October Newsletter

From My Desk To Yours

Just this week I was speaking with a fellow business owner about the importance of authenticity?in marketing, and the way in which each marketplace seems to yearn for a personality, a face to get behind and support. Someone to buy into, laugh and joke with as well as receive inspiration from.

Now of course, not every business requires this, and there are many successful faceless and largely transactional businesses and business models. However for those companies that thrive upon human engagement and thought leadership, the dynamism?now required from your average leader has really shifted.

From PowerPoint and Clicker, to video presentations, YouTube shorts and reels, the formats within which we are expected to share in order to stay relevant have shifted seismically. It is fascinating?to watch the role?of personal branding evolve, and the way corporate branding sits alongside or leverages?the personal brand; be those external or internal on staff individuals.

So it seems there is a way of leveraging personal brands, even if it doesn't fall naturally to those within a firm; we discover that like most other things in business - even this can be outsourced. The key is to keep on top of how marketing strategies are changing in your space, noting the intricacies?and considering which?approaches (if relevant) you need to adopt to improve either your funnel acquisition, conversion, client on-boarding or ongoing servicing needs.

There is a need to be an ongoing student of how engagement needs have changed, and the positive?or adverse effects this might be having on your own sales processes.?

Insights

Whatever else you know about influencer marketing, I'm sure you know that "authenticity is key."

During Advertising Week New York, discussions were held around the evolving landscape of influencer marketing, with insights from a range of industry experts.

Some of the key takeaways include:

1. Shift in Influencer Roles: In the past, brands mainly hired influencers for content creation. Now, creators play a more integral role, influencing both brand awareness and conversions. They shape cultural trends rather than simply promoting products.
2. Content Evolution: There's been a move towards longer, more authentic content. Influencers are embracing raw, unpolished aesthetics over heavily edited visuals, as authenticity resonates more with audiences today.
3. Creator-Brand Relationships: Building a genuine connection between brands and influencers is essential. Brands have started to involve creators directly in the marketing process, valuing their input and ideas over mere follower counts.
4. Creativity and Input: Brands benefit from letting creators take charge of creative direction. Involving creators in brainstorming can lead to better outcomes, as they enjoy the process of developing unique concepts.
5. Embracing Failure: Brands should acknowledge there will be inevitable ups and downs in social media campaigns. Failure should be seen as part of the learning process, with the reassurance that the transient nature of social content allows for quick experimentation and, importantly, recovery.

These points are great practical examples of what is meant by "authenticity is key", with some actionable ways to make this more than just a catchy phrase on a page.

Full article here:https://www.adweek.com/brand-marketing/working-successfully-with-creators/

News

William Grant & Sons, the premium spirits company known for brands like Hendrick’s Gin, Glenfiddich, and Sailor Jerry, has appointed Andrew Geoghegan as its new Chief Marketing Officer (CMO), starting on 4th November.

Geoghegan, who previously served as the Chief Marketing Transformation Officer at PZ Cussons, played a key role in revitalising the company’s marketing strategy, earning him a spot in Marketing Week’s Top 100 most effective marketers in 2023.

During his time at PZ Cussons (2021-2023), he revamped the marketing approach for brands like Carex, leading to significant market share gains. His experience includes over 13 years at Diageo, where he advanced to Global Consumer Planning Director, managing the company’s marketing strategy.

Geoghegan is also known for advocating the strategic importance of marketing, emphasising creativity and cross-functional understanding of marketing’s role in business.

Read the full article here: https://www.marketingweek.com/hendricks-cmo-former-pz-cussons/

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