Joanna Lawrence

As we recently gained our B-Corp accreditation, I’ve been reflecting on how we can help our clients on their journey towards impact. For many, this can seem like a daunting task, especially for legacy brands established in a bygone era when the world and consumer desires were very different. These brands are at a critical point: choose to evolve or risk being left behind. You can read the full piece here: https://lnkd.in/exyTWgid

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Something you might not know about Mischief: we have access to all of MHP Group's behavioural science insight and expertise. Our work may be a little bit naughty, but at least its backed by science 😈 #strategy #prstrategy #behaviouralscience

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An arresting morning with Ipsos UK, Lori Meakin, Fernando Desouches and Mike Nicholson from Progressive Masculinity, talking about the oh so very many threats facing young boys - and young girls - today. Brands and companies have a powerful and hugely important role in helping to protect them, and here’s the sweetener (thank you Samira Brophy for the stats), it can actually help the bottom line. So brands, let’s be careful about what we say, how we say it, and where we say it #redefiningmasculinity #progressivemasculinity #genz #toxicmasculinity

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When 3 out of 4 people say what they value from brands today has changed over the last 5 years, building reputation and equity is harder than ever. I spoke to the Financial Times Raconteur | B Corp™ about the findings of Weber Shandwick’s global research into what consumers really value today and how to navigate this change. #agencyvoices #brands #brandstrategy #marketing #reputation #PR #comms

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In London this Wednesday morning? Will you join us for breakfast? The Marketing Society invites you to join us with our friends Publicis Groupe for a thought-provoking discussion around the ‘Uncomfortable Conversation’ on the evolving landscape of diversity in communications and advertising. 28% of UK adults say they actively avoid brands that don’t embrace diversity but it’s hard to authentically represent diverse communities. Here’s the question for discussion: 𝗖𝗮𝗻 𝗧𝗼𝗸𝗲𝗻𝗶𝘀𝗺 𝗟𝗲𝗮𝗱 𝘁𝗼 𝗥𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻? 💭 ◽ Is diversity in comms as critical for product-led sectors vs service-led? Or are there more important elements to communicate about? ◽ Is diversity in advertising now genuine or is it still just a token gesture in some sectors?  ◽ Do diverse ads boost sales or risk alienating customers? JOIN US - in a lovely comfortable setting with breakfast and great company… as well as and some expert food-for-thought from great panellists (now including extra Emma Harris). A time-efficient and enjoyable way to learn and pause to think together. Thought-provoking, useful and a brilliant way to start your day! Date: Wednesday 22 May Time: 8.30 - 10.30am Venue: London WC2A 1JA JOIN US - book your place here - https://lnkd.in/eG7yE672 #uncomfortableconversation #diversity #advertising

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Nice piece in Marketing Beat about our campaign to encourage people to take action to help remove the barriers society places in the way of blind and partially sighted people living life. The campaign - created with GOOD Agency, and driving people to download our Be Helpful Guide - is running across social media, out of home and radio, so have a look out for it appearing on a billboard near you. 👀 If you haven’t yet downloaded the guide, please do - it includes lots of tips for sighted people on making getting around easier for people with sight loss, from leaving wheelie bins in the right place to knowing how to guide people appropriately; it was created with blind and partially sighted people. The link is in the comments so no excuses! We want as many people as possible to download the guide - and turn themselves into allies for changing society for people with sight loss through simple steps. #socialchange #marketing #campaign #sightloss #behaviourchange

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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It's been a busy week! What started as a bit of personal curiosity turned into a full blown analysis of voter and party search interest, culminating in a geo-mapped constituency-level prediction of today's results. So many interesting points. From the breadth of reach across economically disenfranchised audiences for Reform (it's the economy, stupid - not immigration!), through to the 1200% uplift in tactical voting search as Best For Britain released their guide to getting the Tories out (and blocking Reform). Not everything made the final edit, but hopefully you find the below as interesting to read as I did to research. So. 217 seat Labour majority is my prediction. Let's see how far off we end up!

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“Zero-Based Budgeting is a bit like National Service, it’s loved the most by the people least likely to end up having to do it.” I had a lovely old natter with Matthew Valentine on the topic for Marketing Week TL:DR I actually don’t hate it, well not completely, but it’s frequently badly implemented resulting in a lot of organisational trauma for little upside. 😈 If implemented well it can make a lot of sense. But too often, as ever, the theory of zero-based budgeting is tainted by the reality of internal politics. 🤪 But if you end up with the fate of your business relying on people with no subject matter experience, ruling on the fate of recommendations from your company’s experts in business critical fields, it isn’t likely to end well….particularly if you divert those experts from business critical tasks, for weeks on end, to create ZBB submissions for activities that are no brainers. 📊 Zero-based budgeting suits some organisations better than others. E.g: Established consumer goods companies with marketing units, technology companies in fast moving categories and smaller high growth companies. ☯️ Generally it works best when a hybrid version is used, which focuses time decision making on the projects most likely to have a big impact on strategy, resource utilisation and results. Thanks to Sophie Devonshire⚡️ for the introduction.

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Read my thoughts on the digital election campaign so far, alongside deep dives on how to understand the polls and what the election means for business, media and the markets from my fantastic colleagues Elisabeth Cowell, Simon Neville, Naomi Kerbel, Leyla Hart-Svensson & Imogen Shaw. #generalelection #roadtono10 #financialcomms #media #leadershipcomms #digital #research

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Sharing an insightful report! OOH is now one of the most sustainable advertising mediums, being just 3.3% of the total power consumption and under 3.5% of the overall carbon footprint in a study conducted for the UK. This comprehensive study by Outsmart and KPMG highlights the sector's dedication to minimizing emissions and enhancing sustainability practices. Leading OOH media owners are driving initiatives such as recycling, energy-efficient lighting, and sustainable logistics. #SustainableAdvertising #OOH #GreenInitiatives #AdvertisingTrends

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Extremely proud of this work based on a killer insight. The Challenge: Why don't British people seem to really care about germs? The Insight: Because they've been conditioned to not really *believe* in them. They think their homes are mostly germ-free, most of the time. The Creative Response: Well they might not think there are germs in their home, but there are other people, and those people have habits that spread germs... This small pivot has lead to a huge unlock for Dettol UK - no longer a brand just about killing germs, but a brand focused on human behaviours. Very excited for the new creative platform; Spread The Love, Not The Germs. Focusing on all the germy behaviours that the people we share a life and home with have. A HUGE team effort from everyone at Reckitt and McCann London. Watch this space for more great work.

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Is it still one step forward and two steps Black? The UK Black Comms Network together with PRWeek UK and Opinium has opened the One Step Forward Two Steps Black survey to uncover inequity where it exists, recognise successes and provide a benchmark for the industry to make change. Initially launched in 2020, the One Step Forward Two Steps Black survey found that almost half of Black PR and communication professionals had never received an internal promotion, with talent having to move to a different agency or company to rise up the ranks.   Has progress been made? The survey is open now and open to Black, PR and comes professionals working in the UK, link here: https://lnkd.in/eM--X-Fs Together our voices will drive the change we are all striving for! You can read more in PR Week here: https://lnkd.in/ewPJbcE4 Bookmark https://lnkd.in/d9yAgcu to stay updated

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Brands drive economic growth - and let's face it the UK needs as much of that as it can. This is an article by my colleague Rob Allen about how we can ensure the success of British brands. #BritishBrands #immersivebranding #branding

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It can be so easy to be envious of purpose-driven startups who have the challenger mindset baked in, particularly when it comes to sustainability and storytelling. But that doesn't mean that heritage brands have to miss out. Brilliant thinkpiece from Astrid here on how you can tap into one of my favourite topics: the power of brand storytelling. #storytelling #purposeandpassion #bringingworktolife

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Marketers, this is your chance. Brands have an invaluable opportunity to use their size and influence to support the LGBTQ+ community and to drive the equality agenda. Join our webinar to learn about how to make your brand an ally with impact. 🌈 Jiri Nozicka Josh Smith-Johnston Mark Fisher Leigh Kelly Andrews

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Dear Carole Bildé, When I first saw the Bold initiative by Veuve Clicquot, I knew I needed to get my brand and campaign agency, Aphra, on your radar (www.weareaphra.co.uk). We share a very similar ethos and mission of wanting to encourage, empower, and support women into entrepreneurship. It is one of the three leading pillars of our work this year, and a key driving force within our wider parent group, The Metamorphose Group, under which we have a number of aligned projects. I figured I could either send you a few irritating DMs asking for a meeting, or pester your team to somehow get me a diary invite... or I could just use my initiative, be proactive, and show you what we are capable of. So I set about creating this campaign video - which was a combination of both self-funded and hustled for by myself - and created with a team of talented individuals who I brought together to bring my vision to life. My hope, which I am manifesting to the universe with this post, is that I can meet with you to present you with the finished piece of artwork. The bottle tells the story of Barbe-Nicole Ponsardin, whose story blew me away when I began to research her more. I've lost count of the amount of glasses of Veuve Clicquot I have drank over the years (maybe I shouldn't admit just how many!), but I never knew the powerhouse of a woman whose story sat behind the brand - or how much she innovated within the champagne industry. I had no idea that when she took the helm, women could only run businesses if they were widows. Layered over the life of Madame Clicquot on the bottle in this video is the next part of this story - the one being written by you and your team through Bold as we speak. The one that will have an impact that can be passed on to the next generation of young girls, like my daughters (the eldest of which I managed to convince, with the bribe of 4 new key-rings, to play a small part in this video - but who also was SO inspired to come on set and see what Mummy does for a job! The power of inspiring young girls via entrepreneurship!). The women featured on the bottle are shaping the future. I hope you and your team enjoy this video. There are dozens more ideas where this came from! And for anyone else watching this, I hope you are inspired to share it with your networks and learn about the work of Bold: https://lnkd.in/eUCqSbbc. CC: Julie Delmar, Ruben Kazumian, Aude Leparmentier, Gallot Jean-Marc, Leonia Frescobaldi, Salomé Pilpoul, Sonia Crocker, Katie Mossop, Rose-Marie Effa, Iris Decamps, Anna Birolli Coty, Brune Failliot, Caroline Laurent, Anne-Sophie Lecoanet, Pascale Callari (...and many others at Veuve Clicquot) Thank you - and hope to see you in Paris soon! Grace - MD The team behind the magic: Agency: Aphra Script and creative concept: Grace Carter Art direction and artist: Tommy Lloyd Steward Voiceover: Kayleigh Rattle Cinematography: Dan Hugo, Seb Marshall Editing: Sarah Drage Project management: Kirsty Laifa

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📣 Call for Panellists! 📣 The inaugural 'Pop Culture Marketing Trends Summit' will take place at MCM London Comic Con on the morning of Friday 24th May.  It’s a free event aimed at pop culture marketers and comms professionals and those that have an interest in staying abreast of current marketing trends in the context of the rapid and somewhat challenging changes we are all experiencing. We're presenting x5 panels in a whirlwind morning schedule, all of them will be made up of experienced professionals in the following areas: - Industry: Published Media (Books, Comics) - Industry: Games - Channel: Events - Industry: On Screen Entertainment (Film, TV & VOD) - Channel: Creator Each panel will be having a discussion based on three core questions: What changes and developments are you seeing in your consumers or audiences? How do you think your sector is responding and adapting to those challenges? What do you identify as the key marketing trends as a result? So, are you, or do you know a potential panellist? A professional working in the pop culture marketing and comms sector who: - is an avid follower of pop culture marketing and comms trends with an eye on the game and finger on the pulse. - walks the walk as well as talks the talk - enjoys voicing thoughts and opinions and likes talking about them nicely with others - whose employer says it’s ok or even encourages going out and about to talk about things that have been learnt ‘in the day job’ - wants to come and hang out at MCM London Comic Con for the Friday before a bank holiday weekend If that sounds like you or someone you know drop me a line (or get them to) on here or via email (chris@experience12.com).  We’re aiming to curate the most interesting and diverse panels we can to gain as full an insight as possible for the attendees. We will respond to everyone who gets in contact but you may not finally be successful as a pannellist. If you want to get involved apart from being a panellist please feel free to give me a shout and let's have a chat.     IF YOU WANT TO ATTEND THIS EVENT (and why wouldn't you it's a legitimate business case to pop to MCM London Comic Con @ Excel to do some learning and also see fandom consumers free-range in their natural habitat!) More about how to get your mits on tickets next week.

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If you want: More brand exposure in UK public sector organisations To get your content in front of multiple stakeholders in the public sector To build relationships, pre tender or to maximise your placement on frameworks/DPS Then simply 👍🏻 this post and let’s discuss how we’re helping our clients to do just this.

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