This year’s Marketing Society Excellence Awards displayed the UK’s bravest and most impactful marketing achievements. Direct Line, Mars, John Lewis, The National Lottery, ITV and many more can now be added to the marketing hall of fame providing inspiration for years to come.
Reading the case studies, you get a real sense of vision and purpose. But what about measuring impact – the numbers behind marketing excellence? What role does measurement play in the ad campaigns that steal headlines, generate sales, and win awards?
In a world where a marketer’s currency isn't solely focused on creative anymore, the data gold rush has taken its hold. A rush to measure, validate, optimise and manage based on the insights from the data mine.
Before we marshal marketers towards the fountain of eternal data and insights, let’s stop and think about the end goal. Why we’re doing it, how and when we should do it, the impact on marketers and crucially the business.
It was (I think) David Ogilvy that said it's only worth advertising something if you had something worth advertising'.
Two of the winners of the 2017 Marketing Society Awards for Effectiveness had obviously listened to that advice. Which leaves a problem for the rest of us. The majority of work produced by agencies is not life changing, it’s proper day to day commerce. Which is why it was so refreshing to hear from Maltesers as well as ITV/National Lottery and #jointheherd at The Marketing Society Best of the Best event last week.
Let me expand.
As bold marketers, we’re always looking for the next big thing. And it takes more than just looking for the next trend. It takes time, research, inspiration and effort to find the right solution in today’s ever-changing marketing landscape.
Best of the Best showcase event was a great source of inspiration. I Am Team GB, #JoinTheHeard and Look on the Light Side (Maltesers) – all campaigns exceeded expectations with record-breaking reach and engagement levels.
What have they done to win consumers’ hearts? What I constantly heard during the talk was:
According to Bupa's research, 34 per cent of managers say they would struggle to detect if their colleagues were experiencing a mental health issue.
In order to improve that figure, the healthcare group have launched a free online guide to support managers in promoting a good mental health in the workplace, with their 3 step programme.
Bupa Mental Health says, 'We know it’s important for your employees to be healthy in body and mind. That’s why we’ve developed our Healthy Minds service, so your employees know where to go in confidence to talk through their worries and concerns with a trained counsellor or access online information and self-help tools.'
The guide provides tips and advice on identifying and supporting someone experiencing mental health issues:
Havas Goup UK talks us through what inspired them this month, from the humble travel app to encouraging diversity:
Citymapper launches its first commercial bus route
‘Cities are complicated’, begins Citymapper’s mission statement. ‘We use the power of mobile and open transport data to help humans survive and master them’.
Now, the popular transport app has gone one further. Not content with simply recommending the quickest existing route from A to B, it recently announced it is launching a route of its own: CM2 (or Night Rider), on weekends from 9pm to 5am in the heart of East London.