Opinion: How challenger agencies can compete with the big agency networks

Barbara Bates, global CEO at Hotwire, highlights the key areas where challenger agencies can go the extra mile to compete with their larger counterparts. For a long time in the industry, the behemoth agency networks were seen as the only answer. However, times are starting to change. Clients are telling us they want creative excellence… Continue reading Opinion: How challenger agencies can compete with the big agency networks

Opinion: How to communicate in the ‘techlash’ age

Amy Drummond, head of technology at AprilSix Proof, discusses the findings of the agency’s latest report into the current backlash against tech companies. The ‘techlash’ – the backlash against the technology industry – is growing in intensity, fuelled by public, and political, concerns around data privacy and job security. But what does the techlash mean… Continue reading Opinion: How to communicate in the ‘techlash’ age

Opinion: Why marketers are investing in micro partnerships

Jill Coomber, co-founder of OneChocolate, explores the findings of the agency’s report into micro partnerships and why marketers now value brand awareness and value, over sales. Our latest report, Navigating the new marketing must-have: micro partnerships, confirms that UK marketers are flocking to invest in micro partnerships, with 84% increasing their planned investment for 2018-19.… Continue reading Opinion: Why marketers are investing in micro partnerships

Opinion: Why the north offers a world of comms opportunities

Alex Pegler, account manager at Higginson Strategy – which has offices in both London and Chester, explores how the northern powerhouse can drive comms opportunities away from the south of the country.  Last month, Theresa May led her ministers to the Sage concert hall in Gateshead for her first ever cabinet meeting in the north-east.… Continue reading Opinion: Why the north offers a world of comms opportunities

Opinion: Lack of CEO engagement in comms impacts business growth

Laura Tallett, director of business and corporate at Speed Communications, discusses the struggle of engaging CEOs in marketing activity and how to overcome these barriers. Gaining buy-in from the senior leadership team is paramount to any successful comms strategy, yet many businesses face challenges when it comes to engaging their CEO in their marcomms programme.… Continue reading Opinion: Lack of CEO engagement in comms impacts business growth

Opinion: How award wins help build a PRable brand story

Antonia Goddard, marketing and communications executive at Product of the Year, explores how brands can leverage winning an industry award. In the age of instant digital celebrities, Love Island gossip, clickbait and fat-busting secrets, there’s more competition than ever to grab a few column inches, never mind a headline. Journalists are time-pressured, so we condense… Continue reading Opinion: How award wins help build a PRable brand story

Opinion: Why non-execs are PR’s bridge into the boardroom

Scott Addison and Tal Donahue, board director and senior account manager respectively at Infinite Global, argue that communicators should build relationships with non-executive directors to get their voice heard by the board. Given the speed at which reputational issues have risen up the corporate agenda over recent years, the arguments for PR to have a… Continue reading Opinion: Why non-execs are PR’s bridge into the boardroom

Opinion: Communicators must help promote health data sharing

Catherine Desmidt, associate director and head of the health practice at Hotwire, argues that communicators must help health practitioners explain how data sharing benefits patients. Stories about data and how it is used or abused are consistently in the media. Big technology companies are being held to account over the security of data, whilst we,… Continue reading Opinion: Communicators must help promote health data sharing

Opinion: How creatives can stand out in a data-driven world

John Brown, founder of Don’t Cry Wolf, passionately defends the need for creativity in comms and argues that data will never trump instinct when it comes to producing PR campaigns with cut-through. “I’m more of a creative scientist than just a creative”. This was a phrase I overheard being belched out at a recent industry… Continue reading Opinion: How creatives can stand out in a data-driven world

Opinion: Freelance PRs are a strategic resource, not a stopgap

Nigel Sarbutts, founder of freelance network The PR Cavalry, argues that senior comms professionals need to include freelance PRs in their long-term strategies. It’s indisputable that the range of tasks that in-house staff and consultants now perform has expanded more rapidly in the last few years than at any time. PR programmes now range far… Continue reading Opinion: Freelance PRs are a strategic resource, not a stopgap