Sarah Booth

Marketers have an important role to play in building a new world of sustainable businesses that break the link between consumption and environmental and social destruction. A great piece in WARC from my brilliant strategy colleagues Georgina Murray-Burton and Frank Lawley on how brands can reduce the green gap - customers who want to buy sustainably but are currently excluded by the price premiums sustainable products often demand. #marketing #marketingstrategy #ethicalmarketing House 337 https://lnkd.in/dbSBRZ8j

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A lot of great people from a lot of great agencies have added their voice to this piece from Siobhan Holt in PRWeek UK, so naturally I’m keen to chip in my two pennies too.    Let me start by saying this: pitches are great. I love that collective agency energy when you’re working on a big response and how they push us to challenge our thinking. Obvs I love them less when we don’t win, but: life. They can be brilliantly run and terribly run, and while I think a pitching code of conduct is a lovely idea, it’s one that perhaps feels a tad lofty in ambition, needing buy-in from, well, everyone - agencies and brands - to work. Until such a time that we enter PR utopia, I think agencies need to figure out what their hard lines are and stand their ground more. There are also plenty of great clients out there who run brilliant pitch processes, and even when we don’t win, we feel valued and respected. Be more like them.   Adding to the list, some of my personal pitching red and green flags include:   🚩 No budget? No thanks. Giving a budget, even a ballpark, is essential because we want to shape our response to fit what the brand has to spend. Otherwise we might come up with a corker of an idea the client can’t afford and that will make them sad 💚 People who give the gift of time. We work quickly but obviously we will deliver a better and more in-depth response when we have been given a decent chuck of time to respond   🚩 8+ agencies on a pitch list. Brands should feel empowered to be braver and only choose the top 3-4 agencies they really want to see 💚 Client teams who equally invest a significant amount of their own time into the process and who who make themselves available outside official check-in moments for clarification and sense checking. Big fan    🚩 “Submit your pitch online and we’ll shortlist the ones who will get to present.” *Shudders*. Time investment from the agency aside, I guarantee we will bring our ideas to life better than you reading them ever will (even if you have a vivid imagination) 💚 Proper post pitch feedback for the ones you don't win - it's hugely appreciated when clients show respect for the effort, the agency and the work that went into the response, and we want to hear where we fell short. Tell us, ideally on a call   🚩 Key decision makers not being involved in each stage of the process. From the Q&A to the tissue to the presentation, everyone has a different point of view, different motivations and different objectives – and we want to hear them! That collective thinking helps us shape the best, most considered response    These are fair questions and challenges to ask from the outset of a pitch, but there will always be some processes you enter which will take you close to your hard lines. Then it’s up to you whether or not you choose to step over them. #pitching #newbusiness #pr #comms

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Brands and Prof G Jon Evans spent some quality time with Prof G, and it was a good show. Scott is entertaining, smart, and pulls no punches when conveying his beliefs, especially regarding social media. He clearly believes in brands- he’s a brand himself, values the importance of storytelling, and understands that products and experience are key to brand success. He challenges that brand advertising is how to build brands in 2024 because people have better ways of getting information. He doesn’t acknowledge that advertising has helped many brands grow in many categories. For many others, it has transformed their businesses. He also doesn’t get that the big agencies do far more today than make ads- he’s stuck in Don Draper’s Mad Ave. Those points aside, he’s a compelling listen. It’s just that brands aren’t dead—far from it.

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We're into single figures of 'days to go' until our 'You are not your consumer' event in London, when we'll all be listening to 10 magnificent speakers and a wonderful client panel.   I've started compiling a reading list on the subject (in comments below) - articles that I think are well worth a read, some by our speakers, some not, but all on the same theme. If the subject is something you see as important to your organisation you might find these useful. Please share any others you have read and and I'll add them to the list. I think my favourite is still the one from Martin Weigel. If you do find them useful you're in good company, so if you're a brand and free on May 16th, and can get to London, let me know. Unfortunately, as predicted, late meetings are being put in some people's diaries who had previously registered so we will have a few tickets become available later this week for anyone who can come at this late notice. The peril of putting something on for free I guess - even though I want to avoid charging. Message me if interested. Get there early to witness a man visibly age from the panic he gets every year just thinking about whether anyone will actually turn up. Oh, and on a not unrelated note to my last post, I've just finished David Nicholl's new book 'You are here'. Excellent. A must read for anybody who thinks walking is more than just one foot in front of the other. 

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The Cost of Confusion: New report by Conscious Advertising Network (CAN) and dentsu reveals that climate change remains a significant concern for Britons. 🇬🇧 A majority of Britons are worried about its impact on the economy, health, and food security. However, widespread misconceptions, often fuelled by disinformation, are clouding public understanding and could hinder effective action. 💡 Click on the report below to read more. #sustainability #climatemisinformation #climatedisinformation

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We've taken our Carbon Literacy for Marketers course online so now you can learn in your own time and at a pace that suits you. Explore the climate science, the sustainability landscape and, its effect on people the planet and profitability. You'll take a deep dive into the critical role of organisations and the part Marketers and communication must play in responding to climate change. Becoming Carbon Literate myself really opened my eyes and my mind to what's possible and, the opportunities we have if we take the time to understand what's happening. Most importantly, we can do something about it. Carbon Literacy isn't just a professional must, it's personal! Find out more 🌎 https://lnkd.in/eXqdBczQ #carbonliteracy #marketing #communication #sustainablemarketing #onlinecourse #training #learning

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Some relevant thinking here - although I have been speaking about diversity of thinking and talent for awhile. Whether they are younger or older is irrelevant. Its more about alternative thinking and questioning of the what we all perceive to be the norm.... #businessscaling #marketingservices #digitalstrategy #businessabnormal Detch S. Kristian Curcio Cheuk Chiang Robert Tadros Bryce Coombe

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JUST HOW DO YOU MITIGATE RISK IN DESIGN? In this ADWEEK article, Simon Preece and I explore the power of neurodesign in business. Helping brands to reduce the risk in their design choices by understanding how the brain works on autopilot mode. Just why are eyes (and animals important) useful assets, what are cusps & curves and how do you use them, why is error so powerful in stopping us in our tracks? Let me know if you are interested in learning more, we've been running Learning & Development programmes for some of the world's leading brands: rtaylor@brandon-consultants.com ADWEEK, as ever, thank you for the support in spreading the word. #brand #marketing #design #neurodesign #neuroscience

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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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"Advertising is a potent tool and now is the time for us all to step up, recognising the urgency of the climate crisis and the need to get ahead of disinformation. When information is delivered in a way that resonates with the audience, it can drive positive change. We can do three things: safeguard the public against misinformation by reaching them with a positive message, reframe by communicating the benefits of climate policy, or rebut misinformation with the relevant facts. The elections and the climate crisis will not wait, and neither can we. It’s time to act now," says Harriet Kingaby at ACT Climate Labs. Excellent piece c/o Sustainability Beat looking at why it’s important for climate communicators to help combat misinformation during the upcoming political elections. Well worth a read... 👇🏻 🌱 🗳️ https://lnkd.in/ehiCNDHw

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An interesting article via The Drum about how smaller, sustainably driven brands have to battle the often unsubstantiated claims of big brands about the genuine environmental benefits of their respective products. It also includes a few handy tips on how to stand up to greenwashers... https://lnkd.in/e-HrfJWx #greenwashing #sustainability

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A Sign of the Times: Is this the Death of Daily/All Print Media? I ran a publication printed on recycled paper because I LOVE THE FEEL of turning a page BUT DOES THAT MEAN IT'S RIGHT? I then went on to launch Impact A.M. so I feel informed enough to ask this question Publishing is a small industry - disappointing for readers and the team at Evening Standard whom I have no doubt will have made every effort to keep it going - looking forward to reading a new successful weekly. It's hard not to see the Evening Standard's move as part of a larger trend – are we witnessing the end of daily broadsheets altogether? With City AM's fresh funding and new game plan, I sincerely hope this marks the beginning of a new chapter that positions us as a dominant force in the market. Reflecting on my time with Lawson Muncaster, which was one of the most career-defining periods, I believe City AM remains one of the premier brands across the Square Mile and the City. The Future is Digital – or Is It? There’s no denying the shift towards digital consumption, where morning news updates come straight to our phones with a simple tap. However, this raises a critical question: can print media still be viable in an ESG-conscious world? Can it remain authentic, competitive, and sustainable? Gihan Hyde and Julia Streets would love your thoughts on this along with Nim Haas Tracy W. Dr Jane Thomason and Amy Lewin who has pioneered Sifted into being one of my go-to publications for research and updates, last but by no means least the grafter,mover, shaker and hustler that is my new/old boss David Johnson as we will be shortly announcing a new exciting move with me rejoining the Maddyness UK team with official maddyness.fr email it is all very exciting. Innovative Distribution: A Strategic Advantage City AM’s 00's distribution model, reminiscent of my father’s pioneering days from Greenshield to being a founding team member of Argos, utilises a network of dedicated but skilled distributors. This old-school approach ensures cost-effective and efficient delivery, highlighting how print media can adapt and thrive even in challenging times. Amid rising paper and distribution costs, our industry faces significant hurdles. Balancing Tradition and Innovation As we navigate these changes, it’s crucial to strike the balance between embracing digital transformation and maintaining sustainable print practices. City AM's unique model proves that print media can still play a vital role if managed innovatively and sustainably. #Publishing #ESG #PrintMedia #DigitalTransformation #Sustainability #Innovation

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Some thoughts on Dupe Culture - We live in an aspirational society where climbing the social ladder is more or less possible - With most traditional forms of marking social status faded or fading, we’ve gravitated towards products that tell the world which rung we stand on - The backdrop for this has been zero percent interest rates and an explosion of access to debt, democratizing access to status symbols - With the bill coming due, and the economy teetering at a micro level, people are desperate to write a narrative of their behavior that doesn’t reduce perception of their social status - Dupe culture repositions this social hierarchy anxiety by giving personal agency to people who are “smart enough” to get the utility out of similar products - The irony is that this only reinforces the value of luxury because luxury is about purposeful wasting of utility to display control over resources - The backpack you buy on TikTok has more utility than anything Hermes makes but it doesn’t mean anything no matter how hard you try to position it as a smarter choice - Our refusal to face climate change is in large part tied to our addiction to using waste to signal status - Luxury brands have nothing to fear but Dupe Culture can take a big bite out of mid premium and premium brands that don’t mean enough to people - People buy a fever mirror dream of themselves, filling a god shaped hole

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Were you setting out to undermine a brand through faux/hoax marketing, could you do a better job than the headline below? It has it all — patronising flattery, creepy familiarity, greenboasting if not #greenwashing, insensitivity, arrogance, classic ‘we-ing’, and - well - incitement to violence (how I feel right now given the plastic crapola flooding the earth and now even our — what? — veins). (It it was written by a #copywriter, please don’t take this personally. I have written shockers. It’s how we learn. “Good judgement comes from experience. And experience? Ah, that comes from bad judgement.”) #copywriting #plastics #climate #empathy

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Really grateful to two market-leading Editors of subscription-led businesses and terrific ex-colleagues of mine, Catrin Griffiths and Alastair McLellan, for spending time with me last week on B2B content strategy. If you want to watch on-demand there is a link below. Highlights for me included: Impact on content strategy of the move to a paid subscription business model 17min46 Building a high value B2B content proposition 14min02, 23min05, & 31min29 How to motivate editors & editorial teams 29min42 & 50min47 Removing Print as a platform 45min02: https://lnkd.in/gbwftfwR

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With Edie reporting that investments in carbon offsetting fell by 53% in 2023 (compared to 2022) I do worry that something which can be beneficial has been given a bad name by #greenwash and profiteering companies. While the attractiveness and profitability of the carbon trading market has caused dubious tactics and undoubtedly created many worthless schemes, the fact remains that there are beneficial ones in existence. Just tarring them all with the same brush seems more damaging to stopping climate change? Growth in social and renewable energy schemes is all very well, but simply casting aside land-based programmes because there's been operators willing to mislead on the route to better profit seems a little silly. Schemes like those by World Land Trust offer genuine bio-diversity benefits, land protection and social stewardship, while countering a company's impact. Offset shouldn't be a reason for not taking action elsewhere, instead it should be used as part of a pragmatic and balanced approach to sustainability. It's just a case of picking your providers carefully.

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Copy is chemistry. It attracts, inspires, informs and illuminates. Wrapping engaging words around a product, service or person makes every experience with a brand so much better. We craft fresh, impactful messaging that's a faithful fit to your brand identity, positioning and purpose. Because copy is everything. [Thanks for the clever animation Simon Portbury] #brandstrategy #brandcommunications #copywriting #brand

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If you do one thing today, watch Erik Thulin's Bescy Environment Group talk on 'Beyond Nudge'. 🙌 He demonstrates how it's possible to use behavioural science to achieve huge social change in two very tough behavioural challenges to restore the environment and protect people's livelihoods. He says: "We need a complete behavioural science informed toolkit for addressing environmental challenges." "That toolkit does include nudges, but when you want transformative change where people are changing things that deeply matter to their livelihoods, it requires more intensive and complex styles of behaviour change interventions." 🌿 #behavioralscience #environment #behaviouralscience #behaviourchange Rare

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Grants to Decarbonise the UK’s Creative Industries - Round 2 Open The Creative Catalyst Challenge Fund enables creative talent to apply their capacity for innovation to tackle a specific challenge within the industry. The Fund is intended to be used for the research and development of an innovative new product/system or process that decarbonises or reduces waste within the creative industries, reducing impacts on the climate and/or leading towards net zero. For Round 2, the overall £250,000 funding pot will be allocated as follows: One award of up to £100,000 for more established businesses with market traction and customers of a product, ideally with co-investment in place. Two awards of up to £50,000 each for businesses 2+ years old looking to develop a new product or idea. Two awards of up to £25,000 each for very early-stage/new businesses and R&D ideas. Applications are invited from registered limited companies/SMEs based in the UK and working in the following sub-sectors of the creative industries: Music & Sound Advertising & Marketing Crafts Visual Arts Dance, Theatre & Performance Architecture Publishing AR, VR & Immersive Createch TV & Broadcasting Film Gaming The funding can be used for a variety of purposes, for example: Developing/ prototyping new tech for reducing excess waste at music festivals. Developing innovative new manufacturing processes for an everyday product within a creative industry. Innovation in access to power – eg on a film set. The deadline for applications is 22 July 2024 More https://lnkd.in/eGAxbVm3

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