Journey Orchestration: the next step in evolving the customer journey

Embracing Unexpected Creativity: The Route to Creative Nirvana for Brands

Embracing Unexpected Creativity: The Route to Creative Nirvana for Brands 

Despite no shortage of evidence out there, there still appears to be a disconnect in the minds of brand leaders. They can’t quite match up the importance of creativity, and its power to impact conversion – as demonstrated in UNLIMITED’s comprehensive study of UK CMOs, the CMO Barometer 2023. But why does this gap exist? What methods or metrics can brands tap into to bolster confidence around creativity? 

Find out this and more in our special Lab Leaders takeover with TMW UNLIMITED. Hosted by one of Campaign Magazine’s 2022 Faces to Watch Henry Joyce and featuring Chief Strategy Officer Dan Bowers and Chief Creative Officer Graeme Noble, our latest episode takes us on a journey of enlightenment around creativity, and the unexpected insights that brands can feed their creative to realise its true ROI potential.  

If you have any questions or are interested in continuing the discussion, get in touch with our experts: 

Dan: [email protected]  

Graeme: [email protected]  

Don’t forget to subscribe to Lab Leaders wherever you get your podcasts to make sure you never miss an episode! 

The 'S' Word: the pursuit of sustainability in brand marketing and comms

In our latest instalment of the Lab Leaders podcast, our host Faye Hawkins welcomes Dr. Cristina de Balanzo, Board Director at Walnut Unlimited, and Andreaa Tarasescu, Research Director at Walnut. Together, they attempt to explore the tension building around the communication of brands’ sustainability narratives – highlighting the benefits of a positive, human-led approach. With potential accusations of ‘greenwashing’ akin to a sword hanging over their heads, what nudges and techniques can brands apply to reduce the risk of making reputation-damaging mistakes? Tune in as our Lab Leaders discuss this and more.  

If you’d like more guidance on how to manage your company’s sustainability story, check out the Human Understanding Lab’s latest report, The ‘S’ Word: A Brand’s Guide to Sustainability. 

To carry on the discussion, reach out to our experts: 

Cristina: [email protected]  

Andreea: [email protected] 

Or, as ever, you can get in touch with our podcast host by dropping a line to [email protected].

Human Understanding in B2B: navigating the dark funnel through content marketing

With the drive to do more with less, and an ever-increasing focus on conversion, we’ve forgotten about what really matters to the buyer and how best to engage them. Please enter: the dark funnel. This latest episode of Lab Leaders welcomes Eoin Rodgers, Managing Partner of TMW Business, who outlines a new way of thinking for B2B marketers: one which enables the buyer to hold the sceptre of power for a change, in a new era where millennials and Gen Z’ers leading buying group.

We have become too focused on our own marketing goals and measurement and forgotten about the buyer and their needs. A little human understanding goes a long way and shows us that content marketing has become transactional and arguably cold. Allowing customers to engage with your expertise and value add on their terms means B2B marketing looks and feels more like a magnet than a cattle-prod.

If you want to explore the dark tunnel or find out more about how to create content that ‘helps not hypes’, drop Eoin a line at: [email protected]

Or, as ever, you can chat to our Lab Leaders host: [email protected]

Journey Orchestration: the next step in evolving the customer journey

It’s not just about the end game, it is about the journey. Never has a truer word been said about the importance of the customer journey.  

In practice, creating the customer journey starts small; you collect data points, define the journey that you want to focus on, make the data available and ensure the channels are ready for your journey. 

This week, host Faye Hawkins sits down with Darryl Delacroix, Partner at Navigate and Ian Bobbett, Chief Analytics Officer at Realise UNLIMITED to talk about all things data and the customer-centric recipe for success. We discuss how the journey is all about identifying clients’ needs and objectives of what they want to deliver, what do they have to work with ‘today’, what are the barriers and ultimately come up with a road map of what they need to do to deliver that analysis. 

Reach out to our customer journey aficionados: 

Darryl Delacroix, Partner at Navigate: [email protected]

Ian Bobbett, Chief Analytics Officer at Realise UNLIMITED - [email protected] 

Or have a chat with our Lab Leaders host: [email protected]

Lean in to LUCA - democratising access to digital insights

Developed as a string to UNLIMITED's Human Understanding Lab's bow, LUCA caters for the need for brands dive deep into emotional context, collecting insights quickly and efficiently to support fast decision-making and responsiveness to market opportunity.

Our guest this week is John Cunningham, Group Chief Technology Officer at UNLIMITED, and in our chat, we discuss the uses of LUCA and how it can boost your campaigns. Being AI-powered, this service reduces the requirement for teams to research, gather, combine and analyse digital data to deliver useful human insights back into the business. We also talk about using LUCA's Cultural Analysis, Video Movement Analysis and Influencer Mapping tool to speed up access to deep human insights.

Get more information on LUCA platform for digital insights: www.unlimitedgroup.com/humanunderstandinglab

Reach out to our Lab Leaders host: [email protected]