Niall Russell

We have partnered with Mi3 to survey Australia's top marketers, gaining valuable insights into drivers and obstacles to growth. Follow the link to download the report. Let us know what you think. Jen Davidson Anthony Gregorio Paul McIntyre

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The ticking time bomb of outdated insight... I've seen firsthand how ineffective, outdated insight can cripple a brand's NPD success. And it's not just about wasted budgets. - You lose credibility - You waste time - You deplete morale Consider this example: A major dog food company recently spent well over £10 million on a product launch - which was largely driven by outdated trend data and low sample size consumer insight. Here are some ways the not so robust and outdated insight has negatively impacted their product launch: ☒ Misaligned Product Development They created a product formulated to appease an emerging trend that was already long out of date by the time they retrieved the research. By the time the less than agile approach to NPD allowed them to launch, it had been over 16 months since the initial data collection, and the market had shifted in another direction. ☒ Inefficient Marketing Spend The marketing was set up to engage a broad, very generic "dog owner" audience on a variety of mainstream media channels - missing the mark with the younger subsegment consumer group, who they later found out, are those who best align with the specific product benefits and are much less likely to be found where the advertising was deployed. ☒ Wasted time and money They poured millions into producing and distributing a product that was too late, and marketed it toward the wrong audience on the wrong channel - resulting in a LOT of unsold inventory and the added bonus of strained retailer relationships. The result? A complete flop that barely made it past the first month on shelves! The cost of these inefficiencies goes far beyond the immediate financial hit. My advice is YOU should stop making critical NPD decisions based on data that's as stale as that bag of potatoes you forgot about. You know, the one in the cupboard that's literally grown arms and legs. So, what's the solution? It's time we embrace a real-time, continuous approach to insight generation and a truly agile approach to NPD that enables brands to get the right product to market, and engage the right target audience faster, and more cost-efficiently. Triyit can help with both of these things, and save you a pretty penny along the way! You can't expect great results today, with a strategy that relies on data from last year. I'm here to help!

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The Sun might not be the 'go to' PR target for many B2B marketers but did you know... 👀 It reaches close to the equivalent of 50% of the UK's population every month - that probably includes quite a lot of business audiences! 👯‍♂️ Among the 'punderful' headlines, celeb gossip, and racing and football fixtures, it has a dedicated business page - and also the nattily titled "sunemployment" page, all about about the world of work and jobs. 👷🏾‍♂️It's obviously read by the masses, including a heck of a lot of working people, so a key opportunity for B2B brands to be seen by lots of their employees. For one of our clients in the facilities services market that employs 120,000 frontline workers, it is a very valid media brand. So, we were delighted to be able to achieve the main spot in Sunemployment last week! My message to B2B marketers is think laterally about your media relations strategy and targets. Its not just the usual suspects that help you reach the audience you need to build relationships with! #b2bpr #pragency #b2bagency #b2bmarketing #mediacoverage

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🔺Now Serving Heinz Wherever Heinz Isn't Served : An award winning case🔺 👉 One of the winners of Cannes Lions 2024 Silver in the Brand Experience & Activation Category. Read on, it's quite interesting. 👉 THE CONTEXT → Heinz realised that some restaurants in Chicago refuse to serve ketchup. → At Chicago hot dog restaurants, serving ketchup on a hot dog is practically considered a crime. → Then there are some restaurants, like McDonald's, that refuse to serve Heinz. Heinz knows that people love them and will go to lengths to get the ketchup they love. 👉 THE IDEA → Through social listening and data mining customer complaint data, they found restaurants where Heinz Ketchup wasn't served. → Heinz built an interactive board that dispenses Heinz when you smack it and put it outside every restaurant that refuses to serve Heinz Ketchup. → They put the set-up outside hot dog restaurants in Chicago that refuse to serve ketchup. Then they went to McDonald's, which hasn't served Heinz Ketchup since 2013. → They also set up the board outside over 180 anti-ketchup restaurants across the nation. 👉 THE RESULT ▸ 180+ : Restaurants targeted with boards ▸ 225% : Increase in Heinz searches ▸ 156% : Engagement above benchmark Superb idea and execution by the agency Rethink What Say!! #Idea #Brand #Activation #Advertising #Innovation #Communication

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We've been B Corp Certified for just over a year now and the certification process was absolutely worth it!! If you're thinking about joining the movement, you might find the tips in our blog helpful!! #BCORP #PurposeDriven #SocialMediaAgency Naturally Social | B Corp Certified

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When you see this ad how does it make you feel?! ❣ ⬇ Last week I was out at The Pickle Factory, a very fun, vibey and intimate club in East London and this poster made me stop in my tracks. But for all the wrong reasons. Here’s some context: > The ad was in the toilets of the club, a great place for clear messaging around safety and helping to drive a clear message home - it’s light in there for starters, there were some queues so plenty of dwell time and the posters were very visible on the walls and on the back of the cubicles > The sentiment is an important one, the rise in drink spiking over the last few years is scarily big with 10% of women and 5% of men said they had been spiked - safety is a very important issue that nightlife operators and audiences are facing - it 100% needs to be addressed > There is a huge trend in audiences wanting to feel safer and more secure when out and at festivals, not simply because of increased cases but because since Covid audience's habits, particularly amongst Gen Z, have changed. We are seeing more demand for people wanting clarity on safe spaces and how operators are supporting this. BUT, and it’s a big but, this ad is all wrong in my eyes 👁 ❌ Here’s why: > For starters both the copy and the image does not make its viewer feel safer, quite the contrary, it brings about a sense of fear about what could happen to you out there in the dark club space > The ownership for keeping safe is ALL on the victim whether female, male or non-binary. Is this the same flyer or a variation also in the men’s toilets? Even if it is why is the message directed at the victim not the perpetrator? > Fear marketing doesn’t work and it is irresponsible. We know that if you invoke a sense of fear through your message and comms, audiences switch off, they avoid it and it can cause way more harm than good, particularly to a person’s mental health. We have a responsibility not to scare our audiences out of the clubs spaces altogether. So how about we take the ownership away from the victims and redirect to the perpetrators, sending a clear message of education and facts around the impact violence has on people with support on how to tackle this if they are having thoughts to act in a violent way? And rather than making people feel scared in these nighttime spaces, communicate how you are keeping them safe and what to do if they do feel unsafe. Ask Angela being a great initiative we have all seen across pubs and clubs. Shifting the message, the call to action and the receiver of this important issue surely is a better route to really resonate with your audience and help drive a message of change. I’d love to know your thoughts on this. #fearmarketing #ad #culturalresonace

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Packaging should be designed to work on the shelf, for shoppers. Yet too often it doesn't. Does anyone have any great examples of shopper-centric packaging - ideally a before and after photo? I'm compiling a 'top 10' and would love to share a few. Thanks in advance to my wonderful network! #packaging #packagingdesign #shoppermarketing

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Oh yessss.......that's the spot. Is your media in the sweet spot? JKO call the point at which the cost of targeting via a channel balances the acceptable level of wastage, a brands sweet spot. Media is simple, when done properly. Maximise reach of your audience at effective frequency. Yes, you can now be super targeted across traditional channels, and we are for brands that have a very narrow audience. But just because you could, doesn't mean you should. Too many brands are paying too much for targeted media and they simply don't need to. Be in your sweet spot. Be as targeted as you need to be, ensuring your reaching your audience as cost effectively as possible. You might need to accept some bleed in to other audiences, but you won't need to accept higher costs and a diminished overall reach. JKO: Media Done Properly #jko #growth #ifajobsworthdoing #marketing #media #advertising

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In the past 2 months, Neuralle has quietly launched our UGC offering for media buyers and brands - having been asked to provide 100+ UGC videos for a very large global agency this year. UGC talent are fascinating to source because it's often a lead metric on where content is going, where gaps are in the market, and what type of talent to be looking for over the next 12 months. A big insight for me this last month is the SERIOUS lack of male UGC talent, in comparison to the demand for male-focused brands. If you account for several factors including: 1) Response Rate 2) Talent Pricing 3) Quality of Content 4) Professionalism There is at maximum, 44 male UGC talent, that we believe make the cut in Australia. My pick so far is "Basic Bloke UGC" on TikTok. He knows his niche and brand alignment.

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Focussed pitching over the last few weeks, grounded by solid PR strategy has secured some terrific coverage for Shine PR clients across a range of top tier media outlets, with some big exclusives, interviews and features secured for Q4. If you’re looking to: 🚀 Raise your brand profile ✨ Improve your brand image ⚡️ Connect with your target audiences 🎙️ Manage your reputation 💥 Stand out from the competition 📰 Generate positive publicity Then drop us a line: [email protected] #PRScotland #TravelPR #HospitalityPR #FoodAndDrinkPR #PRCoverage #ClientCoverage #CoverageWins #MediaCoverage #PressCoverage

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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N. 1 Marketing Hazard.    A couple of years ago, I took a small team  through a very involved brand planning process for a small (2% of market) brand.   Very different to what we’d done before. We did it alongside different brands for the first time.   Loads of people on Teams. Multiple agencies. Lots of market data. Lots of dissecting. Breakouts with people that didn’t know each other and not enough time to finish tasks we didn’t understand.   New words - ones you would NEVER use if a customer walked into your shop —> Leverage —> Anchor space —> Demand space —> Consumer recruitment   “In what particular part of the morning  was a particular type of consumer  who cares about one particular thing at a particular time in their life  going to drink one particular type of drink?”   Over Engineered.    I didn’t think that saying “I don’t know, they can drink it when they bloody want!” was allowed. So I tried to work it out.    You see, I’d been sucked in.  Maybe this was the grown-up way to do things. The ‘right’ way.   I questioned everything I thought I knew.  Moved all the thinking we’d done around  until I had some words on slides  that the people running the show started to nod at.   But when I presented the new strategy to the board  I had to keep looking at my slides to keep track. Because the words - were not mine.   And when I presented it back to my team, I felt myself sinking because I realised… and then a trusted peer confirmed it:   “You sound like you’ve disappeared up your own arse” 🎤 Words people don’t really say on a page in a format “everyone” puts it in does not a strategy make. The following year, we kept it simple.  Started from what we knew.  Reminded ourselves where we wanted to get to. Decided the most important things to do to get there. Wrote that down. Reviewed it monthly. 🚤 🚤 🚤 Small businesses are like speed boats, not ocean liners, or container ships, like the big ones. Do not look at them. You don’t need the kind of engineering that makes them move. I am not convinced they do but that's another story. Look at your boat. And what it needs to go faster. You know. It’s your boat.   * Do you have someone who will grab you if you start to disappear? * Day 11 of 30 days on #smallbusiness and #startups #challenger #founders #brandstrategy #freelance

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Its interesting to see the trends within the CE sector with a few brands driving growth. It will be interesting to see how these brands do over peak which is likely to be softer this year than before as belts continue to tighten. If you're interested in this type of data weekly to be fast and first please do get in touch. #consumerelectronics #branddemand

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£800 million is being missed out on the on-trade by consumers asking for tap water than a paid-for alternative. An incredible stat from a recent report from KAM Insight developed in conjunction with Lucky Saint. - 2.6m fewer UK adults are drinking weekly in 2024 v 2021 - 1 in 3 pub visits are now alcohol-free - 31% of customers have left a venue early and/or disappointed because of poor low & no options - 40% will research low & no options ahead of time if they're visiting a pub, bar or restaurant and not drinking alcohol. Offering high quality alcohol-free alternatives is an easy win for venues looking to increase revenue. We've seen strong growth in the on-trade this year, and it's great to see more bars and restaurants embracing the trend. https://lnkd.in/ea7NNQGg

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The UK economy is in the pits. The US economy seems to be hovering above a recession. In today's economically unstable world, brands are looking to accelerate growth in new markets. Navigating the delicate balance between expanding globally and resonating locally is not just a strategy—it's an art form. Brands that succeed understand the nuances of local cultures while maintaining a consistent global identity. They win global awareness and customer affinity, driving pricing premiums and loyalty, realizing international market reach, and maintaining domestic market audiences. __________________________________________________________________ I help grow brands people love worldwide. Follow me, Jessie Allen for more on driving global growth, locally. #GlobalBrandStrategy #LocalMarkets #BrandManagement #GlobalExpansion

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‘You can’t really measure the impact of PR’. I hear that said so often that sometimes even those of us working in the sector can be at risk of internalising that belief. Which is why it’s so uplifting when a client takes the time to write in on a Friday afternoon to say ‘the result of the press coverage [that Rostrum generated] is a 25% increase in website traffic and a 50% increase in form completions’. That’s a measurable return on investment from your PR programme.

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Stephanie Helen Scheller saying “#sustainability is not a new diet, you won’t say tomorrow I can’t have that; it’s about conscious choice” “Reduce AdStock” Owen Griffiths “Projet #Origins should prioritise greenhouse gas emission reduction” recommends Phil Jackson “Get carbon literate” Laura Wade “Less signals, less carbon” Zac Selby Programmatic Pioneers Summit #sustainability #climatechange #greenhouse #media #advertising #programmatic #digitaladvertising

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