Hot topic time. Marketing is in danger of losing influence in the boardroom, of being usurped by management consultants and software programmes. Our profession needs to step up to the challenge of constant, substantive change; our “offering” needs an audit. We must add value in new ways, improve how we measure the effects of what we do, and eliminate some of the more annoying things about working and doing business with us.
The great thinkers and practitioners amongst our ranks provide ideas and inspiration for the task. So I’ll take a different tack and share a few thoughts on preparing ourselves to avoid missed opportunities at best, and getting it badly wrong at worst.
Last Tuesday, we enjoyed soaking up nuggets of wisdom over beers on the boat at Leith Barge. The theme of the session was young people: how and why they make us better at our jobs.
Take the lead from young people
For Claire Wood (Leith), young people hold the answer to how people think. It is no secret that young people are adept at finding out the very latest thing, embracing it and making it part of their lives. Understanding how they go about doing this is useful, so that we as marketers can replicate their method of discovery and anticipate trends.
Charlotte Gross (National Theatre of Scotland) and Gavin Bell (Blue Cliff Media) gave us an insight into the brilliant benefits of the ‘apprenticeship model’ or ‘learn by doing’. Just doing relieves your ‘entrepreneurial symptoms’ and makes you better. Prototyping gets you to constantly evolve, try out new things and not rest on your laurels.
Keli is Deputy MD at Frame, an 80-strong award-winning creative agency based in Glasgow. Frame specialises in advertising, design, digital, PR and media, and is the only integrated agency of its kind in the country.
Keli's experience is impressive, with 20+ years in strategic development and account direction across a large portfolio of brands including Subway Sandwiches, Bulmers Cider, Irn-Bru, Orangina, Honda, RBS, intu and many more.
Keli was nominated as Scotland’s Agency Star of the Year in 2016 and most recently as a finalist in the UK-wide IPA / Campaign Women of Tomorrow Awards in 2018.
She lives in Glasgow with her husband and her two girls, her daughter Matilda and her kitten, Mabel.
We caught up with Keli prior to her appearance in our annual Badger Debate at Amplify on August 24.
You’ve worked for Frame for the past 16 years. Where does your love of marketing come from?
A recognised thought leader in data analytics and modelling, Hew has spent the majority of his career finding new and innovative ways of making data analytics transformative for businesses that span industries.
As principal analyst at Sumerian, a provider of big data analytics for retail and investment banks, Hew was responsible for optimisation modelling and analysis for big-name financial clients across the globe. He was also the CTO and Head of IT Analytics for Registers of Scotland, a department within the Scottish Government that maintains records related to land, property and other legal documents.
We are looking forward to hearing from Hew at this year’s Digital Day.
You launched TVSquared in 2012. What’s it all about and who should be using it?
We created TVSquared six years ago after learning that TV advertising, a $212 billion global industry, had no accurate, timely way to measure and optimize campaign performance. Having worked for years in the financial services space, which has pioneered and embraced the use of big data for decision-making, I found this to be shocking.
Pride month is around the corner, a time for queer celebration, parades, solidarity, vigils and tributes to those who have been lost due to hate and intolerance. It’s exciting, often playful, sometimes sad, and incredibly important to the queer community., says Becks Collins.
In part one, we learned that communication that evokes an emotional response can help both its ease of processing and its memorability. However, this leaves a quandary that some emotional ads sell, whilst others do not, says Phil Barden.