Everyone likes to reflect on the year gone by and have a go at predicting what the future might hold and at SERIOUS we are no different. I’m reluctant to trot out a list of ‘top trends’ – others do that very well – but I am keen to share our thoughts on where we see the opportunities to continue to deliver great service and great value for our clients in the coming year.
Last week it blew a gale and rained a lot in Manchester. But on the upper floors of the Hilton hotel it wasn’t the weather that was getting people excited: it was the collective reaction of some 200 business school leaders to the just published Government Green Paper on the future of the higher education sector and the proposals for a Teaching Excellence Framework (TEF) in particular.
Austerity is front of student minds according to 2015 research
Higher education has been in the headlines almost continuously for the last three years: higher tuition fees, and the increasing level of student debt that has accompanied them, have attracted much speculation about their impact. Concerns too that there would be a significant fall in university applications – notably from those with lower household incomes – have as yet not been realised, but with the perceived ‘value for money’ debate still raging, it is worth keeping a close eye on this.
As a creative marketing agency we do a lot of work with clients around branding and visual identity. In most cases it’s the time we invest at the early stages of a project that proves the most valuable and certainly the most insightful: we need to establish exactly what our client really needs. Is it time for a rebrand? Or is it a refresh? And does everyone in the project understand and agree what the expected outcomes will be?
I’m really pleased to tell you about our latest recruit to the Creative Team here at SERIOUS.
Wesley (Wes) Lyne joins us with over 6 years’ experience in agency life and with an impressive CV. He’s worked with BAE, American Airlines, Chelsea FC, Daikin, Thorn Lighting, Hasbro, Disney, Virgin Atlantic, Diageo, Universal, Sanofi and Thomson Holidays in developing engaging interactive experiences.
This morning I ditched my usual M25 car journey to join the two million people who commute by tube. I was off to London for a client meeting and I felt excited. Not just because I was meeting a client or because I was heading into the city, but I was relishing the prospect of reading Marketing Week cover to cover.
In my mind I had already assigned the time to do this and was genuinely looking forward to it. Whenever I take the time to read Marketing Week in print I always feel so much more ready for my day ahead; I have more ideas and I feel inspired and motivated. I really do get something from the physical experience of turning those pages and absorbing the content. That’s something I just don’t get if I access it on my iphone.
I was thinking the other day about what makes a marketing agency great to work with, and which criteria a client would use to make the choice (if money were no object). Sure you can hire a big name agency with swanky offices in Soho. But that comes at a price. If you’re a multinational in need of a global agency network, there is an argument for seeking this kind of brand partner – but that’s a very small minority of the companies out there with a real need to market themselves effectively. Arguably, that’s lazy agency selection, because smarter alternatives are out there if you only look.