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Jane Hunt

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International Women’s Day: Celebrating British Women in Our Industry

International Women’s Day celebrates the social, economic, political and cultural successes of women around the world. Join us as we shine the spotlight on seven British women pushing boundaries and bossing it in content marketing and other creative industries.

The Visionary
Kate Moross

Kate Moross

Creative Director and graphic designer at Studio Moross. Kate Moross is London born and bred. Since winning Creative Review’s Creative Future award back in 2007, Moross has become one of the most sought after collaborators in the design world. A multi-tasking illustrator, art director, designer and now public speaker she is known for her trademark energetic and arresting creative style – cool typography, striking illustrations and gratuitous squiggles. In the words of her team, “She pretty much is colour.” Today Moross oversees creative ranging from album and magazine covers to festival lanyards, video content and even tour visuals for One Direction. She has revealed she is inspired by everyday objects: sweet packaging, dogs, pizza, trainers – even London bus drivers.
Fun Fact: She previously designed bus and tube map holders for Transport for London.
Website | Twitter

The Dame
Dame Cilla Snowball

Dame Cilla Snowball

Group chairman and CEO of Abbott Mead Vickers (AMV) BBDO and all-round good egg, Dame Cilla was recognised on the Queen’s Birthday Honours List last year for her services to advertising, diversity and equality. Having joined the agency as the first new business director in 1992 she now oversees AMV BBDO, Proximity and Redwood. Snowball is one of the leading advocates for gender equality in the industry, having set up a programme within holding group Omnicom to increase the number, seniority and influence of women within the business – Omniwomen. Proving the programme’s success, last year Omnicom UK announced that 48% of its senior leadership is now female.
Fun Fact: The mother of three was also the first female chairman of the Advertising Association in 2012 and also chairs the Women’s Business Council.
LinkedIn | Twitter

The Activist
Ade Onilude

International Women's Day
Founder and CEO of Women in Marketing (WiM), Ade Onilude is passionate about challenging gender norms and is an advocate of the global economic empowerment of women. After becoming a member of the Chartered Institute of Marketing, Ade Onilude joined the London board as a volunteer. She was appointed Chair of CIMCOM, the CIM marketing communications forum – a role which saw her liaising with professional bodies from PR, advertising and design. Onilude identified the need for what is now the WiM forum – a space to “inspire, connect, encourage female marketers.” The first WiM was launched in March 2004, to coincide with International Women’s Day. Today WiM have an annual awards ceremony to honour women in the industry.
Fun Fact: She used to have a successful modelling career!
Website | Twitter

The Boss
Catherine Maskell

International Women's DayFormer head of global marketing at REED, Catherine Maskell was appointed managing director of the Content Marketing Association in 2017. As managing director of the trade body for the content marketing industry, Maskell is passionate about bringing agencies and brands together to create better content and keep the industry moving forward. Her role as managing director at the CMA has seen her present the prestigious CMA International Content Marketing Awards – awards that she won herself back in 2015 while heading up marketing at REED. Described by former team members as “inspirational and supportive,” Maskell is a natural leader and is already shaking things up in the content marketing industry.
Fun facts: Cath is a big foodie and loves cooking for friends
Website | Twitter

The Rising Star
Alina Ghost

Alina Ghost

As an SEO manager and trailblazer in SEO-lead content, Alina Ghost was named as the industry’s Rising Star at the Performance Marketing Awards. Ghost has worked for a number of high-profile brands including Tesco and now Amara Living. With a love of data, she cemented her expertise and passion for marketing at the University of Essex. In 2016 she created a business recommendation for Tesco’s first ever SEO-driven proposition. Using data to segment customers as well as content curation, Ghost has said that the biggest achievement was seeing the project come to life after creating the concept herself.
Fun Fact: She also has her own award-winning lifestyle blog and owns a pet tortoise.
LinkedIn | Twitter

The Guru
Bryony Thomas

Bryony Thomas

One of the UK’s pre-eminent marketing speakers and best-selling author of Watertight Marketing, Bryony Thomas first began her journey towards publishing her popular book in 2008. Thomas works with businesses around the UK to deliver 12-month marketing programmes and give businesses a clear marketing structure. A must-read for all small businesses, Watertight Marketing also won the National Indie Excellence Book Award back in 2014. Also a mum, Thomas worked for clients including Dell and Microsoft before moving to FTSE 100 company Experian, where she was appointed director of marketing.
Fun Fact: She loves a strong cup of tea and a pink wafer.
Website | Twitter

The Genius
Jo Franchetti

Jo Franchetti

A front-end web developer and all-round code genius, Jo Franchetti works for Samsung Internet and is the organiser of Codebar events. Dedicated to making the tech and web world more inclusive, Franchetti has dreamed of being an inventor since she was a little girl. She started her career building websites for people and gradually built up a strong portfolio bursting with projects big and small for agencies, brands and charities. To date her favourite project has been on an online counselling and mentoring system for children who are victims of bullying. Self-taught in web development, she now talks and runs industry meetings to help young developers get started in the industry.
Fun Fact: She graduated with a degree in mechanical engineering but decided not to pursue a career in the subject.

Happy International Women’s Day! To see how the women at JBH are #BossingIt, take a look at what I get up to! Now off to sacrifice a virgin to Beyonce …

Instagram Stories and Influencer Marketing Event
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Meltwater Event: The Krays, Pancakes and Instagram Stories

Last Tuesday I collaborated with our friends at Meltwater for an event focusing on one of my absolute favourite subjects – Instagram Stories.

Meltwater were hosting the event at the gorgeous Courthouse Hotel in Shoreditch. I really enjoyed getting to know Perri and the team while planning the morning – Meltwater is a fantastic brand insight tool and it was interesting learning more about what it can do (spoiler alert – everything!)

Instagram Stories and Influencer Marketing Event  When giving a presentation I find that asking the audience a couple of basic questions is a great way to break the ice and get a better sense of who you are speaking to. I asked for a quick show of hands to find out who was currently using Instagram Stories and whether they were having success. It turned out that more than two thirds of the room were already loving Instagram Stories – making my job that bit easier.

My aims for the event were to cover some of the basics for those with limited knowledge, discuss ways brands can work with influencers and provide inspiration for those looking to get a bit more creative with their Instagram Stories.

It’s no secret that I am an Instagram fanatic – when your hobbies include brands, fashion, interiors and the Kardashians, surely it’s only natural? Armed with my passion, I wanted to inspire delegates to experiment with Stories features on a personal and professional level.

It’s hard to believe Stories has only been on our radar for 18 months or so. With more than 400 million daily users, this relatively untapped platform presents huge opportunities for brands to get creative and win over audiences.  

On a basic level, Stories is great for showing people what goes on behind the scenes. We will be sharing lots more content on Instagram Stories in the coming weeks (or there are details on how you can get your hands on the full deck from the talk at the bottom of this post), but to get you started …

Our lovely audience


Why should brands use Instagram Stories given their 24 hour shelf life?

Instagram is life for marketers

With their 24h shelf life, Instagram Stories are what we call ephemeral content. The platform offers a happier, more intuitive user experience than Snapchat (sorry Snapchat). Reach is greater and messages tend to travel much further. People are used to interacting with brands on Instagram – as the platform has grown, beautiful branded content has become a cornerstone of the experience.

Perfect for capturing a moment in time

Stories give your audience a glimpse into your world without interrupting your beautifully curated Instagram feed. It lets you really be in the moment and is perfect for capturing a moment in time – whether it’s a new product arriving, the launch of an event or competition or in a 24hr period.

It helps you smash your goals

Whatever your marketing goals are they will probably include some variation on brand awareness, traffic and conversions. IG Stories has given us another brilliant platform to make creative content to get users interested and ultimately drive to your goal, whether that’s to raise brand awareness, have someone donate to a cause, buy clothes, sign up for an event, visit your blog or download a song.

The perfect fit for influencer marketing

Stories perfectly complements a wider influencer campaign or strategy. Influencers are out there using Stories every day, creating vibrant, compelling content that audiences can’t get enough of and are handy with the “swipe up” feature which they use to drive traffic to their own websites, blogs and/or YouTube channels. The username mention feature makes it easy for influencers to send clickers through to brand accounts where your bio can then be used to drive traffic to your website or landing page.

So that’s why it works from a technical perspective, but Stories is also light, fast and fun. It works for influencers for the same reason it works for brands – it gives them the chance to be creative without any of the pressure and doesn’t detract from the impact of their beautiful ‘real estate’ or profile.

That’s a wrap!

A former cell (current VIP room) in the Courthouse Hotel bar

After wrapping up the morning speaking privately with attendees from a fascinating range of backgrounds, Lauren and I headed upstairs to check out the bar. Only recently renovated, the Courthouse hotel is (obviously) a former courthouse. The bar features the original prison cell blocks as VIP rooms – Perri told us that the Krays were trialled there and recommended that we check out the still-standing toilet in one of the cells!

The pancakes at Old Street Records – delightful!

All that was left to do was hit the Old Street Records Cafe across the road for some epic pancakes (don’t judge us, it was Pancake Day).

Want to learn more about Stories and influencers? Email me and I’ll send you the full deck from the event. For bonus points read our Definitive Guide to Influencer Marketing – it gives a detailed overview of influencer marketing and is packed with tips and tricks.

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5 Timeless Content Marketing Wins

We love to hear the new stuff, but you can’t beat the hits.

In the wise words of former Google CEO and current Executive Chairman of Alphabet, Eric Schmidt:

“The internet is the first thing that humanity has built that humanity doesn’t understand, the largest experiment in anarchy we’ve ever had.”

In other words, it’s every man for himself. If the internet is one big experiment, is experimentation what is needed? Yes and no. Tweak, revise and update your strategy constantly, but in mind that the simplest ideas tend to be the ones that stand the test of time. Here are five of the best and most timeless content marketing wins.

Sell stories or products but NEVER both at the same time

 Great content tends to focus EITHER on the product OR on wider storytelling. It would be unfair to say that you should never create content based on your brand’s products and services. Just don’t try and do everything at once. If you have something new, educational or totally unexpected to say about your product then feel free to share it with audiences. Unfortunately for you, your customers and potential customers don’t care about your sales. They probably don’t really care about your product. Talk about the things they do care about. Teach, engage and inspire.

Encourage participation

Why not get your audience to generate the content for you? User-generated content is a tried and tested way of forging a meaningful connection between brand and customer and can increase the potential ‘virality’ of your campaigns. Something as simple as designing the user’s next Facebook cover photo can get fans and their friends excited about contributing to a brand’s marketing footprint. One of the oldest tricks in the book but it works.


Inbound marketing gets your message in front of appropriate audiences without being too intrusive. It can be argued that SEO and social media targeting kind of do the same thing – by delivering relatively personalised content in an unobtrusive way.

It works in the real world too. One great example, Google placed interactive posters around the San Francisco Bay community, giving passers-by the opportunity to choose the charities worthiest of a donation.

Leverage brand ambassadors

 Some brands find it difficult to convey a personable tone of voice with their marketing activity. Thankfully brand ambassadors are an easy and effective way of bridging the gap.

Unlike sponsorships and paid influencers rand ambassadors don’t necessarily need to be approached or employed by the company itself. In fact, the most influential ambassadors will be your customers themselves, which will require greater engagement and inclusion.

Use emerging technologies

With nearly every experiment, you’re bound to get something wrong at least once. But you might as well try to utilise an emerging technology just in case it turns out to be the next big thing.

Recent developments like virtual and augmented reality haven’t fully found their feet yet, but as reported on previously, brands including Jeep and Cancer Research are still capitalising on its capabilities. Other opportunities such as wearable technology are slowly but surely gaining traction too, but they could soon be classified as ordinary rather than experimental.

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The Underground and Other Underrated Marketing Platforms

Underground and underrated. Take care when stepping onto the marketing platform

If you’ve spent much time on the London Underground you’ll have noticed the ads. Ads on the trains, ads on the platforms, ads in the tunnels, ads on the escalators. Big ads, small ads, boring ads, funny ads. Ads on paper, ads on screens. And so on. In spite of some lines having enabled Wi-Fi, underground advertising remains powerful and relevant.

Research from Exertion Media has found that most commuters find ads a welcome distraction from their journeys and that

• 65% say advertising on the London Underground isn’t as intrusive as other advertising
• 60% notice when new ads appear on their regular journeys/ commute
• 7 in 10 agree they have the time to take notice of advertising on the underground.

All this makes the tube a unique opportunity. Even though brands continue to get it wrong with inappropriate advertising or controversial content, the tube is a highly underrated platform in terms of grabbing audience attention.

With such an overcrowded online space, marketing platforms with the ability to hold audience attention should surely be seen as gold dust. Here are three more.


According to Edison Research, podcast listening increased from 11% to 36% in 2016, translating into an estimated 98 million listeners. What was once a niche medium for specific topics and themes now represents a massive opportunity for marketers.

Perhaps the biggest advantage of podcasting is that it allows for easily digestible long-form content, in a way that few other marketing platforms do. Accoridng to Bob Knorpp, host of the Beancast Marketing Podcast and president of The Cool Beans Group explains: “People who say that your podcast should be shorter are talking about people who don’t listen to podcasts.”

Podcast-loving brands include Microsoft, eBay and the ever-forward-thinking GE.

Interactive billboards

“Outdoor advertising is peddling a commodity it does not own and without the owner’s permission: your field of vision,” said ad man Howard Luck Gossange in 1960. “The individual’s air space is intentionally violated by billboards every day of the year.” More than fifty years later and billboards are still distracting us; only now they’re interactive (ok, sometimes). Gossange may well have approved.

Interactive billboards give passers-by the opportunity to actively engage with advertising, rather than passively absorbing its unceasing message. Billboards with touchscreen capabilities can change and adapt to the user’s interactions.

A couple of years ago, Google used clickable paper posters to ask people which non-profits it should fund. Rather than launch a simple online vote, Google thought it better to get out into the community and ask the opinions of locals.

User-generated content

Knowing what content your audience wants to consume is a major marketing challenge, but one that can be easily overcome if you get your audience to create content for you in the first place.

Along with greater relevancy, UGC provides a different perspective on consumer interactions, more authentic approval of your goods and services and enhanced brand credibility among loyal fans and followers.

Starbucks already knows how photos of misspelled names on its coffee cups dominate the brand’s hashtag. But with its “White Cup Contest”, where customers were invited to draw on their cups and submit the pictures as entries, Starbucks encouraged users to create a more captivating kind of content that also offered a tangible reward.

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Content Marketing 101: Tools for the Ultimate Editorial Calendar

Great content marketing requires more than just great content. Whether we like it or not,  we all learn at some point that the key to real success is strategy. In content marketing, along with things like distribution channels and influencer outreach, this should also include a yearlong editorial calendar.

While making sure that audiences are given timely, reactive, engaging and varied content is crucial, it also requires a great deal of order and organisation and, as we all know, when things get busy – order and organisation can quickly tumble down the pecking order.

To that end, here’s a handy list of tools we rely on to put together editorial calendars and content campaigns – month after month.

1. Google: Docs, Sheets and Calendar

You might think that we’re starting small here but our content and marketing teams use them virtually all day, every day – we actually keep most of our editorial calendars on Google. The three apps work together to make collaboration an absolute dream. Want to make sure you’re all (literally) on the same page? Want to make sure no one misses any important deadlines? Want to see your colleague mess up your spreadsheet in real time? Add to these benefits instant familiarity and idiot-proofing and you’ve got yourself a winning formula.

2. CoSchedule

CoSchedule lets you bring together every aspect of your content marketing strategy. The tool lets you see your entire calendar at a glance, effortlessly schedule social media posts, collaborate on projects with colleagues, and gain in-depth insights through powerful analytics. There’s a reason why it’s the tool of choice for Microsoft, Rosetta Stone, and many more.

3. Trello

Designed with collaboration and productivity in mind, Trello is perfect for big teams that work on big projects simultaneously. The editorial calendar, which tracks content all the way from writing to published, features the same template as other ‘boards’ like product development and sales pipeline for streamlined simplicity. Big name users include Google, Adobe, Kickstarter, and National Geographic.

4. Kapost

Tailor-made for B2B brands or those producing high volumes of content, Kapost is great at tracking entire campaigns, from brainstorming and creation to distribution and promotion. You can also create, review, and approve content in one place as well as optimise your entire marketing stack thanks to its open architecture and robust set of APIs. Noteworthy users include IBN, Lenovo, and AT&T.

5. Asana

Seeing as you can toggle between a list view and calendar view, Asana makes it easy to focus on pressing priorities or longer-term goals. Team members are able to publish their progress without having to schedule unnecessary meetings, while ideas brought up in the conversations tab can be turned into actionable tasks. Brands like Uber, salesforce, TED, and the New Yorkers are all fans.

6. WordPress Editorial Calendar

Available as a free of charge extension, the WordPress editorial calendar makes complete sense if you already use the platform as your CMS. In addition to scheduling content, you can also click through each item on the calendar to make immediate changes. The ability to drag and drop content from one day to another is a nice little touch as well.

7. ContentDJ

ContentDJ and its all-in-one editorial calendar tool enables you to create a marketing mix tape with no gaps or filler. From one place you can manage and approve multiple clients and posts with the help of custom colour coding and interactive scheduling. Its search feature can also scan millions of online articles based on your chosen keywords for external content curation.

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Personalisation – What Next?

Personalisation in 2017 requires a little more sophistication than addressing your email subscribers by name. Spoiler alert: they’re onto you. At this point users are switched on enough to know when they’re being emailed by robots – and it’s probably getting on their nerves.

With most of us owning two or more devices and technology leaping forward at an astonishing rate, brands are putting their best foot forward with in-depth personalisation.

Giving the customer a truly unique and individual experience isn’t easy; if it was, we’d all be doing it! Collecting and collating the raw information needed to reach the right people, in the right place, at the right time is an epic task which requires making the most of resources, big data and audience analytics.

The point is, we should all be doing it – in some incarnation. Personalisation is the present and future of content. Some of the necessary tech is big, glossy and expensive – but there are virtually always scaled-down versions available to owners of smaller businesses.

Here we give you the lowdown on a few of the latest and most exciting developments and encourage you to get personal with your potential customers.

 Because you jogged …

With on-demand streaming services like Netflix and Spotify, users receive personalised recommendations based on what they have already watched or listened to.

In the future, this type of context-based content looks set to go even further. The fact that customers tend to stay logged in to streaming services across all their devices opens up unique opportunities to marketers.

“If I know that you’re listening to certain type of music, and I know you happen to be jogging at this time of the day, and I know your age and where you live, and then we have access to dynamic audio, I can change my message to you in a moment’s notice,” says Tony Mennuto, president of Wordsworth & Booth.

People who usually hit the gym at 6.30am could be greeted by their favourite running tunes the second their GPS signal shows they have arrived.

People who like to binge-watch Homeland on their commutes from London to Northampton (*cough, Jane, cough) could have their episodes waiting for them as they step on to the train.

While none of us are completely comfortable with the powers that be having access to our personal data, we are lazy! Tailor-made messages could be welcomed, provided they make life easier.

 Beacon technology going from strength to strength VR & AR

Personalisation advances are also transforming in-store experiences for retailers like House of Fraser and Ted Baker , who have had success sending offers via push notifications to shoppers as they browse.

The same technology is also being used by brands like Coke to develop personalised billboards, which can display the user’s social media picture and name as well as relevant products and offers based on their data and demographics – not for everyone but certainly a great idea.

Technology is also in place to scan what the individual is wearing to offer similar brands in future interactions and Tesco has even been using recognition software at its petrol stations to determine shopper demographics and display relevant on-screen ads.


Two of the biggest buzzwords in marketing and tech, virtual reality and augmented reality allow consumers to literally see what life would be like after purchasing a particular product or service. Jeep recently launched augmented reality across 800 of its European dealerships to let potential customers see and virtually interact with a life-size Compass model. The technology offers 360-degree camera options along with the ability to change colours and wheel options.

At the other end of the marketing spectrum, Cancer Research provides a great example of what can happen when you embrace the possibilities of virtual reality. Working with agency Atomic London, the organisation created a field of 100,000 virtual flowers bearing the names of supporters who left the charity a gift in their will. The meadow could be viewed by friends and family through the Oculus Rift VR headset.

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Disruptive Marketing: Putting Young Brands Centre Stage

In an age where traditional forms of promotion and publicity are failing to get digital audiences excited, marketers must be prepared to take risks. Handled with care, disruptive marketing is a total winner – for startups and established brands alike.

Over the course of digital marketing history, the disruptive approach has allowed companies like Uber, Airbnb, Brewdog and even Google to become dominant forces in their respective industries. But – it goes without saying – getting it right is really, really, really hard.

The foundations of disruption – e.g. audacity and impulsiveness are difficult to sustain in the long term. This alone is enough to make most of us want to play it safe or at least have some sort of contingency plan in place. But you want your brand to be the next Google, right? Of course you do. Here’s how …

Consumer first, all the way

We’re all quite used to the convenience now, but the ‘sharing economy’ business models of Airbnb and Uber were extremely disruptive when they first showed up. In addition to developing technology platforms that allow users to share their goods or services for a cheaper rate than established enterprises, both relied on word-of-mouth and promotional codes to grow their businesses in their early days.

The shared appetite for disruption doesn’t stop there. Both brands have strengthened their offerings over time to meet the needs of different markets in different locations.

Ride request choices at Uber range from luxury cars to wheelchair-accessible vehicles, but Uber has also branched out into business travel and food delivery. Meanwhile, Airbnb has given users the ability to advertise travel experiences alongside accommodation options, which now includes business travel as well.

All the while, both have had to contend with their fair share of criticism and controversies – some deserved, some circumstantial. In spite of this, Uber and Airbnb continue to thrive because customers are drawn towards their cheaper, more convenient products and the fact that both brands are continuously striving to offer something new while always putting the real needs of the consumer first.


After making the initial splash, it’s all about broadening your appeal to a wider audience while retaining the same disruptive attitude that brought traction in the first place. Brewdog has done a phenomenal job of this.

After initial PR stunts like driving a tank through London, going up against the Advertising Standards Authority with a foulmouthed (and totally contrived) rant regarding the banning of its 18.2% Tokyo imperial stout and serving beer in the bodies of dead squirrels, this alternative beer behemoth is now valued at £1bn.

Despite the fact that 22 per cent of the brewery is now owned by a major private equity firm, Brewdog is keeping it punk. Co-founder James Watt believes that PR decisions like the DIY Dog initiative, where beer recipes are published online for free, reinforces the brand’s original outlook.

“We were founded on the punk mentality. Being anarchic and disruptive is in our blood,” he says. “DIY Dog was not only a celebration of everything craft beer, it was another advance on the on-going war with global mega beer corporations.”

Don’t lower your voice

Even when emerging startups become established brands, the need for disruption remains and allows brands not only to keep on progressing but also to ward off any future competition.

Take global roost ruler Google. Its dominant position was only achieved through innovative thinking and calculated risks. Some decisions like halting sales of Google Glass have been questioned; others such as its acquisition of YouTube proved hugely successful.

“You can be disruptive when you are a startup or a mature global business; the key is to have great people and a great culture,” notes Yonca Brunini, vice-president of marketing at Google EMEA. “Our original mission – to organise the world’s information and make it universally accessible and useful – remains as true today as it was 17 years ago.

“It keeps us focused but also restless and always looking to explore and innovate. It keeps us on our toes. Remember, we could easily be disrupted too.”

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Digital Marketing Horoscope 2017

What does 2017 have in store for marketers? Follow your destiny for the latest and greatest trends in our Digital Marketing Horoscope 2017.


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Three Kings of Christmas Content

With little under two weeks until Christmas Day, ‘tis officially the season to be jolly. While most of us are still running around like headless turkeys, the world of marketing was prepared months ago, with some Christmas content appearing in early November.

We all know who the usual suspects are, but who else got festive marketing just right this year?

Heathrow Airport

You have to hand it to the marketing brains behind the Christmas campaign for Heathrow airport – after all, how festive can an airport really be?

Set to Chas and Dave’s “I’m Coming Back,” the ‘Coming Home for Christmas’ ad features two ageing teddy bears making their way through Heathrow Airport, just about managing to hop on the escalator and grab their suitcases from the baggage carousel. Just when you’re not sure where the advert is going, two kids run towards the bears for a hug – at which point they transform into the children’s’ grandparents.

It sticks with the classic message that the most important thing about Christmas is the people you spend it with. To support the campaign, Heathrow has recruited street artist Ben Eine to create personalised welcome banners featuring signature lettering for visitors to hold up to their loved ones.

Heathrow’s commercial director Jonathan Coen said: “Christmas is my favourite time of year at Heathrow – the airport is abuzz with families and friends reuniting for this special time of year.”


Marks & Spencer

John Lewis usually appears untouchable with its highly anticipated Christmas advert. But 2016 has seen Marks & Spencer threatening to outshine its retailer rival with its Mrs Claus campaign.

In addition to her starring role in the brand’s heartstring-tugging TV ad, Mrs Claus took over M&S’s social media account with the #lovemrsclaus hashtag and a specially designed emoji.

You can also find an army of Mrs Clauses in M&S stores during the run-up to Christmas, hitting customers with random acts of kindness and donating £5 to charity each time they do. This is the culmination of speaking to 15,000 customers a week and collecting data about what the public wants from M&S.

“We have put the customer experience very much at the heart of everything we are going to do,” said executive director of customer, marketing and M& Patrick Bousquet-Chavann. “This is not just a traditional advertising campaign, it’s a customer experience campaign created with the help of our customers for our customers.”



Together with a two-part television advert, which was written by The Grand Budapest co-collaborator Hugo Guinness and features a cast of children reenacting a British Christmas from days gone by, Mulberry also launched a thoroughly well-thought out online campaign too.

Again, it puts a humorous spin on tradition when travellers from far and wide come to witness one lucky lady’s latest Christmas present – a Mulberry bag. It starts with a couple who have clearly just moved into their new country home, which might be a bit disorderly but certainly isn’t as bad as a stable.

Once the box is opened and unveiled, a couple of shepherds enter the house before three fashionable wise men appear and comment on the bag’s appearance and quality. The camera then zooms out and we see a scene that closely resembles the Nativity.

With both adverts, Mulberry has managed to perfectly encapsulate what the brand is all about. It might be at the higher end of the market, but Mulberry clearly puts a big emphasis on togetherness and tradition.

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Interactive Infographics: Not Your Average Content

Got some surprising data you think needs to be shared with the world? Looking for a new way of attracting your audience or generating digital PR? It might be time to take your infographics interactive …

As the internet becomes ever more the centre of the universe, the ability to hook your target audience with cutting edge content is a must. Interactive infographics offer all this and a whole lot more; giving you interesting, interactive content that will get your brand noticed.

Interactive infographics work particularly well with detailed or complex information because different areas can be displayed in a way that makes them easier to comprehend. Using interactive Infographics also allows for amazing engagement – let’s face it, hovering, clicking through and scrolling are far more exciting than reading pure and simple. Web users are also far more likely to remember information gained through physical activity, especially if it is well-written and presented with an emphasis on creativity.

With interactive Infographics, you are creating a journey and allowing the user to choose which path they take – take the time to discuss everything with your team in detail and devise designs that your audience will love. Here’s a few tips to help you along the way:

  • Choose content that’s right for interactive infographics. Think about your information – why do you think It would work well as an interactive? Is it worth the investment? (Obviously we would always argue for yes!) Consider your main messages. Some content works better than others and will come alive if presented in this way. A good design team can help guide you through this process and highlight what is suitable and why.
  • Get your facts right. Back up your content with strong, accurate, up-to-the-minute data. Do your research thoroughly and serve up your copy in bite-sized, easy to understand portions.
  • Make it physical, keep it simple. We touched upon engaging your audience with clicks, scrolls and hovers, but it is crucial these are designed as easy navigational points with simple movement between different topical areas. Consider this if you choose to multi-paginate too as users will need time to digest different areas of information.
  • Let them participate. The more personalisation you can get in your interactive infographics the better.
  • Choose interesting, eye catching designs – and make sure they are pitch-perfect for the topic you’re presenting. The way your interactives look is so important – ugly forms of presentation with little or limited white space are so off-putting most users won’t even want to read the first sentence, no matter how brilliant your content is!
  • Get social – don’t limit your brand by only displaying on your website, go beyond and step into the realms of social. Choose the networks most likely to respond well to your infographics and for bonus points ensure your infographics are accessible and searchable by using relevant hashtags.

Inspired? Check out some of our recent interactive infographics