On the subject of great ads…
The VW ad that was aired during the Superbowl really made me smile. The Creative Team who came up with this must have had a good chuckle. You can relate to it one way or another, every boy growing up loves Star Wars, and I believe it’s my nephew in that costume!
However, what has really impressed me is the new Beetle ad from VW. How many car adverts are there that actually don’t show the car? Brave from a marketing perspective but the Art Director and Copywriter should get an award out of this one!
All in all, VW can’t go wrong with either of them!
Anna Darnell – Creative Recruitment Specialist
Whilst watching the film “The Social Network” on the weekend I was left pondering the impact of Facebook and how it really has become an intrinsic and vital part of our daily lives. Its success has been phenomenal with “The average U.S. Internet user now spending more time on Facebook than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined – that’s over 7 hours a month”.
Facebook who currently has over 500 million users, has clear plans to reach the billion mark. Yet it would seem that the social networking giant is beginning to face a backlash. People are now committing Facebook suicide in attempt to regain their anonymity. Once the epitome of preppy cool, Facebook is now sadly becoming the domain of your grandma who has sent you a friend request.
Could the hype finally be subsiding, there is no denying that Zuckerberg still remains at the top of his game having been recently voted Time’s Man of the Year. However, with the imminent float of Facebook now looking almost certain, is it time to get out and enjoy non virtual life again.
Over the past few years we’ve heard many comments about LinkedIn being used as a tool for recruiters, the majority being negative. There is an apparent resistance to potential candidates being contacted via LinkedIn to establish if they could be interested in a potential opportunity. Or is there?
The poll seems to cover all walks of life from different business sectors at different levels. The fact that the overwhelming outcome is in favour of recruiters approaching potential candidates goes to show, how valuable tools like LinkedIn can potentially be. Granted – many of the comments are focussed around the relevance of opportunities that are discussed or the manner in which an approach is made – if we’re being honest, this could be said of pretty much any service industry.
Recruitment has changed. You cannot simply advertise a role now whether on or offline and hope that the best candidates see said advert and apply. Our job is to find our clients the best candidates and by that, we have to search for the best candidates, regardless of where they are using all channels available. LinkedIn won’t work in isolation, nor will online advertising, press, headhunting or social media. It’s an integrated approach that’s not easy, but if it was, everyone would be doing it!
As you may have noticed Leeds was a buzz of digital activity last week with the culmination of the Leeds Digital Festival being the DADI’s happening on Friday 12th November. Set in the rather grand Saviles the event was host to the crème de la crème of digital agencies all flexing their digi muscles.
It really was a night of celebration with trophies being handed to an array of different agencies; some new ones on the radar include Young who were crowned with the ultimate honour, taking home the Grand Prix award for Learn Something Every Day Campaign
The Chairman’s award went to Hamptons Associates for their work with Brewdog an unusual Beer company who’s hedonistic range includes Trashy Blonde…with the strap line “you know you shouldn’t” and 5.AM Saint.
Digital Agency of the Year and Creative Team of the Year went to MadeByPi with DADI individual of the Year going to Aidan Cook MD of Former agency Sense Internet, overall MadeByPi swept the board winning a record number of awards.
Entertainment was kindly provided by Phil Nichol a Canadian comedian, singer-songwriter, and actor. His risqué humour certainly made a lasting impression with the audience with his song entitled “Eskimo”…
As the wee hours of the night came upon us their were various people reliving their youth on the dance floor, “spinning around bright young things”…no names mentioned but you know who you are! Needless to say Network Marketing and The Book were there til the lights came on!
Even though we’re not quite at the end of 2010 it‘s been such an amazing year for the digital market in Yorkshire that we thought we’d share our stats on what’s been happening. As it’s also Leeds Digital Festival this week we thought all of you digital marketers (or wannabes) would be itching to know how your industry has changed compared to last year.Here’s just a few *stats to get your juices flowing:
Digital marketing recruitment volumes are up 40% on the same period across 2009
Digital recruitment, agency side (working within a digital agency), has grown by 10% compared with 2009
Digital recruitment into client side positions has increased by 30%
85% of agencies we deal with now have a credible digital offering as part of their solutions for clients compared to 65% in 2009.
Implementation of social media as a channel (such as Facebook and Twitter)within the job description for digital roles is up 80% compared with 2009
Pure social media recruitment is up 300% from a very low base
A mobile element now features in 35% of briefs (including development/application of apps) compared to less than 5% in 2009
(*All statistics relate to Network Marketing recruitment market insights and compare November 2008- October 2009 with November 2009 to October 2010.) Conclusions
Whilst the digital market is still growing strongly, there are clear signs that the discipline is maturing across the marketing field. Growth in the sector has been predominately within the client side although agencies like twentysix and MadebyPi have grown considerably. The growth client-side demonstrates a greater understanding of the discipline for clients and a greater confidence in creating strategies and implementing them in-house. This could also further demonstrate a real adoption of digital strategies as a core channel for many client side companies.
For agencies, the market has become very fragmented. Where a year or two ago there were a select number of purists delivering digital solutions to clients, now, the majority of traditional ‘off-line’ agencies have a digital offering. Perhaps this is driven from a client requirement where a marketing and creative solution invariably requires a digital angle and they are reticent to pass this on to a 3rd party. Whilst social media has been the buzz-word over the past 12 months many companies appear to be still struggling to see the transparent return on investment of social media. Perhaps this is a misunderstanding of the discipline that has been likened to a bonfire burning away in the background rather than the fireworks of PPC or advertising activity (analogy courtesy of Jono Marcus Lucre Social).
See it more as brand building – not generating immediate sales (contrary to the expectations of most online activity).The Leeds Digital Festival running this week demonstrates without doubt however that Leeds is positioned as an incredibly strong force in digital marketing.Future TrendsDigital is here to stay.
“No kidding” I hear you say. I’ll explain. In a current debate on our Linkedin group Mark Bower from CoolPink made a very important point. The audience has changed. Digital is no longer a bolt on to a marketing strategy, it’s a fundamental part of marketing that needs to be integrated.
Our stats above substantiate this. Clients have embraced digital marketing at a greater rate over the past year and will continue to do so. Marketing spend will still be split across disciplines with, most likely, a proportionately larger percentage being driven online.What digital has got that most other marketing channels don’t have is the ability to be completely innovative. And I for one believe we have some of the most innovative people in the industry based right here in Yorkshire.
For further information regarding this survey please contact Jonathan Hirst
Last night I was lucky to meet with marketing and design professionals for an evening with the Chairman of Elmwood, Jonathan Sands, courtesy of Business Link.
For those of you not familiar with Elmwood, they are an international brand design consultancy based in Guiseley, West Yorkshire. Founded in 1989 with only a handful of clients, their days working on small local campaigns from their Yorkshire base now seem a distant memory. The Yorkshire agency has successfully expanded to operate on a global scale, with offices in Melbourne, New York, and Singapore. Their client portfolio boasts successful partnerships with Walmart, Nike, Durex, and Cable and Wireless, to name only a few.
The ‘Being Inspired With…’ events organised by Business Link are a valuable opportunity to learn more about key figures within the industry and with Elmwood being one of the agencies we regularly recruit with I was keen to finally meet the man behind the company, who has lead the agency to win over 100 national and international awards and to recently be voted one of The Times UK’s Top 100 Best Companies to Work For.
Here at Network Marketing we regularly attend marketing events to ensure we keep up to date with the industry. Unfortunately, due to the demands of deadlines and last minute campaign changes, it can often be the case that turnout at the events is lower than anticipated. However it was a full house at the Great Victoria Hotel last night.
After being welcomed to the event with an impressive array of refreshments (a great selection of Taylors of Harrogate tea and cookies- keeping it local, I was impressed!) and a brief introduction to Business Link, Jonathan Sands led us in to his world of Elmwood. The presentation covered not only the history of the agency but how they have approached the current economic climate to ensure growth, not failure. It was inspiring to hear positive messages about the business world today, as opposed to the doom and gloom presented in the media on a daily basis. Jonathan was passionate about the ‘recession’ being an exciting business opportunity, not an excuse for failure. Brave words but incredibly refreshing and Elmwood’s phenomenal expansion over the past few years is evidence that positivity in these times goes a long way.
We were also given the opportunity to experience the ‘culture of Elmwood’. As a recruitment consultant who regularly works alongside the agency, this was a valuable insight. Jonathan injects his belief of growing and retaining talent at Elmwood and it was great to hear that the agency spend more on learning than they do on marketing- an area that I personally feel too many companies fail to embrace. As a young professional myself it was a comfort to hear that fellow graduates and young talent are given a chance to grow and flourish. One particular point that stuck in my mind was that Jonathan purposely let his junior staff present to judges to be considered for the Yorkshire Post’s ‘Best Company to Work For’ Award in 2008, which they subsequently went on to win.
At Elmwood, relationships are placed at the heart of everything. Jonathan stated that he wanted his clients to be their best friends and in times were there is competition in every corner it is these strong relationships that will deliver results. Unfortunately we see so much aggressiveness in business every day- it was refreshing to see good old-fashioned kindness being championed.
At the end of the evening we were treated to a light buffet and the chance to network with the other attendees. The place was buzzing and the presentation had clearly been well-received. All in all it was a thoroughly enjoyable evening and I did actually come away feeling ‘inspired’. I would truly recommend people take a look at the Business Link website and check out their events programme for autumn- http://www.businesslinkyorkshire.co.uk/events.
And as a final point to all my fellow Network Market-ers, I am proud to say that Jonathan Sands declared his love for Derby County last night- my home team! We may struggle on the football front, but we have inspirational fans
As a self confessed chocolate lover I am constantly fighting the urge to nip to the cupboard at home and break off a few chunks of Green and Blacks. The 85% dark is our favourite although my 9 year old son loves the white!
The article in Marketing this week got my writing juices flowing so thought I’d add a blog post about Green and Blacks and Hotel Chocolat. Green and Blacks (G&B)are embarking on an aggressive growth strategy according to brandrepublic.com and I had the pleasure to see chocolate from the other side of the fence having met Siobahn Brown (lovely lady) from Hotel Chocolat (HC) so I feel I have something to contribute!
You would think on the face of it these businesses would be in competition however Siobahn doesn’t see G&B as a direct competitor. There’s a massive difference between the gift sector (HC) and the self purchase sector. I asked her if there was any plan for HC to compete with G&B in the major retailers as it seemed a great opportunity to extend the range and grow market share but they seem content to grow based on innovative products and an amazingly loyal customer base.
I G&B’s now being part of Kraft will undoubtedly mean they are driven to expand ranges, increase market share and conquer the world whereas Hotel Chocolat are still passionately independent, funding all of their growth through loyal customer bond schemes and their own profit.
Which side of the fence would you rather be on? Green &Black’s or Hotel Chocolat?
Jonathan Hirst blogs for fun and is MD of Network Marketing based in Leeds, a specialist marketing recruitment consultancy
The objective: To enjoy a team building event that wasn’t your usual “let’s get drunk” and then bond…although obviously that did come later
On a sunny July day the team at Network Marketing enjoyed a voyage into the forest for treetop madness…described on their website as “high-wire forest adventure” we set off like a group of intrepid explorers eager to exert our natural prowess, in this high octane sport. This was our afternoon at Go-Ape!
There was blood, sweat, yelps and a lot of wood chippings as people tried to complete the giant obstacle course in a respectful manner. The course also boasted the country’s best zip line (which is the longest at 426 metres long and over 30 metres high). Battered ego’s and bruises aside the event really was a bit scary, certainly a challenge, a lot of fun, the pictures even more so!
Anna Traversing the Rope Bridge
Dale 100ft Up in the air
Everyone completed the course – even those that really didn’t like heights – and rewarded themselves with a good feed a beautiful gastro pub in Newton on Derwent called the Half Moon Inn.
by Rajvir Khatra – Agency Consultant at Network Marketing
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