Creative UK
MAJOR INFLUENCERS AND FACTORS
- Ability to reach and engage current and prospective clients 24/7 is driving greater adoption by UK firms the last few years with even very small businesses just starting up putting increasing focus on the digital realm from the outset especially social media marketing
- Consumers especially in the direct to consumer area are challenging current marketing assumptions and approaches through having their own preferred technology stacks based on their preferred devices, apps and conversational products that reflect their patterns of behaviour in regards to how they research and buy products.
- Expectations of marketing in both direct to client and B2B are to be more engaging, fun and original for instance viral marketing campaigns
- Very specific to the growth of technology is greater focus on meaningful marketing through ‘conversational marketing’ i.e. voice, chatbots etc.
- Digital marketing is proving to be more cost effective, easier to assess ROI and success (such as with SEO) and increasingly preferred by consumers as the channel to engage with them and as a result adoption is increasingly as never before in the UK and globally.
- Customer interaction is key – understanding the correct use of where to apply digital marketing and use the appropriate channels is a must or where a more ‘human’ touch is required such as human interaction via a telephone oppose to a chatbot.
- In the UK and globally there is some current ‘pull-back’ as recent data breaches and uses of personal data are coming to light although this does not seem to be markedly affecting the overall markets.
- Artificial intelligence is increasingly being embedded into more and more applications by both larger firms and more innovative firms and in particular Machine Learning and Augmented Reality are also thought to be the next big growth areas here and globally by many industry analysts and experts.
- Advanced analytics is also increasingly a critical factor in assessing and adapting marketing targeting and ‘on the fly’ strategical decisions by larger firms – also of note are other uses such as the infamous use of firms such as Cambridge Analytica for the Vote Leave campaign for Britain’s Brexit referendum allegedly giving them the edge in targeting up to three million previously unidentified prospective voters and influencing them to vote to leave the EU.
- Taking into account the above – targeting is a key driver for areas such as email marketing as an example as is the use of targeted marketing on social platforms being ‘individualised’ for each prospective buyer.
- There is a real requirement for organisations to now refine their use of marketing platforms as many companies have too many platforms either being totally unused or many of the features going unused.
- Another real requirement for businesses is to integrate the customer experience considering the different channels they may be engaging with your brand.
- Emerging growth in the UK in Conversational Interfaces in the last 2-3 years adopted by many firms via their web sites to both help with purchasing products and services or with support and help. Chatbots can still be seen as negative though so technology to improve these types of integrations is a potential growth area in the near future.
- Data Privacy – GDPR has created a new pressure on digital marketers to be more mindful of personal data collection and management. Due to this there is substantial opportunity in the area of providing technology to ensure communication is appropriate and cross check consent has been given.
- (CMSs) and digital experience (DXP) technologies are another key area to research as content is increasingly delivered to automobile dashboards, retail kiosks, fitness trackers, and kitchen appliances.
- Conversational interfaces such as Google, Siri and Alexa are live content delivery mechanisms that require specialized and highly personalized content ‘snippets’ driven by AI algorithms in response to real-time questions and requests.
MAJOR TECHNOLOGICAL AREAS
- Artificial intelligence is increasingly being embedded into more and more applications by both larger firms and more innovative firms and in particular Machine Learning and Augmented Reality are also thought to be the next big growth areas here and globally by many industry analysts and experts.
- Advanced analytics is also increasingly a critical factor in assessing and adapting marketing targeting and ‘on the fly’ strategical decisions by larger firms – also of note are other uses such as the infamous use of firms such as Cambridge Analytica for the Vote Leave campaign for Britain’s Brexit referendum allegedly giving them the edge in targeting up to three million previously unidentified prospective voters and influencing them to vote to leave the EU.
- Taking into account the above – targeting is a key driver for areas such as email marketing as an example as is the use of targeted marketing on social platforms being ‘individualised’ for each prospective buyer.
- There is a real requirement for organisations to now refine their use of marketing platforms as many companies have too many platforms either being totally unused or many of the features going unused.
- Another real requirement for businesses is to integrate the customer experience considering the different channels they may be engaging with your brand.
- Emerging growth in the UK in Conversational Interfaces in the last 2-3 years adopted by many firms via their web sites to both help with purchasing products and services or with support and help. Chatbots can still be seen as negative though so technology to improve these types of integrations is a potential growth area in the near future.
- Data Privacy – GDPR has created a new pressure on digital marketers to be more mindful of personal data collection and management. Due to this there is substantial opportunity in the area of providing technology to ensure communication is appropriate and cross check consent has been given.
- (CMSs) and digital experience (DXP) technologies are another key area to research as content is increasingly delivered to automobile dashboards, retail kiosks, fitness trackers, and kitchen appliances.
- Conversational interfaces such as Google, Siri and Alexa are live content delivery mechanisms that require specialized and highly personalized content ‘snippets’ driven by AI algorithms in response to real-time questions and requests.
Industry News
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- 360i is Now DENTSU CREATIVEby Grace Clunie on June 22, 2022 at 5:00 pm
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- Adweek’s Social Confidential: How Sour Patch Kids’ ‘No-Rules’ Approach Hypnotizes and Delights Fansby 360i on February 1, 2022 at 10:16 pm
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- Adweek Names 360i as a Creative-First Agency to Watch in 2022by 360i on December 29, 2021 at 4:30 pm
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- 360i and dentsu Creative Bolster Leadership Teamby 360i on December 7, 2021 at 7:30 pm
We’re taking a quick break from launching killer work for OREO, 7-Eleven and Burger King to welcome some new senior leaders to the team here at 360i and across dentsu’s creative offering, which also includes our sister agencies dentsuMB and Isobar. After a strong year of new business wins and organic growth, we’ve added some new roles and new leaders who are courageous, curious, and bring a can-do spirit to the work we do each day. Brian Eden joins 360i as Executive Creative Director after nearly three years at agency FIG. Prior to FIG, he spent more than five years at Droga5, and over the course of his career has worked with a range of clients including The New York Times, Hyundai, Ancestry, Hennessy, and more. In addition to picking up a Titanium Lion at Cannes for Prudential’s “Challenge Lab” and Best in Show at AICP Post for Zillow’s “The Journey”, his work has been recognized at every major industry awards show, including D&AD, One Show, and the Effies. Brian will be leading creative for clients including OREO, Kroger, and Pirate’s Booty. We’ve also brought on Bridget Jewell as Group Director, Social Creative. Bridget spent the previous eight years at Periscope, where she rose from her role as a community engagement strategist to become a Creative Director overseeing work for clients like The post 360i and dentsu Creative Bolster Leadership Team appeared first on 360i Digital Agency Blog.
- Burger King Taps 360i to Ignite the Brand’s Social Strategy with Fresh Perspectiveby 360i on October 8, 2021 at 4:30 pm
Burger King has hired 360i to oversee its US social media account, a move the brand says is needed to bring a fresh perspective to its strategy. Ad Age covered the significant win as part of their weekly agency brief. The international chain acknowledged a proven track record since 360i already handles social for 7-Eleven and several other Mondelez brands including OREO and Sour Patch kids. See this lead story in Ad Age’s Agency News email newsletter. The post Burger King Taps 360i to Ignite the Brand’s Social Strategy with Fresh Perspective appeared first on 360i Digital Agency Blog.
- 360i’s Ashley Evangelista Recognized on Business Insider’s Rising Stars of Madison Avenueby 360i on October 7, 2021 at 7:42 pm
We are pleased to share that our own Ashley Evangelista was named on Business Insider’s 2021 Rising Stars of Madison Avenue. This list recognizes individuals that develop standout creative campaigns, use data in new ways, change business practices, and challenge the traditional agency model. Ashley does all of these things and more with her team at 360i. Ashley is a key strategic leader on several large accounts at 360i and most recently led the strategy for 7-Eleven’s first major brand campaign in nearly a decade. Check out “Take it to Eleven” here. Ashley’s achievements go beyond creatively solving our clients’ business challenges. She helped to grow 360i’s roster by bringing in consumer healthcare brands TUMS and Emergen-C. Congratulations Ashley! Read the full article on Business Insider. The post 360i’s Ashley Evangelista Recognized on Business Insider’s Rising Stars of Madison Avenue appeared first on 360i Digital Agency Blog.
- Catch ‘em. Then Eat ‘em. 360i Spearheads a New OREO x Pokemon Collabby 360i on September 8, 2021 at 4:30 pm
This week, 360i launched OREO x Pokemon, which features a beautiful OREO cookie animation and OOH art display which is currently installed in Los Angeles. This work is an example of authentic brand alignment with the animation perfectly showcasing the artistry of Pokemon while still spotlighting the iconic OREO cookie. The collab is being celebrated in advertising trades and mainstream press. Witness how the hunt begins with coverage in Adweek. The post Catch ‘em. Then Eat ‘em. 360i Spearheads a New OREO x Pokemon Collab appeared first on 360i Digital Agency Blog.
- Ed Zazzera Joins dentsu as Head of Production for Network’s Creative Offeringby 360i on August 11, 2021 at 5:00 pm
We are excited to welcome Ed Zazzera as the Head of Production for dentsu’s creative offering. Ed will streamline, optimize, and continually elevate the creative output for dentsu’s creative companies, which includes 360i. He’ll partner with former DDB colleague and current US Chief Creative Officer Menno Kluin to build an integrated production process that ensures all parts of the creative machine operate in concert. Together, the duo will fortify craft and execution to produce bold, impactful creative ideas. The former production lead for BBH and DDB joins dentsu Creative from McCann Health. Ed brings decades of dedication to executional excellence and numerous awards, including honors at Cannes Lions, D&AD, One Show, Clio, AICP, AICP Next, and the Webby’s, amongst others. Kluin stated, “This was a long sought-after role that required someone who can adapt to dentsu Creative’s unique integrated model. We’re a craft-first, outcome-obsessed network of creative companies that deliver everything – from big TV spots at dentsuMB and culture-rich campaigns at 360i, to experience-driven innovation at Isobar. Ed’s deep experience across industries, verticals, and disciplines will streamline these outputs and help deliver creative consistency across the network.” Most recently, Ed led integrated production on the highly awarded, The Unfinished Votes, campaign for Change the Ref, which utilized deepfake technology The post Ed Zazzera Joins dentsu as Head of Production for Network’s Creative Offering appeared first on 360i Digital Agency Blog.
- 360i’s Devon Hong Shares His Creative Distinctiveness in an Interview with The Muse by Clioby 360i on June 9, 2021 at 4:11 pm
360i Executive Creative Director Devon Hong shared his creative inspirations and what has shaped his personal life and career in The Muse by Clio. He has a lot of experience to tap into, including recent work on 7-Eleven’s “Take it to Eleven” brand refresh and various projects for Mondelez International. Check out his storied career from Spotify to Smirnoff here. The post 360i’s Devon Hong Shares His Creative Distinctiveness in an Interview with The Muse by Clio appeared first on 360i Digital Agency Blog.