Philippa Noilea-Tani

If you know your consumer better than your brand, that’s a problem. One of the biggest mistakes I see brand marketers make is thinking that their consumer is their brand. They throw heaps of money at research to try to understand what they think, how they think. Then they look at the “data” as the vision for their brand. It’s where ads like the Bumble billboard come from. This may be harsh, but that’s just lazy marketing. It’s not about what the consumer stands for. We are too different to even try to lump us all together. Instead, spend the time and effort understanding what your brand stands for? What's its personality? What’s its point of view? How does it think? Act? Talk? What’s it fight for? And as importantly, what does it fight against? Your brand should be a magnet. People are too complicated for it to try and be a mirror. 

54

3 Comments

As someone who has advised agencies to try and move upstream by offering 'strategy' as a service, these words from Blair Enns stopped me in my tracks: 'If you have to preface your offering with the word “strategic,” if you include “strategy” in your list of services or if you define your firm by a broad discipline rather than a narrow problem statement then you’re almost certainly suffering today because your cost structure doesn’t allow you to compete with offshore and AI-enabled businesses that can do what you do faster, cheaper and often better.' Essential reading. #positioning #servicedesign #agencies https://lnkd.in/e9QE4UPh

5

2 Comments

Successful Influencer Campaign Launch! 🚀 It's been an exciting journey working on an influencer campaign for our client who operates a beauty salon in Sydney. We organically scouted macro influencers on instagram to partner with for the campaign. The objective of the campaign is to increase brand exposure on Instagram & TikTok while also increasing leads. The activation for April's influencers is in motion and almost completed. We are moving onto the scouting process for May! 🥳 #influencer #influencermarketing #marketing #digitalmarketing #micro #microinfluencers #marketingagency #alwaysmovingmediaagency

1

It's that time of the year again - the new financial year has arrived in Aus, where on earth has the calendar year gone?! 🇦🇺💰 Despite recent economic challenges and shrinking marketing budgets, it's inspiring to witness brands like Intrepid Travel, Koh and Airtasker leveraging the power of brand communications to drive growth and the bottom line. In a landscape saturated with clickbait and 'buy now' messages, consumers crave authentic connections. They're tired of being shouted at with a constant stream of sales spam. But investing in your brand, values, and narrative is crucial for long-term customer loyalty. What happens when performance ads stop? So do the customers if that's where you're investing all of your marketing budget. As highlighted by Leigh Barnes, Charli Walters, and Tim Fung in The Growth Agenda Editor Danielle Long's article in The Australian, the impact of this strategy is undeniable. Kudos to these industry leaders for championing brand-centric approaches amidst evolving market dynamics. #FinancialYear #BrandPower #MarketingStrategy 🚀📈

26

2 Comments

Today at TikTok’s Melbourne event, The Content CliQ was a hot topic 🔥 I don’t think we even realized just how many brands rely on us to fulfill their content requirements! If your ready to amp up your TikTok strategy, Email us at hello@thecontentcliq.com 🤳 #tiktok #tiktokcontent #ugc #tiktokstrategy TikTok for Business

15

2 Comments

The only 3 minutes you need to watch to understand why you can't do your own #marketresearch or #brandstrategy. You can't get out of the way of your own biases. https://lnkd.in/ew9WJsFx

2

1 Comment

🎁 Aussie #marketing, #advertising & #media types, I have a present for you! Not a great present to be fair, but nonetheless, a gift. Y’see, I *know* I should be reading the trade press religiously. It’s really the most basic effort one can make to stay current with what’s happening in our craft. Do I do it religiously? No, I do not. Not because the trade press is bad, or because I don’t care, it’s mostly because I’ve been conditioned to consume everything in one place. A “feed”, if you will. And since the trade press are the healthy veg buried under all the other junk I feast on, I miss a lot of it. So, because I wanted to fix this - and because I’m a huge dork - I built a thing I can quickly nip into that shows me the latest ten headlines from across the Aussie media & marketing trade press. It’s here if you want to use it: https://bit.ly/pitstopAU It’s super-simple, but I’ve been using it for a week or so now and I’ve definitely read a ton more than usual. Anyway, figured someone else might get some use out of it. You’re welcome.

85

29 Comments

Rather unexpectedly me and my team have some availability to take on new clients in Q2 and into Q3 2024. If you’ve ever considered working with me or The Social Ads Squad now is a great time to explore our updated service offerings below or feel free to reach out by DM - slide away. If you’re not currently in need of our services, I’d still love for you to take a look and share this with your network if you think someone else might benefit. Across my career I have worked on or with the online advertising for Creative Review, Heat Magazine, FHM, and KISS FM, among others. I have managed online advertising projects for Nokia, T-Mobile, NIVEA, L’Oreal, Rimmel, Renault, Boehringer Ingelheim, Sanofi, MSD. I've worked on social listening projects with Cision, WPP, Dentsu and many other UK agencies working with some of the biggest brands in the world. At The Social Ad Squad we have helped plumbers, electricians, doors and windows businesses, salon owners, hair specialists, aestheticians, accountants, lawyers, event planners and organisers, agencies, cycling specialists, diet consultants, social media specialists, sales consultants, stylists, therapists, finance specialists, charities, fitness coaches, franchise businesses, pet product businesses, ballet schools, glitter manufacturers, business coaches, and so many more find leads and sales for their businesses using social and search ads. You can check out my LinkedIn profile for more details on my career history. I am a quiet achiever who's done a lot in my career and I probably don't shout enough about it including growing this agency in 2.5 years with no investment. When you work with me and my businesses, you get 15+ years of agency experience and a sympathetic ear if you're a small business looking to scale up. Small businesses are my jam after years of the corporate world. Now, here are the offerings: ➡️ 60 Minute Consulting Calls - £99+VAT This is for you if you have a single focused question or need my high-level perspective on multiple topics. I don't charge enough for these 😂 ➡️ Meta Ads Tune-Up - £497+VAT one-off Perfect if you’re struggling to scale Meta ads profitably or looking for opportunities to improve. This is a one-off review and action plan with 90-minute call to review. ➡️ Ongoing Ads Management - £547 / £1497+VAT Ideal for ongoing projects that include managing Meta, LinkedIn, Google, YouTube. TikTok, Pinterest ads. Smaller businesses are invited to try us using our 'Starter' package priced £547 p/m (+VAT) Larger businesses spending >£5k p/m can grab our 'management' package priced £1497 p/m (+VAT) ➡️ Marketing Support We also provide services that includes content creation, building websites and landing pages, setting up tracking, analysing Google Analytics reports, SEO management all to help you achieve that goal of lead generation for your business. If any of the above sounds interesting and you want to find out more, send me a DM.

16

What makes your brand or personal brand different? How do you stand out in the marketplace ? Listen to the full podcast Episode at camroberts.com.au link in comments With Ernie Harker #personalbrand #branding #brand #marketing #camroberts #bubblegummarketing

5

4 Comments

#marketingstrategy 5 Reasons to launch your Australian marketing strategy! It is a known fact that business liquidations happen especially within the first 5 years of business. Start-Ups and SME's at times overspend, causing a ripple effect. - New data shows that Australian business closures are at their worst rate in 15 years - The ABS data shows half of new businesses shut down between 2019 and 2023 [Data & article to back up the above is in the comments below]. This article talks about the reasons to launch your marketing strategy. With strategy you have the ability to minimise spend while making a return on investment. Starting off on a strategic foot or resetting and focusing your energy and resources enables manageable growth. Have a read, I would love to hear your thoughts on the evolution of marketing strategy: https://lnkd.in/g5aPk6ke #australianbusiness #marketingstrategy #reduceliquidations #marketing #businessimpact #startups #sme

4

2 Comments

🌟 Why NZ Businesses Should Invest in Digital Marketing During Economic Downturns In times of recession and reduced consumer spending, the instinct might be to pull back on marketing expenses. However, historical evidence from around the globe suggests the opposite strategy might actually fuel growth and secure market share. Three cases in point at different moments in history Proctor & Gamble (1929), Lego (2008), Hyundai (2020). 📈 Case in Point: Procter & Gamble During the 1929 Great Depression, Procter & Gamble didn't cut back instead they doubled down on advertising, particularly focusing on radio soap operas. This not only boosted their sales but also solidified their brand presence in households worldwide. 🌐 Lego's Strategy During the 2008 global financial crisis, Lego increased its marketing spend, focusing heavily on digital campaigns. This strategy led to a stunning 63% profit rise, proving that strategic marketing investments during downturns can lead to remarkable growth. 📊 Recent Success: Hyundai In the 2020 downturn triggered by the COVID-19 pandemic, Hyundai launched a series of empathetic and supportive marketing campaigns that reassured customers during uncertain times. By promoting flexible financing options and special services, they not only retained their customer base but also attracted new customers, leading to a significant market share increase. 💡 Digital Marketing: A Goldmine for NZ Businesses In New Zealand, many businesses have yet to fully leverage digital marketing. This presents a unique opportunity to stand out from the crowd. Digital channels offer measurable, targeted, and cost-effective ways to reach consumers directly, even more so when they are spending more time online during economic downturns. 🚀 Opportunity for NZ Businesses For NZ businesses, this is a call to action. The digital landscape is still underutilised here, offering fertile ground for growth. By investing in digital marketing, you can: • Increase online visibility and engagement. • Build lasting relationships with customers. • Drive sales, even when overall spending is down. Investing in digital marketing isn't just about surviving; it's about thriving. Businesses that are visible and engaging with their customers online are the ones that will emerge stronger on the other side of any economic downturn. 🔗 Let's Chat! Are you ready to boost your digital presence and seize market share? Let’s discuss how digital marketing can transform your business during these challenging times. #DigitalMarketing #BusinessStrategy #NewZealandBusiness #RecessionProof

5

I've got a lot of thoughts about Witchery Australia Holdings Pty Ltd's rebrand... here's Part #1... Firstly, the fact that it's been named a "BOLD AWAKENING" campaign raises an interesting question: What does it really mean to be bold in marketing? On July 2nd, Witchery unveiled a fresh design direction, blending sophisticated styles with trendy pieces. While visually stunning (don't get me wrong, I *love* the direction), it begs the question: If something is genuinely bold, do you need to label it as such? True boldness in marketing should speak for itself. It's about making a statement through action and innovation, not just words. What do you think defines a bold campaign?

2

2 Comments

A LinkedIn poll by Highbrook suggested that 55 per cent of content marketing people have worked on projects that involved more than 30 rounds of amends. A senior content executive says of a previous gig: “I once had the pleasure of a V21. There was a brief along the lines of needing ‘something modern, but with a classic twist’, and the feedback was to ‘make it, you know... pop’. Different people in different departments and all giving final feedback. And it was probably only for a single page.” Amends on creative work are nothing new. The King James bible was revised by 47 scholars and there exist manuscripts with amends in the margins. And this is the word of a deity. Moreover, there were still typos. One version omitted the word "not" in "Thou shalt not commit adultery", making it "Thou shalt commit adultery." Numerous rounds of feedback on less holy content can lead to unintended consequences, such as destroying the character of the piece, making it bland and uninteresting; missing deadlines; letting errors creep in; and generally sucking the life out of the project. This is not only a creative problem, but also a return on investment problem. Internally, if this many people are spending this much time making amends, they are not performing other tasks. Feedback is, of course, essential. Everything needs to be accurate; everyone needs to be happy. But 30 rounds is excessive. That means something has gone wrong. Let’s talk about ways to avoid a stakeholder version of Game of Thrones: 👨‍👨‍👦‍👦 Clear and consistent communication across the organisation (and with agencies) about the aims and desired outcomes of the project. That could (one day) include a face-to-face onboarding meeting. Meeting people helps. ⚠ A clear and simple brief, approved by all stakeholders. ✔ Prior agreement between stakeholders regarding implementation of the brief. 🦁 Permission to challenge assumptions about how the brief will be implemented. ♥ Prior agreement about tone of voice and style – preferably including a style guide. ⛔ Key stakeholders who agree to prioritise feedback and meet deadlines. ➡ Setting the expectation that stakeholders will supply clear, presecriptive and consolidated feedback. ✅ Hiring trusted creatives. 🐪 Limiting the number of stakeholders authorised to give feedback. At Highbrook, we try to get all amends done in two rounds. That’s not always possible, of course, but it concentrates the mind if a piece of writing or creative is not regarded as a perpetual work in progress.  And that’s it. Fewer amends? Amen to that. For more insights and lighter look at modern comms, sign up to our newsletter https://lnkd.in/dzerik3 #marketing #contentagency #clientfeedback #delay

5

2 Comments

Exciting Announcement!🌟 I am thrilled to be able share some pretty big news with you all. We Are Collider forms 'We Are Group' and expands its portfolio with Seven-Communications and Arq. 🚀 This venture has been sitting under wraps for quite some time but I am proud to announce the formation of the We Are Group. In response to the increasing demand from our clients for culturally intelligent, behaviour-based communications across IRL and IVL activations, we have strategically invested in two powerhouse companies: Seven Communications and Arq, marking a significant step forward in our mission to redefine brand experiences across the physical, the digital and the virtual realms. 🤝 Meet Our New Partners: Seven-Communications Led by former Freuds Directors Caroline Wray and Serge Vaezi, Seven Communications brings unparalleled expertise in cultural relevance PR and earned media. Arq Marking new territory in the XR and Web3 space, Arq is headed by Metaverse pioneer Charlotte Bunyan, offering innovative solutions in immersive experiences. By merging the specialist capabilities of We Are Collider with the cultural intelligence of Seven Communications and the innovation and immersive expertise of Arq, we're armed to deliver experience campaigns that are more effectively amplified and unified across different realities. Our commitment to pushing the boundaries of brand experiences doesn't stop here. With the support of The We Are Group, Arq is forging ahead with a roadmap designed to unlock the full potential of XR and Web3 in partnership with renowned behavioural scientist Patrick Fagan. With Seven and Arq firmly by our sides, working towards the shared ambition of harnessing behavioural insights and creativity to embed brands into culture and reshape brand stories across realities, I couldn’t be more excited about this next chapter. Read Campaign’s coverage of the launch to find out more: https://lnkd.in/er5py7t9 #WeAreGroup #BrandExperience #Innovation #Collaboration #SevenCommunications #Arq

173

35 Comments

Thinking of launching a group program? Want a simple way to get the idea out of your head and into a working sales document? This 'sales page first' approach is one that copywriters and marketers have been using for ages. When you can articulate the outcomes and transformations you want to achieve for your clients on the page, it makes it easier to map out your offer. When you work out who's the best target audience for the program (and how to speak to them), you're one step closer to a sold-out launch. After all, a group program isn't a pivot in your 'thing' - it's taking what you already do and repositioning it as a group program for a certain segment of your market. Copywriter In Your Pocket can help you with this :) My workflow is really simple, and it just requires a few ingredients: ✅ Start with a very rough first draft of your idea (a couple of paragraphs in a Google doc) ✅ Work out who your offer is for (you either know this already and/or you can use AI to help you brainstorm) ✅ Gather examples of your brand voice ✅Toss it all together into the cauldron of Claude, and then sprinkle over one sales page framework + prompt (for group programs) Voila! Your group program - articulated for you in a ready-to-use sales page. And if the details aren't quite right? Take a look at your ingredients - is the right target audience? Have you included the right pieces of your 'thing'? When it's all there for you to look at so quickly, you can easily see the messaging hits or misses. (At least I can - and in my FB client-only group I can help you see it too). The Group Program sales page workflow is landing tomorrow inside Copywriter In Your Pocket (lock in for $50 before 8am tomorrow morning - price is going up after that).

Speaking at the AdNews Australia LIVE Sydney event yesterday, I argued that agencies will be among the biggest losers when it comes to AI unless they move quickly to a more outcome-based fee structure, which avoids AI’s ability to “nuke the hourly-based fee model.” The traditional agency approach - based on selling hours - was never scalable to the level required, and while many are selling AI as the solution to the advertising productivity problem, a race to lower costs will harm an industry already suffering from chronic under-investment in the future. There is no future in selling time. The alternative is to start selling the value of deliverables and outcomes. What do you think? Do you need help transitioning from a cost-based to a value model?

83

16 Comments

Where does annual planning or future facing business strategy often fall down? In our experience it's often that moment between 'we're super excited, we've aligned behind a vision' and 'now we have to make the hard decisions'. We spoke to Lianre Robinson - agency leader at 1021 Creative, ex CEO Codec AI, ex Client Services Director at LADbible Group and Livity for her take on this behaviour. “When we get more granular and away from the inspiration, the ‘this is exciting’, ‘we’re going to create the future now’ stage, it is human nature to throw up challenges, throw out problems, and not always feel best equipped to solve them. Because it is something unknown, rather than problems you might be used to solving in your day to day. So I think one of the biggest challenges is trying to keep the motivation around the intention. Trying to keep the energy high around that, rather than being transported to the future state, where you suddenly think, ‘gosh this is going to be really hard to do, isn’t it’?” ⚡ The full interview is live on the LookUP substack now. ⚡ Lianre has some excellent insights; and you'll get some of them if you're a free subscriber, but the full deal if you sign up for a paid subscription (it's the cost of a pret per month), alongside all of our interviews and our live sessions and panels. https://lnkd.in/duA9bNzV #futurestrategy #annualplanning Matthew Hook

55

5 Comments

Weekly wrap - A summary of highlights, happenings and learnings from the week that was: - Kicked off a very exciting 3 month contract alongside Brandsitters agency work. It’s full on, but it's great to learn by being in a larger business again 🎉 - Took on some big responsibility in the form of 4 dogs — this week has marked the first of a three month stint of house-sitting 🐕🐕🐕🐕 - Embraced the power of a productive commute: currently using the hour long journey to stay on top of client work and get good thinking in 👩‍💻 - Had my latest #podcast appearance go live - thanks again Olawunmi Olaniyi for having me on the Marketing Over Wine podcast 🎤 This week I learned: 🤓 Usually interest or dividends you earn on investments are taxed at your personal income tax rate. In NZ, if you earn $70k or above, your personal income tax rate could range from 30% - 39%, depending on your income. However, you can invest in a portfolio investment entity (PIE), which taxes you based on a prescribed investor rate (PIR). The highest PIR is 28%... This means that if you earn over $70k, you’ll be paying less tax on any interest earned from the PIE you’ve invested in, in comparison to investing in an option which isn’t a PIE. Earlier in the week I was popping some funds I knew I wanted to be able to access in 6 months into a term deposit. Having recently learned about PIE funds, I saw the term deposit options offered were either a standard term deposit or a PIE term deposit. Usually I would ignore the PIE option as I didn’t know what it meant. But this time, I did know what the PIE option entailed, and was able to make an informed investing decision based on my personal income tax rate — which felt very empowering. How was your week? (Pictured: me with the four very cute but slightly chaotic dogs I’m currently housesitting)

27

10 Comments