error. Because that’s where the magic lies.
Hey, Hey Human!
Get out of the deep end with consumer relationships and spend more time with the shallow moments. The moments that really matter. A bit of friction for the right reasons can be good. In our attention deficit world, creative primers that act as brain jolts are supremely important; fragments that consistently prime our reactions, our resonance and our relevancy to consumers.
We get bombarded with the next big thing, the shiny new trend. You reminded us to look beyond this. Even though you couldn’t prove your bundling/unbundling theory, the provocation and the thought process reminded me to lift my head up and look at the wider world and what’s happening at the macro level.
Getting off the grid is good for the mind, body and soul. A chance to breathe, to think, to escape. That by leaving the traditional agency world liberates you to do the things that make you happy but also that you would never be allowed to do in that world. And I’m never going to ingest any pill you give me. And thank you, Marcus for our conversation, it was very humbling and helpful. I look forward to walking with you when I’ve had my knee fixed.
See you by the beach next year.
Vertical ambition welcome here August 11, 2016Posted by nicholas gill in Team Eleven, thought leadership, Uncategorized.
Tags: advertising, start up, thought leadership
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We’re now in our 8th month since starting Team Eleven. We started with just us two, two desks and two chairs in a two-person office. In that time we’ve grown rapidly, in a way that completely exceeded all our own expectations and ambitions. We’re humbled by the clients who wanted to partner with us as we forged our way in this world without the safety net of a big agency. And the people who wanted to work with us based on who we are as people, our vision and our way of working.
Fundamentally we believe in the strength and depth of relationships.
Relationships with clients to truly understand and add value to their business to add immediate impact but also to sustain that momentum – something that the agency pitch process and slash and burn approach to agency roster management seems to have devalued into an instant magic formula.
Relationships with people in our team because they are the key to making things happen. I remember a long time ago some sage advise from Richard Marshall at TMW who told me, “people buy people.” It struck a chord then and it is something that Sophie, myself and everyone who works with us firmly believe.
And relationships with our partners. Critical given our operating model – a small, nimble core of talented client partners and strategists augmented by best in class creative, producers, designers, social media types, videographers, editors, copywriters, technologists, UX and more.
We’ve worked with a ridiculously talented award-winning sports marketing creative genius from New York, a video editor in Sydney, social experts in every major European country and a user experience and digital creative polymath from New Zealand. And some people just up the road from us too. We look after these people. We treat them right. And the upside for clients – and us – is we get to work with the best talent in the world, not just the next available person in the room.
Our approach also means paying interns. Our industry is notorious for making interns work like dogs and paying them in belief that having the hallowed agency name on the CV is something that people would chew their own feet off for. Ridiculous arrogance and pomposity. We have an intern and we’re paying her because it’s the right thing to do and we want her to enjoy the experience without having to worry how she’s paying for her bus fare or her next meal. We also want to make sure she feels that she can contribute, learn and grow with us.
Because the ‘debate’ is obviously not over. Kevin was obviously wrong. It seems that, for a lot of people, perhaps the nostalgia of Mad Men had become reality rather than period entertainment. Aggression and arrogance often misplaced as qualities that drive successful businesses. Where people seem to think that boorish, arrogant, bullying and outdated behaviour is good and wins the day and this is the way you all need to be. Traits like those, as much as they are rightly getting pilloried now, had previously been held in high regard and rewarded in the endless agency quest to climb the ladder and deliver growth above everything else.
The creative industry shouldn’t subscribe to that. We certainly don’t subscribe to that at Team Eleven.
We’re hugely proud that our board is 50-50 male-female. And that our team is 85% female. Not because of some quota chasing tick box, but because they are the absolutely best people to improve our team and deliver against our mission. And encourage the now infamous vertical ambition.
And ambition is something we don’t lack. Although Team Eleven only started up in January from a 2-person office, we have recorded phenomenal growth on the back of impressive client wins for Invisalign Europe, Renew Health and Asics Europe. We recently moved into a bigger office and have expanded the team from the initial two partners by making four additional hires in the last few months helping them, us, and our clients, with all our own vertical ambitions.
can american apparel recover from bankruptcy? October 7, 2015Posted by nicholas gill in advertising, thought leadership.
Tags: advertising, american apparel, bankruptcy, the drum, thought leadership
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Article I penned in The Drum on how American Apparel can recover from bankruptcy following lurid accusations in the boardroom, porn as advertising and poor performance at the tills.
Recovering from bankruptcy is the easy part.
There have been plenty of resurrection stories down the years with some big names surviving because of their importance to the national economy – American Airlines, General Motors.
Or those brands that survive and learn from it, coming back stronger and better with a renewed energy, work ethic and a revitalised core that is true to the brand, business and customer – Chrysler, Jeep, Aston Martin (several times now).
Then there are are brands that have come back from a seemingly never-ending downward spiral in results because of smart leadership changes, strategy changes, product changes and a deep-rooted love of the brand in the public – look at Marks & Spencer.
And then there is American Apparel. A brand whose founder has been dogged with allegations and whose advertising went beyond provocative into the lurid, disturbing murky waters of overt sexualisation and pretty much porn as advertising. The decisive change was not the filing for bankruptcy this week, it was the removal of the controversial CEO Dov Charney last year.
Sales are down, shops are closing. American Apparel made some bad choices. A lot of bad choices. Not least of which was Charney turning up to a meeting allegedly wearing nothing but a strategically placed sock. I don’t believe that was in Dale Carnegie’s playbook on ‘How to Win Friends and Influence People’.
Yet the brand allure remains strong. The crazy guy at the top did some incredible things like making sure every garment was produced inside America to truly live up to the brand name. And he did this by making sure the largely Latino workforce was well paid and well looked after. For a brand that essentially made average underwear and t-shirts, it created its own myth, fuelled by provocative porn-a-like advertising that shocked in a world we thought was largely unshockable. Ads that looked more like the edgier editorial of high-end fashion magazines played out in RHS full exposure.
This worked to cut through, but lost its edge when people realised they were paying over the odds for some average undergarments. It was undone, not by cheaper brands, but by brands that people wanted to associate with. Brands like Hollister with its sunshine California sheen with beautiful people became more culturally and socially acceptable. And better quality. And it’s not cheap either.
So how can American Apparel truly recover?
As much as possible it needs to keep the ongoing lawsuits separate to the ongoing concern that is the business and the brand. It needs to reconnect the American values, ethic, sense of doing things differently and free spirit that ignited the company in the first place, and one that continues to have consumer resonance globally. It needs a retail experience overview as it looks tired, dated and less enticing than brands like Primark.
Lastly, it needs to find the people who can mainline into the fashion industry trends and be part of the ‘must have’ list again. Preferably they will know how to wear their socks correctly.
i blame the gorilla July 30, 2015Posted by nicholas gill in advertising, thought leadership.
Tags: 80s music, advertising, drum, thought leadership
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The Independent ran an article highlighting the number of ads that featured music from the 80s. The Drum asked me to write a response to it. I blamed the gorilla.
You can say it’s all about fashion and trends and everything comes around again. And again. But I blame the gorilla.
It’s his fault. Sitting behind the drum kit waiting patiently until erupting with madness and glee and yes, ‘joy’, to thrash them to death alongside Phil Collins’ In The Air Tonight’.
It’s his fault. He answered the one line brief,’show me how I feel when I eat Cadbury’s chocolate’ by resorting to an iconic 80s music track and going batshit mental on the drums.
The 80s: big hair, big shoulder pads, big news, big everything. Especially big ‘choons’. And now the people who grew up in the 80s with their knowing ‘Frankie Says’ t-shirts and Phil Oakey side-flange partings implanted deep in their hearts have grown up.
They are now in the bullseye of the mainstream brands. Still watching vast swathes of telly and still swayed by big telly ads and wondering WTF emojis are. Still knowing someone could have picked them out and shook them up when they were working in a cocktail bar and turned them into someone new.
If you’re a 40-something to 50-something, you will have witnessed a fair bit of familiarity in advertising of late. A bit of Europe here, a surprise airing of Fleetwood Mac there. All dropped into drive familiarity and layer the emotional element to the advertising to get you to notice, to consider. To strike at the heart of your wallet via your retro fluorescent ear canal.
With this in mind, it’s no surprise that 80s music was the most popular choice among all brand advertising in 2014. Queen adding little riffs of fun to Tesco Christmas spots. Fleetwood Mac helping a Shetland Pony moonwalk for Three. What surprised everyone was Bonnie Tyler topping the charts. But it was epic. So it makes your brand epic. And you’re epic if you buy our brand. Epic.
Some are wonderful and actually make sense. Others just use the track like audio attention grabbing ‘Like a Virgin’ era Madonnas because Queen selling sofas to the tune of ‘Someobody to Love’ is just really selling out isn’t it? They were a band that famously refused Stallone rights to use ‘Another One Bites The Dust’ in Rocky III forcing them to find their own anthem in Survivor’s ‘Eye of the Tiger’. And they’re now happy for their back catalogue to be used to flog sofas. Bloody gorilla’s fault.
And then we have the re-imagining. The John Lewis ‘make ‘em cry to make ‘em buy’ approach. A soft, tinkly-tinkly re-imagined, slowed down version of a well-known classic that acts as an ear worm and makes its way silently into your heart. Alongside penguins, bears and gorillas.
Music is a hugely important part of advertising and any film based content. Music can make or break an ad. The rhythm, cadence and the power tell their own story but magic can happen when the story, the music and the lyrics work hand in hand. An edit suite is often a painful torture chamber in the creative process and equally a pleasuredome when things go right.
But is the rise of 80s music in ads also because modern music is incomprehensible to anyone over the age of 30? Where new music is dictated by the Radio 1 playlist which deems La Roux and Lily Allen over the hill and therefore primetime picking for middle-aged, middle-class department store advertising tales?
The brands mentioned above largely appeal to that demographic so going for familiarity over a new artist is a much safer bet. And in a corporate environment where the average chief marketing tenure is under two years, safety and immediate impact is the order of the day.
Unless you’re going to go big and buy yourself instant stardust with Ed Sheeran or Taylor Swift (how many times have you seen ‘Shake It Off’ in a creative WIP this last year?), then it’s time to break out the shuttlecocks in your shorts, re-live who shot J.R. and dust off your 12” of ABC. Because then success will be so easy for you but don’t forget it’s the gorilla who put you where you are now and he can put you back down too.
Nicholas Gill is planning director at Doner UK
This article also featured in the Global Doner D\Construct thought leadership series.