Cookie acceptance pop ups might be driving us around the bend, but since the requirement to ask permission was introduced a couple of years ago, businesses and marketers have built their marketing strategies and systems around them.
Now things are all about to change again. It might have been predictable, but with Google telling us that 48% of consumers actually stop a purchase if they don’t trust the company to collect and manage data on them, it’s no surprise that Google are following the likes of Apple and Mozilla, and have announced that they were stopping third-party tracking in 2023.
This leaves businesses having to reset their marketing strategies, relying solely on any first-party data they hold, with many businesses, particularly in e-commerce, having to go back to more traditional marketing and brand building, but in a more digital world than before.
Any that fail to do so will find themselves simply giving their marketing keys to the tech providers with no real insight on their client base.
The option of doing nothing is a dangerous one, yet whilst Pimento research tells us that most marketing professionals intend to ‘do something about it’, 19 out of 20 acknowledge that they won’t be prepared for the great switch off.
Marketing will no longer be about stalking people across the web. We now have the opportunity where digital marketing can mature to become a real weapon to help brand building in a more meaningful way.
So, what’s the action plan? And what should all businesses, large or small, be lining up to do right now?
Action 1.
Do the gap analysis now. Work out what you currently use and need to achieve marketing penetration, and what will you have post the demise of third-party cookies. That’s the gap that needs filling.
Action 2.
Focus on the business infrastructure and get back to basics.
If you need support in doing the analysis, and in building the strategy going forward, make the move now to find it. Closer to the time, resources will be limited and remedial time scales will be longer.
Action 3.
Cement the data you have and get your consent strategy robust for the future, building the new approach around it. Undertake a cookie audit now.
Action 4.
Take a relook at customer experience and contextual for scale, so that you stay completely in touch with your customers’ buying triggers in the post cookie era.
This isn’t just a marketing challenge. It impacts the whole business spectrum, from SMEs to multinational corporates. Mid and large corporates will use their in-house resources to reposition, but small businesses will struggle in the absence of teams they can fall back on, and budget.
Pimento is well placed to be the surrogate team to look to though. With over 200 independent marketing agencies, covering most marketing disciplines, bespoke solutions are close at hand irrespective of size and sector.
This is not an issue for selective blindness. Businesses who fail to act will see their markets slowly dwindle away.
Peter Hoole, Spencer Gallagher, founders of growth consultancy Cactus and Agencynomics and Stephen Knight, Founder of Pimento are lending their support to the growth of the recently formed Alliance of Independent Agencies. Each will join the Board of the Alliance alongside its Founders Clive Mishon and Graham Kemp and the Alliance’s Managing Director Matt Sullivan. Collectively the networks boast over 1000 Independent agency members and around 8000 employees across the UK.
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This Board will direct the trade body that represents and promotes independent agencies and all the people that work in the sector.
The 3 Co-Chairs of the Membership Board, that directs the 9 Peer to Peer Action Groups, will continue to drive the strategic direction for the Alliance under their respective pillars of People (Ruth Kieran as Chair), Purpose (Laurence Parkes as Chair) and Performance (Dion Myers-Lamptey as Chair).
Spencer Gallagher, Founder of Agencynomics and joint CEO of Cactus said “whilst we predominantly support the founders of Agencies, the Alliance supports agency leaders and their teams, which is why it is a natural complementary fit, many of our clients are already members of the Alliance and we hope that more members of the community will follow suit to help their agencies get the additional support they need for themselves and their wider teams.”
Peter Hoole, Founder of Agencynomics and joint CEO of Cactus added “we have already seen the tremendous value and support that the Alliance is offering to the independent agency sector and we look forward to contributing further to their great efforts to date. We will be aligning Cactus and Agencynomics to the Alliance to bring an even better experience to our fast-growing community, and provide better representation of the industry”.
Stephen Knight, Founder of Pimento added “Independent agencies have needed a louder voice and representation for some time, the ethos and values of the Alliance align perfectly with our own and complement our own Member proposition. We are confident that Pimento members will benefit from our investment in the Alliance and that collectively we can punch above our weight”
The Alliance will continue to represent the interests of the independent sector through the Advertising Association and with their membership of the Federation of Small Businesses and The Debating Group.
Graham Kemp, Founder Director of the Alliance says “The independent sector has been recognised as an essential element of the communications landscape, providing creative, innovative and agile solutions for clients big and small. Through collaboration we can give real voice to the independent agencies so it’s a joy to think that now with the collective firepower of Agencynomics and Pimento we can further promote their excellence going forward. Spencer, Pete and Stephen have already made a significant contribution to the independent agency sector and as part of that have been great supporters of the Alliance”.
About the Alliance of Independent Agencies www.allindependentagencies.org
Independent Agencies are a unique and special group of businesses and people; connected by their independent spirit, ideals and purpose, not simply their service offering. To be independent is something unique, and very important in today’s evolving creative economy. The Alliance is the trade body that represents this community and enables its agency members to be as good as they can by nurturing all their people, supporting their purpose and giving guidance to optimise their performance.
In addition to delivering benefits to the independent agencies and their teams, the Alliance is equally focused on promoting the value and unique DNA of independent communication agencies to the wider industry and business community.
About Agencynomics https://agencynomics.com
Agencynomics is a not for profit, social enterprise which started out as an international bestselling book, and has now become an organisation dedicated to supporting the now, next and future of Agencies through it’s free community, events and it’s podcast, Agencyphonics
About Pimento https://pimento.co.uk
Pimento is the UK’s leading independent agency network. Founded in 2005, it now boasts 200 agencies and consultants, covering almost every aspect of marketing services. As such, the firm is able meet the complex demands of clients by creating bespoke teams, drawn directly from its members.
About Cactus https://cact.us
Cactus is the UK’s leading Agency growth consultancy and corporate finance broker. Cactus has worked with over 1,000 agencies globally over the past 9 years many of which are recognised as some of the fastest-growing agencies in their territories. Cactus help Agencies realise their true potential and true financial value.
With the nation back in lockdown and redundancies expected to skyrocket, virtual agency network Pimento has teamed up with leaders in the world of HR, finance and wellbeing to provide support for those who find themselves out of work.
Research by the Chartered Institute of Marketing estimates that almost 40,000 people – one in ten of the sector’s workforce – have already lost their jobs during the pandemic, with many more to come as the UK heads into lockdown 2.0.
In response, a consortium of experts – including Reality HR, Talent Spark, Premier Consultants, Wilcox Day Wealth Management, Pimento People and MHFA England ambassador and instructor Michelle Morgan – have launched a joint initiative to get people back into employment.
The ‘What Next’ programme is designed to provide specialist advice across a breadth of topics, and give those in the creative, marketing and communications sectors the skills, tools, and motivations to find a new role – or set up as a freelancer.
Starting from November 10th, the series of interactive workshops will cover a range of topics from mental health advice through to going freelance and CV writing.
“We are expecting a ‘jobs bloodbath’ in the coming months,” says Stephen Knight, founder and CEO of Pimento, and the driving force behind ‘What Next’.
“The marketing and communications industry will be amongst the hardest hit, and these seminars are designed to help those affected to get their feet back on the ground after the shock of redundancy.”
Endorsed by the Alliance of Independent Agencies and the Public Relations and Communications Association (PRCA), several other leading industry bodies are also looking to extend the reach of the programme in the coming weeks.
For more information on the scheme and how to join, visit: https://pimento.co.uk/what-next/
A recent study has uncovered how the UK creative sector has continued to thrive, despite the challenges faced by the pandemic – with 81% of independent agencies winning work virtually for the first time ever.
As well as more projects being awarded over video calls instead of face-to-face meetings during the lockdown, the research also found that 92% of independent agencies have either collaborated with another agency on a brief, or would now be happy to, should the opportunity arise.
The main reasons behind marcomms companies favouring this joined-up approach, it seems, are to fill skills gaps their team doesn’t have (77%), provide the best client experience (44%), aid creativity (33%) and foster a more flexible working culture (17%).
Only 8.5% confessed to preferring to keep all projects in house.
The research – which quizzed small and medium-sized independent agencies throughout the UK – was carried out by virtual agency network Pimento, in association with the Public Relations and Communications Association (PRCA), Marketing Agencies Action Group (MAAG) and independent communications collective, Harbour.
Other revelations from the survey include almost half of agencies (44%) disagreeing that colleagues need to be in the same physical place to be creative.
But with collaboration remaining a hot topic – and 53% of respondents revealing they now have spare space in their current premises for additional bodies – this perhaps goes some way to explaining why 77% of people said they would consider sharing offices with another agency.
When commenting on the results, CEO and founder of Pimento, Stephen Knight, said: “The pandemic has uncovered the power of virtual communications more than ever. And while agencies were collaborating years before COVID-19, the current situation has highlighted the need to accelerate this, in order to thrive in the current climate.
“As the research indicates, harnessing the era of the specialist is crucial for agencies. Every business has a niche – something it’s really great at – and joining forces with other professionals to deliver clients’ projects, not only helps foster high-quality output, but strengthens the foundations of our industry as a whole.”
The results also showed a shift in agency mindset when it comes to preferred working locations. 60% of respondents confessed to working mainly from the office prior to lockdown, whereas 72% admitted they will now look to split their 9-5 time between the office and home.
Only 15% of people want to continue working from the company headquarters full time, while 17% want to permanently operate remotely.
“Agencies are clearly continuing to adapt the way they function, in order to remain buoyant in the marketplace – with many challenging the ‘traditional’ office concept”, Stephen added.
“Creativity doesn’t just happen due to being in the same four walls as your peers, it’s the people and their skills which bring briefs to life – no matter where they are in the world. And the fact so many agencies have teamed up – and are open to sharing projects – as a result of lockdown, is a trend we’ll definitely be reading more about over the coming months.”
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Pimento is the UK’s leading independent agency network. Founded in 2005, it now boasts 200 agencies and consultants, covering almost every aspect of marketing services. As such, they are able to meet the complex demands of clients by creating bespoke teams, drawn directly from its members. https://pimento.co.uk/
The survey collates the findings of 50 UK independent agencies, and all figures, unless otherwise stated, are from Pimento’s own research which was carried out online. Fieldwork was undertaken August 2020.
Independent marketing agency network welcomes eight new members during lockdown
Despite challenges presented by COVID-19, the positive response by independent agency network Pimento has seen the national organisation welcome eight new member agencies and consultants since lockdown began.
In recent weeks, Pimento has not only joined forces with the Marketing Agencies Action Group (MAAG) to deliver a series of online events, but joined the CEO of the Advertising Association in lobbying the UK Government for better support for the creative industries.
This positive approach to doing business has seen Pimento grow its client and member network in the last three weeks. Having pivoted its own business model to offer an unprecedented level of advice to its members, Pimento signed up BASE Media Cloud, Veritone, Made by Factory, Mighty Giant, Hippolyta, Purple Heron, The Parkwood Consultancy and A1WebStats.
Pimento founder and CEO, Stephen Knight said: “There is no getting away from the fact that the creative industries have taken a significant hit as brands look to cut costs. When the economy does start to recover, these will be the sectors which are called upon to rebuild demand.
“That said, we are seeing strong growth in digital, PR, communications and technical design and build, in spite of everything. Clients want honesty, flexibility, fair value and collaboration with other specialists – the Pimento model is more relevant than ever as the international groups struggle to rebuild themselves. To answer the complex briefs being provided by clients, agencies should look to create a virtual team – collaborating with others to produce the strongest results.”
Manchester-headquartered moving image company, Mighty Giant, works in partnership with agencies to bring their ideas to life through animation, 3D, film and virtual effects. While Google search and shopping specialist, Made by Factory, is seeking help with innovative ways in which to form new connections within the sector.
Veritone is headquartered in Costa Mesa, California – with offices in Denver, London, New York, San Diego and Seattle – and is a leading provider of artificial intelligence (AI) technology and solutions. While Veritone’s UK technical partner, BASE Media Cloud, helps digital media enterprises to work smarter and more cost-effectively using cutting-edge cloud storage and media software tools.
Having been increasingly asked for help with advertising, marketing, visual media and PR activities by clients, Hippolyta Solutions – a corporate finance and solutions platform – wanted to be able to refer work where possible.
Ralph Mann, of visual content specialist, Purple Heron Communication explained: “My digital graphic recording has adapted to support Zoom and Microsoft Teams’ meetings and I needed a professional network to introduce me to new clients – and Pimento was my natural choice.”
Proud of its disruptor status, Pimento members work together to provide a new approach to marketing services, and one that is perfectly suited to today’s economy. Understanding that a single agency can’t always deliver on every element of a brief, Pimento’s member-base covers over 100 marketing strategy and communications skills – offering clients a completely bespoke solution.
‘How I See Tomorrow’ – a new global project for children
We’re living through a moment in history, a moment we must capture. Friday 1st May 2020 marked the launch of ‘’How I See Tomorrow”, a global initiative that invites children across the world to share their thoughts on COVID-19 in a creative way.
Whether it’s a drawing, a painting, a photograph, or even a sculpture that tells the story, children across the globe are invited to share their creations on https://www.howiseetomorrow.com/. These pieces of art could show how they’re spending their time, what they’ve learnt and how they’re interacting with loved ones.
In addition to a piece of art, children are encouraged to write a note about what this period has taught them about the future and how they would like to change the world for the better – their ‘how I see tomorrow’.
Life for the time being has been turned upside down, but we know from other historical moments that challenging times spark great creativity as people adjust to new ways of living. This initiative has been designed to capture the creativity and record the pandemic through the eyes of the next generation.
The artwork will be displayed in galleries and museums around the world for all to see, as a record of this moment in history. We are just finalising details of our national gallery partners in Australia, Singapore, London and New York City and we will announce and confirm in the coming days the hosts for a global exhibition of all the amazing ideas and creations. The really exciting bit is the plan to conduct an Agile road mapping workshop at each venue with business leaders, policy makers and opinion formers to see how we might facilitate bringing some of these children’s ideas for a better future to life.
Jonathan Sands OBE the instigator of this project said:
“These are unprecedented times which will be looked back on as a time of substantial change to how we live. We wanted to encourage children across the world to share their thoughts on this current pandemic, the future and what we can learn from it. We wanted to see it through their eyes so that we can make positive changes to the way we live, work and play in the future.”
One of the first companies to come on board and support the project is Hobbycraft.
Katherine Paterson, Customer Director at Hobbycraft says;
“We’re delighted to support How I See Tomorrow and will be helping to raise awareness of the project on our channels in line with our kid’s crafting focus. Crafting and creating is a great way to keep the kids entertained and we think this project will spark some real creativity and some interesting results for how we live our lives in the future.”
As well as The Design Business Association the project is also actively being championed by The Creative Industries Federation
“In times of crisis, as we deal with the unknown, creativity and imagination are the essential tools that help us dream the landscapes of tomorrow. At the Creative Industries Federation, we believe that creativity can build great businesses, but it also brings communities together and enables individuals to lead happier, healthier, more sociable lives. The “How I See Tomorrow” project is an important initiative which provides the space for children of all ages to channel their creativity into optimistic visions – reminding us all that creative skills are vital to building the UK’s future.”
Caroline Norbury, Chief Executive, Creative Industries Federation
The initiative is currently being supported by Elmwood, Hobbycraft, Gordon’s LLp, AND Digital, Pimento, DBA, The Creative Industries Federation and The Social Media Geek.
If you’re a company, museum or gallery interested in supporting with this project, email info@howiseetomorrow.com
If you’re interested in entering this project, click https://www.howiseetomorrow.com/
IHG and Caffè Nero deliver communications advice for UK’s independent marketing agency sector
Pimento, the UK’s leading independent agency network, has teamed up with leading brands including InterContinental Hotels Group (IHG) and Caffè Nero, to provide advice, ideas and inspiration for those tackling lockdown-related challenges within the creative sector.
Delivered in conjunction with the Marketing Agencies Action Group (MAAG), RealityHR, and PRCA this series of online events has provided a range of legal, HR, development and finance advice to no less than 2,500 agency professionals over the last six weeks.
COVID-19 has presented a raft of challenges for UK high-street brands, and coffee chain Caffè Nero has been no exception. Joining a session in last week, CEO, Will Stratton-Morris, shared insight into how the retail firm was coping.
Will Stratton-Morris, CEO at Caffè Nero said: “I was delighted to have been invited by Pimento to discuss my own experience of the COVID-19 crisis. While every business is facing their own unique challenges – collectively, we are all going through the same thing, and feeling the same pressures and fears.”
Stephen Knight, founder and CEO of Pimento added: “I have known Will for many years and, given Pimento works with large, multinational brands as well as SMEs, I thought it was important to show our members that these ‘major brands’ were experiencing challenges – and creating solutions.
“Every single speaker we have had has provided expertise, advice and reassurance in these unprecedented times. Pimento will continue to provide guidance and support to its members for as long as the demand is there.”
Aimed at supporting the communications industry during the Coronavirus crisis, these hour-long sessions have featured 15-minute ‘how-to’ workshops from marketing and business experts, professional service members and external organisations – and serve to complement frequent agency-to-agency seminars.
Understanding the need to provide wellbeing and social stimulation too, the entire Pimento member and client network has been invited to various personal development roundtables, digital discos and Pilates classes.
Looking ahead, preparations are already being made for a series of ‘return-to-work’ sessions, aiming to provide practical advice for business owners and marketing professionals alike – who are wondering what the future holds.
ENDS
Pimento is the UK’s leading independent agency network. Founded in 2005, it now boasts over 200 agencies and consultants, covering almost every aspect of marketing services. As such, they are able meet the complex demands of clients by creating bespoke teams, drawn directly from their member network. https://pimento.co.uk/open-for-business
Issued on behalf of Pimento by Scriba PR. For more information, alternate images or to request an interview, please contact Ruth Harrison-Davies (01484 489 333 / ruth@scribapr.com).
BATH, 26th FEBRUARY 2020
Pimento is a network of independent agencies and consultants, covering just about every aspect of marketing strategy and communications. We work with clients of all sizes, providing them with the most compelling and relevant advice in business and marketing communications. With over 200 agencies covering more than 100 different marketing specialisms, we draw on the skills of experienced individuals and agencies to create bespoke marketing solutions to a client’s specific project or brief.
The Pimento 6pm Clubs are hosted around the country, throughout the year, to give our members the opportunity to meet, discuss and collaborate.
Pimento members and those that are interested in becoming members, along with brands, are invited to an evening hosted by Pimento member AgencyUK. AgencyUK is an integrated brand communications agency. Privately owned, proudly independent. They work with clients they believe in, to help them grow and connect with their audiences.
The event takes place on Wednesday 26th February 2020, at Walcot House, 90B Walcot St, Bath BA1 5BG. To get more details and to register your attendance, email andy.clarke@pimento.co.uk
Pimento has cemented its position as the UK’s leading Independent Agency Network by signing its 200th member
Pimento, the world’s first virtual agency and the leading independent marketing agency networking, is celebrating its 15th year and is proud to announce its 200th Member.
FX Digital officially came on board this month. They are a London-based agency which merge user-centred design with emerging technology to create meaningful connected experiences across Web, TV, Voice and Mobile.
Matthew Duhig from FX Digital said “We are delighted to be part of the Pimento network and are honoured to be the 200th member! As an agency, FX Digital is looking forward to our continued growth as part of this collective. Forging strong connections has been vital for our business so far and we are excited to meet our fellow Pimento members and collaborate with them on future projects.”
Also new to Pimento are Manchester’s Thirty6Miles and Edinburgh-based Always be Content. Thirty6Miles is an e-commerce consultancy specialising in Shopify, Shopify Plus and Magento 2. Always be Content focus on Content Marketing, Branded Film, Online Activation and Customer Experience.
All new additions add valuable skills and broaden the geographic reach of the network throughout the UK.
Pimento covers just about every aspect of marketing strategy and communications. With over 100 different marketing specialisms, they draw on the skills of their network of agencies and experienced individuals to create bespoke marketing solutions for their clients.
Clients include TopGolf, Celebrity Cruises, ZipWorld, Ebico, Caffe Nero, Letsgo2.com, Odyssey Airlines, Insure your Health, Zzoomm and JetNow.
Stephen Knight, CEO and founder of Pimento, said “We are immensely proud to have reached these two huge milestones of fifteen years in the business, and now with 200 members and nearly 5500 skilled professionals across our network. We are well positioned to deliver solutions for clients of all sizes. We offer a unique business model that the market seems to like – senior, highly experienced marketing professionals with specialist skills to answer specific sales and marketing needs”. Knight went on to add “I’m excited to see how it will progress, with our future plans of expanding into further areas across the UK, and with the launch of two sister companies this year – Pimento People, our recruitment business, and now Pimento Partners, a modern approach to business consulting.”
Pimento
One agency, many flavours.
www.pimento.co.uk/bms
Pimento, the UK’s leading independent agency network, is holding the next South West 6pm Club in Bath, on 10th October, hosted by local digital media buying agency SearchStar.
Come along to find out more about what Pimento offers its members and network with our existing member agencies and consultants.
SearchStar is an award-winning digital media buying agency with deep analytics and conversion expertise. Tried, tested and trusted, they achieve outstanding results through paid search, programmatic and paid social. Google Marketing Platform partners, they’re one of only a few UK agencies certified in Google Analytics, Data Studio and Tag Manager.
If you’re interested in attending this next 6pm Club or would like to know more about Pimento, email hello@pimento.co.uk
Pimento.co.uk
https://www.search-star.co.uk/
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