Maximising conversion: how B2B brands are seeing true value in sports sponsorship
Saturday saw England kick off their RBS 6 Nations campaign against France at Twickenham. I was lucky enough to be one of the 81,902 people in the crowd. I was even luckier that I was one of the 100-odd people attending as guests of Accenture, the Championship’s “Official Technology Partner”.
The girl and the daffodil: the importance of breaking down stereotypes
Last week, while walking to work, I passed a schoolgirl who had stopped by a patch of daffodils in a garden on her way to school. She bent down, reaching out to grab one – no doubt, I thought, wanting to rip it from its grassy home, fasten it to her backpack, place it in her hair or to give to a friend.
Can success be a four-letter word?
Recently Lou and I attended the Copywriting Conference 2015 and one of the sessions really stood out for me. It was all about swearing. And how we don’t do enough of it in our marketing. Interesting subject, I thought, because of the very fine line between being crass and being clever. Get it wrong and you cheapen your brand. But get it right and you can achieve real standout. This got me thinking about the value of swearing, why we do it, what we hope to achieve and its overall impact.
Writing the future: six tips for copywriters
It’s not often you find yourself in a room packed to the rafters with copywriters. So Lucy and I were pleased to find ourselves among the word nerds attending this year’s Copywriting Conference at London’s Haberdasher’s Hall on a sunny October day last week.
Keeping you on your toes: applying Agile to content creation
Standups, scrums, and sprints – some of the terms used in Agile methodology make it sound more like a competitive sport than a collection of software development principles. The term Agile (with a capital A) emerged in the mid 1990s and was cemented in 2011 with the creation of the Agile manifesto, where developers set out the principles that underpinned the way they thought software should be created.