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Bringing CGI into the home with NEW-ROOM

Posted on by Amelia Ebdon

At its best, the meeting point of commerciality and creativity in marketing is very powerful. To some, the meeting point between the two is marketing – and it is certainly the point of healthy tension that keeps us focused on outcomes, rather than outputs.

It doesn’t come without challenges for marketing teams though. Often the key to success is finding the balance between integrity, craft and impact, and deadlines, budgets and resources – a daily challenge for some.

At Cogent, we are always looking for new and innovative ways to support our clients in meeting these challenges through commercial creativity. It’s what led our CGI team to develop NEW-ROOM.

NEW-ROOM | Cogent Elliott

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The best book that money can’t buy

Posted on by Neil Brown

price-match-small

Last week I unexpectedly found myself having a few minutes to spare in the centre of Birmingham and being near the Bullring, I thought I’d head for the nearest bookshop and take a look at the new Robert Harris novel*.

Which is how I came to be in a large Birmingham high-street chain bookstore and as I loitered near the till I overheard a conversation which went like this …

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The Experience Economy of Gardening for Millennials

Posted on by Amelia Ebdon

When I first decided to write a blog piece about gardening, I felt a wave of discomfort rise up from my toes to my not-so-green fingers. I’m 24, have lived in a flat in London for the last 3 years and am a long way off from owning a pair of gardening gloves, or a house for that matter.

But then I looked to my right and saw the peace lily I keep on my desk. I thought of my window sill at home, laden with cacti and the copper terrarium my brother bought me for Christmas. I thought of my friend in Manchester who has just bought her first flat and is carefully cultivating a rooftop garden, complete with beanbags, lanterns and disproportionately large candles. I thought of Sunday mornings spent wandering around Columbia Road flower market, riding the tube home with bags of orchids that would soon be entered into the inevitable ‘who can keep them alive the longest’ contest. Between my ‘twenty-something’ friends and I, there are balconies adorned with bird feeders and flower boxes, ‘apotments’ and ‘yardens’ galore, and enough bonsai trees to fill the Japanese area at Kew. Maybe we are ‘gardeners’ in the making after all…

Millenials-Garden_Cogent-Elliott

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The biggest mistakes brands make on social media

Posted on by Dan Burman

Having a presence on social media is one thing, but doing it right and getting the most out of your channels is another. In this day and age, it seems that everyone (and every brand) has some form of social profile and, as such, standing out from the crowd takes expertise, confidence and know-how.

While there are of course tonnes of brands that have great social media presences, which are producing rich content and engaging with users on a daily basis, there are also some who make easily avoidable blunders. To give you some guidance, we’ve put together five of the most common mistakes brands are making every day.

Social Media | Cogent Elliott

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Sainsbury’s’ takeover of Home Retail Group: changing the face of convenience retail?

Posted on by Gareth Evans

Last week it was confirmed that J Sainsbury PLC’s takeover agreement with Home Retail Group PLC had been approved by the UK Financial Conduct Authority.

Is this a case of two businesses facing market share erosion from major competitors (principally Aldi, Lidl, Amazon respectively) combining forces to stem the tide? Or are there other factors at play? What can the retail sector at large learn from the steps being taken by these giants to evolve?

Sainsburys_Cogent-Elliott

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Why brands should treat their Twitter accounts like flagship stores

Posted on by Amelia Ebdon

It’s 11pm and I’m in another passive aggressive Twitter conversation with an online retailer whose delivery times have let me down. As the TV plays on in the background, I frantically refresh my notifications, waiting to be awarded the social media victory that five days of delayed couriers so rightly deserves. Last week it was a rail network, next week it may be my bank. Such is life in 2016.

Twitter customer service | Cogent Elliott

With more and more brands trading in traditional customer service call centres and email exchanges for the public behemoth that is social media, Twitter has become the go-to platform for consumers to openly unleash their frustrations. Although this may feel innovative, modern and ‘down with the kids’, are all these brands actually equipped to handle it?  It’s one thing for a brand to have a Twitter presence because they feel they should, to cover all social media bases and be there to respond for the fear of missing out; and another for a brand to be equipped to succeed at Twitter customer service.

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Using hard data to tell the right story

Posted on by Amelia Ebdon

It’s no secret that content marketing can fall victim to statistical assumption. There is too often a mismatch between the content that a brand’s marketing team thinks that their customers wish to consume versus what the brand’s data shows they are actually consuming. This can lead to content strategy being built on presumed theories and gut instincts rather than observed outcomes and objective data analysis.

Blended Content | Cogent Elliott

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Chris Evans’ Top Gear ride stalls through a lack of authenticity

Posted on by Gareth Evans

Among the spate of high profile resignations grabbing the headlines this week, perhaps the least surprising is the departure of Chris Evans from Top Gear.

Despite his early rallying cries and protests to the contrary, the viewing figures were a robust enough KPI to suggest the show’s new presenting team hasn’t been cutting the mustard among viewers – and even the most amateur social media sentiment tracking showed that, unfortunately, Chris Evans was a major part of that.

Cogent Elliott | Automotive Communications
 

The self-proclaimed ‘Human alarm clock for the UK’ has inarguably had a lot of high profile success on radio & TV both first time around (The Big Breakfast, TFI Friday, Virgin Radio) and more recently (Radio 2, The One Show).

So what went wrong?

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Brands: what kind of Glastonbury headline set is your next campaign?

Posted on by Gareth Evans

Cogent Elliott creative communications agency | Glastonbury Marketing

The first images of the waterlogged Glastonbury site were hitting our newsfeeds, before a single note had been played. This weekend 150,000 thousand people will show the kind of passion, commitment and uninhibited enjoyment that brands can only dream of. It’s all about the music, and no amount of rain, mud or gangrene will stop the Glastonbury faithful from immersing themselves in the moment.

As I jealously scrolled through this year’s line-up, two questions struck me. 1) where are all the thumb-stoppers? And 2) Are this year’s headliners a direct response to the strong reactions whipped up by Kanye in 2015?

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Tesla should tell more stories for its new mass audience

Posted on by Gareth Evans

Queuing

Perhaps the biggest discussion point in the world of automotive over the last couple of weeks has been Elon Musk and the launch of the new Tesla Model 3. Charismatic business leader dressed in black makes relaxed, funny, engaging speech in front of whooping, hollering crowd to launch a new product which will bring hitherto ‘futuristic’ technology to the masses, today. Sound familiar?

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