Conversations are the key in 2015
Last year we predicted more confidence from senior execs and marketers. 2014’s brand of confidence definitely came from the picture becoming clearer for decision makers rather than belief in an improving economy.
Most organisations had got their heads around what they wanted from traditional and digital channels (they put social into perspective for a start) after trying to get the mix right and testing new channels in recent years.
Crucially, they capitalised on what their marketing data was telling them. It was from this position of strength and understanding that investment increased, particularly in digital. That’ll continue again this year. The IPA are predicting further growth in UK marketing spend this year, for a 3rd consecutive year.
The big challenge for brands remains to increase or own conversations in their category. We’ll see more focus on that as ambitious organisations invest in what they are saying now they know where they need to say it. This should lead to increased investment in campaigns to help brands cut through what is noisier world.
For us? A continuation of the strategy, with even sharper focus on sector strength. This time last year we officially launched our London office (I’m on the early flight to London City as I write this – £30 return BTW!) and it has been a real success for us with over 35% of new business coming from our presence there.
A large slice of that work has come from the Legal and Media sectors which has seen us tackle some great projects including strategies for group legal actions through to working with a cross-channel media company on the launch of their new app this year.
International work continued with the rebranding of Los Angeles based multi-channel network Thoughtful Media ready for their push into the Asian market.
Closer to home, in the South West, we continue our long standing relationships with some of the region’s most ambitious business. The common characteristic is amongst them being a desire to grow their businesses nationally. Given what we’ve done in 2014, we are better placed than ever to help them create and increase conversations.
