Insights

Latest perspectives from the Paragon team

What matters… in black and white

What matters... in black and white
Jun 15 2020

Tweeting about serious issues like racism is easy. Creating content that positions a brand as ethical is also a (socially distanced) walk in the park. But making a real difference – the sort of difference that influences people’s day-to-day lives – is much harder. In the light of the George Floyd protests, it will be interesting to see whether or not brands follow up their social media excitement with real action. Read more…

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Marketing is a simple game… if you spot the next Michael Jordan

Michael Jordan Blog
May 14 2020

In 1996, I interviewed Michael Jordan in the changing room at the San Antonio Alamodome as he prepared for the All-Star game. It did not feel like an interview with a normal human being. An audience with the Pope springs to mind, or some other deity with wings (those Nikes) and an unworldly hang-time.

At the time, “His Airness”, who had recently returned to the Chicago Bulls following a sabbatical spent swinging a baseball bat, was apparently the most famous person in the world. And every single journalist in San Antonio wanted a piece of him. Just one word. The word of MJ… Nike must have loved it. Read more…

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Don’t let marketing budgets catch a cold!

Ben Webb Blog
Apr 28 2020

It’s quiet on the local high street. Too damned quiet. The cash tills of the world’s greatest shopping streets – Oxford Street in London, Fifth Avenue in New York and Corso Vittorio Emanuele II in Milan – are eerily silent. Even the peep of approved contactless cards is a memory. It’s as though the credits are about to roll on the latest Zombie Apocalypse Netflix stream-buster… Read more…

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How to Stay Creative at Home

Key tips on how to stay creative at home
Apr 7 2020

Learn how to stay creative at home with these key tips:

At first, staying home seemed like a novelty. The lack of commuting felt refreshing until you realized everyone was home, everyday… just…like…you. It’s easy to get caught up in the anxiety but maintaining good habits, taking tech breaks, and moving slightly more than just across the room, will help you survive the quarantine.

Read more…

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What does the coronavirus mean for Corona beer? 

Corona Beer
Mar 23 2020

It’s never tasted quite so good. In fact, it’s never tasted good at all except when it has a slice of zingy lime squeezed into the top of the bottle. A Corona beer, that is. In the pub, my friend Dave, who wouldn’t normally touch the drink with a barge pole, was guzzling his down with gusto. We bought it because, well, the word Corona was everywhere. Sales crisis? What crisis? Read more…

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Communication today matters more than ever

COVID19 Business Continuity
Mar 19 2020

The natural temptation for many firms in a time of market crisis will be to batten down the hatches and wait for the impact of the COVID-19 pandemic to fade. The problem with this approach is that it is unclear how long the disruption will last and many firms will not have the resources or staying power to survive it. More importantly, if you lock down your activities – and strip out costs – it will be extremely difficult to restart the engine and generate momentum in the future. Read more…

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Top Tips for Winning Awards that Matter

Awards Strategy
Feb 3 2020

While PR firms like collecting awards on behalf of their clients, the industry has become saturated. To use an expression suited for the time of year, the golden goose of media companies is being killed off. So what should you look out for – and how do you separate the awards worth winning from those that are there simply ‘pay-for-play’? Read more…

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5 Reasons to get podcasting – we’re all ears!

Podcast
Nov 12 2019

To achieve ultimate success in business, it’s important to not only walk the walk but also talk the talk. A lot of hot air is spoken about the importance of new digital marketing channels, but one great way to communicate with target audiences is to put your money where your mouth is… and develop a podcast. Read more…

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We’re All in This Together – The Battle for Equality

Oct 10 2019

Which professional has the better chance of getting a job? An LGBTQ female graduate, a 30-year old African-American, or a 55 year-old caucasian male?

The answer may not be so easy. I asked a male African-American friend with decades of experience in the financial markets for his opinion. It caused him to pause and think. “If you’ve got mileage, you’re not getting a job,” he said eventually. Read more…

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The Evolution of Communications

Sep 17 2019

In the early-1980s, I signed the Official Secrets Act and was shown into a room with a dozen middle-aged men and a secretary. My job was no more than a gopher but it gave me my first insight into how communication was about to change. For months we would secretly test the new cordless telephones, and I would take taxis back and forth to the laboratory to deliver blueprints and collect prototypes (too secret to be delivered by London taxi). In the end, the UK lost out to the US in the telecoms race and British Telecom quickly became the first true global privatisation under Margaret Thatcher, sparking a wave of government asset sell-offs whose legacy continues today. Read more…

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