Mostly Media, the Bath-based media planning and buying specialists enjoyed recent success at the Independent Agency Awards scooping not one, but two awards.
Hosted by the Alliance of Independent Agencies at the leading worldwide marketing and digital festival ‘MAD//FEST’, this prestigious award ceremony celebrates the finest work across the independent agency sector.
Firstly, for the third time in four years, Mostly Media proudly received the Best Use of Media award, this time for their work on behalf of the UK charity, Crohn’s & Colitis UK.
Secondly, Mostly won the coveted Freedom Award for Client Service, a testament to their exceptional culture and dedication to clients.
Head of Digital Tom Marshall who led the team’s digital campaign commented: “It is a fantastic achievement for such a wonderful cause. To receive the recognition for both Best Use of Media & Client Service was really special, and so well deserved for all the amazing planning and strategic work from the CCUK (Crohn’s & Colitis UK) team, they were amazing to work with on this campaign, so a big thank-you to them for trusting us with this project. Special mention also to the Mostly Team for their brilliant strategy, planning, implementation, and optimisation work – 250,000+ symptom checker completions & delivery of the campaign message to potential sufferers of Crohn’s & Colitis is out of this world!”
Recap of Mostly Media’s Recent Award Wins:
– **2021**: Best Use of Media on behalf of thortful (DTC / Brand Response)
– **2023**: Best Use of Media on behalf of Cawston Press | B-Corp™ (FMCG / Brand)
– **2024**: Best Use of Media on behalf of Crohn’s & Colitis UK (Charity / Performance)
– **2024**: Freedom award for Client Service on behalf of Crohn’s & Colitis UK (Charity / Performance)
About Mostly Media
Based in Bath, Mostly Media is an award-winning top-20 independent media planning & buying agency that prides itself on scaling businesses at pace through media strategy.
Founded on the principles of creativity, agility, and client-focused service, Mostly Media has a proven track record of achieving exceptional results for a diverse range of clients.
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There are more businesses online today than there have ever been, and new companies are launched every day. With all this noise, it’s never been more important to have an effective digital marketing and PR strategy if you want your brand to stand out amongst the competition.
In our article, we explore the top 6 things you need to know to boost your visibility online. A robust, well-developed digital PR and marketing plan should be cohesive, straightforward, and easy enough to understand so that everyone in your organisation can wrap their head around it and see what common goals you’re headed towards with your communications.
This guide takes a closer look at the main pillars of a good digital strategy, which consists of:
It is important to develop an integrated campaign that helps to evaluate and map out your route to the target market, as well as your content strategy across the different owned and non-owned channels. Your owned channels must be in order first, and ready for traffic that is driven to your site – organic off-page optimisation comes next, and you can then follow this up with paid opportunities. Head over to our website for the full in-depth guide to boosting your digital marketing and PR efforts.
Everyone knows what greenwashing is and large businesses are doing very well at hiding their sustainability failings by promoting their green policies and how they are helping the world. This is where greenwashing is often hitting the headlines, but should we also be turning a focus to greywashing as well?
Where greenwashing covers over the unsustainable practices of an organisation, greywashing makes it as though sustainability doesn’t exist within a business. Not through failure of sustainable practice, but rather through failure of communication. Many smaller organisations that focus solely on operating day to day can forget their values, or at least forget to present them. This is where greywashing comes into the discussion, companies that are naturally sustainable in their practice and do a lot of good, but just simply don’t shout about it.
Want to learn more about how to avoid greywashing? Head to our website to read the entire article.
If you would like help with reaching your goals through PR and digital marketing, get in touch with us today.
RAJAR have released the latest listening figures and all stats are pointing to a record-breaking time for Radio.
The latest RAJAR sweep has shown that more people are listening to radio than ever before. 88.6% of adults in the UK are tuning in, that’s a massive 49.9m.
Commercial Radio is at an all time high of 39.7m listeners with Global’s Heart Network remaining the largest network reaching 12.3m adults every week and with Bauer’s Greatest Hits Network showing good growth with a record of 7.7m listeners each week. The latter is buoyed by the stellar performance of radio legends Ken Bruce & Simon Mayo.
Impressively, 75% of commercial radio stations have seen increased reach compared to the previous quarter and that clearly has been stolen from the BBC where 53% of stations have seen reach decreases.
The conclusion is that Radio is in rude health and the British public are in love with it, more than ever before.
As a media agency, it’s heartening to know that some of the more traditional channels we have in our armoury are more than alive and kicking and it means that we can cost-effectively communicate with our client’s potential customers knowing full well the likely results we’ll achieve.
Talk to Mostly Media today if you want to discuss all things audio.
Our friends at Thinkbox are back with their annual TV wrap-up. We’ve taken a deep dive through the report and pulled out what we think are the key points!
Viewing patterns have stabilised, somewhat –
Commercial TV viewing (covering linear TV and all forms of broadcaster VOD) held fairly steady across 2023, showing only a 1.7% decline vs 2022. It’s worth remembering that 2022 was a World Cup year which naturally boosts TV viewing across all audiences. This is the smallest decline we’ve seen since 2016(!), pandemic aside.
BVOD continues to grow –
While linear TV viewing dropped 6%, BVOD saw yet another year of strong growth at 23%! The release of ITVX and all of its exclusive content was a key driver of this.
SVOD subscriptions reaching maturity in the UK –
As has been widely reported, SVOD subscriptions dropped marginally last year, although 75% of the population continues to subscribe to at least one service. The crackdown on password sharing coupled with the cost of living crisis are the lead causes of this. It does though paint a picture of an SVOD market that appears to have plateaued and points towards a more stable future of viewing trends.
The link to the full report is here. If you have any questions don’t hesitate to shoot our TV team an email!
Credit: James Budden, Senior AV Manager
At a Bristol Creative Industries keynote event in March, we were joined by Drew Benvie, founder of global social media agency Battenhall. He shared insights from the company’s 11th annual social media trends reports. In this post, Dan Martin summarises Drew’s brilliant talk.
When it comes to social media, Drew knows his stuff. At the age of seven, he taught himself how to code on an Amstrad CPC 464, and in 2006 he was the first to coin the term ‘social media’ on Wikipedia. Drew founded Battenhall in 2013 and now employs 120 people in the UK and overseas.
Opening his talk, he said:
“There are more places than ever to commit your time and your advertising money, so it’s important you know where to invest. You could stick to a few but the average person in the UK is active on six social networks. In India, it’s 10. If you’re trying to reach your target audience, you have to do more than ever before to really stand out.”
Social media is ubiquitous. Eight out of 10 people who use social media do so actively. Brits spend 75% of our working day looking at a screen of some sort, with teens spending around 5.3 hours a day on social.
But over the last year, Drew said, various things have happened, such as “the implosion of Twitter” following Elon Musk’s purchase of the platform, “that has made me feel that safety on social media is an important thing”.
“Social media is now toxic to many, whether it’s the stuff that we see that should be taken down, or the actions from one user to another that are allowed unfettered on social media.”
A million posts are removed by Meta every day, Drew said, while TikTok employs 40,000 people to moderate content.
Amid all this, social media owners are appearing in front of regulators around the world, as governments look to bring in new legislation that regulates social media.
So what does this mean for brands? Drew’s advice is:
“AI (artificial intelligence) is one of the most unstoppable forces,” Drew said.
See below for what ChatGPT created when he asked it to show a vision of Bristol in the future!
AI in action from @drewb in @Bristol_CI keynote.
“ChatGPT, show me a vision of Bristol in the future.”@brunelsbridge still going strong! @battenhall #Bristol #Battenhalltrends pic.twitter.com/r6E000jO4X
— Dan Martin (@Dan_Martin) March 12, 2024
AI helps to speed up creativity”, and you should think of it as “your brainstorm buddy”, Drew advised.
You can already use AI features on social media platforms to create or improve content, but Drew said “there is an important balance between making something authentic because it is created by a human and harnessing the power of AI to speed things up when you need to”.
He continued:
“I’m an advocate of using AI to augment what you do, not replace it. Get it to do the stuff that you shouldn’t really spend time doing.”
Drew said consider AI as your “brainstorm buddy”. He recommended experimenting with AI tools, such as ChatGPT and Google Gemini, and see which work best for you. Remember that AI isn’t just for generating content, you can also use it for tasks like analysing data.
As an example of AI in action with creative content, Drew shared a campaign using AI that Battenhall delivered for a client.
The children of employees at General Electric were asked to draw what they thought their parents did for a job. Battenhall then used AI to create images based on the drawings that were used for social media posts.
On LinkedIn, the content delivered the top-performing post for the whole quarter, more than doubling the benchmark engagement rate for the quarter. In addition, the campaign contributed to a 12% increase in the number of new followers (month on month).
Drew warned that brands should also be aware of the ethical, regulatory and legal issues around AI such as who owns the content you produce using the technology.
The fallout from Elon Musk buying Twitter led to an exodus of users signing up for other social media platforms. Many people switched to Mastodon, the open source social network, and Meta launched Threads, an app linked to Instagram which became the fastest to reach 100 million followers.
“There are 35 social networks with over 100 million active users [see some of them on page 7 of the ‘Life after Twitter’ report] and endless niche communities. That is my biggest learning from what has happened to Twitter. Niche is now good. It’s ok to be small.”
The biggest beneficiary of “the carnage at Twitter”, Drew said, is LinkedIn. It reported a 41% increase in volume of content between 2021 and 2023.
Drew’s tips and insights for LinkedIn are:
But the most important tip for choosing where to engage on social media, is pay attention to your audience and where they hang out. There’s no one size fits all.
“Be really analytical. Figure out what your audience does, where they spend their time, what trends they follow.”
“TikTok calls itself an entertainment platform, not a social network, and it’s a places other social media platform are trying to emulate.”
Drew said TikTok has shown to brands the power of being entertaining. “I think every brand in 2024 has the ability to be more entertaining.”
“Any brand can do anything on social media. People expect a brand to be a person, to have a voice. The unhinged, entertaining and educational stream of content coming through on platforms like TikTok is creating opportunities for even the most boring brands to be entertaining, informative and educational.”
Drew said the three ways brands can be entertaining are:
One example of an entertaining brand that is “completely unhinged” is Duolingo on TikTok. “My kids want to spend their pocket money on learning languages on Duolingo beause the owl is so engaging.”
For an example of good educational content, Drew recommended Channel 4 on Threads.
“What makes social media content work is engagement, sentiment uptick, and visibility for people that are hard to reach. Entertaining content achieves on all those fronts.
“Think about how you can tell stories and answer questions. People want to learn new things. Think about the niches users might want to know about that are linked to your brand. Even with something a bit more corporate, there’s a story to tell and an audience looking for answers. Consider various different channels to reach your target audience.
“To create content that’s right for you, think about your brand personality. Place yourself in your audience’s shoes, and don’t be afraid to either stay in your lane and do one thing well, or branch out and try lots of different things. Social media is all about experimenting. Post things. Delete them. Start a channel. Let it go. That’s all fine.”
Drew said that the fatigue that many people have with influencers and the creation of content about something they are paid to say is good has helped bring about a creator culture:
“There are more people creating more things with more creativity on more platforms more often. Creators provide opportunities for any brand because your niche is out there somewhere.
“A creator’s goal is to produce high quality, authentic content. For that, they want to work with brands. If you find the right ones, they are usually cheaper to work with than influencers, you can do more meaningful projects with them, and they tend to be more authentic.
“A creator might have a smaller audience than an influencer but they often can do more with less. They also might not ask for money if there’s some other type of value exchange such as early access to a new product.”
Instagram and YouTube are the most popular platforms for creators, but delve into any channel and you’ll likely find a vibrant creator culture, Drew said.
Other networks to explore include spontaneous photo sharing app BeReal, communication platform Discord and livestreaming community Twitch. Private communities, such as Facebook and WhatsApp groups, are another format worth looking at.
To stay updated on future Bristol Creative Industries keynote events, sign up for our newsletter.
Globally recognised companies all owe a large part of their fame to the power of marketing.
When done right, marketing can be the biggest factor when it comes to business growth, strong ROI and overall sales revenue. Take Apple for example, in 2022 they generated £3.8 billion ($4.7 billion) from ad revenue alone.
Effective marketing also has the power to increase your brand’s mindshare. When you think of sportswear, Nike and Adidas will likely spring to mind. With fast food, McDonalds will no doubt enter your thoughts.
With revenues in the billions, these huge brands must have a secret formula to their marketing, right? Nope.
These businesses no doubt have marketing teams that pour countless hours into their campaigns and for the most part, it pays off. But what happens when it doesn’t?
In this blog, we’ll look at some famous marketing faux pas – not to gloat, but to learn from them – and help your business avoid making the same mistakes.
When it comes to marketing campaigns that failed to read the room, the Pepsi X Kendall Jenner advert was a particularly high-profile example.
The advert, which aired in 2017, depicted a group of protesters walking through the streets. Kendall Jenner joins the group and offers a police officer on the scene a Pepsi, defusing the tension between groups.
“…riding the coattails of a political movement founded by and for oppressed voices will always be seen to be in poor taste…”
At the time of airing, the Black Lives Matter protests were commencing around the globe, and viewers couldn’t help but notice the parallels drawn between the two. This didn’t work in Pepsi’s favour as people saw it as a trivialisation of a deep-rooted issue.
The backlash caused Pepsi to pull the advert – a sizeable blow to both budget and reputation. It just goes to show that – while it’s great to keep your marketing relevant – riding the coattails of a political movement founded by and for oppressed voices will always be seen to be in poor taste.
Our takeaway?
Always consider the political climate and check the news before you release an ad campaign into the wild (or sign off the budget).
Rebrands can offer huge potential for businesses. When a brand is becoming outdated, giving it a refresh grabs the attention of customers and, when done well, can attract new ones in the process.
Typically, in business, this kind of move is calculated, necessary and carefully takes into account the thoughts of the consumer. However, the same can’t be said of Gap’s 2010 rebrand…
In fact, it ended up costing them $100 million.
One reason this marketing stunt failed so spectacularly was that nobody was expecting it.
No prior announcements, launches, or updates were released. This meant that they hadn’t built up the necessary anticipation for such a big move. The logo change alone was so drastic it left people feeling bewildered at best.
Another major reason this change didn’t work out in Gap’s favour? They didn’t seem to have a reason to do it in the first place. With a loyal customer base spanning the globe, enviable revenue, and a famous brand identity, changing things up just didn’t seem to make sense.
“…while a rebrand could be just what your business needs, it must be underpinned by strategy…”
But alas, the change had been made and people were not happy. On top of the cost of the entire process, they were forced to revert to their old logo within less than a week.
So, while a rebrand could be just what your business needs, it must be underpinned by strategy, done with good reason, and signalled by pre-launch PR and marketing.
Our takeaway?
Always do your background research, build anticipation for the change, and make sure it aligns with the way your customers see you – they are, after all, the most important factor.
Climate change is a very real and important issue that we currently face. Many businesses are aware of this and are making changes to reduce their impact and greenhouse gas emissions.
That’s why you’ll often hear businesses talk about their corporate social responsibility (CSR) or environmental, social and governance (ESG) initiatives.
It’s also why vehicles are tested to ensure emissions are aligned with regulations.
In 2015 the Environmental Protection Agency (EPA) found that tens of thousands of Volkswagen’s diesel cars produced in the US each year were cheating emissions tests. And this was after a huge marketing campaign touting the car’s low emissions.
“…it only takes one false claim to lose your customer’s trust…”
Thanks to a device that could detect when the car was being tested and alter the way it performed, the manufacturer was able to falsify recorded emissions.
This meant that the engines of these cars emitted nitrogen oxide up to 40 times greater than the permitted limit in the United States, without it showing up in test results.
Upon this scandal coming to light, not only did Volkswagen lose the trust of a large portion of their current and potential customers. It also meant that in October 2015, the company posted its first quarterly loss in 15 years, which was over £2 billion.
Volkswagen issued a public apology but in spite of efforts to rectify the damage, the scenario remains fresh in people’s minds.
Our takeaway?
It only takes one false claim to lose your customer’s trust. Which is exactly why it’s so important to ensure your business doesn’t get caught in any greenwashing grey areas (or outright deceptions, in this case).
If you want to find out more about greenwashing risks and how to so you can avoid them, explore our CSR marketing series.
While we’ve only covered a handful of examples, marketing mistakes are all too common. And, as we’ve demonstrated, even some of the most famous brands in the world are not immune.
With the potential to cause a loss of revenues, customers, trust, and reputation, it’s important that all marketing and advertising campaigns are backed by strategy, and checked. And double checked. And triple checked.
Because once live, they can be near impossible to take back.
Nobody’s perfect, but we are thorough – both in strategy and quality assurance.
If you have a campaign idea you’d like to discuss, get in touch with our marketing team: [email protected].
saintnicks has been appointed by Ascot Racecourse following a successful competitive pitch process. The win bolsters the agency’s strong start to 2024 alongside retained client growth.
Founded in 1711 by Queen Anne, Ascot Racecourse is arguably the nation’s most revered racing venue, welcoming just shy of 600,000 visitors annually across its 26 race day events. Royal Ascot which takes place 18th – 22nd June, is the most prestigious horse racing event in the UK calendar with more than 300,000 visitors over the 5 day period. Steeped in heritage, Ascot Racecourse is a true British institution and revered national brand.
The two-year contract, which starts with immediate effect, will see saintnicks responsible for Ascot’s overall social content strategy as the brand looks to enhance its reputation further as a global ‘lifestyle’ brand.
Retained as the brand’s lead social partner, saintnicks will work closely with Ascot’s brand, social and content teams supporting with content strategy, content creation and social media management.
Fraser Bradshaw, Founder and CEO of saintnicks says: “We couldn’t be more delighted to partner with Ascot Racecourse and help support their business growth strategy. It’s a brand and business we’ve come to know well over the last few years and we’re invested wholeheartedly in supporting such an iconic national brand as their long term partner.”
Alexandra Bertram, Brand & Creative Lead at Ascot says: “We’re thrilled to embark on this exciting journey with saintnicks as our Social Media Marketing agency. With their expertise and dedication, we look forward to elevating Ascot’s presence in the digital realm. Here’s to a fruitful partnership ahead!”
The appointment follows the re-positioning of the Ascot Racecourse brand and subsequent brand voice development undertaken by saintnicks in 2022.