Creative Archives - Whiteoaks PR

For B2B tech brands, standing out from competitors, gaining recognition as innovators and establishing trust as industry experts can often feel like a never-ending challenge. This is why thought leadership content is such a valuable tool for a business to have in its arsenal, offering a platform for B2B brands to demonstrate their knowledge, insights and future-focused thinking.

However, in a crowded marketplace, to really stand out among the crowd and reach the right audiences, thought leadership might need to be delivered in formats that extend beyond well-written articles and whitepapers. One medium that is gaining significant traction as a tool for establishing thought leadership is the podcast. Once purely consumer-focused, podcast formats are now permeating the business world.

The number of podcast listeners in the UK alone is expected to reach 28.1 million by 2026. For B2B tech brands, this presents an exciting opportunity to capture the attention of new audiences and position themselves as leaders in their field.

Why podcasts work for building industry expertise

One of the major advantages of podcasts is that they bring expertise to life in a way that few other formats can. Traditional blogs and whitepapers have their place, but podcasts literally give a voice to experts, allowing them to explore complex topics in an engaging, conversational manner. It’s an opportunity for the speaker to get their individuality across as they discuss interesting ideas or subjects. This combination of expertise and personality can humanise brands and deepen the connection with audiences.

Complex topics, such as cloud migration, cyber security or AI, can be explored through dynamic discussions Technical details can be distilled into more easily understood, digestible snippets for audiences. And these discussions don’t have to be confined to internal spokespeople. Guest speakers, such as customers or partners, can provide a different perspective.

The podcast format also allows for individual episodes to focus on specific verticals, customer pain points or emerging trends, with external experts able to share their insights on different topics.

There are also benefits for the listeners themselves. Busy decision-makers may sometimes struggle to find the time to read blogs and articles. A recorded 20-minute deep-dive into a particular topic could be the perfect listening material for the morning commute, lunchtime break or evening exercise session. By regularly listening to familiar voices, listeners can feel a closer connection with the hosts, thereby creating a stronger emotional bond with the brand.

From production to promotion

Podcasts are relatively low-cost to produce, but the production process itself requires time, resources and expertise. These are all elements that many B2B tech companies may not have readily available. It’s not just about hitting record and speaking into a microphone. A professional, well-produced podcast needs careful planning, expert editing and high-quality sound to engage and retain listeners.

This is where creative support comes in. Working with production experts can streamline the process, helping with everything from creating the concept of the podcast to recording, editing, and managing distribution. Collaboration with specialists also ensures that the podcast aligns with the company’s overall messaging and branding, contributing to a polished and consistent image.

But even the best-produced podcast will fall flat if it doesn’t reach the right audience. Once episodes are live, promoting them strategically across different channels, such as social media, can boost visibility. There are also opportunities to repurpose some of the valuable content into other assets, such as blog posts, social media posts and email newsletters, enhancing content distribution and engagement.

A new channel to enhance thought leadership efforts

Podcasts are a prime opportunity for B2B tech brands to enhance their thought leadership efforts. With a winning combination of in-depth expertise and engaging, conversational content, podcasts allow companies to humanise their brand, build stronger connections with audiences and explore complex topics in an accessible way.

While the production process requires time and expertise, partnering with creative professionals ensures a polished and impactful end product. With the right promotion, podcasts can reach and resonate with key decision-makers, helping brands to stand out as industry leaders in a crowded space.

Get in touch to learn more about how we can help you develop your own podcast to reach key audiences.

Can B2B PR really be at the cutting edge of creative campaigns? Isn’t that kind of innovation reserved for B2C marketing?

We’re here to tell you that’s simply not the case.

As our Creative Director, Mark Wilson, likes to say:

“Creative is what ties it all together. It breathes life into digital, social, messaging and PR. Without creativity, it’d be as dry as a bone.”

Whether it’s media relations, social media and content or creative – every element plays a significant role in integrated campaigns.

What is ’creative’ in PR?

Creative might seem like a broad term, but it can include:

►Branding

► Digital e.g. display banners, email and infographics

► Social media content

► Live action video

► Print e.g. whitepapers, brochures

► Podcasts

► Web design

► Video – both animated and live action

So how do we use these creative elements to maximise the impact of Performance PR campaigns?

Amplify, engage and maximise

Creative’s role is to make messages go further, resonate with new and existing audiences and to make ‘calls to action’ more impactful.

So how does creative do this?

1. It brings visual appeal

Make no mistake, whether you’re selling to B2C or B2B, first impressions matter and that first impression often comes down to visual appeal.

Colours evoke meaning, shapes engage us and when both are applied consistently, it helps our customers form impressions and ultimately build trust. Branding is a perfect example of this.

Our media-saturated world means we are constantly exposed to visually stimulating content – whether it’s in our hands, on our walls or on the big screen. Therefore, to stand out in PR, we use assets like interactive case studies, infographics and videos to make sure our message cuts through the noise.

2. It supports narratives

Narratives are fundamental components of PR campaigns. They communicate key messages and have the power to shape perceptions.

Good creative brings these narratives to life, communicating them in ways words cannot and captivating the audience. Visual storytelling, design elements and multimedia assets can simplify complex subjects and make narratives more memorable.

Many B2B tech campaigns rely on the same formulaic approaches to storytelling – overused visuals, generic messaging and uninspired executions. These ‘safe’ methods are predictable and make standing out in a crowded market difficult. The audience has seen it all before; the standard infographics, tech-heavy whitepapers or flat corporate videos.

The most successful campaigns are those which break away from the norm and experiment with fresh, unexpected approaches. This might involve tapping into emerging design trends or using unconventional storytelling techniques. An example of this could be transforming a case study into an interactive digital experience or using animated explainer videos to turn written content into a more engaging experience.

3. It can simplify and improve understanding

In a world where attention spans are short, messages must be conveyed efficiently and the right visual design can make all the difference.

We know that people are more likely to recall information presented in visual form. This is where infographics, data visualisations and interactive media come into their own.

When faced with a mass of data or technical content, graphics, charts and diagrams can break down information into digestible, easy-to-understand formats.

Where a product’s impact might take multiple paragraphs of explanation, a well-designed infographic can convey the same thing, helping an audience to grasp key points much more easily.

4. It boosts engagement

It’s no secret that interactive and multimedia content drives more engagement, higher views and keeps your audience from skimming past. It invites users to participate. When people engage, they spend more time with your message and are more likely to share it.

This principle doesn’t just apply to short-form content like social media posts; long-form content benefits too. Webinars and podcasts can explore a topic in-depth, and offer a much more immersive experience. Imagine your brand hosts a live webinar where potential customers can ask questions about their business challenges. You have the opportunity to showcase how your product or service can provide solutions in real time.

Good design can also encourage users to click exactly where you want them to, to follow a specific journey and arrive at the desired outcome – whether that’s filling out a form, signing up for a webinar or downloading a whitepaper. Design which enhances their experience will increase the likelihood of these conversions.

Measuring creative’s effect on Performance PR

The beauty of Performance PR is the ability to measure the impact of every component in an integrated campaign, including creative. Creative content needs to look appealing but it also needs to pull its weight in delivering results.

In Performance PR, we use KPIs to measure three key areas: visibility, engagement and impact. These metrics can help us to understand how well creative assets are performing.

Effective design improves how well audiences remember your message. The better the recall, the more likely they are to talk about your brand. This can lead to higher organic mentions, shares and word-of-mouth visibility to further amplify the campaign’s reach.

We can also gauge how our creative efforts affect audience engagement. We look for higher ‘Click Through Rates’ across email campaigns and paid media while likes, comments and shares on organic social posts denote how well the content has resonated. Did it inspire a response, a conversation or an action?

Finally, we can measure the direct impact of creative and design. We can track how users interact with content – such as what they clicked on, how long they stayed on the page and when they dropped off – to better understand how creative influences their journey through the sales funnel. Conversion rates reveal how designed elements guide users towards actions like signing up for webinars or downloading resources. Metrics like video views and email open rates reveal which content formats deliver the best results.

At Whiteoaks, our creative team has the insights and experience to bring your brand’s message, ethos and purpose to life – reaching your audience and driving lasting, impactful results. We believe creative isn’t just an afterthought or a communication ‘accessory’, it’s an integral part of any campaign which can make all the difference in its success.

Get in touch with us if you think creative is what’s missing in your PR campaigns. Let us see how we can help strengthen your message, connect with your audience and deliver real results.

In the dynamic landscape of B2B marketing, video content has become an integral component for engaging and connecting with target audiences. This year, it’s crucial for B2B marketers to stay ahead of the curve by understanding and incorporating the latest video trends. In this blog, we will explore four major video trends that are set to dominate B2B marketing strategies in 2024.

Video Trend #1: AI Revolutionises Editing and Audience Understanding

Artificial Intelligence (AI) is no longer a distant concept; it has firmly embedded itself in the fabric of video content creation. In 2024, B2B marketers are leveraging AI to automate editing tasks, resulting in more efficient workflows and higher-quality videos. AI algorithms are not only streamlining the editing process but are also being employed to understand audiences better.

Through the power of AI, marketers can analyse vast datasets to gain insights into audience preferences, behaviours, and engagement patterns. This leads to the creation of highly targeted and tailored content that resonates with specific B2B audiences. As AI continues to evolve, expect B2B marketers to capitalise on its capabilities to enhance the personalisation and effectiveness of their video content.

Video Trend #2: Short-Form Videos Take Centre Stage

The popularity of short-form video has skyrocketed in recent years, and this trend is set to continue dominating the B2B video landscape in 2024. Platforms like TikTok, Instagram Reels, and YouTube Shorts have proven the effectiveness of concise, engaging content. B2B marketers are recognising the value of brevity in capturing the attention of busy professionals.

Short-form videos offer a quick and impactful way to convey key messages, making them ideal for B2B marketing where time is often of the essence. Expect B2B brands to leverage these platforms and create visually compelling, short-form content that communicates their value propositions succinctly.

Video Trend #3: The Rise of Live Video in B2B

Live video has emerged as a powerful tool for B2B marketers to connect with their audiences in real-time. Webinars, live product demonstrations, and virtual events are becoming staples in B2B marketing strategies. In 2024, live video will continue to thrive as it allows for direct interaction, engagement, and the opportunity to address questions and concerns in real-time.

The authenticity and immediacy of live video contribute to building trust and fostering stronger relationships between B2B brands and their audience; even post-Covid, people still crave the in-depth information and engagement made accessible through webinars.

Video Trend #4: Immersive Experiences with VR, AR, and 360 Video

While virtual reality (VR) and augmented reality (AR) technologies have been around for some time, the recent introduction of Apple Vision Pro has injected fresh energy into the space, sparking renewed interest and innovation. Apple’s foray into this arena has not only elevated the technological standards but has also motivated other industry players to explore and capitalise on the potential of immersive experiences. As a result, we are witnessing a dynamic reinvigoration of the VR and AR landscape, as creators and businesses alike eagerly embrace the possibilities presented by these advanced technologies to craft engaging and captivating content for their audiences.

In the fast-paced world of B2B marketing, staying ahead of video trends is essential for creating impactful and resonant content. As we embrace 2024, the integration of AI, short-form videos, live streaming, and immersive experiences will define the landscape of B2B video marketing. B2B marketers who adapt to these trends will not only capture attention but also forge stronger connections with their target audiences in the ever-evolving digital ecosystem.

Get in touch to find out how we can help you capitalise on these video trends

By Bekki Bushnell, Associate Director

We are all seeking the magic bullet that sends our sales into orbit. And when energised by hope and ambition, it’s all too easy to be drawn toward PR pitches that promise rocket fuel but deliver only fumes.

When agencies present purely creative PR campaigns, with outcomes that are neither predictable nor measurable, it can mean that they’ve simply run out of ideas. And while a creative Hail Mary proposal could be the salvation your brand needs, it’s crucial to strike a balance where creativity isn’t the sole driver of the campaign.

Creativity has long been celebrated as the driving force behind innovative campaigns and groundbreaking ideas. While creative thinking is an undeniably powerful tool to capture attention and engage audiences, it best works in a marriage with strategic planning. The smartest campaigns are integrated across digital, creative, content and media. Each pillar contributes to measurable outcomes, aligning with the specific goals of the campaign.

While marketing builds a value proposition with a client, PR can harmoniously justify that proposition, pushing sales, with the right customers and at the right price. Ensuring that the right message is generated, that it’s effective and that it’s being broadcast to the correct audience.

PR should play a leading role in determining and embedding brand values into the public psyche. In doing so, it expands the desire for the product, rationalises the buying decision and makes the ownership experience more valuable.

Our job within PR is to work with brands in such a way that their values resonate with the buyers. Through storytelling, thought leadership, providing commentary to the front page of the country’s most important news sources, or creating regular updates for the business community. Everything is possible, and everything is within reach when the correct approach is applied.

The technology market is a dense and noisy and one. New tools, platforms and products appear with each season, backed by various capital structures. It takes time and effort to cut through the noise. While a purely creative, abstract, campaign might seem appealing, it’s no replacement for a strategic approach.

There’s a good reason why there are so many rungs on the PR career ladder – there’s just an awful lot to learn. That’s why our 30 years of experience pays dividends. Throughout our journey, we’ve developed and learned, as individuals and as a company, and always been supported by our unique and flexible engagement business model. Abandoning the traditional retainer, we offer fixed fees for fixed deliverables and a formal SLA to single-mindedly focus on achieving impactful results for our clients.

In the dynamic landscape of PR, creativity remains an invaluable asset that fuels innovation and sets the stage for remarkable campaigns. However, it is essential to combine creativity with a strategic mindset to achieve tangible results and measurable outcomes. By taking a measured approach to PR that embraces strategic creativity, brands can unlock the true potential of their campaigns, leaving a lasting impact on their audience and driving success in a rapidly evolving media landscape.

To find out more about how you can level up your creative PR, book your free PR strategy consultancy meeting with me now.

What’s your career background, in brief?

I started out as a design assistant in 2009 after graduating university earlier that year. Since then I have worked both in-house and agency side and enjoy the versatility of design, where it’s been and where it’s going. And now I’m a senior designer at Whiteoaks.

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

I worked as a waitress for a well-known pizza chain throughout my college and university years and boy was it a challenge! It was always super busy, I was on my feet all day rushing around and the customer base came from all walks of life. So many stories, so little time! I still stand by the fact it set me up for the future in managing expectations – if only step counts existed back then!

What did you want to be when you grew up?

I always wanted to be a designer, so I worked my whole academic life to achieve this.

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

My phone – I’m lost without it! That and Apple Car Play as my commute can be long when traffic is bad.

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

‘What’s for you, won’t go by you’. I’m a great believer in fate and that everything happens for a reason.

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

Knowing that our team can add our creative flair to our client’s brand, helping them to look and feel better.

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

I don’t get a lot of time to watch TV at home due to a very busy family life so my commutes to work are spent listening to podcasts such as ‘Diary of a CEO’, ‘How to Fail’ and ‘Time to Talk’.

Cabin in the mountains or house on the beach?

Both sound very appealing, but house on the beach wins!

All you ever wanted to know about B2B PR. The Whiteoaks PRodcast discusses all elements of the discipline from marketing and creativity, to client expectations and recruitment. Creative Director, Mark Wilson chats to Susan Richter about why companies shouldn’t be afraid of a rebrand.

It’s that time of year when the mystics grab their trusted crystal ball and take a long hard look into the future. For those of us in B2B PR & marketing, that approach just doesn’t work! Instead, we rely on educated guesses and the wise words of our experts.

We asked our Creative Director, Mark Wilson; Head of Content, Hannah Buckley; and Head of Digital and Social, Ross Walker for their take on what to expect from next year.

Mark on creative

#1 Focus on video and animation

We all had to work within the confines of the pandemic which meant finding other outlets or avenues for creative. Things like photo shoots, for example, couldn’t happen, so we had to find alternatives. Which is where video and animation shone and as a result, we can see can more of this next year. We are also going to see the use of video and animation in different media and areas, and across different platforms. Just look at the Channel 4 reality series that was produced exclusively for broadcast on Instagram.

#2 More green

Obviously there’s been a lot of focus on sustainability, not just because of the recent COP26, and I think will influence all areas next year. More brands will be shouting about their credentials and efforts next year – and will be pressed to prove it. But more than that, there’ll be pressure in the digital sphere to prove sustainability; how can digital brands be more energy efficient. If you consider the internet produces nearly 4% of the world’s greenhouse emissions, there is definite work to be done.

#3 Return of the DM

No. Not the direct message. I’m talking more old school. The direct mail. While direct mail like junk mail has had a steady presence in our lives, it will be the desk drop that is staging a comeback. This can be used as a way to get your brand to stand out, be more personalised and targeted. I think it’s just a really ripe area for creativity, especially because people are tired of receiving emails marketing emails, dozens a day. As we hopefully make a return to our offices next year and away from being in front of our screens 24/7, a physical, tangible thing will be well received.

Hannah on content

#1 Increased demand for a wider variety of content types

In today’s time-strapped environment, people are a lot more selective about what they consume, which has led to greater demand for videos and podcasts, to supplement more traditional types of marketing and PR content. These types of content are easy to digest, can be more widely shared and reach more audiences while staying true to the brand’s messaging.

#2 More data-driven content

This is really a circular thing and recognises the role content plays in the bigger picture, in terms of company goals and objectives.

With this, there will be more of a move towards data informing the types of content being created and at the same time there’s a push for content to provide tangible results that can be evidenced with hard data to show how content is helping to meet those company goals.

#3 More brands sharing more opinionated content

This is a more upfront up front way to engage with audiences, particularly as people are now a lot more discerning and know when they’re being sold or marketed to.

With that, some brands are being bolder with how they communicate with their customers and prospects to cut through the noise and make their voice heard.

This approach requires businesses to strike the right balance between being outspoken and potentially controversial, and remaining true to their brand’s messaging and values.

Ross on social and digital

#1 Employee advocacy

The term has been used quite a lot and it’s becoming more and more important for brands to adopt these programmes into their marketing. Essentially it’s about leveraging employee networks to promote the brand, ensuring they’re amplifying the messaging. But…all in a meaningful and authentic way! The obvious benefits are brand awareness and transparent engagement with target audiences. In addition, LinkedIn for example, is more inclined to push individual posts and content over those coming from corporate pages.

#2 Evolution of paid social

Next year it’s going to be more important than ever to stand out and leveraging paid social campaigns can really be beneficial, especially around brand awareness and lead generation. It’s a great way of building engagement and being more targeted. It does need to be underpinned by a solid content strategy to make sure your audience is consuming that content and interacting with your brand.

#3 Bet on organic social

With all the changes that have happened this year – enter the Metaverse! – there’s no guarantee that organic will continue to be effective; especially with the focus on paid and the fact organic reach has been steadily declining over the last few years. However, organic still has a definite role to play so we’ll see brands taking full advantage of that.

If you have any questions or thoughts on the trends, let us know! Or get in touch if you’d like to see how you can capitalise on them in 2022.

By Susan Richter, Marketing Communications Manager

Of course this blog is inspired by Facebook’s bold move to rebrand its holding company to Meta. Like most things Facebook does, the rebranding is not without its critics; from the reasons behind it (to divert attention from the allegations of whistleblower Frances Haugen) to the lack of translatability (meta means dead in Hebrew).

But Facebook isn’t the first brand to take the leap and it won’t be the last. The one example that sticks out in my mind is WWF (World Wrestling Federation) changing its name to WWE (World Wrestling Entertainment) in 2002. This was as the result of the wrestling organisation losing a trademark lawsuit brought by the World Wildlife Fund, or the “real” WWF.

As far as reasons go, Northern Rock becoming Virgin Money also stands out. The Newcastle-based bank failed, was nationalised and eventually sold to Virgin Money and quickly rebranded.

There are a number of reasons for a rebrand; ones that don’t involve lawsuits or fixing bad reputations. M&A, brand evolution, moving into new markets, change in strategy… the list goes on.

Regardless of reason, it should be a good one; a rebrand is costly. Not just in terms of design and implementation, but also the impact it can have on your customers, investors, suppliers and other stakeholders.

Brand building is an ongoing process, and key in strengthening credibility and creating trust. Not all brands have the luxury of changing their name, garnering international media coverage and being big enough (with big enough budgets) that a name change won’t affect customer loyalty or market perception.

Although a rebrand doesn’t always equate to a complete name change. Starbucks Coffee dropped the “Coffee” and Kentucky Fried Chicken lost most of the consonants and all the vowels from its name to become KFC. Again, these are massive global brands. But what about smaller brands?

In 2018 The Whiteoaks Consultancy rebranded to Whiteoaks International. The reason? To move with the times, to reflect our evolution and to highlight our reach as an agency. Three years later we revamped our brand identity and tagline, for some of those same reasons. One step that was vital for us in both instances, was considering our audiences.

For other brands, the same is also true. How will this impact customers, staff and other stakeholders? This ties into the overriding reason for the change. Is it with the customer / end user in mind? Or is it a vanity exercise? How will the change affect reputation, market credibility? Are you staying true to your purpose as a business?

Then there’s the logistics involved in managing the change. The key to a successful rebrand is having a solid plan to roll it out – from communicating the change to internal and external audiences, to designing the assets and revealing them in all forms, including building signage, letterheads, website and social channels.

As humans, as much as we resist change, we’re all about reinvention. From a new hairstyle, to a new colour scheme in your bedroom. And who could forget the artist formerly known as Prince, proving it’s not just companies that can rebrand. In all seriousness, it’s easier for us; a trip to the hairdresser (or Boots) and a visit to Dunelm for soft furnishings and voila. For brands, it’s a little trickier because the stakes are so much higher and there are a lot more moving parts. So when it is time to think about a rebrand or a brand evolution? What is the secret to success? If the strategy behind it is well-considered and the change is well managed, the sky (fun fact: Sky One was recently rebranded to Sky Showcase) is the limit.

Name, title and how long you’ve been at Whiteoaks
Mark Wilson, Creative Director. Since Jan 2020.

In your current role, what does a typical day look like?
Every day begins with a cup of Yorkshire tea. After that, I cover off any emails, then check the workflow for the planned work that day. This work can be anything from concept creation, to concept development, client meetings, pitches, work reviews, planning future work etc. The day often ends with another tea then home.

How did you get into creative?
I started becoming interested in design from about 15 years old. I studied graphic and product design at A-Level and then took a degree in Graphic Design. At University I became really interested in not just design but ideas and how they have the power to change people’s behaviours. It was then that I started to look into how to get into advertising. Chatting to professionals, I discovered I’d need to team up with a ‘copywriter’ to form a creative team – to have a better chance of getting into the industry. So after 4 years as a graphic designer, I went back to uni to study Creative Advertising. This was the springboard that enabled me (and my newfound copywriter) to get a placement with an advertising agency. After a couple of weeks, one of our ideas was bought by the client and we were hired. It was there I learned the art of ideas and created several ad campaigns for a wide range of clients, picking up a few awards along the way.

What did you study and how has it helped you grow your career?
As described above, I studied Graphic Design which trained me in the principles of design and creative. I went back to uni later to study Creative Advertising at Falmouth, which enabled me to get a foothold in the advertising industry. Each day I use skills learnt in both these courses.

Why creative?
I love ideas and how they can shape and change people’s behaviours. It’s what makes me tick. I’m passionate about any type of design or creative and how it can answer the brief in a new and engaging way. And there’s always a better idea out there; it’s just finding it…

What is the best part of your day?
Apart from the tea, the best part of any day is creating something new. Whether that’s a new concept, design, or new brief which triggers new ideas.

What advice would you give to people who want to get into creative as a career?
Start creating and don’t stop. Creativity is a muscle – if you don’t use it, it’ll become redundant. Create anywhere and everywhere. Creativity is also problem solving, so don’t be constrained by the stereotypical ‘painting’ or ‘drawing’. Find new ways and solutions to problems and you’ll unlock the joy of creating. For students wanting to get into design/creative – go on a course, learn the basics and keep creating. Then show your work to an industry professional. They hold the keys. They can usually spot talent and passion. Remember to show both!

What do you like most about your current role?
Working with great people – who are also striving to produce the best work in creating new and engaging ideas for our clients.

What has been your funniest / quirkiest moment in creative?
Working with a drunk actor. That’s as much as I can say.

If you didn’t work in creative, what would your ideal job be?
RAF pilot. A childhood dream until I got too tall.