Marketing & Communication

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The ever-evolving art of influence. Marketing is simply the act of influencing people to buy your products or services.

People and businesses have been doing this in one format or another for 100’s of years now but the act of marketing itself is an ever-evolving art.

It never stops learning or adapting. The skills and channels we have today are different to those we used 10 years ago and will become obsolete in the future. In addition, our consumers are never static, changing year in year out.

Marketing is an ever-evolving skill and one that must continue to transform itself to the needs of its ecosystem and its audiences.

1 Strategy

Defining your businesses overall plan of action at the beginning of the year or start of a new initiative. This defines WHAT you are offering, WHY this is the right solution. WHO you are offering it to and HOW you will deliver it. The strategy informs your marketing plan, so it is key to develop this before thinking about your marketing initiatives

2 Planning

The translation of the strategy into a marketing plan which helps you organize your marketing activities against this strategy. This phase includes a Business Plan (with a built in Business Case and clear KPIs) which is then translated into a Marketing Brief. Ideally completed 3-6 months before any launch

3 Execution

Turning your marketing plans into action and bringing your strategy to life. This phase brings together the range of skills and capabilities needed to build the activities that will ultimately bring you the customers/clients you need. At its core is the integrated brief that directs your creative, media, PR and activation agencies to life

4 Evaluation

Measuring the effectiveness of your work against the defined KPls, which in a digital media world can start the day the media campaign goes live. There are hundreds of metrics you can use which are defined by your strategy, but this is undoubtedly one of the most important and often underinvested phases of marketing. Without measurement its hard to define success or failure and build learnings for future campaign.