Working with marketing, research and e-commerce agencies and partners. How to get the best from the relationship.
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Why read this? : We share the planning which goes into great advertising campaign ideas. Learn what drives the need for campaigns, and makes them different. We also look at when you talk about campaigns, and
Why read this? : We look at how to work out what you need from an e-Commerce agency. Learn about the different types of services they offer. From high level strategy and planning to front-end activation.
Why read this? : We look at the marketing value of using influencers. Learn what makes the best influencers stand out, and where and when to use them. We also show how to prioritise and work with
Why read this? : The biggest part of your marketing budget goes through your media agency. We share how to maximise the value you get for that spend. Learn what services media agencies provide. What objectives
Why read this? : We share ideas on when and how to give better copywriting feedback. Learn how better copywriting supports your business objectives. Learn where it fits into the advertising process. And learn how to
Why read this? : Bias in market research makes your results less reliable. We share different ways it appears in each of the 3 types of research approach. Learn who and what causes it, and how
Why read this? : Using a marketing agency gives you access to extra skills and resources. But how do you work out which type of agency you need? We share the differences between generalist and specialist
Why read this? : Learn about the challenges you face when giving creative feedback to your agency. We share how to give creative feedback which keeps you on track against business objectives and creative benchmarks.
Why read this? : We share what you need to learn to get better at writing briefs. Learn answers to key questions like why you need them. What’s in them, and who should write them. And
Why read this? : We go through the key steps in the segmentation research process. This process helps you divide customers into groups who have similar needs. Learn why these segments matter. And learn how and
Why read this? : Your media agency handles most interactions with media suppliers. But sometimes they recommend getting the media sales team to pitch for your business. Learn what drives this and how you can
Why read this? : You need a creative approval process, but it’s often hard to get work approved. We share the key legal, brand, budget and reputation areas where it stops you going wrong. Then, we