, ,

NEW BUSINESS BRIEFING: WITH VICTOR HOUGHTON – EP9

Victor Houghton is back! In Episode 9 of the New Business Briefing, we discuss all the latest research that Victor has uncovered and we dive a bit deeper into the ones that meant the most to him.

There’s some great talking points for you to cover with your new business prospects, including:

  • Luck, serendipity, fate, kismet and chance. Is it really just happenstance or is it because your subconscious is picking up on clues?
  •  Why Reddit is becoming more popular than Google for fact-finders.
  •  The Gender Pay Gap Bot
  •  What Gen Zs realy think and why we should care
  •  LinkedIn’s Career Breaks product Profiled

Show notes:

Wolff Olins strategist lauds serendipity – Creative Brief

Early adopters are shunning Google’s search results in favour of Reddit 

What Gen Z really think and why you should care. GWI

The Gender Pay Gap Bot Vice

LinkedIn is introducing Career Breaks

All of us at  The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

The Advertist helps new business, advertising, marketing, digital and PR agencies find their sales mojo through our intuitive news, insight, contact data and market intelligence services.

If you’d like a free trial please contact us at hello@theadvertist.com.

/0 Comments/by
,

THE FUEL PODCAST – STEPHEN KNIGHT – PIMENTO: THE NEW BUSINESS NETWORK

Stephen Knight, ex-Advertising agency leader and one of the power players in the modern advertising industry runs a network of businesses all devoted to one thing: increasing the opportunities for people in the creative industries to network, swap stories, compare notes and generate new business.

Pimento sits at the centre of his businesses – a network of small but mighty agencies who are set up to take on the most complicated of briefs and compete against the modern monolithic agency groups.

Business development platform The Advertist – sponsor of Fuel – has just joined Pimento with a special offer for its members, so it seemed only fair to invite Stephen on and interrogate him about what we should expect.

True to form, he did not disappoint. Because access to the Pimento network opens up a galaxy of other benefits including travel discounts, racing (horses and cars), career advancement, executive coaching and lots lots more.

An hour of great anecdotes and advice from a true warrior of the creative world!

In this show, we discuss:

  • Career motivation
  • Diversity in the industry and creative solutions for change
  • How CEOs grow and bring their staff along
  • The future of Pimento
  • The art of winning new business
  • Mickey Mouse the motivator
  • Why they don’t write ’em like they used to!

Show notes

Stephen Knight’s LinkedIn profile here: https://www.linkedin.com/in/stephen-knight-uk/

Pimento LinkedIn here: https://www.linkedin.com/company/pimento_2/

The Pimento Network web site here: https://pimento.co.uk

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

/0 Comments/by
,

THE FUEL PODCAST – ROBIN BONN – CO:DEFINERY – FIND YOUR NEW BUSINESS MOJO!

How do you grow from working in the agency, to ON the agency?

Robin Bonn is an expert mentor, coach and new business person, specializing in the creative sector, helping agency owners nurture their growth ambitions.

Learn Robin’s best-selling tips for making sure that leaders bring their people with them on the journey and how to develop the new business pipeline into a long-term 3-5 year strategy.

What’s the magic ratio of referrals to cold new business and how do you delegate growth responsibility?

A fascinating hour of conversation with one of the best in the business!

In this show, we discuss:

  • The art of lifting your head up
  • Why having focus is a superpower
  • How to be a cutting-edge conformist
  • Alignment and decision making
  • Why creds decks stop you listening
  • How the pandemic created a no-fault reset
  • What skills are needed to win new business consistently?
  • The latest shots fired in the agency -v- consultancy war
  • What’s so great about soft-close kitchen drawers?

Also – Jeremy Davies on agency reception perceptions.

Show notes

Robin’s LinkedIn profile: https://www.linkedin.com/in/robinbonn/

Co:definery web site: http://www.codefinery.com

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

/0 Comments/by
,

THE FUEL PODCAST – ANDREW TENZER – REACH PLC: ESG RULES? PART 2

Part two of the interview with Andrew Tenzer about his and Ian Murray’s research – Gut Instinct, The Empathy Delusion and  The Aspiration Window, which caused a tsunami of controversy in the creative industry by demonstrating how, sometimes, creative agencies can assume too much about the mindset of consumers.

What do they say about assumption and its parental reputation?

Andrew discusses how there is compelling evidence that the creative industry often imposes its own views on the creative execution of advertising and marketing campaigns, incorporating tropes, stereotypes and urban myths that bear no resemblance to the target audience. And with the cost of advertising being so high, why are we still taking such massive risks?

What happened to the entertainment side of the business? Why do people actually buy products and services and what can the industry learn from all this research?

In this show we discuss:

  • Shouldn’t the ad industry be encouraging its clients to pay tax?
  • The advertising industry’s trust problem
  • Brand and social purpose don’t sell products: the facts
  • How the advertising industry’s mission contradicts ESG ambitions
  • How the ad industry supports platforms that create the chaos
  • How to deal with Twitter trolls
  • The Dictator Game
  • Reach plc’s cookie dilemma

Show notes:

Andrew Tenzer’s LinkedIn profile: https://www.linkedin.com/in/andrew-tenzer-04919657/

Ian Murray’s LinkedIn profile: https://www.linkedin.com/in/ianrmurray/

Gut Instinct report here: https://www.reachsolutions.co.uk/sites/default/files/2018-11/Reach%20Solutions%20Why%20We%20Shouldn%27t%20Trust%20Our%20Gut%20Instinct%20White%20Paper.pdf

The Empathy Delusion report here: https://www.reachsolutions.co.uk/sites/default/files/2019-07/The%20Empathy%20Delusion%20final.pdf

The Aspiration Window report here: https://www.reachsolutions.co.uk/sites/default/files/2020-06/Reach%20Solutions%20The%20Aspiration%20Window.pdf

The Righteous Mind: https://righteousmind.com/

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

/0 Comments/by
,

THE FUEL PODCAST – ANDREW TENZER – REACH PLC: ESG RULES? THINK AGAIN

Andrew Tenzer is Director of Market Insight & Brand Strategy at publisher Reach plc and one half of the team that published three controversial reports into the creative industry: Gut Instinct, The Empathy Delusion and The Aspiration Window.

All three reports set out the case that the creative industry is losing its focus on selling goods and services in favour of promoting green or social causes, mainly because the people in the industry are conditioned to believe these are priorities.

Andrew and his research partner Ian Murray contend that the socio-economic biases of the creative industry are not in tune with mainstream thinking. And Andrew should know; Reach plc is the largest consumer news publisher in the country and his insights shape the news and marketing agenda of this £500m organisation.

This is an extensive interview – so large in fact that we split it into two parts. The interview might make for uncomfortable listening for some in the industry, but our job is to have both sides of this debate in the open.

Andrew discusses the three reports in a highly engaging and entertaining way, and if you don’t want your agency to ignore nearly 50% of the global consumer mindset, then listen on.

In Part 1, we discuss:

  • The impact of social media on national health strategies
  • The BBC licence fee
  • Is trust in decline?
  • What inspired Andrew and Ian to question the creative industry’s perspectives
  • The East and West’s thinking styles
  • How society’s evolution has influenced ad land’s biases
  • Social media, confirmation bias and the need for fact-checking
  • Ad industry’s individualistic thinking
  • How his research has been pulled into the left/right political debate

This is vital listening for planners, strategists and anyone working in new business.

Also – Jeremy Davies delivers some brilliant points on referral and cold new business.

Show Notes:

Andrew Tenzer’s LinkedIn profile: https://www.linkedin.com/in/andrew-tenzer-04919657/

Ian Murray’s LinkedIn profile: https://www.linkedin.com/in/ianrmurray/

Gut Instinct report here: https://www.reachsolutions.co.uk/sites/default/files/2018-11/Reach%20Solutions%20Why%20We%20Shouldn%27t%20Trust%20Our%20Gut%20Instinct%20White%20Paper.pdf

The Empathy Delusion report here: https://www.reachsolutions.co.uk/sites/default/files/2019-07/The%20Empathy%20Delusion%20final.pdf

The Aspiration Window report here: https://www.reachsolutions.co.uk/sites/default/files/2020-06/Reach%20Solutions%20The%20Aspiration%20Window.pdf

The Righteous Mind: https://righteousmind.com/

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

/0 Comments/by
,

THE FUEL PODCAST – TOM RIDGES – GDLABS: LIFE AFTER COOKIES & THE ‘COLD START’ PROBLEM

Our love/hate relationship with cookies is about to end, so how will we be able to identify our new customers?

Fear not! Because solutions architect Tom Ridges is the CEO of GDLabs, a targeting platform that can analyze sales data to predict where your next best customers are and his company has just been VC funded to help agencies identify and track sales for their clients.

Using a ground-breaking combination of AI and data science, Tom’s team have turned the whole problem on its head and developed a solution that doesn’t rely on packets of data, but instead takes all your existing customer data and tells you where you should target your sales for growth.

Frankly it’s awesome, and if you work in business development and listen to this show, you’ll have bragging rights for months, in any discussion about where we go after cookies have been outlawed.

Tom delivers a tight 45 minutes of non-sciency data discussion to explain how your agency can stay ahead of the pack and give your client a best-of-breed solution.


In this show, we discuss:

1st, 2nd & 3rd party data advantages

The timeline for the end of cookies

The alternatives to cookies and why surveillance and intent marketing doesn’t work

The democratization of customer data

Big data -v- little data

Why it’s important to be ahead of the curve

Where to look for your next new clients and customers

Plus talking of giving up cookies, Jeremy Davies is back with a monologue about agency new year resolutions.

Show notes

Tom’s LinkedIn profile here: https://www.linkedin.com/in/tomridges/

GDLabs web site here: http://www.gdlabs.ai

The ‘Data For Bluffers’ podcast here: https://www.gdlabs.ai/blog/data-for-bluffers-3/

FREE TEST your data to see how it works here: https://www.gdlabs.ai/blog/test-your-data-and-grow-faster-with-network-effects/

How NBC Universal is handling it: https://www.adweek.com/convergent-tv/nbcuniversal-cookie-free-first-party-identity-platform/

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

/0 Comments/by
,

THE FUEL PODCAST – HELEN CALCRAFT – LUCKY GENERALS: ALWAYS ON A MISSION

Oops, we did it again! Helen Calcraft is undoubtedly one of the most high profile VIPs in the creative industry. A self confessed “New biz girl at heart”, Helen is one third of the leadership of Lucky Generals, the agency responsible for some of the world’s most creative campaigns on both sides of the pond.

If you want to know what motivates Helen to not only champion the cause of integrity in the advertising industry, but also commit so much time and effort to philanthropy, then this is a blockbuster of a show for you.

After several attempts to pin the recording date, we finally sat down together just before Thanksgiving but there’s not a trace of turkey to be found here. It’s all insight, tips and advice for anyone working in the creative industry – all delivered with Helen’s trademark personal and stylish touch.

In this show, we discuss:

  •  Helen’s early career at AMV BBDO, her inspirations, mentors and agency friendships
  •  The art of being an entrepreneur and what led to the formation of MCBD
  •  Can the magic still happen for advertising startups?
  •  Nabs #TimeTo and sexual harassment
  •  Cancer Research and Helen’s personal struggle
  •  Can we tax the wealthy?
  •  The need for change on our environmental priorities
  •  What agencies Helen really admires
  •  Helen’s top 3 campaigns of all time
  •  Outsized Post-It notes
  •  The importance of clients having a mission
  •  A totally honest appraisal of agency life under lockdown
  •  The back story to ‘that’ Amazon Alexa Super Bowl advert
  •  The importance of bathing
  •  And Helen’s nomination for the most beautiful and romantic pop song ever written
  • We also have a themed monologue from Jeremy Davies, who manages to link Peter Pan to new business research.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

/0 Comments/by
,

THE FUEL PODCAST – IAN TRUSCOTT – ROCKSTARCMO: IS CONTENT MARKETING ALL IT’S CRACKED UP TO BE?

One of the UK’s foremost experts on B2B content marketing is here to demystify the discipline and show us how creating trust through sharable and informative content is the way forward for new business.

Ian Truscott has been banging the drum for the content marketing industry since before it was cool. Over the years, he’s developed strategies and knowledge about what works, what doesn’t, and how to do it like a pro! Here’s an hour of his time for you to enjoy and invigorate your new business campaigns.

In this entertaining interview, we discuss:

 How everyone in your company needs to be aware of the brand gap

 Turning problems into content opportunities

 How to develop a flexible CM strategy

 The Salesforce TV channel

 Bullshit marketing phrases

 How long have we been content marketing?

 Who’s doing it right?

 Targeting your content to the right audience

Plus Jeremy Davies, drops by to explain how nostalgia ain’t what it used to be.

Rockstar CMO website.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

/0 Comments/by
,

THE FUEL PODCAST – NICK VIVION – GHOSTWORKS PR: A TECHNOMAD’S TALE

Nick Vivion is pioneering a new way of working hard and staying agile. At the start of 2021, tired of living to work, paying for expensive property he asked himself “what if I only had two years left to live?” He pulled a ‘Nick move’, took his successful tech PR agency mobile and began exploring the great outdoors in a recreational vehicle.

Nick’s not alone. There is a whole younger segment of society that is discarding the shackles of ‘normal’ life and adapting to a new, flexible, life-affirming, greener existence.

In this show, we discuss what motivated him and how he will be followed by an entire generation of Alt:Execs, dedicated to maximising their income by living lean and able to rapidly respond to changes in society.

This is a wonderful opportunity to explore the entrepreneurial millennial mind.

In this show, we cover:

 ‘The Two-Year Deadline’

 What you need to live a life more mobile

 Living off-grid

 Crypto and financial PR

 Content marketing

 Top tips for how to Hustle

 The future of nomadic working

Also, the ever-funny  Jeremy Davies  on product targeting and new business.

 Title Music and Theme tune by The Prospectors (Matt Bullard, Bob & Barn and Peter Banks)

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

/0 Comments/by
,

THE FUEL PODCAST – HANK BLANK 4: TIME TO GET NETWORKING!

Hank Blank is back. It’s like he never left.



In this show, we discuss:

Hank is our man in the USA for new business and client-side agency searches. Last time we spoke to him, we were in the epicenter of the second wave of the pandemic. Now eight months later, Hank is here to update us on how clients are managing with their agency searches and pitch lists.

It’s a mixed bag of fortunes as Hank’s business has been forced to accommodate this new hybrid way of working, but can pitching via video call compete with pitching in person? Will the client opt for a less creative response because they had in-person chemistry? Don’t forget this is America and the lights never get shut off!

  •  The future for advertising agencies doing hybrid business
  • How to do agency searches under these conditions
  • The dangers of Zoom calls
  • Problems of finding and retaining talent
  • …and we have time for a couple of Hankisms for 2021.

Plus Jeremy Davies branches out to provide a humorous analysis on the Internet of Trees – he can’t leaf it alone!

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

/0 Comments/by