Brand activism – is it the future?

Nov 27 2018

How political should a company or brand be in today’s post-truth world? After backing American footballer Colin Kaepernick, who famously knelt during the national anthem before a game as a protest against racial injustice, Nike has no doubt. “Believe in something,” demands the latest version of its long-running ‘Just Do It’ campaign. “Even if it means sacrificing everything.” Read more…

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Specialist PR firms make more sense

Sep 20 2018

If you’re thinking about hiring a public relations agency, choose carefully. Hiring a global firm with thousands of employees can be enticing, but know what you’ll be paying for. With a specialist PR agency, your money primarily goes towards the talent that supports you; not on a legacy operating model.

Specialist PR firms are ideally suited to this modern world of communications. Here are a few reasons why.

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Quirky Football Unveilings – Evolving use of Social Media

Aug 23 2018

With the memories of the World Cup still fresh in our minds, the football (soccer) season is back underway with most top-tier European leagues having already played their first week of matches.

Lots of transfer business occurs every summer and winter, with football clubs – particularly in Europe – spending vast amounts on new players. Since last summer’s transfer window (the window opening in May and closing in August, whereby clubs have the chance to sell and purchase players ahead of the new season) following the world record £200 million ($263m) sale of Brazilian star Neymar from F.C Barcelona to Paris Saint-Germain (PSG), the market has skyrocketed and players are now routinely going for sums that several years ago would be close to record-breaking. Read more…

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Changing Methods of Marketing – From a Gaming Industry Perspective

Jun 28 2018

It would be incredibly difficult to find someone who has never played at least one video game in their life. The stereotypical view is that video games are made only for male teenagers and children – but this couldn’t be further from reality.

According to the Entertainment Software Association, in 2017 the average age of a gamer in the US was 35 – and 41% were female. This data is a clear indication that the industry is creating games that appeal to people from all walks of life. The gaming industry is now being increasingly used as a marketing channel. It’s no surprise that the sector is booming – in the US alone, the market was worth around $18.4bn (Statista, 2017), which provides an idea of the vast opportunities for marketing.

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Impact Investing: Going Beyond the Ticker

Jun 26 2018

Impact investing, it’s just what it sounds like, but is it really making an impact?

It takes years to acquire the skills needed to analyze extensive amounts of market data. Investors who wish to invest responsibly can now increasingly take advantage of the hard work and insights of analysts and portfolio managers who are bringing a range of compelling investment products to market.

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Who will win the marketing world cup?

Jun 21 2018

The 2018 FIFA World Cup has kicked off in Russia with 32 national teams fighting to win the coveted gold trophy. It is also the ultimate test of global sporting brands and their content strategies. In a tournament dominated by heavyweight spenders we believe there could be some surprise winners on – and off – the pitch.

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Consumer Protection: A Role for Blockchain

blockchain and credit
Jan 9 2017

Credit scores. Damned if you don’t have a solid figure, and, it turns out, damned even if it’s well into the green, according to the Consumer Financial Protection Bureau (CFPB).

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Measuring your business value beyond marketing tactics

Strategic Thinking
Aug 31 2016

At least once a year (if not per quarter), “the powers that be” will inquire on how your marketing efforts are being measured and whether or not they’re effective. From campaign to campaign, marketers are able to identify just where they are garnering the most traction, click-through rates, impressions, engagements, etc., and taking that even further to how many of these impressions have actually converted to a sale or at least the next stage in nurturing your leads. While this data is impactful and useful, is it really measuring the value these efforts are providing the business overall? In this blog, I will focus on how to communicate to your boss that your marketing efforts are paying off in multiple ways.

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News Cycle or Cycling News?

News Cycle or Cycling News
Apr 27 2016

My daily train commute is simply structured, and frequently repeated. Email, Twitter, news digests.

Lather, rinse, repeat.

What’s becoming as equally repetitive, however, is the “news” flung over a newswire. Partnerships – Products – New clients (bonus points if someone can complete the alliteration to @paragonpatrick).

The news that HBO’s Silicon Valley, a brilliant show by the way, has been planting fake news stories in Google search results highlighted this realization.

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Marketing and Sales: Siblings in Nature

Marketing & Sales Collaboration
Mar 31 2016

Working in an agency environment, I’ve been involved in a slew of accounts that need marketing support, particularly to help drive their sales efforts. The ones that have been the most successful are those that see the need for marketing and the imperative coexistence between the Marketing and Sales teams. The reality is that these teams are essentially siblings, where it’s not always easy to get along but when they work together, they are a strong force.

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