The latest thinking from our insatiably curious Frameworkers.

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Here at The Frameworks, much of our work involves advising brands on the types of messages they share with the world and the way they engage with audiences. It’s safe to say that branding and advertising are pretty good measures of the cultural status quo, and can also be incredibly influential social forces. So, when a new client brief lands on our desks, representation is always front of mind.

What do Sainsbury’s and Beyoncé have in common? Until recently, not very much. But, thanks to a stroke of reactive marketing genius, this unlikely association brought Sainsbury’s a surge of engagement on social media. What can marketers learn from it in order to capitalise on other brands’ publicity, turn a PR disaster into a PR triumph or score serious engagement from a single post? One thing is clear: when it comes to reactive marketing, fortune favours the fast.

Sunday 2 February 2020 marked a pretty big day in the advertising (and sporting) calendar. As in previous years, this year’s Super Bowl mainly had us talking about the things that happened between key events on the field. With the cost of a 30-second TV ad reaching $5.6 million, the standard for creative output is notoriously high.

More advice from Frameworkers as they reflect on the things they wish they’d known before starting out in their careers.

Australia has gone from sunburnt to fire-scorched in a matter of months. The frightening impact of fires so furious they generate their own weather conditions has included the startling loss of animal life (it’s estimated that up to a billion animals have died) and utter devastation to homes and property, livelihoods and any dreams of a future unscathed by climate change.

We love visitors at The Frameworks, and we’re always pleased to welcome people to our London studio (not only so we can show off our amazing view). Recently, we had a visitor who made an impact on all of us. A graduate who has worked hard to get through university and was keen to glean some advice on the reality of breaking into – and sustaining – a career.

A great deal of virtual ink has been expended over the past decade or so on the theme of storytelling in marketing. And it’s easy to see why the idea is so appealing.

Today, we’re celebrating some of the inspirational women in our lives. Women who have inspired us creatively and professionally. At home and at work. Women who have played a part in shaping who we are – and continue to influence how we look at the world. Today is International Women’s Day.