This month we look at how Brexit might impact the arts and cultural sector, we share some expert tips on YouTube, look at the interaction between brand and agency for upskilling your resources and explore the most important announcements about PPC so far in 2016. We also look at the role of creative industries in the UK economy and share our case study on a Social Media campaign to target the luxury industry.
Here at Consider This we work closely with many clients involved in the arts sector, and so we thought it would be interesting to look into what the withdrawal from the European Union could mean for the UK’s cultural sector.
There were huge debates on both sides of the camp: Maria Eagle (Shadow Culture Secretary) warned that leaving the Union would have a “huge bearing on the future health of the creative industries and the arts and culture sectors”. She also cautioned that leaving the Union would have a devastating effect on the single market, which allows the UK to export its arts and culture to other European countries. Access to the 1.3 billion Euro Creative Europe program and easy mobility of talent within Europe could both be negatively affected. The entertainment sector totals 56% of the single market in overseas trade at the minute but that could also drop quite dramatically.
On the Leave side of things, those who campaigned claimed that this was not the case and that by exiting the European Union there would be no negative effect on trading but, rather, it would flourish thanks to now being able to build relations with non-European countries. The issue not only divided the nation but also those in power: Arts Minister, Ed Vaizey, was firmly on the side of Remain whilst Culture Secretary, John Whittingdale, was steadfast in his opinion to Leave.
The campaign has run, the nation has decided and here at Consider This we are resolute that an end must be put to the division. We should come together now and work out the best way forward for the arts sector. A new era has begun: let’s all be united and ensure it is also a prosperous one.
Where would we be without YouTube? For those of us over a certain age, we may look at some of the contributions on the video channel and think the production levels are verging on the extremely basic. After all, we’ve been brought up with flashy films, expensive television productions and glossy adverts.
However, Executive Creative Director of Anomaly London, Alex Holder, points out that YouTubers don’t necessarily need those high production values. If you watch them, you’ll see that the majority are literally produced by them sitting in their bedroom talking to their webcam. Welcome to the new world – this is what now resonates with a huge percentage of the YouTube audience.
So, here are a few tips to making your YouTube debut:
- Be genuine: totally believe in what you are talking about.
- Be yourself: a person with a passion talking straight to camera works exceedingly well.
- Be consistent: bring new content regularly, viewers like to know when the next video is due.
- Be open to comment: ask for feedback from your audience and what else they would like you to talk about.
No matter what you are discussing or giving your opinion on, remember that the audience who have decided to watch you are probably going to be passionate on the subject. Don’t fall into the trap of trying to please everyone – the most bizarre or ordinary subject can pick up hundreds, if not thousands of viewers – you’d be amazed at how many views a video about storing make-up can get!
In a period of post-Brexit uncertainty and foreseeable recruitment freezes, marketers will need to embrace upskilling to maintain a competitive advantage. 35% of employers are not confident of being able to recruit staff with the necessary key marketing skills therefore the need to employ on-the-job learning becomes distinctly more significant.
One of the biggest upskilling resources open to brands is their agencies, Peter Boucher, chief commercial officer at private car hire firm Addison Lee argues, "This may be a challenge for the agency, as traditionally there has been an aura [of mystery] around what they do, but going forward I see the relationship as something like a partnership.” Addison Lee’s main upskilling priorities are focused on insight and developing a stronger understanding of digital analytics.
This interaction between brand and agency is vitally important for the smaller marketing departments, such as the three-person team at HS1, the company that owns St Pancras International railway station. “We treat our agencies like an extension of the in-house team,” explains commercial director Wendy Spinks.
“We meet up fortnightly for a two-hour workshop to share what we have learned across the wider team. Then twice a year we have a one-day workshop where we share skills and set targets.” Encouraging collaboration, Spinks has ground rules set out between her creative, digital and PR agencies in order that they work in harmony. She is a firm believer in upskilling for staff retention: “You have to invest in people and keep doing new things because customers keep moving. From a retention perspective, people who are constantly learning are happier in their jobs and do a better job.”
Train line chief commercial officer Simon Darling also joined the discussion and believed that “you need to upskill if your business is going to survive as the consumer is not standing still. The value of upskilling is that you will be able to serve your customer better and be a more profitable business.”
There was a bit of a lull at the beginning of 2016 with Paid Search starting slowly but things started to move quite quickly, culminating in a rush of announcements at the Google Performance Summit in May. The statements made at the summit will form much of what will be worked on during the second half of this year.
We thought it would be an idea to look back at the bigger updates that have already taken place in the first half of the year:
In January there was the take-over from Google by Bing of powering search and search ads on AOL – a 10-year deal.
February saw Google confirming they were unifying the way text ads would be displayed on all devices and that paved the way for Google’s Expanded Text Ads announcement
April was when Google started showing ads in the Local Finder, the page of local and Map results that users get to by clicking on “More places” from the local three-pack on the main search results.
In May, Google announced it was working on resolutions to capture data regarding visits to smaller retailers. This was in addition to announcing that, since 2014 it had measured over 1 billion store visits in 11 countries from their AdWords ads. On a related note, Google’s program to track store transactions back to ad campaigns is still in beta.
However, the biggest change announced in the first half of the year are the Expanded Text Ads from Google and the best piece of news was that Google is reinstating device bidding from the pre-Enhanced Campaign days.
The UK economy benefits by £84billion per year through our arts sector – filmmakers, musicians, artists and other creative personnel – according to a new government report.
'What a performance! Stellar employment boom continues for the UK’s Creative Industries’ the headline on the government site boldly promises. This, however, could very well be a quick response to the Brexit outcome with the government looking to curtail any panic in the projected decline in revenue.
It does go on though in this vein: Secretary of State for Culture, Media and Sport, John Whittingdale, comments:
“That success is built upon the extraordinary talent which exists in this country, an amazing cultural heritage, the English language and a tax system designed to support and encourage growth in the creative sector. None of this is changed by the UK’s decision to leave the EU and I am confident that our creative industries will continue to thrive and take advantage of the new opportunities which are opening up to do business across the world.”
The number of jobs in creative industries has risen and the contribution that the industry makes to the economy is often underestimated. We will have to wait and see what effect leaving the EU will have on this but in the meantime, the Creative Industries Council has set up a working group to examine it in more minute detail.
Last year, Consider This UK took a brief from Etc Etc who wanted to increase brand awareness on Twitter, as well as its number of followers. We utilised a forthcoming event, Valentine's Day, and worked around this theme to form the basis of the digital campaign and messaging.
We created a Twitter competition to encourage people to follow the Etc Etc account on twitter, and in return, offered a lucky winner the opportunity to win dinner for two at the prestigious Claridge's Hotel on Valentine's Day.
Read full case study:
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