Harriet Hughes-Payne FCIM

21% of digital media budgets are not delivering maximum impact. Our latest guide shows how leading brands are turning that gap into real, incremental profit. 'Defend Your Spend: How to Make the Case for Every Digital Dollar' provides a clear, evidence-based approach to optimising investment for stronger business outcomes. Uncover what your budget can really deliver. https://lnkd.in/eHrJeyhK George Paton-Williams Bouke de Vries Camille Ducos José Lorenzo Faiza Hussain Kieran Ray Jenny Clift Tom Van Esser Maya Arber Paul Elliott David Abramo Emily Young

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The next episode of Publicis Pro's Untrended is here, and we’re diving into the acronym everyone’s talking about: GEO, aka Generative Engine Optimisation (cue the dramatic “ooooo”) 😗 In this special bonus episode, Billy Hamilton-Stent, Chief Strategy Officer, sits down with Mimi Turner, Head of Marketplace Innovation at LinkedIn, to explore how AI‑driven discovery is reshaping B2B marketing and what it means for brands trying to stay visible. 🤖🔍 (link in comments 👇 ) Here is a just a snippet: What if winning in B2B isn’t about scale or price anymore, but trust? 🤝 Mimi talks about how brands can win by being the most trusted name in the rooms that matter, especially as AI‑powered search becomes a place where trust determines who gets recommended. “In B2B, we now have the tools, the capability and a new imagination machine to understand what our customers actually want.” 🧠✨

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New UK data law changes are creating fresh opportunities for marketers. Download our practical implementation guide: https://lnkd.in/e89EWFKT Changes in UK data law are opening doors for better user experiences, streamlined compliance and more effective marketing strategies. We've created a comprehensive guide to help you understand exactly how these changes can benefit your business and marketing efforts. 🎯 Key opportunities our guide covers: Simplified cookie consent requirements that reduce user friction New GA4 configurations that enhance privacy and performance Strategies for international campaigns and compliance Building stronger customer trust through transparent data practices These regulatory updates present a genuine opportunity to enhance your marketing measurement whilst maintaining user privacy standards. Our guide provides clear, actionable steps with no legal jargon - just practical advice to help you implement these changes effectively. What questions do you have about navigating these new opportunities? 👇

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It's always a delight to speak to the lovely Josh Stephenson & a pleasure to contribute to Marketing Week's feature in their State of Academia series which explores the relevance of marketing degrees in today's evolving industry 📚 I’m passionate about recognising that there are many valid entry points into our profession. Whether through formal education, hands-on experience, or a hybrid of both - what matters most is a solid understanding of marketing fundamentals, a commercial mindset, plus innovative and strategic thinking. Key takeaways from the discussion: ☑️ Marketing should be seen & taught as a strategic discipline. ☑️ Degrees and MBAs provide invaluable grounding, but they need to stay refreshed & aligned with real-world applications (nod to the Prof Mark Ritson who nails the space here with his mMBA courses). ☑️ Diverse backgrounds strengthen the industry and our teams, we need multiple pathways into marketing, to attract a wonderfully rich range of talent. Thank you to Josh for the thoughtful interview and for spotlighting such an important conversation, Nikolaos Spanos in my team for a brilliant perspective on this topic, and of course to the team at Marketing Week for continuing to elevate critical industry topics. 👉 Read the article here: https://lnkd.in/ep3KZQEH #MarketingEducation #CareerPathways #StrategicMarketing #DiversityOfThought #MarketingWeek #ContinuousLearning

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"Mums don’t lack ambition. Work lacks imagination." A standout line from this article — and painfully true. 😬 While the piece focuses on marketing mums, the truth is it applies to all working mums. Across industries, working mothers are still being sidelined — not due to lack of drive, but often because of outdated systems and unconscious bias. Despite all the noise around equality and closing the gender pay gap, many companies are still getting it wrong. I’ve seen it happen to friends — brilliant, capable women returning to work only to find fewer opportunities, less visibility, and slow or no career progression. And it’s not because they’ve lost ambition... If anything, becoming a mum turns you into the ultimate multitasker, decision-maker, negotiator, and a creative problem-solver. 🧩 This isn’t a motherhood issue. It’s a workplace design flaw. 👉 https://lnkd.in/eQs6t_ia

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85% of marketers plan to maintain or increase their sponsorship investments, but measuring their true value remains a challenge. Today, we launch 'Prove Your Sponsorship Value: A Measurement Guide for Marketers' - our brand new report that helps brands assess their investments confidently.    Download our guide today to access:  💡A 6-step approach to sponsorship measurement   🔎 Guidance on setting objectives, data collection best practices, and advanced measurement techniques  📊 Three case studies showing sponsorship measurement in action  🚀 Four key actions for immediate implementation https://lnkd.in/ebp54vau

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AI-driven zero-click search is widening the gap between 'visibility' and 'usage', threatening publisher revenues, research integrity and trust. How should the schol comm sector respond? I've written about this challenge, and the research project I'm launching in response, in The Scholarly Kitchen today. Link in comments!

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☕️ When you disagree with what AI thinks about your brand… Here’s a fun and slightly alarming thought: What ChatGPT “thinks” about your brand might matter more than what your customers do. At the pub last week, whilst someone was making a bad joke about ChatGPT, the friend whose job is focused on AI had to remind the group “its not a search engine.” He’s right, but the problem is most people use it like one and will increasingly do so... They’re not just searching anymore, they’re asking AI to interpret, compare and even personify brands. Which means the way AI “sees” your brand, shaped by all the content it’s absorbed from all that (ahem biased) online content is already influencing perception. Forget “nationally representative”! So I decided to test it and asked ChatGPT to describe 3 famous coffee shop brands as famous people. The results? Somewhat accurate (but not totally), very revealing and brutally honest. And when I tried the “Celebrity Roast” edition… absolutely savage 🔥 10/10 recommend doing this for your own brand. It’s hilarious and uncomfortably revealing. But the serious bit: not even the big media agencies have quite figured out how to influence these models yet to make AI’s version of brand perception more representative. Anyone brave enough to test out the celebrity roast on their brand?!

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What does the future hold for the great British pub? As consumer expectations shift and competition increases, standing still is no longer an option. My latest jellybean blog, informed by Lumina Intelligence's recent webinar, explores how pubs can adapt, evolve and thrive by reimagining the experience they offer. From digital innovation to creative branding and experiential thinking, find out what it takes to stay relevant and drive footfall. Read the full piece here: https://lnkd.in/eM6X6eKF #HospitalityMarketing #BrandExperience #Pubs

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This is spot on from Ian Gibbs at the DMA (Data & Marketing Association) UK CMOs don’t care about attention - they care about outcomes. Attention is the leading indicator of those outcomes - a means to an end, not the end in and of itself. When you are able to plan, buy, optimise, and measure towards real human attention, you get an increase in business outcomes. Please take a minute to watch Ian’s thoughts and let me know what you think in the comments? #AttentionAndAction #MarketingEffectiveness

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