Bristol-based direct marketing agency Flourish has been recognised for its email marketing achievements at this year’s national Performance Marketing World Awards.
The awards were held at The Grosvenor Hotel on Park Lane in London and Flourish scooped the Email Marketing award for their work with well-known consumer electronics brand, Samsung. They were one of 22 winners out of more than 90 shortlisted finalists, alongside other award-winning entries including the likes of Asda, Specsavers, Boots, Primark and M&S.
Robin Langford from PMW wrote: “The victors reflect outstanding work across a number of product sectors, alongside awards for the best people, agencies, innovations and teams.”
Flourish also has an office in Dubai and a long-standing relationship with the Samsung Gulf team. They were asked to work on the launch of the Galaxy S22 Series across several regions and in multiple languages. The team assisted with the planning and implementation of a communications strategy that helped Samsung to achieve a high number of pre-orders, and exceeded results from their previous launches of similar devices.
Ian Reeves, Managing Director at Flourish, said: “2022 has been a fantastic year for Flourish, and we are extremely proud to top it off by winning an award that celebrates the game-changing results possible when data, technology and people come together to create customer orientated journeys. This award is credit to the whole team at Flourish and their dedication to pushing boundaries in CRM.”
The campaign has also received recognition by industry body reallygoodemails.com and an internal Samsung marketing award for the campaign with the best use of segmentation.
You can find out more about Flourish via the website.
Sarah Warewinter joins Bristol operation as Associate Director, Strategy
McCann has bolstered its strategy team in Bristol with the appointment of Sarah Warewinter. Sarah joins as Associate Director for Strategy having headed up IMA HOME’s insight and strategy team in Leeds for 11 years.
Prior to her time at IMA HOME, Sarah worked across a diverse range of sectors, with her portfolio including major brands such as Argos, Dr Oetker, Interflora, Jet2 and the NHS.
In her new role, Sarah will build on the strength of the existing team to deliver meaningful work for the agency and its clients. Talking about her appointment, managing director Andy Reid said: “Across the globe, McCann is known for providing our marketers with best-in-class strategic and creative services to help brands play a meaningful role in people’s lives.
“For us at McCann Bristol, Sarah’s appointment is central to delivering this core function, as we continue to proudly create award-winning work for our clients. Sarah comes with an impressive track record, along with a wealth of expertise across a range of sectors and I’m pleased to welcome her to our senior leadership team as we head towards 2023.”
Sarah added: “I’m really excited to join the McCann family. The ambition and direction of the business is really exciting, and I can’t wait to be involved in the next stage of growth for McCann Bristol.”
JonesMillbank, Bristol-based video production company, were commissioned by leading engineering consultancy firm Hoare Lea to celebrate the arrival of the National Satellite Test Facility (NSTF).
As unseen stewards of communication, man-made satellites keep us safe, informed and entertained, and their voyage into space demands phenomenal technical skill at every stage.
World-class science research, expertise and innovative testing transports them from concept to lift-off, and the unique design of the NSTF’s ‘cathedral-like’ facility means the chaos and challenges of space can be recreated here on earth.
Specialist equipment shakes, bakes and blasts satellites in the final phase of their ground development, testing them to their limits and arming them with the best preparation possible before their final journey into the unknowns of the cosmos.
JonesMillbank worked with Dr Jackie Bell, PhD, an aspiring astronaut and theoretical physicist who featured on BBC’s Astronauts: Do You Have What It Takes?, whose own journey through the space industry has tested her in every way imaginable.
The film was shot on location at the facility in Oxfordshire with support from RAL Space.
Visit https://jonesmillbank.com/work/hoare-lea/national-satellite-test-facility to view the film and https://hoarelea.com/2022/11/03/the-national-satellite-test-facility to find out more about the project.
***
JonesMillbank are a passionate full-service video production company
They work in-house with a talented team of multi-disciplined creatives, all the while telling authentic stories long before it was cool for a range of clients such as University of Bristol, IDLES, NHS England, The Royal Mint and Battersea.
jonesmillbank.com
01173706372
[email protected]
Bopgun, a brand, strategy and digital agency, has been selected from a number of agencies to support Puzzler Media with the UX, design and development for a new lead generating B2B website.
Puzzler Media is the UK’s largest supplier of printed and digital puzzle-based content, backed up by end-to-end content management and support. With over 50 years’ experience, Puzzler Media is the go-to name in puzzles, working with business worldwide from national and regional newspapers to magazines, membership organisations and individual brands.
With only a consumer-facing website, Puzzler Media identified the need for a new B2B website to improve their online presence, increase brand awareness and ultimately generate leads. The website will showcase the huge range of puzzles on offer, alongside solutions to deliver content and client case studies that demonstrate their experience and capability – all delivered in a clean and user-friendly design.
“B2B is an exciting and growing part of our business. We help a multitude of clients in supplying print and digital puzzle content and tech solutions. We didn’t have a site that reflected the breadth of content and the quality of our client base. We chose Bopgun because, based on the good work we have seen them deliver for other clients, we believed they were the best agency to deliver our Puzzler Business Partnerships ‘shop-window’. We’re really excited to be partnering with them on this project.” Lynda Newland, Deputy MD, Puzzler Media.
Launched in 2008, Bopgun is a multi-disciplined creative agency with an unrivalled background across the publishing industry. With both the founders having worked in various roles at Future Publishing for over 14 years between them, Bopgun has grown into a substantial and distinguished company working with some of the world’s leading industry players including Elsevier, Story House Egmont, Anthem Media, Hachette Partworks and Kelsey Media to name a few.
From engaging websites for the likes of Marvel and Disney, to e-commerce subscription sites, promotional campaigns, animations and illustrations, Bopgun prides itself on delivering real value to the publishing industry.
“We were thrilled when we heard we’d won this project with such a prestigious brand as Puzzler, known by their existing clients as the UK’s largest puzzle supplier. Knowing how important it is for their business to convey their detailed and wide range of puzzles is the sort of challenge we love!” David Mathews, Managing Director at Bopgun.
Eight new recruits, including Business Development Director, Marketing Manager and Medical Writer join Create Health.
Bristol-based healthcare marketing agency Create Health is strengthening its team across the board with new appointments across departments, welcoming eight new team members in total.
Carys Richards brings a wealth of experience from the Pharma sector to the Create Health team as Business Development Director.
Meanwhile, Sean Quay joins the team as a Medical Writer. He comes from a clinical background, with time spent in pharmacy and primary care working on regional level pharmacy projects like driving medicine optimisation and public health campaigns.
Junior Graphic Designer Amelia Horner initially joined the agency as an intern, taking advantage of Create Health’s apprenticeship scheme to secure a full-time role.
In addition, the agency welcomes, Charlie Culverhouse as Senior Account Manager, Kate Wells as Junior Art Director, Jasmine Freeman as Marketing Manager, Joe Wilson as Motion Graphics Designer and Rhi Wheeler as Account Executive.
Managing Partner Ed Hudson said “The Create Health team growing at such a rate signals the exciting times ahead not just for the agency but for the healthcare communications industry. We’re thrilled to have brought on board a roster of talented individuals who will help us to push the boundaries of creativity and make a positive difference to healthcare professionals and patients alike.”
Medical Writer Sean Quay, added “Healthcare communications is booming and being part of Create Health feels like I’m aboard a rocket about to launch.”
McCann Bristol has created an emotive new brand campaign for St Austell Brewery and its flagship brand, Tribute, to reflect the pride, passion, and independence they both share with the local Cornish community.
‘The independent ale from the independent people,’ campaign pays Tribute to stand-out Cornish people who embody independence. The first phase of the new campaign features three strong and intimate photographic portraits – revealed only by the hands.
Cornish fisherman, Philip, Penzance-based local female rugby team founder, Cozette, and Cornwall-born musician, Mark all feature in the first phase of the campaign, which will be rolled out across both point of sale and advertising on billboards and digital channels, as well as featuring on the brand’s lorry livery in the coming months.
Laura McKay, head of marketing – beer and brands, St Austell Brewery, comments:
“Tribute is all about the people that make it. And for us, that’s drawing inspiration from our location and Cornish folk. In an honest and authentic way, through the new campaign photography, we’re celebrating the best of Cornish people and shining a spotlight on the hands that hold onto their passions.
“The new emotive advertising aims to create a stronger connection with Tribute’s target audience, communicating the importance we place on independence, endeavor, and achievement – characteristics reflected in both the brand and Cornwall itself. The spirit of independence is what makes Tribute unique.”
Zane Radcliffe, Executive Creative Director at McCann Bristol, said: “We’re as proud of this debut campaign for St.Austell as the Cornish are of their independence. We’ve captured that spirit in a series of striking and contemporary portraits of the hands that connect them to their individual passions and to the ale they prize so strongly.”
The campaign creative was shot by photographer Alex Telfer who boasts accolades including the International Photography Awards’ highly acclaimed ‘Photographer of the Year’.
Most wealth management firms have an ageing client base, predominantly those over 60 years old (baby boomers) and over 75s – the silent generation. To combat this, they target their acquisition activity to wealthy investors of 45 years old (generation x) and over.
The conventional thinking is that 45-55 is the age when people have already established their own wealth and are likely to start inheriting from their baby boomer parents.
Conventional thinking also dictates that millennials (26-41 year olds) are mostly too financially squeezed to meet the threshold of an attractive prospect for wealth management services.
This conventional thinking has held true for the past 100 years.
But these are unconventional times.
“…the number of UK millennial and generation Z millionaires has doubled in the past year…”
Research by the Bowmore Wealth Group in February 2022 reports that the number of UK millennial and generation Z millionaires has doubled in the past year. The research also shows a 28% increase in millennial and Gen Z taxpayers declaring income over £150,000. This is largely due to a surge in pay for workers in tech/fintech and a boom in millennial entrepreneurship. The number of younger high-earners working in areas such as sport and social media influencing is also rising.
Much has been said about the projected intergenerational wealth transfer. The narrative is that globally baby boomers will pass on between $30tn and $68tn (depending on which report you read) of their wealth to their millennial children within the next 10-20 years.
But there is growing evidence that the wealth transfer is skipping a generation. The silent generation are passing their wealth to their millennial grandchildren, and Gen Z are inheriting from their baby boomer grandparents.
And this wealth is dropping on a generation that seems to have a greater propensity to invest than their parents, according to surveys by Finder.com and the Royal Mint.
View image in blog here.
You’d think that wealth management companies are well positioned to capitalise on this opportunity. Surely they can parley their long-held relationships across to the inheriting generations? Apparently not.
“…only 13% of affluent investors choose to work with the same advisor their parents used…”
Research by Cerulli Associates reports that only 13% of affluent investors choose to work with the same advisor their parents used. Among the remaining 87%, a whopping 88% of them said they never even considered doing so. The impact of this is seemingly dramatic. Accenture reports that wealth managers expect to lose, on average, one-third (32%) of their client’s wealth at the point of succession. That’s an estimated outflow of $1.5tn per annum.
It’s little wonder that the wealth management sector is struggling with this tide of change. Industry figures show that the average age of wealth advisors is rising to around the high 50s, with only 11.7% under the age of 35.
“…the average age of wealth advisors is rising to around the high 50s…”
The received wisdom about millennial and Gen Z prospects, meanwhile, is that they’re more self-directed than older generations, and demand technology that enables them to take control over their finances. They have a wealth – pun intended– of information at their fingertips, and in many respects consider themselves more knowledgeable than their advisor (in 64% of cases, according to Accenture research).
An Accenture poll of millennials highlights the stress this generation gap places on trust, which is essential in a relationship-centric business. 57% of respondents perceived their advisor to be motivated by their own earnings alone – as opposed to the client’s financial success – and less than a third of them felt their advisor took the time to get to know them. Combined with the fact that 51% of them agreed with the statement: “I try to avoid situations where people tell me what to do,” it’s clear advisors have their work cut out for them.
So, can wealth management firms ride the storm? Or is the writing on the wall? Recent research suggests the former – and the storm may not be as overwhelming as it seems.
In 2022 Natixis surveyed 8,550 millennials globally with a minimum of $100,000 in investable assets. The results ran against prevailing perceptions, showing that robo-advice has only captured a small percentage of the market.
See image in blog here.
The research concludes that a primary reason for this lies in the fact their lives become more complex as they turn 30, and they look for personal advice, either as a sole source, or as part of a blended approach to their finances.
Technology is a core enabler of these relationships, providing ease of access and transparency of information combined with multi-channel lines of communication between client and advisor.
While, according to Accenture, most millennials are confident in their own knowledge of holdings and investments, 59% of them want education on financial basics like cashflow and budgeting, with an equal focus both on short-term and long-term goals.
Millennials will also be experiencing one of the most dramatic periods of volatility they’ve seen as investors, with 48% of respondents focused on risk management over a fund’s ability to beat the benchmarks (26%) when selecting investments.
The generalisation that millennials are champions of impact investment is also challenged. While 78% considered their wealth as an extension of their values, and 52% said they were interested in ESG (environmental, social and governance) investments, only 27% said they were currently invested in ESG funds. And though a Schroders study shows that the majority UK millennial investors are driven by their personal beliefs, 20% of them would actually compromise those beliefs if the returns were high enough.
Time to advertise outside the box?
These statistics combine to show that it’s risky to approach millennials using commonly held generalisations and assumptions about generational differences. They’re just like any other investor, just at a different life-stage. Indeed, Accenture segment their millennials-focused research panels into very recognisable attitudinal personas.
“…it’s risky to approach millennials using commonly held generalisations and assumptions about generational differences…”
Sure, millennials can be driven by values, but not all of them are. And their parents are just as likely to make ESG investments as they are.
Yes, the research shows that, when asked, millennials don’t like being told what to do. But who does? A good wealth manager works together with their clients – something that UBS reflect so well in their core proposition as we saw in our first article.
Certainly, a large proportion of inheritors sack their parent’s advisor. But that’s not because they want specialist millennial-tailored advice. It’s because they were excluded from the conversation – ignored – just as we found women were in our previous article.
Millennials are information-hungry, goal-driven and ask a lot of questions, as do women. But is that so different to the rest of the investor population? Again, goals and questions are central to the well-considered UBS narrative. It certainly doesn’t marginalise anyone. It’s an inclusive and contemporary attitude.
And as for that old trope that millennials are different because they’re digital natives – well, we’ve actually reached a point of societal digital maturity. We all expect digital service. There’s no such thing as a digital offering that’s just for millennials.
Good digital communications and experiences are effective when they work with the strengths of the medium and are driven by common heuristic behavioural principles.
The key, we believe, to attracting a millennial audience is to apply the same approach UBS has successfully applied to attracting women:
In our opinion, Schroders Personal Wealth comes the closest to achieving this.
The use of the word ‘dreams’ in the opening narrative of the website is clever. Dreams are more emotive than ‘goals’. They’re less pragmatic and dry. You dream about the future. But it’s an inclusive word – and not a sole preserve of the young. Our dreams may change as we get older, but they become no less potent.
There are some digitally savvy touches too. The online profiling tool and Trustpilot rating should appeal to millennials. But again, they won’t exclude the wider audience– these are things we’re all familiar with. They’re very appropriate for the medium, but their use on a wealth management site makes the firm feel fresh and down to earth in its approach.
See image in blog here.
Scroll down the homepage and you’ll find the succinctly put proposition. Unlike most wealth management propositions which steadfastly talk about what they do, Schroders project the way they think. Their attitude. Their purpose. This makes them feel distinctive, fresh and contemporary. It will certainly resonate with a millennial audience, but again it’s inclusive of other generations.
See image in blog here.
All of this is quite subtle and, taken at face value it could be seen as the application of afresh image for a generalist wealth management firm. But dig a little deeper, and you can see that the firm has definitely included millennials as an integral part of their strategy.
MoneyLens is a website from Schroders aimed specifically at millennials and Gen Z. It provides jargon-free articles about investing and saving money, all written and run by a group of young professionals working at Schroders. This crucially gives the site credibility and helps it avoid any hint of patronising cynicism – which tends to be another product of conventional thinking.
See image in blog here.
We covered Schroders in our first article in this wealth management marketing series, in which we analysed the effectiveness of a number of brand advertising campaigns. The campaign we looked at didn’t reflect the proposition and tone that Schroders more recently achieves. Our analysis concluded that this campaign likely had very little effect on brand awareness due to its messaging, reach and frequency.
In our opinion, the current messaging would work well for Schroders if they decided to put some advertising weight behind it, positioning them effectively in the mid-market with added millennial appeal.
With Schroders at the premium end with an inclination towards women, and ABRDN catering across the board to the mass-affluent, there’s certainly room in the market for more a millennial-centric approach – and it’s sure to deliver a solid return on investment.
Don’t miss the next part in our wealth management marketing series, coming soon.
In the meantime, if you have any queries about marketing to millennials – or anyone else for that matter – don’t hesitate to get in touch with our team at [email protected]
JonesMillbank, Bristol-based video production company, worked with independent marketing communications agency Golley Slater to bring its campaign for Save a Life Cymru to fruition.
It comes as data reveals that every year in Wales more than 6,000 people will have a sudden cardiac arrest and around 80% of those will happen in the home. New data shows that almost one in four of us (24%) have witnessed someone collapse and possibly need bystander CPR and defibrillation intervention.
Yet, less than half of adults in Wales are confident in performing CPR: however, when people understand that on calling 999, the call taker will talk you through CPR and direct you to the nearest registered defibrillator, 73% of adults said that they would feel more confident to intervene.
Survival rates fall by 10% every minute without CPR or by using a defibrillator, can improve a person’s chance of survival.
Golley Slater developed the campaign strategy and creative for Save a Life Cymru – Help Is Closer Than You Think – which aims to show that if you see a cardiac arrest, there is more support around you than you might realise and commissioned JonesMillbank to produce and create content across the campaign, including bilingual TV commercials, radio commercials and social adverts.
Supporting studio photography was also captured to roll the campaign out across digital, print and OOH.
“Working on the production of such a holistic campaign, let alone one for a good cause, was a fantastic opportunity and allowed us to add a huge amount of value and experience” said Russell Jones, Co-Founder at JonesMillbank.
“We already work with NHS England and a number of individual Trusts and we understand the importance of that value alongside impactful messaging”.
Dave Warfield, Creative Copywriter at Golley Slater said “the team over at JonesMillbank built a fun, creative relationship with us from the off which made treatments of scripts and finding inventive solutions enjoyable and painless.”
Lewis Clements, Senior Art Director at Golley Slater added “being so well organised on shoot days and accommodating in post-production kept the atmosphere upbeat throughout the process and made all the difference in bringing our ideas to life, exactly as we imagined them. Real patience, craft and willingness from start to finish.”
Production was shot on-location in Wales at Little Man Coffee in Cardiff and Firebug Studios in Barry.
Save a Life Cymru is Wales’ national organisation which aims to improve cardiac arrest survival rates in Wales. The Welsh Government-funded organisation promotes CPR and defibrillation within communities and encourages everyone in Wales to learn or to top up their CPR skills.
Visit https://jonesmillbank.com/work/nhs/save-a-life-cymru to view the campaign and behind-the-scenes stills.
***
JonesMillbank are a passionate full-service video production company
They work in-house with a talented team of multi-disciplined creatives, all the while telling authentic stories long before it was cool for a range of clients such as University of Bristol, IDLES, NHS England, The Royal Mint and Battersea.
jonesmillbank.com
01173706372
[email protected]
Back in the day, we were known purely as a digital agency for grocery brands. Way back when we all thought brand websites were really important and Facebook had ‘Like gates’.
Over time, things have changed. Particularly in grocery, where you couldn’t be just ‘digital’ anymore. Consumers started moving seamlessly between online and offline throughout their shopper journey, almost without noticing – and, even now, most consumers (73% believe it or not) use multiple channels during their shopping journey.
So, in 2019, we repositioned ourselves – Activation 2.0 if you like. Still with digital at our heart – but looking at the whole journey, activating all touchpoints from the channel right up to the shelf – with the ability to create great work across digital, shopper and sales promotion.
This end-to-end approach definitely works, but competition for shoppers’ attention has never been fiercer.
People see up to 10,000 messages every day. We pick up our phones up to 80 times (probably more if we’re honest). We spend 1.7 seconds on each social media ad, 3.5 seconds on a 6 sheet poster, and 3 to 5 seconds looking at each product on a supermarket shelf.
It’s in these tiny moments that we have to understand and then meet what the consumer really needs.
To win attention, brands have to stand out against the noise. You need to get noticed, be relevant. You need to work harder to stand out. To start with attention as the intention.
We’ve learnt about attention and how important it is. And more importantly, how to turn it to your advantage across the whole shopper journey. Not just ‘matching luggage’, but matching the messaging and prompts to where and when the consumer sees it.
So now we’re changing again; a new focus, a new narrative, and a new way of doing things. Starting today with our brand spanking new ‘Attention seekers’ manifesto… we’re loud and proud, creating work that’s bold, brave and most importantly, never boring.
So when your brand needs to stand out, win hearts, turn heads, and change habits – you need Attention Seekers. You need Activation.
Thanks for your attention.
Interested in discussing campaign ideas for your brand?
Get in touch or book a short meeting with us.
McCann supports Forth with the launch of ground-breaking female hormone mapping blood test
October 2022: McCann Bristol has created a new TV campaign to support the launch of MyFORMTM, a ground-breaking female hormone mapping blood test from Forth.
The ‘Warrior’ TV and social campaign fights against the societal pressure on women to soldier on and brush off any symptoms of the menopause they may be experiencing, highlighting how MyFORMTM can provide the information that women need to end any uncertainty around their symptoms.
MyFORMTM involves a two-step blood test which, when combined with AI mathematical modelling and clinical analysis, maps how the four key female hormones fluctuate across an entire cycle. Forth then provides a report on hormone function and ovarian responsiveness, which can indicate whether they are in perimenopause or not. The report can then be taken to a GP to support diagnosis and help manage any symptoms.
Melissa Down, Creative Director at McCann said: “We are thrilled to be launching a ground-breaking, category-first product in women’s health. Our ‘Warrior’ campaign shares a powerful and emotional metaphor, visually showing the lonely battle women face to soldier on through the difficult and confusing signs of perimenopause.
“We have an array of amazing female talent across McCann that we are fortunate to be able to draw upon, and for this campaign, we created a team made predominantly of women, including those who are of perimenopause age, in order to provide a unique insight into the product and a deeper connection and understanding with our audience.”
Sarah Bolt, CEO and Founder at Forth, added: “As a woman who has experienced perimenopause, I instantly connected with the creative idea behind ‘Warrior’. For too long women have been asked to suffer in silence and have been unaware of the changes happening within their bodies. Our mission at Forth is to empower women to become experts on their own body through scientific knowledge and understanding. The team at McCann instantly connected with our mission and showed their passion and understanding of the product right from our first meeting.
Louise Balmforth, Head of Growth at Forth, also commented: “With this being our first TV campaign for what is quite a complex product, the creative narrative had to be carefully curated. Not only is perimenopause still a sensitive topic for some women, but many do not realise their symptoms are due to this early transition to menopause. We wanted to create that light bulb moment in a sensitive way that positioned Forth as the light at the end of what can be a very dark tunnel for women. McCann impressed from the start, immediately getting under the skin of the brief and the challenge we are wanting to address in women’s health. We are very excited to see our product reach a wider audience of women who are living with the uncertainty of perimenopause.”
Creative credits
Creative Director: Mel Down
Art Director: Amy McGowan
Copywriter: Georgina Devonport
Producer: Kristen Clare
Director: Adam Riozzi
Production company: Fetch Films
Strategy: Jordan Adler
Senior Account Director: Alex Lake
Senior Account Manager: Abbey McGrane
Media: Chris Lucas
You need to load content from reCAPTCHA to submit the form. Please note that doing so will share data with third-party providers.
More Information