Afleveringen
-
The independent creative marketing agency community is set for an explosion of growth. Big agencies are struggling to adapt to the new climate; CMOs are buying and building their own customized marketing stack and only the very best in each discipline will do.
Clive Mishon an advertising industry veteran now heads up the Alliance (the Alliance of Independent Agencies) – a global resource of the
very best independent agencies .
Jacks of all trades are being replaced by masters, and this show is all about what we need to do to deliver what’s needed.
New growth initiatives for indies
The triumph of tribes
How media budgets are spent
Regional expertise
Price transparency
Why specialism beats scale
Show notes
1. Alliance of Independent Agencies -https://allindependentagencies.org/
2. Alliance of Media Independents - https://allindependentagencies.org/alliance-of-media-independents/
3. Alliance of Agency Founders -
Alliance
of Independent Founders - Personal Membership - Alliance of Independent Agencies
4. Alliance Learning Lab - https://allindependentagencies.org/learning-and-development/
5. Independent Agency Awards - https://awards.allindependentagencies.org/
6. Mad North - https://www.madfestlondon.com/north/
6. Global Musicals - https://globalmusicals.com/
Learn more about your ad choices. Visit megaphone.fm/adchoices -
How do we earn keep and maintain trust in our working relationships?
Over the next 3-5 years it’s going to be the only thing left that separates us from the robots.
David Meikle is here to discuss the role that trust plays in the world of advertising and marketing communications.
Trust isn’t just a critical driver of efficiency and revenue, but it’s also essential for innovation, mental fortitude, and meaningful stakeholder relationships in business.
In a world where we’re increasingly outsourcing key performance indicators, how can we be reliable business colleagues, customers and clients?
Show notes:
David's Company web site here: https://www.htbag.co.uk/
David's LinkedIn profile here: https://www.linkedin.com/in/david-meikle-6194405/
Learn more about your ad choices. Visit megaphone.fm/adchoices -
Zijn er afleveringen die ontbreken?
-
A totally new interview with audio drama expert Aaron J Reardon, recorded in time for Halloween - on video. And if that's not weird enough..
In this show, we discuss the massive growth of the audio drama genre. How creative effort beats budgets every time. Aaron's two biggest hits Plant Murder and Selene have already won awards for innovation and production and he continues to develop each one. Along the way, he's become hot property in Hollywood, recently writing a murder mystery for one of the film industry's most talented multi-talented artists.
In this special Halloween edition of The Fuel podcast, Aaron and I discuss the roots of audio drama and its future. We discuss War of the Worlds, Dr Who and Hitchhiker's Guide to the Galaxy, as well as contemporary audio drama hits such as Midnight Burger, Wooden Overcoats and The Magnus Archives - and how they have become hot property for marketers keen to exploit this incredibly powerful new medium.
----------------
Show notes
Aaron’s production company – Clever Than: https://www.cleverthan.com
Rusty Quill: https://rustyquill.com/
Aaron’s LinkedIn profile: https://www.linkedin.com/in/aaron-reardon/
Selene: https://shows.acast.com/selene
Plant Murder: https://rustyquill.com/show/plant-murder/
Learn more about your ad choices. Visit megaphone.fm/adchoices -
Mystery writer, podcaster, and indie studio head focused on immersive mysteries - Aaron J. Reardon is here to shine an eerie light on a new entertainment format that actually predates TV but is enjoying a renaissance as podcasts on digital channels. And we're not talking about a cottage industry - oh no. Audio Drama is a massive category of entertainment that hasn't even broken into the mainstream yet. Now is the chance to find out all about it and how - as marketers, you can leverage your brands in this exciting new market.
Aaron's expertise is on full display as he explains how his roots as a digital marketing lead for Red Bull, took him into the world of music, streaming and then made the leap into drama. He explains how social media has killed off the art of storytelling and how this new area is filled with content creators making shows on the fly and adapting their work in real time. We cover the Alton Towers curse, how plants kill people, what drives listeners, how marketing can leverage the format; the theater of the mind and the golden rules of creating audio drama. We also discover how this phenomenon began in the 1920s and discuss the Victorian internet.
Aaron's production company - Clever Than: https://www.cleverthan.com
Rusty Quill: https://rustyquill.com/
Aaron's LinkedIn profile: https://www.linkedin.com/in/aaron-reardon/
Selene: https://shows.acast.com/selene
Plant Murder: https://rustyquill.com/show/plant-murder/
Learn more about your ad choices. Visit megaphone.fm/adchoices -
This show is all about how to build rapport with your clients – from the first meeting, to the pitch and beyond.
My guest for this show is self-confessed risk-taker Matt Webster, whose never-say-die approach to selling makes most people blush.
Spoiler alert: It’s all about confidence and observation and in this show, Matt teaches us all how to notice the little things to build chemistry and rapport with people.
We discuss his early days as a unofficial freelance OTT salesman for Mr Freeze at school, through to selling utilities door-to-door and then how he formed his own marketing and sales business.
These days, he’s incredibly popular with his candid LinkedIn and social media activity and he claims that part of the reason behind his success is his ability to show an unvarnished personality, which means having the courage to capture the good – and the bad of your personal or business life.
Initiative
Thinking on your feet
Building lasting business relationships
Saving the ocean
Words of advice from your 16-year-old self
And…is Mark Manson a rap metal fan?
Show notes:
Matt’s LinkedIn profile here: https://www.linkedin.com/in/mattwwebster/
Make Waves, Not Waste (Matt’s company) here: https://mw-w.co/
Learn more about your ad choices. Visit megaphone.fm/adchoices -
The 5 Ds of Succession Planning
How do you prepare your agency for life after you? If it’s built in your image, round the work that only you control, how can someone else grow it after you’ve moved (or passed) on?
Talking about succession plans is like talking about making a will and like with families, if you exit - for whatever reason – and leave it intestate, dozens of careers will be left hanging in the balance.
Rachel Konrad has worked for some of the world’s biggest blue chip companies around the world, advising them on commercial aspects and she’s here to help you make sure that your business becomes a legacy.
We discuss:
Working for Carlos Ghosn, Elon Musk and the World’s Best CEO Jeff Immelt.
Why only 50% of businesses have a succession plan and when to have 'that' discussion.
CEO factories,
How the Vatican got succession right,
The Role of the Executive Secretary,
Underperforming bosses, handling the media, succession advice for creative agencies and turning fear into motivation.
Learn more about your ad choices. Visit megaphone.fm/adchoices -
Amy Taylor - former Red Bull CMO - in charge of one of the world’s most
memorable brands made her own daring leap become CEO of a publicly listed Good For You drinks company Zevia which has ambitions to be verbified for all types of positive, healthy food and beverage products.
We discuss her 20+ year career at Red Bull and her transition into the mainstream soft drinks market to meet the needs of the modern, more enlightened consumer.
The science behind making healthy sweet drinks, what new flavors are being developed and why, generating ‘Brand Heat’, dealing with a government that says “all sodas are bad”, and educating consumers by positioning Zevia as a health food hack.
We also get Amy’s take on DEI & neurodiversity and how her policies benefit a high adrenaline challenger company in one of the world’s
toughest markets.
Links:
Amy’s LinkedIn profile here: https://www.linkedin.com/in/amytaylor2021/
Zevia web site here: http://www.zevia.com
Learn more about your ad choices. Visit megaphone.fm/adchoices -
Tom Salmon and his team at Agency by Agency are modern-day marketing Magellans, charting the contours of the communications sector in the UK.
Along the way, they’ve uncovered so many useful and fascinating facts about its agencies.
This indispensable show is an exclusive look at the way we all view ourselves, what helps us stand out and what hurt us by making us all
look the same.
Unbland your agency with Agency by Agency’s world first unbiased
UK creative sector survey.
Show notes:
Tom's LinkedIn profile
https://www.linkedin.com/in/tomsalmonleeds/
Agency by Agency web site
https://agencybyagency.com/
Andy Farmer’s Spotify page
https://open.spotify.com/artist/2ynC1enfcKUTRzfh7bcVdW?si=gHZ623PfSHSJK6bmRZMWEQ
Learn more about your ad choices. Visit megaphone.fm/adchoices -
If you want to keep your agency thriving, you’d better do everything you can to understand your audience.
75% of regular, everyday buying experiences are emotion-driven and Rob Harrison-Plastow’s company SourceNine has created a tool called the Empathy Framework. This tool helps companies build customer engagement strategies that foster trust, deepen loyalty, enhance satisfaction, and create connection. If you understand your audience, everything you learn after that will make sense. This show helps you understand how to put yourself in your client's shoes and generate empathy, which will help you get those deals over the line.
Show notes
Rob's LinkedIn profile here: https://www.linkedin.com/in/rob-harrison-plastow-12314228/
Source Nine web site here: https://www.sourcenine.co.uk/
Learn more about your ad choices. Visit megaphone.fm/adchoices -
When is your dream client going to hold a pitch?
Richard Robinson, Executive Director of Ingenuity+ and one
of the ten most influential Leaders in Digital & Tech is here to help us understand how to navigate the incredibly complex marketing, advertising, digital and PR agency landscape.
It’s a science - and science needs facts.
Richard Robinson knows pretty much everything there is to
know about the science of agency pitches and the ebb and flow of the factors that influence them.
The Ingenuity+ Pitch Predictor research will help you and your agency understand all the moving parts that are going to help you put a point on your new business.
What is a pitch? Understand what clients define it as and how agencies view them.
How to build a pitch process for the 21stCentury.
The value of chemistry and the investment needed, how to
allocate marketing spend and creative budgets.
The independent agency scene and how to break the holdco domination.
The two ingredients you need to pitch against the big agencies.
How much does it cost to pitch?
The top 3 comms disciplines being pitches in the next 6 months.
Are there still ‘Big Swing’ adverts?
The value of operational discipline in agencies.
Bad briefs & confessions of an advertising expert
Links:
Richard's LinkedIn profile here:
https://www.linkedin.com/in/rprobinson/
Ingenuity+ web site
https://ingenuitylondon.com/for-brands
The Tennent's Lager wall of fame
https://www.tennents.com/us/heritage/our-story
Our new theme tune! Musician Andy Farmer's Spotify page here: https://open.spotify.com/artist/2ynC1enfcKUTRzfh7bcVdW?si=E9KdueGxSYmhYx9valpsvw
Learn more about your ad choices. Visit megaphone.fm/adchoices -
Web design using no code software. Learn how to make your digital brand campaigns sing, soar and smash by listening to the wisdom of Hannah Springett – founder and CEO of HLabs – a trailblazing no code design studio that counts some of the world’s biggest companies as its clients.
No code is what it sounds like, it uses visual interfaces to replace lines of code, meaning that the aesthetics take priority over the function.
In this show, Hannah explains her strategy for lightweight marketing ideation for publishers and how to bring the subscription model into the 21st century using her proven methods.
Find out why constant innovation is critical and why over-servicing clients works for client retention.
Hannah explains the difference between luck and opportunity and how to network for new business.
HLabs is proud to have a diverse, remote-working team and Hannah explains how this can work in today’s agency world.
We hear about how to avoid death by PowerPoint and get some great tips for pitch decks, using visuals.
Show notes
Some examples of HLabs' no code work:
Agency Example
(Brand & Website): Plastic Pictures
https://www.plasticpictures.tv/
Publisher Example
- RedBulletin Magazine (Webby Winner):
https://redbull-trinity008.netlify.app/rbop-trinity-rodman/index.html
Branded Content / Advertorial Example (Illustration & Animation): Wired x
Microsoft
https://www.wired.com/sponsored/story/empowering-ai-innovation-with-data/
Brand Example
(Editorial, Illustration, Design & Build) - 11th Hour Racing's Composting
Guide
https://composting.hlabs.co.uk/
Hannah's LinkedIn profile here: https://www.linkedin.com/in/hannahspringett/
Learn more about your ad choices. Visit megaphone.fm/adchoices -
Can the world’s richest man - Elon Musk, get away with treating the US government like a startup, throwing out Nazi salutes and behaving like the citizens of the world are under-performing employees in one of his companies, with no damage to the Tesla brand?
How much damage can one man cause for his shareholders and does he really care?
Rachel Konrad, Esben Pedersen and Craig Davis were all early employees in Musk’s fledgling Tesla business. They knew him in the early days, before most of us got to know him.
So has he always been the computer game end-of-level boss we
all know now?
Is there a charming side to Elon, or is he a 21st century Bond villain through and through?
How much hurt can moving fast and breaking politics cause to his companies and does he really care?
Three experts give their opinions on what he was like, how he won them over, and how he’s screwed us all over and made Tesla one of the most toxic brands in the world.
Most importantly – they suggest how Elon can get things back on track.
This is an incredibly revealing show that everyone who defends the man should listen to. It’s got all the facts you need to make a sound judgement on whether they were really Nazi salutes, whether he’s hell-bent on efficiency or self-enrichment and most importantly whether he has
ours or his own best interests at heart.
Learn more about your ad choices. Visit megaphone.fm/adchoices -
Creative agency procurement expert Tina Fegent explains how her process helps CMOs navigate their marketplace and get the right solution and the best value.
We discuss the power of independent agencies and how they can compete against the big HoldCo agency networks.
Why diversity is an agency superpower, how to increase the odds of getting on the short list, the importance of creativity, how procurement solves business problems, agency remuneration models, whether public sector work is worth chasing and the efficiencies of artificial
intelligence.
Tina’s LinkedIn profile here: https://www.linkedin.com/in/tina-fegent-fcips-2103573/
Tina Fegent Limited: https://tinafegent.com/
Tina Tells – latest edition:
https://www.linkedin.com/feed/update urn:li:activity:7311144893765087233/
Learn more about your ad choices. Visit megaphone.fm/adchoices -
Keeping the conversation going.
New research – and evidence from hundreds of thousands of client and creative agency pitch processes, shows that it can take up to 21 months for a pitch to take place from the initial meeting of a prospect.
So what tips can you learn to help keep the client engaged, other than sending them annoying
“Just checking in” emails every few weeks or risking being accused of stalking them at their kid’s school plays?
The PRCA – Public Relations and Communications Association, recently held its inaugural
New Biz Fest conference, where hundreds of new business experts and those thirsty for knowledge gathered together to share their tips and experiences.
The Fuel podcast was there and I invited my friend and RockstarCMO Ian Truscott on for a live podcast, where we discussed what tactics work best when you’re trying to hold a client’s attention over this incredibly long journey.
Ian shared his best practice advice for anyone working in PR agencies on how to turn the
initial spark of a meeting into a flame that burns brightly and longly.
Learn more about your ad choices. Visit megaphone.fm/adchoices -
We are on the cusp of a fundamental shift in the role that journalism plays in our lives. Terms like “Fake News” exist to downplay scandal, social media has unchained hate and negativity and allowed those with the most money to have biggest voice and to punch down on anyone who speaks out against them.
Public Relations stands at the vanguard of democracy right now, defending free speech, diversity, climate change and exposing hypocrisy and cruelty.
As Chairman of PRovoke Media, Paul Holmes is the figurehead for the world’s public relations business.
If you need to know what’s what in the increasingly influential world of public relations, anywhere in the world, then you’d better speak to Paul.
Show notes:
Paul Holmes’ LinkedIn page: https://www.linkedin.com/in/paul-holmes-4255475/
Provoke Media: https://www.provokemedia.com
The Ivan Fernandes LinkedIn article: https://www.linkedin.com/posts/ivanfernandes1_strategy-wpp-accenture-activity-7276729033378136064-3gVp?
Learn more about your ad choices. Visit megaphone.fm/adchoices -
Are you winning enough business? And when you do win business, is it regular enough and is it the right kind of business? Have you been ghosted? Are clients not revealing budgets until the last minute? Have you had your pitch ideas stolen? Above all – how do you know how much business to win?
All these questions and more are addressed in the new blockbuster PR agency new business report from the PRCA. ‘Pitch Forward’ is an astonishingly detailed survey of PR agencies around the UK on the critical issue of new business.
The report gets up close and personal with PR agencies on their new business habits and more importantly, those of their clients and prospects.
Debbie Little is the PRCA’s ambassador for growth, heading up its Matchmaker service which helps clients find the right agency partner and in conjunction with 3 Gem Research & Insights and PR Software company Muck Rack, Pitch Forward covers every aspect of the pitch process and analyses what works, what doesn’t and how to make sure that you pitch to the right companies at the right time, regularly.
This is a fascinating journey through one of the most secretive aspects of agency leadership.
Show notes
Muck Rack: https://muckrack.com
3 Gem: https://www.3gem.com
Debbie Little’s LinkedIn profile: https://www.linkedin.com/in/debbiejackson2017/
PRCA’s new web site: https://www.prca.global/
Learn more about your ad choices. Visit megaphone.fm/adchoices -
Everything you need to know about how to target, grow and thrive in China and the Far East with expert consultant Domenica Di Lieto of Emerging Communications agency.
You’ll learn how important it is to develop a bespoke approach to planting and growing your business in a market governed by a completely different value system.
You’ll hear predictions for business in the Chinese New Year of the snake and learn about the incredible speed of change in culture and business infrastructure.
Learn some of the common business assumptions and why it’s so important to know your new customers and your competitors.
We discuss how the sales process works in China and how the consumer mindset works.
We also discover how the work from home and the 886 culture works as well as hearing about all the new growth opportunities in Asia.
Show notes
Domenica’s LinkedIn profile here: https://uk.linkedin.com/in/domenicadilieto
Domenica’s company web site here: https://www.emergingcomms.com
Free handy documents about doing business in China
https://www.emergingcomms.com/guide/china-b2b-marketing/
https://www.emergingcomms.com/guide/china-marketing-strategy/
https://www.emergingcomms.com/guide/chinese-student-recruitment/
https://www.emergingcomms.com/webinars/chinese-social-search/
https://www.emergingcomms.com/webinars/china-brand-localisation/
https://www.emergingcomms.com/resources/chinese-influencer-guide/
Healthcare white paper
https://www.emergingcomms.com/blog/chinas-healthcare-evolves-opportunities-for-more-innovative-product-growth/
https://www.emergingcomms.com/blog/livestreaming-for-pbsa/
Learn more about your ad choices. Visit megaphone.fm/adchoices -
Peter Souter legendary copywriting genius of the advertising industry and now Co-Producer of Netflix’s animated Christmas hit ‘That Christmas’ with ‘Four Weddings and a Funeral’ and ‘Love Actually’ Director Richard Curtis.
It’s an epic production starring Brian Cox, Bill Nighy, Jodie Whittaker, Fiona Shaw, India Brown and a galaxy of talent, including musical assistance from Ed Sheeran.
And Peter is here to tell us all about it and make sure we all book at least one viewing of it on our Netflix wish list.
We discuss how the movie came into being and what it’s like working with all that talent. We discuss the connection between Walberswick and Stellar Street and why you should always surround yourself with incredible talent.
Peter tells us why it’s important to pay attention to the numbers but to avoid the reviews in this Neo Hollywood landscape and we learn how he uses positive reinforcement.
How are Peter’s advertising and creative skills useful in film making and how good is his Christmas trivia knowledge? It’s all wrapped up in a bow by discussing the other greatest Christmas movie ever made.
Peter is an advertising industry A-lister and now he’s a movie big wig too! We were so lucky to snag him for the show and it was an incredible hour.
Learn more about your ad choices. Visit megaphone.fm/adchoices -
TEDx luminary, leadership mentor and coach, now book author, Peter Anderton is on the show to give us a historical lesson in great leadership.
In this show, Peter reveals the simple methods that anyone can learn about how to be a great team, business, sporting, family or company leader.
The secret hacks that will improve your leadership style, learning from the greats of the past.
Peter explains how a kid’s TV game show from the 70’s simply explains all you need to know about motivation and inspiration.
Peter also turns the tables and puts Keith under the spotlight; to examine his perceptions of leadership and he rates his old bosses from best to worst!
You can implement these rules whether you’re a company of one, or a leader of many, and we tell you how you can take a free test to find out what areas you need to improve.
How to focus on the stuff you can control and lessons from Nelson Mandela and Elon Musk’s weaknesses.
The power of positive belief, saying nice things about people behind their back.
How to listen and practice gratitude and why appreciation goes a long way.
Show notes:
Peter’s LinkedIn profile here: https://www.linkedin.com/in/peter-anderton/
Take the test to see how you measure up as a leader! https://theinspirometer.com/
Alison Jones’ highly recommended book writing course: www.alisonjones.com
Learn more about your ad choices. Visit megaphone.fm/adchoices -
How can AI help creative agencies win business and get up to speed on any sector or area of business fast?
Justin Wohlstadter is the inventor and founder of Waldo, one of the leading AI-powered research and analytics tools, used by some of the world’s leading creative agencies.
Our sponsor – The Advertist has been using Waldo for some time and it’s given the new business platform a massive advantage.
Justin has been working in the field of AI, technology investment and agency research since the start of the century and Waldo provides support for agency pitches, brand strategy and creative work by reducing the sheer time and effort required to research and verify insights and reports.
Find out how YOU can leverage the advantages of Waldo for your business, because like it or not, AI is here to stay and you’re either part of the future, or left behind in the past.
How much can we trust AI research?
How AI can help the creative process
How humans and computers can coexist and how agencies can embed simple AI technology into their business model.
Show notes
Justin’s LinkedIn profile here: https://www.linkedin.com/in/justinw/
Sign up for a free trial of Waldo here: http://waldo.fyi
Some compelling research: https://www.dba.org.uk/2024-what-clients-think-report/
Learn more about your ad choices. Visit megaphone.fm/adchoices - Laat meer zien
