a monthly hit of marketing street knowledge

THE SEAT AT THE TABLE ISSUE

SEPTEMBER 2018

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This month we’re focusing on the reason we started this thing in the first place: the next generation of marketers. So you can expect a fresh and youthful perspective – this time inspired by Solange's album, A Seat At The Table.

Oliver Foster looks at the Instagram-fuelled rise of the Fashion Nova brand, while Amie Knights digs into ‘generation sensible’ in the fabulously titled All The Young Prudes. In Back to the Future, Stephen Kelly observes the allure of vinyl records, film photography and vintage fashion among young consumers, and explores the benefit and pitfalls of marketing nostalgia. Darren Guarnaccia, meanwhile, calls this “the Age of Nothing’s Sacred”, and digs into some of the crap that’s written about Gen Z and millennials.

Then there are our regular columns. I chime in about the challenges that ageism presents marketers; Ted Rubin tells it straight with two fantastic articles – looking at arrogance and pride, and having empathy for the consumer; Robert
Rose pens a wonderful piece on the backlash to the hustle culture we face as marketers; and Christine Bailey inspires us to chuck interruption marketing into the Swimming Pool.

If that wasn’t enough, we also go backstage with the CMO of tappit, to learn what inspires her entrepreneurialism. Her name? Jenni Young. And yep, that is just a coincidence…

Enjoy!

The Editor


Where we chose to go
Where we’ve been to know
They don’t understand
What it means to me
Where we chose to go
Where we’ve been to know
— Solange

We're all kids and it's alright

Ian Truscott sets the tone of the issue exploring  ageism in marketing, and the attributes that all marketers – regardless of whether they’re young or old – need to embrace in order to truly make a difference. [ READ MORE ]


BACK TO THE FUTURE

Vinyl records. Film photography. Vintage fashion. There’s no doubting it – the past has never been more alluring to young consumers. But in a digital world, there’s more to good marketing than throwing back to times past. Stephen Kelly explores the benefits – and pitfalls – of nostalgia.

[ READ MORE ]


TED TELLS IT STRAIGHT

A double dose of no-nonsense advice from our resident rockstar Ted Rubin

Buzzing off those results you secured for your company? Feeling confident? Maybe even a little self-important? Time to check yourself.. [ READ MORE ]

 

And while you check yo'self consider why empathy for your consumer will always result in a better, more effective marketing plan. [ WANT TO REACH CONSUMERS? THINK LIKE ONE ] 

 

 

 

 

 


GOING SUPERNOVA

If you’re over the age of 30 and you’re not au fait with the stylings of the Kardashian Klan, there’s a high chance you might never have heard of FashionNova.com. But let this be known; you should have. After all, they’re only one of the fastest growing fashion companies in the world. 

[ READ MORE ]


ALL THE YOUNG PRUDES

Not so long ago society feared young people. The media called them “hoodies” and “hooligans”. Corner shops even banned teenagers from entering in groups. Today, youths are ridiculed for their overwhelmingly realistic and sensible approach to life. Amie Knights explores.. [ READ MORE ]


THE ORDINARY SEAT AT THE EXTRAORDINARY TABLE

Robert Rose on why celebrating the ordinary things in our lives can lead to, well, the extraordinary.

Hustle. Be remarkable. Be special. Live off coffee. Sleep is for the weak. Obsess or be average. Differentiate. Be extraordinary.

Sounds like the rock and roll, entrepreneurial lifestyle of today’s successful young manager. Right? Every day we urge others, and are urged ourselves, to do something different than we did the day before. Breathless book titles, blog headlines and motivational speakers alike all tell us that for the young marketing leader to succeed, they must figure out how to create special, unique things. And they must do it all the time. Every... Single... Day. 

It’s exhausting.

Is there another way? [ READ MORE ] 


It’s all about the people. Listen, listen and listen. Don’t be afraid to ask stupid questions and understand different perspectives.
— Backstage with Jenni Young

These younger generations have seen the impossible become possible, and are more empowered than any generation in the past to assert their demands for a better way.

Lazy. Self-entitled. Unfocused. The youth of today get a lot of slack. But is it totally justified? According to Darren Guarnaccia, not so much. [ READ MORE ]


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<SPLASH>

95% of my digital marketing is pissing people off, and I know exactly which 95%.

This month, Ian Truscott has been hanging out in the proverbial penthouse with Christine Bailey. As usual, the conversation filled with ire.

The subject: interruption marketing and wasted advertising.

[ READ MORE ] 


They say the truth is my sound
— Solange