Blogs Archives - Page 20 of 34

What’s your career background, in brief?

Since graduating from Uni I have worked in marketing and project co-ordination roles. This is my first role in the world of PR, and my position at Whiteoaks involves working on our marketing campaigns, from content creation to updates with clients.

What’s the most challenging job you’ve ever had?

When I was 18 I worked as a retail assistant at HMV, and our stock of the X Factor winner’s CD was late to arrive at the store on the day it came out. With X Factor being insanely popular at the time, we had hundreds of customers coming in to buy it when we opened first thing in the morning, and I had to disappoint them all with the bad news. (Online downloads and streaming really hadn’t kicked off at this point).

What apps, technology items and gadgets can’t you live without?

I listen to a lot of music so I can’t live without Spotify. I also play a lot of FIFA so a functioning Playstation 5 is helpful.

What’s the best advice you’ve been given?

Always be yourself, unless you can be Spider-Man, then be Spider-Man.

Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

Writing good quality copy that doesn’t need much correcting is always satisfying!

What’s the first thing you do in the office in the morning?

As we’ve hit the winter months, hanging up my coat is always the first thing I do. Then it’s time for the morning coffee to get my brain into gear for the day.

What are you reading, watching or listening to at the moment?

The last book I read was called Ready Player One, where in a dystopian future the main character plugs himself into a much nicer virtual world to live out his life (Similar concept to The Matrix). I’m currently watching the last series of a comedy on Netflix called The Good Place, and Liam Gallagher’s new album is my go-to music at the moment.

In June 2019, Facebook announced the launch of its proposed digital currency, Libra. But since then the social media platform has run into a number of roadblocks; from France blocking the currency’s development in Europe, to Mark Zuckerberg getting a grilling by US lawmakers about Libra’s privacy policies. As it stands, it doesn’t look very good for the social media giant’s latest venture nor does it look like it will get any easier for the company, especially as the US House Financial Services Committee is still unsatisfied with the steps that Facebook has taken to try launch Libra.

With all the bad press and Facebook and Zuckerberg’s trustworthiness at an all-time low, is it time to abandon the whole cryptocurrency venture?

A BBC News article recently reported that some of the biggest payment companies including Mastercard, Visa and PayPal have pulled out of the project. PayPal released a statement saying:

“PayPal has made the decision to forgo further participation in the Libra association at this time and to continue to focus on advancing our existing mission and business priorities as we strive to democratise access to financial services for underserved populations. We remain supportive of Libra’s aspirations and look forward to continued dialogue on ways to work together in the future. Facebook has been a longstanding and valued strategic partner to PayPal and we will continue to partner with and support Facebook in various capacities.”

Although most of the companies leaving didn’t give a reason as to why they were leaving, you can assume that the scrutiny from regulators and France’s stance hasn’t helped.

Should Facebook be looking at new ventures when it has an already damaged reputation to repair? To be clear, Libra isn’t actually Facebook’s cryptocurrency. It’s the project of the Libra Association, which Facebook co-founded. But we did find out from the testimony on Wednesday that Zuckerberg acknowledged that having people use Libra would likely drive up the cost of advertising on Facebook, which would benefit the company. Facebook’s secret weapon in all of this is Calibra, a digital wallet that is designed to work on top of Libra’s blockchain and resembles a normal payments company but its integration with Facebook’s enormous user base could give it a significant advantage over any rivals. With its ability to leverage WhatsApp, Messenger, and Instagram, Calibra could very well become Facebook’s next big thing.

The signs don’t look good for the Libra currency succeeding. Companies are looking to distance themselves from the project and with regulators watching every move Zuckerberg has an even steeper hill to climb and with more investment needed. Facebook is still dealing with the consequences of the Cambridge Analytica scandal and the damage to its reputation, as well as ongoing issues concerning fake news, political advertising, privacy… the list goes on.

I can’t help but think that with Facebook’s deep pockets and the limitless potential of a proprietary digital wallet as motivation, the idea isn’t necessarily dead just yet.

This week saw 203 new words, such as whatevs, simples and chillax, added to the Oxford English Dictionary (OED) as part of its quarterly update. As a writer who also has a French degree, I love language and find the etymology and evolution of words fascinating. So, the updates to the dictionary always spark my interest – even if I don’t agree with all of them… 2015’s bants sticks in my mind!

The four updates to the dictionary each year demonstrate how pop-culture, technology, politics and a more multicultural society, among other things, impact the way we speak. For instance, the latest update features Star Wars terms (Jedi, lightsabre, Padawan and the Force), regional dialect and words borrowed from other languages. Above all, the new additions to the dictionary highlight the ever-evolving nature of the English language.

And, as much as new words and phrases are being thought up every year, others seem to have stood the test of time – after all, it’s thought 1,700 words and phrases in the English language were invented by Shakespeare.

Conversely, words can fall out of fashion. For example, how frequently do you hear people saying things like ‘whence’, ‘whilst’ or ‘oftentimes’? Similarly, some words can disappear altogether. Take scurryfunge, for example, which was once used to mean ‘a hasty tidying of the house between the time you see a neighbour and the time they knock on the door’.

Over time, the meaning of words can also change, as reflected by the definitions of steaming and hanging being updated in line with their use to mean drunk and hungover respectively.

Here are some of my favourites from the latest OED update:

Arancini, n.: Balls of rice stuffed with a savoury filling, coated in breadcrumbs, and fried, typically served as an appetizer or snack.

Easy-breezy, adj.: Especially of clothing, style, etc. Informal, casual; relaxed, carefree.

Kapow, int.: Representing the sound of an explosion, a gunshot, a hard punch or blow, etc.

Manhattanhenge, n.: A phenomenon in which the sun rises or sets in alignment with the streets that run east to west on the street grid of Manhattan, New York City.

Nomophobia, n.: Anxiety about not having access to a mobile phone or mobile phone services.

Omnishambles, n.: Chiefly in political contexts: a situation that has been comprehensively mismanaged or is characterised by a series of blunders and miscalculations. This phrase was coined by the political comedy The Thick of It in 2009.

While it’s unlikely I’ll be using words such as sumfin, fakeness or easy-breezy in my work any time soon, I will most certainly be snacking on arancini and checking out Manhattenhenge when I’m next in New York.

Last week marked World Mental Health Day and it was refreshing to see the news and social media platforms flooded with personal stories from celebrities and members of the public discussing the state of their mental health and the impact that honest conversations can have on improving it.

As Brits, we’re notorious for our stiff upper lip, especially in the post-war generation, but in recent years Prince Harry himself has warned that he believes this trait is somewhat responsible for the mental health problems suffered by one in six of 16 to 64-year-olds in Britain today.

Given we spend on average 39 of our 168 hours each week at work, mental health support and positive workplace environments are hugely important for our wellbeing. So what can employers do to tackle poor mental health?

Bye Bye 9 – 5

The accumulative impact of demanding work cultures and increased working hours are perhaps some of the most important challenges in tackling the poor mental health amongst the general population. The opportunity to work adjusted hours to suit your lifestyle, commute, family schedule and even additional jobs can have a hugely positive impact on employee mental health, as well as sleep quality, alertness and blood pressure.

Understand absenteeism

Research shows that 12.7% of all sick days in the UK can be attributed to mental illness but with 55% of employees telling their employer they were physically ill rather than admitting mental health issues – businesses need to establish a culture of transparency and trust. Managers should have regular informal catch-ups with team members, developing strong relationships which invite open and honest conversation.

Training

You’d expect any business you work for to have a designated and trained first aider, if not an entire team, so why should mental health be any different? Mental Health First Aid England has over 70 case studies demonstrating the effectiveness of training in increasing mental health awareness and confidence in how to effectively support an employee experiencing poor mental health.

British fashion retailer Next has recently taken the step to train numerous staff in this regard, recognising the importance in creating an open workplace in which mental health can be discussed without fear of judgement, and where employees requiring help can be supported in structured, tailored and effective ways.

Talk to each other!

It’s incredibly easy to walk into the office and go on autopilot mode, opening your laptop and logging in before getting stuck into the 100s of emails that came in after you left the office yesterday. Before you know it, it’s 2 pm and you’ve only left your desk and interacted with someone else when you were waiting for your tea to brew. For your own sake and for those sitting around you, have a conversation – you never know where it may lead and your colleague might be in desperate need of someone to talk to.

Mental health awareness should be more than a day in the calendar and we’re all responsible for being the change we want to see in the world.

The end of September was bad news for the likes of two well-known companies I’ve frequently been a customer of: Thomas Cook and Forever 21. As big players in the package holiday and retail industries, the news of these organisations falling into administration came as a surprise to many.

Thomas Cook, the UK’s oldest travel company, appeared to have a good model for success as it offered a wide range of holidays for a good price and operated its own airline. Forever 21 also seemed to be doing well, offering the latest fashion to teens at competitive prices.

Below the surface, somewhere within their business models the strategies of both companies have failed to keep pace with competitors, consumer buying trends, and in the case of Forever 21, its customers.

Many would argue that it’s the classic story we have sadly seen played out throughout the year. Both companies have failed to adapt their approach to fit the increasingly online world we live in, with both relying on sales coming from their physical high street stores and have neglected to take digital to the next level as many of their competitors have.

Shifting strategy to keep up with consumer demand

It’s more important than ever that companies take notice of changing consumer demands and consistently evolving themselves to meet them.

Thomas Cook surely suffered from a combination of a lack of differentiation compared with competitors, relying on a legacy brand appealing to an older demographic of customer and not marketing products that would appeal to the younger, ‘Airbnb’ generation.

Forever 21 had one competitor that has evolved through challenging periods and reacted in line with industry changes: Zara. As a leading fashion brand that acts on a ‘fast-fashion’ model Zara has noticed this is no longer ethically responsible and has launched a sustainable fashion line.

Beyond that, Zara has continued to update its story by refreshing its purpose, product selection, quality and overall brand relevance. It’s also focused on its stores, making them a strength by enticing customers and creating an enjoyable experience in-store with its well-trained staff, music with some stores offering in-store tech such as ‘self-service’ check outs. Zara also has a strong online presence and utilises social media channels to effectively engage with its target audience.

Crisis comms – saying farewell gracefully

With the fall out of both companies, those in charge of what remains owe it to their loyal customers and staff to maintain their brand identity during the final process.

Through their social channels and websites, it’s important that they provide updates, honest guidance and are proactive in offering advice to make their last dealings as pain-free as possible to leave a good lasting impression.

With this week’s news that Pizza Express is urgently searching for a restructuring solution, these three stories are lessons for operators in any industry to become or remain fiercely customer-centric and anticipate market trends, manage a clear, differentiated brand as well as retain and communicate value in their proposition.

PR and communications consultancy is one of those strategic support services that must be considered for businesses of all sizes, but it’s a particularly important topic for organisations going through a step change or transformation – be it corporate growth, a re-brand or entering new markets. In some instances, it’s a major investment for companies that might be far more inclined to put money towards R&D. For others, it’s a go-to move during times of change. But in all cases, traditionally PR has been guilty of a widespread shortcoming – lack of measurement.

The issue as it stands

For decades, PR has followed a fairly formulaic approach – agencies charge monthly retainers that effectively buy their clients a set amount of hours, which are then used to promote the organisation or its latest updates. In its worst form, this PR approach results in sending out a press release every once in a while to journalists who have never heard of the company, frequently receive hundreds of similar news releases, and who are ultimately unlikely to report on the announcement. The outcome? No measurable results, or no coverage at all – making it more difficult to secure future budget for PR.

The new way of doing things

When your organisation has a message that it needs to communicate to the marketplace, take care to avoid the classic ‘retainer-based’ agencies. Instead, partner with a consultancy that offers set fees for set deliverables – along with bespoke campaigns that align with your business objectives and strategies. Whether each deliverable takes 2 hours, 20 hours or 200 hours, the fee will remain the same. This will ensure you have complete transparency of your investment.

SLAs and tangible results

Technology is not only providing PR agencies with additional channels to communicate your messages, it’s also providing the data that’s needed to determine the real success of the activity. By partnering with an innovative PR organisation that builds strategically-aligned campaigns from day one, you can agree strict performance targets before the activity begins. These targets and KPIs can include key message penetration, coverage volume, and tangible social media engagements. Importantly, by setting service level agreements with your PR partner, you can protect your budgets and ensure your investment is not squandered. For example, industry-leading partners will typically set SLAs that state ‘If we miss our coverage target by 10%, you’ll get 10% of your total fee back.’

The Whiteoaks way

Our approach differentiates us and we believe our work is second to none. All of the next-generation PR techniques mentioned in this post are the foundations of what we do at Whiteoaks. With an unrivalled network of business and tech journalists, analysts, bloggers, vloggers and industry influencers, and an expertise in leveraging social media content on the right platforms for our clients, we ensure their businesses cut through the noise. We build brand awareness and generate sales leads through targeted and impactful integrated marketing campaigns – driving real results and generating return on your PR investment.

To find out more, just submit an enquiry below and we’ll be in touch.

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Who are you? And what’s your job at Whiteoaks?

Hi, I’m Georgie and I’m a Junior Account and Digital Executive.

What does your daily to-do list look like?

My role includes both PR and digital so every day for me varies a lot. In my digital role I carry out social listening for my clients, as well and writing and scheduling their social content each week. In my PR role I always begin the day with checking my calendar to see what client calls we have that day and what coverage might be due to be released, followed by general correspondence to clients.

What made you want to get into PR?

I studied Ancient History at uni and when I finished I had absolutely no idea what I wanted to do. I knew I wanted a job that would challenge me, and where every day was different. I’m also a very sociable person so I wanted a job that would allow me to interact with a lot of different people. Everyone told me that those things sounded like PR, so here I am!

Who is your favourite brand and why?

At the moment I would say my favourite brand is Bacardi. Simply because its marketing campaigns are incredible. Its latest campaign ‘Do What Moves You’ sells the idea of having a good time, and enjoying the little things in life like dancing with your friends (and having a Bacardi), the slogan being “if it’s a floor, it’s a dance floor”. I don’t even like to drink Bacardi but I love dancing so the advertising campaign definitely caught my attention… even if when it comes to drinks I’m more of a gin and tonic kind of girl.

What’s your top tip for someone who wants to get into the PR industry?

Do as much work experience as you can beforehand. I think it’s important to know what you’re getting yourself into and to see if you will actually enjoy the work. PR is a fast-paced industry so you need to be sure that you can keep up. Work experience would also give you the chance to network with lots of different people, you never know what opportunities this could bring. I actually worked for Whiteoaks for a few months as an office assistant before going travelling. This gave me a really good idea of what to expect from a career in PR and took up my current role with the company a few months ago.

How do you unwind after a day in the office?

I usually spend my evenings seeing my friends. I’m not much of a cook so if I can get one of them to offer to cook me dinner, I’d never turn it down! In the summer we usually go to the pub and enjoy the nice weather.

What’s your favourite anthem suggestion for Friday’s Whiteoaks Power Hour?

I’m a HUGE Oasis fan, so anything by them would give me that Friday feeling. If I had to choose one track it’s probably Supersonic – lyrics don’t get much better than “feeling Supersonic, give me gin and tonic”. Genius.

If you could be any character in any film, what would you be

Angelina Jolie in Mr & Mrs Smith for three reason: 1) She’s gorgeous 2) She gets to kiss Brad Pitt and 3) She’s probably the biggest badass female going.

What’s your ideal getaway location?

I love sunshine so anywhere that’s hot and sunny is idea. My dream place to visit would be the Raja Ampat Islands just off Indonesia. As well as being beautiful it is also the last place in the world where the marine life remains untouched, and the variety of different species living there is unheard of. I’m a qualified scuba diver so would love to go diving and experience the exotic underwater magic.

What’s your go-to party trick?

I can make my eyebrows dance… like the Cadbury’s advert.

And finally, cheesy chips?

Always, anything with cheese is a yes from me.

Ever heard the phrase ‘there’s no such thing as bad publicity’? Maybe at one point in time that held some truth, but as communication and information sharing evolves, some companies, organisations, and individuals have unwittingly put it to the test, proving the phrase to be wrong through their own reputational mistakes. However, what brands with strong integrated marketing and PR teams are able to do in today’s landscape is turn a negative into a positive, and when this is done well the results can be truly impressive.

Take Innocent Drinks for example. Innocent Drinks has long been known for having a conversational, engaging and funny social media presence, and its wider marketing approach is no different. So when the company launched a new blue smoothie with an arguably green tint to it, an opportunity arose to pre-empt and harness the discussion that was about to ensue. From the get-go, the marketing surrounding the smoothie played on the colour blue, conjuring laugh out loud images of whales in double denim through social media graphics. As anticipated, Twitter users were quick to debate the true blueness of the drink in a scenario reminiscent of that dress saga (definitely blue and black by the way).

That was all the ammunition needed. From using its brand personality online to engage with its audience, to full bus stop adverts insisting the drink is blue, the Innocent Drinks team nailed a viral marketing campaign. Other brands also saw the opportunity to involve themselves, with Dulux’s social media team weighing in with ‘it looks like Crushed Pine 3’, one of the paint company’s green shades. Bravo.

Cast your mind back to the launch of Greggs’ vegan sausage roll for another great example of steering into the skid. Most brands would not take too kindly to having one of their products publicly slated by someone of influence, particularly when that someone presents one of the biggest morning shows on national television and has 6.7 million Twitter followers. When Piers Morgan denounced Greggs as being ‘PC-ravaged clowns’, the company had a quick response at the ready.

As anticipated, other Twitter users were more than happy to voice their own opinions about the new baked food, but the Greggs social media team were ready to go with witty comebacks, much to the delight of their loyal fans and followers.

What does it look like when an organisation tries this out and fails spectacularly? A very recent example of this would be the Conservative Party’s ‘JFC’ meme. Following Boris Johnson’s description of Jeremy Corbyn as a ‘gigantic chlorinated chicken’, a meme of Corbyn in a chicken suit stating ‘JFC. Totally Spineless Chicken’ started doing the rounds on Twitter, created and put into circulation by the Conservative Party. The party tagged in KFC to up the ante, which clapped back fast with a brilliant response: “This is KFC not LBC don’t @ me”.

KFC was applauded for a funny and cutting reply, while the Conservative party faced an overwhelmingly disapproving response across the board (including from other Tories). Political opinions aside, the creative was sloppy, didn’t make sense and certainly didn’t paint the Conservatives in a good light amidst the biggest political challenge faced by the nation in recent years. 1-0 to KFC.

Regardless of intentions, one thing is clear. Companies stand to benefit if they’re able to anticipate any potential pushbacks they might receive, whether that’s from a consumer or business audience. Being prepared, authentic, conversational, creative and willing to push certain boundaries are all key components to this, and that’s where having a trusted PR, content creation, digital and marketing agency will be the difference between failure and success. Your agency should be bringing ideas to the table on how to elevate your brand both proactively and reactively, across a range of situations and to a range of audiences so that you are always prepared to take lemons and make margaritas. We’re ready when you are.

1. What’s your career background, in brief?

My career is still in its relatively early stages. I graduated from the University for the Creative Arts in Farnham in 2018. While studying I completed a work experience placement with Heat magazine and volunteered as a press officer for a London-based charity called Endometriosis UK, before starting my B2B PR career in the technology sector here at Whiteoaks around seven months ago as a Junior Account Executive.

2. What’s the most challenging job you’ve ever had?

While I was studying, I worked as a waitress/barista in a riverside café for four years. Working in a kitchen was by far the most challenging! Working in a small café like the one I was in, you get thrown into completing a variety of different job roles, from clearing tables to cooking and serving up eight full English breakfasts as a time. In my experience, nothing compares to the stress of having a constant queue of 20 or so food cheques on at a time and a small window in which to prepare, cook and serve them!

3. What apps, technology items and gadgets can’t you live without?

I couldn’t live without my phone or the handsfree system in my car! It sounds silly, but as someone who spends quite a lot of time driving, I like to take full advantage of my car’s handsfree set up so I can catch up on errands and have a chat with family and friends. It’s also handy for when I am running late – which in my personal life I often am!

4. What’s the best advice you’ve been given?

As an avid Winnie the Pooh fanatic, my favourite advice is that given by Christopher Robin to his silly old bear. “Promise me you’ll always remember: You’re braver than you believe, and stronger than you seem, and smarter than you think.”

5. Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

I guess for me, the thing that gives me a sense of satisfaction is knowing that I achieved something great in the day. Whether that is a kind word from a member of the team, or an email from a happy client, I think everyone will agree it’s nice when you can see all your hard work pay off.

6. Do you personalise your workspace?

I have to admit that my workspace really isn’t that personalised at all! But I do have my Winnie the Pooh mug that I received from my team for my birthday.

7. What’s the first thing you do in the office in the morning?

The first thing I do is check my emails and pop up my daily ‘to do’ Post-it note list in preparation. After that, it is a nice cup of coffee (having worked in a café for so many years as a barista – I can’t cope without a morning cup!), and then crack on with my tasks for the day.

8. What are you reading, watching or listening to at the moment?

Currently, I am binge-watching the crime drama ‘Whitecollar’ on Netflix – which I would highly recommend if you are into that kind of thing! I also really enjoy a good story, so I am just finishing the Game of Thrones books and have treated myself to Terry Pratchett and Neil Gaiman’s ‘Good Omens’ ready for my holiday that’s coming up.

In the last few years, the financial services industry has seen an influx of challenger banks including Monzo, Revolut and Starling, all looking for a slice of the pie that has been traditionally held by ‘The Big Five’ made up of Nationwide, Barclays, Lloyds, HSBC and RBS.

In 2016, research firm KPMG published a report in response to the emergence of the ‘new breed’ of banks. The report revealed that challenger banks had been able to far outperform the Big Five between 2015/16 with regard to return on equity, achieving 17% in comparison to the Big Five’s 4.6%. In addition, lending assets for challenger banks was up 31.5% in stark contrast to the 4.9% decrease seen by the likes of Nationwide and Barclays.

The leading cause of the changing landscape is credited in a large part to the increased functionality and simpler, streamlined offerings that the challenger banks provide their customers, with many finding and exploiting niche gaps in the market. And the absence of legacy technology, coupled with increased regulations created a window of opportunity for challenger banks to exploit.

Which they have.

A recent article by our Fintech client, Fraedom, provided further insight into changes in the banking industry, expressing that challenger bank popularity has come as a direct result of their ability to address customer pain points more effectively – and as a result, provide frictionless services.

Many similarities can be drawn to the recent trends we have seen in the retail industry, with a heavy focus placed on the importance of enhancing the customer experience in order to both attract new customers and ensure the loyalty of existing customers.

In my role as Marketing Executive and Designer, I am fascinated by the clever marketing and branding techniques that have been deployed by the challenging firms to disrupt the financial services industry – recognising and exploiting trends and pain points to meet the needs and wants of increasingly large segments of the market.

With my design head on, the influence of branding has been central to the new players’ success.

Are customers really drawn by the ease of use, apps and real-time data provided? Or is it the fancy, colourful and textured cards such as Monzo’s ‘coral’ card or N26’s brushed metal card that are causing the shift?

There appears to be a shift towards credit and debit cards that increasingly are a fashion statement. A trend started by Egg over 10 years ago, a card that people are proud to take out of their pockets appeals to many. To that end, the bright colours act as a constant advertisement and visual cue for the banks, sparking interest from those without.

If any evidence was needed to prove the influence of these fashionable cards in the banking industry, look no further than Apple recently introducing its ‘Apple Card’. The titanium card is infamous for coming with its own set of storage instructions to prevent damage from leather or denim… Because who doesn’t carry their credit card in a wallet or purse? Right?

Apple’s attempt to challenge the financial services industry supports the notion that design and branding is a key factor in attracting customers – and of course, it’s absolutely in keeping with Apple’s zeal for visual simplicity. However, its shortcomings and bad press, albeit for a product in its infancy, confirms that design and branding fall flat in the absence of functionality.

This is something that Starling got right when launching its new turquoise card. In its own blog, Starling explained that the distinguishing look of the card reflects its entire approach to banking, a move that marked a ‘challenge to old methods and a response to cultural shifts’.

Will the traditional banks or the older payment providers respond? I’d argue Mastercard already has by boldly removing the company name from the brand identity.

Another technology-driven cultural shift is the transition towards app-based banking. In the UK, there was a 17% reduction in the number of bank branches between 2012 and 2018 (House of Commons Library). This further evidences the importance of branding and design as a new differentiator. People banking with their local branch or venturing slightly further afield for a better service has been replaced by their ability to bank from their mobile phones.

To conclude, it becomes clear that getting the balance right between functionality, services and branding is what has enabled challenger banks to appeal to customers and disrupt the banking industry.