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Finding purpose

The popularity of Simon Sinek’s ‘Start With Why’ has found countless business leaders, marketers and private individuals looking for a sense of purpose and direction. Enlightened marketers realise that consumers are drawn to products and organisations that resonate with and reinforce their own values and sense of purpose. In this article, you’re going to be getting in touch with your inner source of evolutionary purpose; the guidance system that can keep you on-track today, and twenty years from today.  While researching his ground-breaking book, Exponential Organizations, angel investor Salim Ismail and his team explored businesses that were growing at an exponential rate (E.g. Airbnb, Netflix, Uber each doubled the size of their business in 2015). One of the qualities they identified that all the exponential organizations share is a “massive transformational purpose” (MTP). You may be familiar with some of these, for instance:
Gym

Inspiration from music

In the following series of articles, I want to explore creativity through the perspectives of different individuals from completely different walks of life. I will pick people from the worlds of industry, music, the arts, sport, gastronomy, architecture, politics and literature in order to find out what their beliefs and principles are when it comes to the precious commodity called creativity. In each case, I will highlight two or three aspects about their thinking that feels fresh and different and then try and apply this back to the world of business. Brian Eno is a British musician, composer, record producer, singer, writer and visual artist. He joined the rock group Roxy Music as a synthesiser player in 1971 and has subsequently collaborated with a number of famous acts including David Bowie, Grace Jones, Coldplay, U2 and Talking Heads. He was a pioneer of ‘Ambient Music’, a genre that valued tone and atmosphere above structure and rhythm.
Gym

The copywriting process

Scenario 1 Client sends Copywriter Messaging Matrix in Excel 1.    Receives email advising of attached Messaging Matrix for review 2.    Suspects Messaging Matrix means an Excel document 3.    Sees attachment is an Excel document 4.    Sighs 5.    Opens attachment 6.    Sighs 7.    Eyes hurt looking at the mess of fonts, colours and lines 8.    Squints to read Copy 9.    Presses arrow on keyboard to move across a row 10. Moves across five rows in error 11. Attempts to make Excel document smaller to fit the screen 12. Excel document does not fit the screen 13. Sighs 14. Reviews Copy 15. Hits Return but goes to the box below instead of starting a new paragraph in the box above 16. Sighs 17. Highlights the whole document 18. Presses Ctrl+C 19. Opens Word document 20. Presses Ctrl+V
Clubroom

The spirit of exchange

It was a privilege to be invited to attend an intimate lunch sharing session with the esteemed Ralph Kugler, Chairman at Williams Lea Tag. Without any preconception of what to expect from the exchange, I learnt many valuable insights from the stories and experiences Ralph shared. My knowledge of what creates successful brands and leadership in larger organisations has certainly broadened. What was apparent from Ralph when he described his transition through various roles, was how important listening and being empathetic was, whether this be to the customer or people you are leading. These are both important leadership characteristics for long-term success. I will leave you with excerpts on some of his insights and hopefully like me you gain much inspiration.
Library

Gay for pay

As we come to the end of Pride month in the UK, I’m getting rainbow-ready for the grand finale of celebrations with the annual Pride Parade through central London on 7 July.  I remember last year’s parade, as we strolled through Regent Street and lots of brands on the procession route had rainbow-ed up their logos and shop fronts. A few of my friends dismissively hissed “they’re just doing gay for pay” - brands buying into a trend, for commercial gain. If they thought that last year, you can imagine what they’re saying this year. I don't have the numbers, however anecdotally, I sense that more brands have jumped aboard the gay train this year. London certainly is awash with rainbow flags: I’ve never seen so many logos and shop fronts resplendent in all the colours of the rainbow.

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We’ll be discovering what purpose means and how organisations can channel
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Projecting ourselves

A few years ago, I was browsing round Foyles at lunchtime. Next to all the books, on the wall, was a map of the world. But something was funny about it, it was distorted. By Dave Trott..

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Lessons from Hollywood

Like Steven Spielberg, when it comes to campaigns and content, we need to stay in the box and go back to basics. Writes Aimee Anderson..

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Nike's Kaepernick Ad: Provocative PR, not purpose-led branding

Nike’s new Colin Kaepernick advert has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad, but 39% feel more negative.

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