Sonic Branding and hearing watermelons

Sonic branding is the latest trend in communications. What does your organisation sound like? By Gabrielle Lane, Humans have an innate understanding of whether sounds are ‘positive’ or ‘negative’. To help us survive, our senses have evolved to tell us about our environment based on our previous experiences. This means sensory input triggers memories and …

How Influence created its own theme tune (and why your brand should, too)

By Gabrielle Lane, You learn a lot about your colleagues – their holidays and heartbreaks – in a 2.5-hour sonic-branding masterclass. Armed with nine musical extracts, PHMG’s Dan Lafferty visited Influence HQ to help the editorial team create a theme tune for CIPR’s award-winning magazine brand. After a detailed explanation of the psychological and physiological …

Misleading online ads the tip of the iceberg

By Paul Owen, Account Director, KRPR   The decision to crackdown on websites that advertised misleading discounts on hotel rooms has been praised by a leading digital marketing agency, but they warn the scale of the issue is much larger. Experts at Fat Media say there are still major issues surrounding the use of backdoor online advertising …

What can the comms industry learn from the most romantic time of the year?

By Niki Wheeler, Director, Launch The windows of nearby Regent Street are bursting with hearts and flowers. E-alerts are flooding in-boxes with deals on branded fizz, perfume, lingerie and sparkle. Social feeds are also positively rose-tinted as influencers and mere mortals capture insta-friendly shop fronts and interiors. Yet, with a ‘calamitous start to the year for …

Tips for an effective ad campaign

“Is a Big Mac still a Big Mac if it has bacon?” This is the question being debated by McDonald’s customers all over the UK since bacon was added to its iconic Big Mac burger last month. Clearly a clever cross-media advertising campaign, the debate has gone viral on social media. Here, Carla Stanton, graphic …

Fyre Festival: Influencer Paradise Lost

By Babs Watson, Director of Brand and Content, Launch, You will have heard the descriptions of the Fyre Festival by now; ‘When Hunger Games met Coachella’, ‘Lord of the Flies with Instagram’, or my personal favourite; ‘Like the Trump administration – a mess made up of frat boys, who were trying to pull off a house …

Keep it real – marketing universities post-Brexit

In a competitive and uncertain market, universities must satisfy international students’ search for authenticity. By Emma Leech, Few vice-chancellors will be welcoming 2019 with open arms. Headlines in early January warned that a no-deal Brexit was the “biggest-ever threat” to universities, citing the potential impact on research and the downturn in applications from the European Union. There are …

6 top tips for effective video interviews

When I catch up with my phone video course graduates one subject arises in conversation more than any other – how to get the best out of interviewees. Interviews are a vital component in any video – messaging or storytelling. What you don’t want is a nervous, hesitant speaker.  And what you really don’t want …

Cutting Through the Creative Waste

By Erin Dodds at the Creative Shootout, A ten-metre whale erected out of rubbish, a chippy serving battered plastic, the Trash Isles – 2018 was full of memorable anti-plastic campaigns, arguably some of the best creatives of the year. Since David Attenborough shocked viewers with Blue Planet II, consumer perception of single-use plastic has shifted, …