{"id":21806,"date":"2022-12-07T23:58:52","date_gmt":"2022-12-07T23:58:52","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/07\/uniting-brand-channels-and-content\/"},"modified":"2022-12-07T23:58:52","modified_gmt":"2022-12-07T23:58:52","slug":"uniting-brand-channels-and-content","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/07\/uniting-brand-channels-and-content\/","title":{"rendered":"Uniting Brand Channels and Content"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/www.trinityp3.com\/wp-content\/uploads\/2022\/07\/russ_mitchinson-2.jpg\" loading=\"lazy\" \/><\/p>\n<div>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.linkedin.com\/in\/russmitchinson\/\" class=\"external\" target=\"_blank\" rel=\"noopener\">Russ Mitchinson<\/a> is the founder and CEO of Rebel Angel Strategy, a company offering unified brand thinking and solutions to ensure a brand\u2019s media and messaging are working effectively together. He shares his experience working as a strategist in media, creative and digital agencies, and the impact that fragmented agency rosters, briefing processes, and campaign implementation have on marketing effectiveness. Plus he shares the steps marketers need to take to improve marketing effectiveness by aligning creative messaging to the channel purpose.<\/span><\/p>\n<p>You can listen to the podcast here:<\/p>\n<p><iframe loading=\"lazy\" data-lazy=\"true\" data-src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/1307692264&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<p>Follow Managing Marketing on\u00a0<a class=\"external\" href=\"https:\/\/soundcloud.com\/managing-marketing\" rel=\"noopener noreferrer\" target=\"_blank\">Soundcloud<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/managingmarketing.podbean.com\/\" rel=\"noopener\" target=\"_blank\">Podbean,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz\" rel=\"noopener noreferrer\" target=\"_blank\">Google Podcasts,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/tunein.com\/podcasts\/Business--Economics-Podcasts\/Managing-Marketing-p1275737\/\" rel=\"noopener noreferrer\" target=\"_blank\">TuneIn<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/open.spotify.com\/show\/75mJ4Gt6MWzFWvmd3A64XW\" rel=\"noopener noreferrer\" target=\"_blank\">Stitcher,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/open.spotify.com\/show\/75mJ4Gt6MWzFWvmd3A64XW\" rel=\"noopener noreferrer\" target=\"_blank\">Spotify,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/podcasts.apple.com\/au\/podcast\/managing-marketing\/id1018735190\" rel=\"noopener noreferrer\" target=\"_blank\">Apple Podcast<\/a>\u00a0and\u00a0<a class=\"external\" href=\"https:\/\/music.amazon.com\/podcasts\/5e7b205c-81c9-44e0-aa1d-d2ce504c6048%E2%80%8B\" rel=\"noopener noreferrer\" target=\"_blank\">Amazon Podcasts.<\/a><\/p>\n<h3>Transcription:<\/h3>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Welcome to Managing Marketing, a weekly podcast where we discuss the issues and opportunities facing marketing, media, and advertising with industry thought leaders and practitioners.<\/p>\n<p>Today, I\u2019m sitting down with Russ Mitchinson, Founder and CEO of Rebel Angel Strategy, offering united brand thinking and solutions to ensure your brand\u2019s media and messaging are working effectively together. Welcome, Russ.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Thank you very much, Darren. Lovely to be here.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Well, thank you for making the time. It\u2019s an interesting proposition because there was a time when both channel and content, creative and media were actually inextricably linked. I think I started in the industry just as it started to be pulled apart.<\/p>\n<p>But anyone that watched Mad Men would say that the two went hand in hand. What happened?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>I mean, it\u2019s a tragedy really that I believe the industry is still living with; that separation of church and state or the false division that\u2019s been created between media and messaging, I don\u2019t believe has ever benefited clients and I don\u2019t believe it\u2019s ultimately benefited the consumer.<\/p>\n<p>Because if you are already creating a schism at the beginning of the process, what you end up at the end of the process is invariably quite fragmented campaigns where the media and the messaging are not necessarily working together. Or if they are, it\u2019s through hard work, diligence, a clear process and an integrated strategy. And in many instances, that doesn\u2019t happen.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>I was going to say, there are a lot of elements there that you have to pull together to actually get it to come together.<\/p>\n<p>Is it your observation, your experience? What was it that made this the right move at the right time to create Rebel Angel Strategy to really focus on this? Because the world\u2019s full of strategists and all sorts of strategists. We\u2019ve got marketing strategists, we\u2019ve got social media strategists, we\u2019ve got channel planners and strategists. What was it that makes this the right move at this time?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Great question. It\u2019s a couple of things. I suppose, firstly, the issue is there. So, it is this fragmentation is an issue for marketing directors. So, that\u2019s a kind of clear and present danger and an opportunity.<\/p>\n<p>Secondly, my lived experience is as a strategist, both at creative agencies, media agencies, digital agencies, and social agencies for brands for entertainment companies. So, I have literally circled the wagons on this and physically done the strategy in each of these instances. So, I have kind of lived the 360 integrated strategy experience and bring those skills to bear.<\/p>\n<p>And then thirdly, in terms of timing, I mean, it\u2019s a bit of a cliche, but post-COVID is a great opportunity since the day-to-day working practices have already been disrupted to go in there, to shake things up, to challenge the status quo.<\/p>\n<p>And I\u2019ve found that where potential clients have said in the past, yes, it\u2019s an issue, but I\u2019m not sure if now\u2019s the right time to do it or we\u2019ve already got entrenched relationships or processes or agencies \u2014 I find that now, coming out of COVID, clients know that it\u2019s a problem and now\u2019s the time to do something about it.<\/p>\n<p>Things have already been disrupted, so here\u2019s an opportunity to rethink the way that we go to market and to create new ways of behaviour.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Well, it\u2019s certainly, a part of our practice that is helping clients, and marketers rethink and redesign their roster of agencies. Because over the years, we\u2019ve seen clients go down this path of ending up with a specialist agency for every capability they need. And then they get sick of managing them all and they\u2019ll collapse it down.<\/p>\n<p>And when they say they want to get down to one, they really only get to one if they go to a holding company model. But even then, you\u2019ve still got individual agencies inside the holding company. And their frustration is that no matter what they do from the \u2018village\u2019 approach, down to the consolidated model, they find that agencies really don\u2019t collaborate well.<\/p>\n<p>That even though they expect them to, and they ask them to, most agencies really don\u2019t get that piece together. Why do you think that is?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>I mean that is a very clear problem that constantly exists in the marketplaces you\u2019ve just said. And I mean, part of the challenge is when this schism happened in the nineties, I believe it was for the opportunity to create more profit, to have two or three or four clear profit centres for agencies and not putting the client\u2019s best interest at heart.<\/p>\n<p>And of course, that financial model has, therefore, continued. So, it\u2019s wishful thinking for a client to come in and look at different profit centres, A.K.A. different agencies and demand that they all just work collaboratively together because within the way that these bodies are renumerated, there is a disincentive to collaborate and there is a clear incentive to compete for a bigger slice of the pie.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Yeah, because one of the things people forget is at the same time that media got split off from creative, as you say, for opportunities of multiplying clients that they could handle, we also had in many markets the loss of the commission system, the accreditation system was being questioned by clients all around the world.<\/p>\n<p>And the old financial model of basically taking somewhere depending on the market between 10 and 20% as a media commission was a great way to run a business because the more the client spent, the more money you made.<\/p>\n<p>There\u2019re two things; one is splitting them off, and the other is the loss of the commission system, which actually has done more harm to the agencies themselves because we\u2019ve had these now, 25 years of constant downward pressure on agencies.<\/p>\n<p>So, while the holding companies were thinking, well, we\u2019ll split media off and double the number of clients they can handle, they\u2019ve actually ended up doing it for a 10th of the price in some cases.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Yeah, very fair point. Careful what you wish for.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>That\u2019s true. I don\u2019t think clients actually sat down and said they wanted to separate media from creative.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely not.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>But you\u2019ve worked both the creative and media sides, developing strategies. Is there a big difference from your perspective in the way you approach solving the problem of the client, depending on what side of that table you\u2019re sitting on?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>I mean, I think there are quite entrenched ways of doing things depending as you say, which side you\u2019re on. In terms of creative agency, it\u2019s all about servicing the creative product. And in many instances, a lot is sacrificed in order to come up with and then keep the big idea sold.<\/p>\n<p>And from the media side, it\u2019s very much based on the data and the numbers. And in many instances, I found that an understanding or appreciation of the message that you are trying to get out there in media is lacking.<\/p>\n<p>And in some instances, in media agencies, the individuals or strategist, the account man, haven\u2019t even necessarily seen the creative or watched the creative or engaged with the creative whilst they\u2019re putting together the strategies.<\/p>\n<p>So, you have a schism between one side, which is just focused on the numbers and not necessarily engaging with the creative product. And then the other side, which is all about the creative product, potentially, at the expense of the most efficient and effective strategy for getting it out there.<\/p>\n<p>So, it feels like you\u2019ve kind of got, in some instances, the worst of both worlds, which is why bringing the two together is of course the most powerful way to get a big idea out there in an efficient and effective fashion.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Well, as you said earlier, the idea is that the two actually get developed together and that they work hand in hand. But you also made the comment that marketers see this as a problem, and want to solve it. But there are also a large group of marketers that have a preference as well.<\/p>\n<p>I mean, we\u2019ve worked with and met with clients that we\u2019ve suggested that they start briefing both creative and media together. And they said, \u201cNo, no, no, media is much more important, we\u2019ve got to work out the channel. We\u2019ve got to work out where our audience is and how to reach them and what that\u2019s going to cost, and then we can do the creative. Or the other solution is, do the creative, and then that will inform the channel.\u201d<\/p>\n<p>To your point that often, the channel gets planned without media \u2014 I use creative\/content\/and channel\/media interchangeably. So, just-<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Likewise.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>If you follow. But it means that often, the channel is planned or strategized without even knowing what the creative concept is, which just seems ridiculous.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely, absolutely. I mean, I feel that there\u2019s also responsibility, obviously, that the client has to take within this kind of brave, not-so-new world. And that is, if you do have multiple agencies, the client really has to be the orchestrator or master of ceremony to pick up on one of your expressions.<\/p>\n<p>That ultimately helps pull together the integrated campaign and, in many instances, police that integrated process through the system, which is obviously not ideal. But I think that expecting the agencies to kind of self-police is just wishful thinking, frankly. So, clients need to take responsibility for this and responsibility for coming up with part of the solution.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Well, one of the dangers is that power play that you would\u2019ve seen in agencies where the clients basically say, \u201cWell, you work it out.\u201d And then suddenly, what they\u2019ve actually created is a competition between creative and media over who gets the sale, who\u2019s able to strong-arm the other into what they need.<\/p>\n<p>The old-fashioned model was always, \u201cWell, the creatives have said this can\u2019t be communicated in anything less than a 90-second ad\u201d and the media planners, they\u2019re pulling their hair out because they can barely afford fifteens, let alone thirties, sixties or nineties.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely. I mean, I think to flip this to the positive, the opportunities that are created with every new media channel, especially in the world of social or in the world of messaging or in the world of apps, create so many more opportunities to tell a richer and more, I would say, cohesive and consistent brand story across all of the touchpoints.<\/p>\n<p>So, this is a great opportunity, obviously, for the right creative thinking to see their campaign live and breathe in multiple places and therefore, engage multiple consumers in this brand narrative. So, it is a wonderful world to work in if you can crack the integrated approach and not allow every new channel to fragment your brand, rather than build your brand.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>It\u2019s interesting you say that because there is now more channels than ever before, isn\u2019t there? And it must be a nightmare for marketers to be able to work through those choices, let alone the agencies. I mean, one of the big things that we\u2019ve noticed is the power of FOMO (fear of missing out), and the number of marketers that are struggling with budgets. And yet, there\u2019s always a new channel that they have to be in.<\/p>\n<p>I think probably, TikTok and Metaverse are probably two things that everyone\u2019s thinking that somehow they\u2019ve got to find more money or claw some money back elsewhere to do that. But this is where strategy\u2019s so important, isn\u2019t it?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely. I mean, one of the things that I found has been useful in conversations with clients around this opportunity of cohesion is making sure that you\u2019ve got a really clear role of the channel before you even start executing within that channel.<\/p>\n<p>So, if you are going to be on TikTok, what is the why? Why TikTok? Is it about unleashing the creativity of your brand? Is it about creating entertainment for Gen Z? What is the reason for being there \u2014 and only when you can clearly articulate that, should you then think about starting to execute within that channel. And if you can\u2019t come up with a clear reason for being, don\u2019t be there, it\u2019s okay.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Yeah, and that\u2019s the great thing about great strategy, is it doesn\u2019t just inform what you should do, it informs what you shouldn\u2019t do. And a lot of people forget that, don\u2019t they?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely. It\u2019s about saying no, as well as saying yes. And of course, if your strategy is clear and directional, it will preclude more things than it will include. So, it\u2019s about kind of creating \u2026 I think it\u2019s about almost creating a walled garden to play in. So, that is the space in which you can play creatively and from a media point of view, but don\u2019t go outside. Here be dragons.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>The other thing that\u2019s happened is that traditional \u2014 I\u2019ll call it traditional media, but there are lots of different titles.<\/p>\n<p>But in traditional media, you weren\u2019t just buying an audience, you were also buying an environment. And you could buy \u2026 if you are a food brand and you are targeting people that were into food, you could actually target programming or environments where those people would congregate.<\/p>\n<p>Whereas, you pick a lot of the social media and ads end up just popping up in the feed that you really don\u2019t have a lot of that consideration anymore. Do you?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>That is true. Although each of these new channels does create quite a unique environment for your message to appear within and a context in terms of the other types of creative and messaging or content that\u2019s being generated within those platforms.<\/p>\n<p>So, understanding the space in which your brand is going to appear, whether it\u2019s on Facebook or Snapchat or on Instagram, is really important in terms of the type of messaging that your brand is going to be presenting there.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Yeah. But do you think the environment is as important now as it was? The idea of having your ad \u2026 I know a lot of the people that are against saying things like hate speech, and you don\u2019t want your ad sitting in something that\u2019s got a negative connotation, that you don\u2019t want to be selling cars next to the old-fashioned thing, next to a story about a massive car accident or something.<\/p>\n<p>There\u2019s not that same sort of protection though, is it? People are much more focused on the audience and reaching the audience than they are on the environment. The environment is whatever the platform is; Facebook, Instagram, TikTok.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>True to a certain extent, although, I would say brand safety on these platforms has become increasingly important over time. And I know that the platforms have taken a lot of steps to ensure that your execution is not seen in the context of pornography or negative news stories, et cetera.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Yeah.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>So, a challenging space.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Yeah, so going back to this idea of aligning the two, because a part of your proposition is ensuring your brand media and messaging are working as effectively together as possible. What is that opportunity in the breadth of all of the variables that marketers and their agencies are dealing with?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>It\u2019s a good question. I mean, the way that we go about it is to have, first of all, a really clear audit of your media and your messaging to look at all the different touch points; how you show up as a brand within them, and look for the opportunity or the problem within that. Then working on that really important integrated strategy, which ensures that the media and the messaging are working cohesively together rather than potentially against each other.<\/p>\n<p>As part of that, obviously, having kind of a clear proposition to springboard from communication principles as to how that shows up within the different media choices. And then as I\u2019ve mentioned before, that really clear role of channel, so that clients have agreed to and understand why their brand and their messaging is showing up on these channels, and the way in which it will show up and also, the way in which it won\u2019t show up.<\/p>\n<p>And making sure that that is understood through the organization so that when in many instances, internal briefs are coming in for a piece of content on Facebook or Instagram or TikTok \u2014 those marketeers already have an understanding of the way in which the brand is going to show up on these channels or is not.<\/p>\n<p>So, that kind of help with a more kind of cohesive process internally and the types of briefs and hence, messaging that shows up on these channels. So, you\u2019re beginning to create a much more cohesive kind of structure around the communication.<\/p>\n<p>And then coming back in afterwards to do an effectiveness audit to see what have been the efficiencies made in terms of the kind of the refreshed strategy and media messaging choices. And also, what is the return on marketing investment. And finally, what are the learnings that you can feed into the next iteration of that strategic process to ensure that it\u2019s a virtuous cycle ongoing.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>So, it really is, in many ways, an end-to-end process because it\u2019s not just about getting the strategy right up front, but it\u2019s at every point, ensuring that you\u2019re getting that alignment, I guess, to the strategy and measuring the results that come out of the other end.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely. Yeah, it\u2019s an important process to go through right down to almost the minutia of having a media messaging matrix where you\u2019ve got the audiences, the channels, the message, and also, the measurement goal for each of those laid out. And then finally, right down to integrated briefs, which ensure that the strategy is either executed internally or amongst the agencies.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>And for the clients you work with, let\u2019s not name any names. But for the clients you work with, when you start working with them, is there often a lot of misalignment or are there often a lot of opportunities that are not even recognized?<\/p>\n<p>Like I\u2019m just wondering because certainly in conversations we have, it\u2019s seen as an issue, but rarely then taken to the next level down of being able to identify how that issue\u2019s impacting their go-to-market strategy. Is that something that is probably the \u201coh, wow\u201d moment when you\u2019re working with a client?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>I mean, I know that there is initially an understanding that things are not as cohesive as they could be and that the communication is somewhat fragmented. And in many instances, it\u2019s how the brand shows up on social media that\u2019s a very kind of clear indication of potentially a lack of cohesive story across the different touchpoints.<\/p>\n<p>So, clients have that understanding initially, but they don\u2019t necessarily know the stages between having a kind of clear brand strategy or a clear creative idea. And then how that has shown up in a fragmented fashion across the different executions.<\/p>\n<p>And part of what Rebel Angel Strategy offers is almost the connective glue between the brand idea or the creative idea, and how it\u2019s then executed on channel. And I mean, I sound like a bit of a stuck record, but it is about having that clear role of channel and communication principles as to how the brand comes to life in those channels, and having that in place before anybody starts executing.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Yeah, it\u2019s the fact that the channel is not just about reaching more people or reaching the same people, but it actually has a role beyond that.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely. It has an impact on the types of messages that, therefore, show up on that channel.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>It was interesting while you were saying that, Russ, I was thinking I\u2019ve seen this, particularly in things like in categories like telco, and financial services, where there\u2019s a performance marketing team that are absolutely chasing the numbers.<\/p>\n<p>And often, or sometimes will lose sight of the overall strategy because they\u2019ll end up creating content that performs well, but is not necessarily on strategy. And so, you can almost see them just start to peel off because they\u2019re getting results, but they\u2019re getting it at the expense of sort of the brand consistency and representing or reinforcing what the brand actually means. It must be horrendous from the point of view of a brand marketer, trying to keep that type of machine on track.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Yes, that\u2019s a very good point. And I\u2019ve also experienced clients who\u2019ve said \u201cYeah, our performance team is getting the results,\u201d but no one has helped them execute in a way that is both effective on their channel and builds the brand as well.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Yeah, has the discipline-<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>So, it shouldn\u2019t be one or the other.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>It has the discipline to keep the brand as the foundation or the platform, but also, allows them to then test and respond to, well, the results they\u2019re getting.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Yeah, absolutely.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>I\u2019d imagine also, there\u2019d be a point creatively as well because a lot of people thought integration was having the same collar and cuffs, and that somehow making the creative piece a two strategy and then just rolling it out is also an issue, isn\u2019t it?<\/p>\n<p>Because there was a time \u2014 and we work a lot with a guy called Michael Farmer, and collectively him in the U.S. and us in Australia, we noticed that from 2005 to 2019, the average number of outputs per brand delivered by an agency for a client went from around 200, 250 to 3000 plus. And that\u2019s driven by all of these new channels.<\/p>\n<p>But the danger is that while you\u2019re producing a lot more volume because it\u2019s often done under time and cost pressure, what they\u2019re inclined to do is just do cut downs of the same work. And yet, from what you\u2019re saying that the channel purpose or the channel positioning or what was the phrase you used?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Role of the channel.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Role of the channel, yeah. Role of the channel \u2014 it means that you can\u2019t or you shouldn\u2019t necessarily be doing that, should you?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely. The opportunity is obviously, to be choiceful around the volume of audiences, messages, and channels, but when you have selected that to have a clarity of strategic purpose or creative idea, which is broad enough to flex across the channels, but also, as I said, having that clear role of the channel so that you can adapt and change that messaging in a way that fits and is fit for purpose on the channel, and isn\u2019t just the cut down of the Gloria 60-second TVC.<\/p>\n<p>Because why wouldn\u2019t you? Why wouldn\u2019t you have more fun on tick-off? Why wouldn\u2019t you have a straighter message on corporate channels like LinkedIn? Why wouldn\u2019t you be creating more community around the idea on Facebook?<\/p>\n<p>Like the creative opportunities are all there, it\u2019s just about having the clarity of strategy before executing, I would suggest.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>It\u2019s interesting when you talk about the role of channel, because it\u2019s also, the role in the way the consumer leans in or how they consume it. You know, what\u2019s their mindset at the time, isn\u2019t it? But it\u2019s also the format as well.<\/p>\n<p>It\u2019s interesting, Twitter famously changed their format from 140 characters to 280, and then with all those media embedding and TikTok has changed their format as well. And yet, you hear in the industry, \u201cOh, six-second ads, we\u2019ve got to get it across on YouTube in six seconds.\u201d But very hard to cut down this 60 or 30 to six seconds, isn\u2019t it? And make it meaningful.<\/p>\n<p>Is the role of the channel also dependent on where it sits in the customer journey?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely, absolutely. At what point does this touchpoint engage the consumer and what\u2019s their mindset within that moment? So, again, this isn\u2019t about matching luggage, which is a kind of executional consistency.<\/p>\n<p>This is about having strategic consistency across that total journey, ultimately, that ecosystem of communication that still allows you creative freedom to adapt per channel in terms of the message or the content, but making sure that it is still paying back to the brand and ensuring that it\u2019s the consistency of messaging across these different touch points.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Yeah, Russ, one of my bugbears is the way that the industry likes to take complex issues and break them down or try and make them conform to what I call false dichotomies or false dilemmas. And in some ways, much of what you\u2019ve set up with Rebel Angel Strategy to do is to solve this problem of content and channel and bring them together.<\/p>\n<p>But I actually saw even recently in the trade media, that they had one of those debates about which one was more important. How would you answer that if you were asked by an industry journalist: is channel or content more important?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>I mean, for me, it is about having the right message in the right place at the right time. So, obviously, the message is critical, but where you are telling that message and when you are telling that message, obviously, has a big impact on the way that that message is received.<\/p>\n<p>So, the two are inextricably linked with each other and you will create more powerful messaging if you can get the medium right as well.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Yeah, absolutely. And I was picked up once, I said the right message at the right time to the right person. And they said, \u201cAt scale.\u201d And I went \u201cOkay, at scale as well if you want to add one more in.\u201d<\/p>\n<p>But I mean, that then brings its own problems, doesn\u2019t it? Being able to deliver \u2026 personalization was a hot topic for a while. And I remember seeing someone make the proclamation that personalization is dead, that we don\u2019t have enough real data to be able to do that properly.<\/p>\n<p>Look, I\u2019ve got another thing that I wouldn\u2019t mind checking just with you, and that is that a lot of clients are really struggling with short-term, and long-term. Does that fit getting your strategy for long-term brand building?<\/p>\n<p>And I say this because all the reports say we\u2019re heading into some economic headwinds as the euphemism for a recession, but as we do, by getting those two aligned, is there something that delivers a benefit to marketers in the face of those sorts of economic headwinds?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely. I mean, for a start, getting a more cohesive and integrated communication strategy brings with it efficiencies and effectiveness. So, there are cost savings if you are being more choiceful in your channels and your volume of messaging and your number of audiences, and you will also be more effective in terms of the return on marketing investment that you see.<\/p>\n<p>So, that\u2019s one of the benefits of cohesion. And the other is paying back to the brand and ensuring that you even in performance driving executions, ensure that you are paying back to the brand. I\u2019m always a great believer in the good old Les Binet\u2019s The long and the short of it. And the ultimately, building brands over the long-term with potent brand building activity, also yields financial benefits in terms of sales.<\/p>\n<p>It\u2019s not one or the other, and potentially, going into another R word: one mustn\u2019t lose sight of the power of brand building to build the business and to drive the bottom line as well.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>And especially because so many brands immediately make cuts to all of their marketing advertising activity, and particularly, to brand building. And yet, I saw a great quote that came out recently in a recession, and let\u2019s say the R word \u2014 let\u2019s not treat it like \u201cVoldemort, shan\u2019t be named.\u201d<\/p>\n<p>But in a recession, if the consumers are not actively in the market at that particular time, you should be looking to reinforce long-term so that when they are, they\u2019ll immediately pop back. In some ways, putting more money into performance marketing is going to be a fool\u2019s errand because there will be less people in the market at any particular time.<\/p>\n<p>So, you will only convert those over there. The long-term brand building is the opportunity, and to your point, this consistency of aligning brand and comm strategy with channel strategy, has to pay off dividends.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely, it\u2019s the right financial choice.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Now, without this being a sales pitch for yourself, what are some things that marketers should be thinking about now if they feel like they\u2019re not getting this alignment, not getting this cohesion between the two?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>I would suggest that the first port of call is an audit, whether done by Rebel Angel Strategy or by others to really understand what your state of play is right now, in terms of your media and your messaging, and the efficacy of that or otherwise.<\/p>\n<p>And then I would suggest it\u2019s about working collaboratively on an integrated strategy that works across a refined choice of channels, audiences, and the messages they\u2019re in. And as part of executing that strategy, making sure that you have integrated briefs and briefings.<\/p>\n<p>So, both when I\u2019ve been on agency side, but also, when I\u2019ve been a client, I\u2019ve always insisted on either receiving or writing an integrated brief, and briefing both the media agency and the creative agency at the same time with one singular brief, because if you start writing two briefs at the beginning of a campaign, you\u2019ve already begun to fragment it. And demanding that they come back with an integrated response together.<\/p>\n<p>And off the back of that, giving them (in plural) an integrated response and then trafficking or managing the integrated process from strategy right through to execution, and ensuring that you as a client, either bring someone in to manage that process or you facilitate that process yourself.<\/p>\n<p>But I think expecting the agencies to come up with a kind of self-regulating process is a fool\u2019s errand. And I would suggest as a client, making sure that you\u2019ve got a clear, integrated process that gets you the integrated strategy, the integrated execution, and then ultimately, come back in at the end, and do that integrated post campaign report looking at the efficiencies and effectiveness of the campaign and market, and then feeding that all back in to the next iteration of the campaign.<\/p>\n<p>So, the upshot is, ensure that you are integrated at all points throughout the campaign, and that\u2019s how you are going to create a more effective and efficient piece of activity in market.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>It sounds obvious, doesn\u2019t it? In some ways, it\u2019s like this is what you should do, and everyone would go, \u201cOf course,\u201d but it\u2019s a lot harder, isn\u2019t it? And I know from seeing clients that immediately put on a media brief, they have a reach and frequency target.<\/p>\n<p>And then on the creative brief, they have a \u201cThis is what they\u2019re thinking now, and this is what we want them to think.\u201d The one bit that\u2019s missing is what is overall the objective of this activity? We\u2019ve got this amount of money that we want to invest into the marketplace to achieve some sort of movement, some change; whether they want to measure it against sales or inquiries or whatever.<\/p>\n<p>But already, to your point, they start with briefs that have totally different KPIs, totally different objectives. And they\u2019re often paying their agencies or measuring their performance on totally different sets of numbers and behaviors, aren\u2019t they?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Yeah. And the upshot of that is you will end up with fragmented brand communication.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Yeah.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>So, bring it all together, make sure it\u2019s cohesive, and find that opportunity for holistic strategy at the heart of your brand and communication, or talk to Rebel Angel Strategy.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>And there was the ad. We will include the website on the notes.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Couldn\u2019t resist.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>That\u2019s fine. You\u2019re a man in advertising, you\u2019ve spent a career in advertising. You should be promoting the business.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Well, I believe in what we do and I believe it is of import and effective for building brands. So, I\u2019m happy to champion it.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>And I imagine the type of work you do would appeal across a very broad range of advertiser because I know from experience that when you\u2019ve got smaller marketing teams, they will often struggle with how to manage the various agencies.<\/p>\n<p>When you\u2019ve got very large marketing teams, you then have the problem that you have specialists. Often, you\u2019ll have a media specialist in-house and a creative specialist or a brand specialist in-house who are already talking to their agency as if they\u2019re separate. Is that your experience? Is there a very broad opportunity here?<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Yes, I would agree that there is a broad opportunity. I have found that part of the opportunity is in complexity. So, the greater the volume of audiences, messages, channels, and agencies that a brand or a client has to deal with, there is an increasing need for a more cohesive and coherent strategy that sits at the heart of it.<\/p>\n<p>So, yes, it\u2019s kind of the problem of abundance sometimes. More is not necessarily more.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Well, I love complexity theory and I love the fact that people hate complexity, and yet, manage to create it in every aspect of their lives. Especially in marketing, it seems to be a natural \u2026 what\u2019s the measure of entropy and marketing is constantly increasing \u2014 disorder is king.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>I totally agree. Without it though, where would we be, Darren?<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Exactly. But I think to your point about complexity, there\u2019s organizational complexity, there\u2019s structural complexity. Often, though, there\u2019s also complex \u2026 and I\u2019m talking medium-sized clients, I\u2019m not talking the SMEs.<\/p>\n<p>But we\u2019ve seen quite tight marketing teams, and when I say tight, could it be less than 10 people in that marketing team really struggle with clarity? Because one of the things is that there\u2019ll be lots of points of input into that strategy from the business, from the various suppliers, that type of thing.<\/p>\n<p>And so, they will end up with lots of target audiences, they will end up with lots of messages even on the one brand. And it\u2019s difficult then to get that clarity that leads to simplicity.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Yes, I think that\u2019s a very fair point. And part of what you can offer clients is sometimes the fragmented nature of the business is reflected in the fragmentation nature of the communication. So, it\u2019s kind of, the issue is one to fix internally first before you can then worry about fixing the external challenges of fragmentation.<\/p>\n<p>So, providing clients with clarity around the brand, the communication, the ways to go to market, an integrated process, how to show up on specific channels \u2014 all of that. And dare I say, even helping them create a culture of social or a culture of digital inherent within the organization is part of the battle to get a more cohesive and consistent execution of that brand externally.<\/p>\n<p>So yeah, there\u2019s a lot that you can do to help internally first, before you worry about the external communication of that.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Yeah, I love this concept, Russ, because I wrote an article which said there\u2019s no strategists left in the world, they\u2019re just sales people. Because I\u2019ve never met a media strategist that didn\u2019t recommend media, I\u2019ve never met a comms strategist that didn\u2019t recommend PR.<\/p>\n<p>What I love about this is by taking a very broad view of strategy and bringing that discipline and that cohesion to the process means that the focus is on results and not on selling the services of the person that\u2019s hiring you.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Absolutely. I mean, we don\u2019t have a creative arm, we don\u2019t have a media-buying arm. There\u2019s no production arm, it\u2019s just strategy. Which I believe there is a purity of purpose to a strategic endeavor, which is about meeting that objective in the best way possible without being wedded to the way that that\u2019s executed. So, thank you.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>Russ Mitchinson, Founder and CEO of Rebel Angel Strategy, I\u2019m sorry, we\u2019ve run out of time, but thank you so much for coming and having a chat with us.<\/p>\n<p><strong>Russ<\/strong>:<\/p>\n<p>Darren, it\u2019s been an absolute delight.<\/p>\n<p><strong>Darren<\/strong>:<\/p>\n<p>I do have a question for you, and that is: with your experience on creative and media side, which one pays best?<\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.trinityp3.com\/podcasts\/managing-marketing-uniting-brand-channels-and-content\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Russ Mitchinson is the founder and CEO of Rebel Angel Strategy, a company offering unified brand thinking and solutions to ensure a brand\u2019s media and&#8230;<\/p>\n","protected":false},"author":1,"featured_media":21807,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-21806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Uniting Brand Channels and Content - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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