Category Archive: Juicy News

  1. What’s the best UK Christmas 2019 advert?

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    Halloween is over, Bonfire night has gone with a bang… and the supermarkets having been stocking up with Christmas goodies since late July 😂 but now we can all officially get in to the Christmas spirit because the John Lewis Christmas advert has launched today!

    We give a round-up of the best Christmas adverts for 2019 and yes John Lewis 2019 does feature. So pop on a festive pullie, jingle your bells and dust off your baubles… Christmas is here!

    Mulberry’s pick of the festive adverts in descending order…

    10&9 M&S

    Marks & Spencers give not just one but two adverts for Christmas one covering their food offering the other for clothes. Both adverts are… fine. If they had been produced for say Iceland they might even have crept up to a higher position but unfortunately these big budget productions are just NOT ON BRAND!

    The choice of celebrity endorsement is just wrong for such a premium quintessentially British brand. We all know that M&S products are not the cheapest on the market… indeed their food is probably the most expensive unless you count the like of Harrods! So perhaps the likes of Emma Thompson and Stephen Fry might have been better choices of celebrities?

    8 Iceland

    This advert is not bad and is obviously pitched at the Frozen obsessed young family. This is probably Iceland’s core market and it makes good business sense to hook up with a major film (John Lewis did this last year with Elton John coinciding with the release of Rocketman). However it does feel a bit unimaginative and lacks that classic traditional Christmas vibe.

    7 Sainsbury’s

    This is a big production affair… but it just misses the mark for us. The idea is a bit weak and the story is poorly told. With a little better writing and a bit more made of Christmas magic and perhaps just a level up on the acting this could have been so much better.

    6 Aldi

    This is a great little Christmas advert except it feels like it could have been made 10 years ago…

    5 Barbour

    This is proper Christmas and only loses out slightly because Barbour have been going with variations on this idea for the last 4 years.

    4 Argos

    This is a sweet advert, totally on brand and a lovely idea. Great effort Argos!

    3 Walkers

    This was a very popular advert in the office. The injection of humour at a time when we’re struggling as a nation to see the funny side of anything is the perfect balm to bloomin’ Brexit! And let’s face it Christmas just isn’t Christmas without a little Mariah. Thanks Walkers x

    2 John Lewis

    It’s a beautiful advert and so nearly made our top spot… but someone else just pipped it at the post! As you’d expect from JL, this is charming, funny and heartwarming. If my three year old was in charge she would have probably give it the Christmas crown. She would definitely want her own Excitable Edgar! The cinematography is exceptional and the design of Edgar truly delightful. Well done John Lewis you didn’t disappoint. x

    1 Asda

    The surprise entry for 2019! BUT it deservedly takes the top spot.  One member of team Mulberry (who shall remain nameless) had to take a moment to compose themselves after watching it. Full of proper Christmas magic and a bit of a tear-jerker too. Well done Asda – a real Christmas treat!

  2. Watch the John Lewis 2019 Xmas advert #ExcitableEdgar

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    As you’d expect from John Lewis a truly beautiful advert that oozes quality. The design of Edgar is charming and the cinematography is simply spectacular… but, it wasn’t quite enough to secure this year’s top spot for us. If my excitable three year old was judging it would probably have won – and she most definitely would want to have her own Edgar for Christmas🤦🏼‍♀️ but as an adult there was one other advert this year that just pipped JL at the post…

    See who took the top spot here>

  3. Do your campaigns work?

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    Are you tracking the results of your campaigns and marketing communications, do you know what works and what doesn’t?

    We work with your team, increase effectivity and work creatively.

    By building up a profile of each customer, which in turn drives automated and triggered relevant communications, is the key to success.

    By working with our data partner, we create a flexible marketing platform by consolidating disparate data sources into a centralised Single Customer View database to run campaigns. Using this consistent, accurate and real-time view of individual customers and their interactions, we restructure marketing activities accordingly.

    This enables data exploration and mining for easy segmentation and selection. By enabling the creation of relevant, automated and triggered campaigns, we improve customer satisfaction. This allows us to track the effectivity of these campaigns quickly and easily, cut marketing wastage and drastically reduce costs.

  4. When did you last test and research?

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    Have you got the latest information on your market, do you know what really works for them?

    We listen, research, understand, gain insight and are proactive.

    Mulberry work with a fantastic research partner to utilise multiple research and profiling tools to build a comprehensive picture of current customers. This informs further research programmes that enable us to establish clear profile groups that have a strong propensity to convert into new customers. From this we create innovative multi-channel campaigns that clearly communicate your business’s KSPs (Key Selling Points).

    Detailed profiling also enable us to target long tail leads.

    We create interest within the sector and target similar user groups using affinity marketing.

    We care, plan for the future, nurture, innovate and evolve.

    The key to achieving high levels of customer satisfaction is to recognise customers at risk of leaving the purchasing journey at an early stage. By building a clear picture of each individual’s journey we recognise and target those customers to tempt them back.

    Customer retention programmes include targeted, automated and triggered communications via multiple media channels.

    All data generated by these activities is collected and then fed back into the system, enriching customer knowledge and enabling us to refine your campaigns.

    If you would like help researching and understanding your customers, drop us a line.

     

  5. Are your marketing materials forward thinking?

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    Do the designs and tone of voice suit your target audience, do they reflect any recent research findings – are they current?

    Cultivate growth through creativity

    Ideas sell things, not technology alone.

    Like gardening you can have all the tools but not know how to use them to cultivate real growth.

    Of course we are well versed in the use of technology to best effect, but it is our sound marketing strategy and creativity that makes the real difference, enabling communications to bloom.

    From the roots up, we get the right message to the right people. We use all our skills to express it in a way that connects to them, through whichever medium it takes.

    Very few agencies can offer all these diverse creative skills in print and online, but then again perhaps that’s why they don’t achieve our results.

    If you need a little help ensuring your campaigns really resonate with customers then drop us a line!

  6. Spring Clean your marketing communications

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    I know, I know it might be a case of pot calling the kettle black here (seeing as we are in the long and slow process of updating our own communications, the way things are going… check back with us on this in a year or two!) BUT we have been very, very busy helping a number of clients really get to the root of the purpose and effectivity of their marketing materials.

    For most of these clients the process starts with ensuring there is a deep understanding of their current customers through research and data analysis. What most clients find is that although the ‘type’ of client they have may not have changed – i.e they are still in the same age bracket, gender bias, economic position etc. etc. – because technology and society as a whole has changed they way they like to be communicated with is quite different.

    For example imagine that your target audience is a 55 year old man, (middle class, middle Britain you get the gist). This guy is significantly different to someone who was 55 fifteen or ten years ago. This man will have been a teenager in the 70s and 80s listening to Blondie, The Sex Pistols, The Jam and Madness, his language and self image will almost certainly differ from someone born a decade earlier who would have been born in the aftermath of WWII and would have been a teenager when the Beatles and rock and roll were just emerging.

    These differences are even more vast when you look at younger markets – someone who’s 20 now, won’t remember a time without mobile phones, the internet or even really social media, whereas someone born a decade earlier will. The use of language and the media we use to communicate with our different customer types must evolve with them. We should be constantly testing and evaluating how we talk to them, what visually stimulates them and which channels we use to reach out.

    In order to keep track of this ever changing landscape it’s important to build in ways to keep up with what interests your customers. Ensure that when capturing their data you are asking a few vital questions to ensure you understand what they need from you. When planning your marketing budget allow for some spend on focus groups and proper data analysis.

    Most importantly how are you tracking the effectivity of your campaigns, are you keeping on top of your website’s Google analytics, what do your social media stats tell you and how do you measure the effectivity of your print comms?

    Now’s the perfect time to spring clean your marketing materials – why not drop us a line to find out how we can help you!

  7. Nicholas Bonner’s amazing book on graphics from everyday life in The DPRK

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    Graphics From Everyday Life in the DPRK

    I’m a sucker for a good book, I’ve never got the hang of Kindle or any kind of reading on tablet form, but show me a beautifully designed book cover and my knees go weak!

     

    It’s no surprise then that Nicholas Bonner’s ‘ Made in Korea’ caught my eye. The book is filled with the distinctive graphic style of this fascinating and contentious country.

     

    Delve through the pages here >

     

     

  8. Beazley Designs of the Year exhibition

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    We’re always looking for an excuse to head into town and the Design Museum offers the perfect reason for anyone interested in living an aesthetically pleasing life. This month it hosts the 10th Beazley Designs of the Year exhibition, bringing together over 60 global projects across six categories: Architecture, Digital, Fashion, Graphics, Product and Transport – featuring film, virtual reality, audio and objects representing the breadth and variety of this year’s designs.

    Visit the Design Museum from 18th October

    Nominated by renowned academics, critics and designers, each project has been recognised for its outstanding contribution to design that has captured the spirit of the times. The public vote will be open online from 18 October 2017 and a jury of industry experts will decide on the award winners in January 2018.

    Find out more here >

     

  9. Motion graphics to make the mind BOGGLE!

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    Wandering around the internet I came across the incredible work from artist Esteban Diácono. This motion graphic artist puts a fantastical surrealist spin on his work.

    I’m particularly fascinated by the work displayed on his Instagram page and I find the rubber face work mesmerizing…

    A post shared by Esteban Diacono (@_estebandiacono) on

    But there are plenty of unusual videos to choose from…

    A post shared by Esteban Diacono (@_estebandiacono) on

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