Gary Pope

🎮 How does a small city like Dundee go from industrial roots to being a global gaming hotspot…? Find out in our latest #PlayableFutures article - in partnership with Ukie GamesIndustry.Biz and Amazon Web Services (AWS)

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Some thoughts from our head of UK Russ Wilson on the use of AI in B2B (and other research). Would love to get other feedback including from Evidenza if you'd care to comment :) Thanks Russ. #mrx #insight

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‘Communications training for the brave and brilliant’ Register your interest now for the first in a series of masterclasses beginning in February 2025. www.the-now.co.uk Places are limited to 10 to 12 people. #Leadership #Training #Communication #Authenticity #Masterclass #LearningAndDevelopment

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Where does an award winning idea come from? 🏆 Generating an idea that wins gold for ‘Best Use of Creative’ at the B2B awards is no walk in the park… or is it? 🤔 Our clients goal was to highlight the lack of harmony in FTSE 500 boardrooms, through a campaign promoting the need for a GC (General Counsel). After the creative briefing and a week of brainstorming okay-ish ideas, myself and partner Jack hit a plateau. 🧠 As discussions started to turn more towards football, we decided to take a step away from the screen and go for a walk. With brains still storming over the GC, i returned from a stroll round the park to the god awful tune of someone next door hitting keys on the piano. 🎹 ‘Is this even a song? Or is he just hitting random keys?’ I thought… 💭  and as I struggled to open the stiff lock on the front door, trying to escape the pain my ears felt… that’s when it hit me. • G and C could be keys… 🎶 • We could record a song… 🎙 • We could record music videos with no G and C notes and they’ll represent the boardrooms! 🎷 Three bespoke songs written, our first on-site shoot as an agency and an incredible team effort later, the ‘Everything’s better with the GC’ campaign was born. See case study here 🔗 https://lnkd.in/eBi829hs Stuck in a creative rut? Go for a walk. 🚶‍♂️

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I’m all for radical reinvention, for avant-garde expression, for daring moves brought to life in 4D moodboards, but this Jaguar brand film is just self-important navel-gazing. It’s a parody of itself, but it's not joking. It’s an understatement to say that Jaguar has an incredibly rich heritage; it’s negligent that Jaguar’s heritage has been entirely abandoned. Rich heritage should be the jumping-off point for reinvention. To quote from a far more thorough and thoughtful analysis in the link below: “While Jaguar needs to reinvent itself, it also needs to be itself.” My favorite, most bang-on quote from the piece: “Someone has foolishly advised them that this is exactly what the brand needs. That luxury brands need to piss people off and create angst. The torrent of abuse that their new marketing spurred this week is not a concern, it’s probably being seen as a positive by the team. Only later will the horror of the situation become apparent.” #brand #jaguar #rebrand #badbranding

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Incase any of you missed this, I'm on the internet again. Discussing our work with The Royal Opera House. Why not grab a cuppa, sit back and enjoy... #royaloperahouse #digitalstrategy #UX #UI #strategy #performingarts #designthinking #digitaltransformation #opera #ballet #digitalproductdesign #digitalmedia

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This year has seen some soul searching here at Halo . After 20 years of continuous improvement, we are always looking for ways to grow. So we have been asking ourselves some very big questions – like why do clients come to Halo? What they are seeking from us? What do we really offer? Next year is going to see some changes, specifically in how we define and articulate the real value that we bring to the table. It is going to see changes in how we work and how we achieve the outcomes that we’re always aiming for clients, and that define our success. But we also know this is larger than Halo. This is an industry shift. This is a refocusing of what you’re actually buying from a brand agency. Which is why it is so good for me to read this article by our close neighbours Taxi Studio and Spencer Buck in Design Week . As brand agencies, we need to be thinking about how we talk about and deliver our work. And there is so much sense spoken in this article. So, I’d like to wish Taxi all the best in their new home (although it does mean you’ll be a little further away from us now). And I would like to encourage other leading brand agencies to really make the time to think about what the future of our industry might look like. For our industry to thrive, we must consider each other collaborators and not competition. (Link in comments) #brand #agency

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Making IS Play!!! One of the five characteristics present when we learn through play is iteration; experimenting, trying, failing then trying again. The sculptor Antony Gormley demonstrates the value of play as a tool for learning through experimentation so succinctly in this beautiful short film from BBC. Check it out: https://lnkd.in/dJRDz4kA

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Looking to take the next step up the creative ladder? D&AD's new Creative Leaders Programme might be exactly what you are after. Check it out. #creativity #business #leadership D&AD

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I can confirm this is worth a read. #sustainability #leadership #businessbooks

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For this month's Problems Worth Solving podcast, I spoke to Rochelle Gold, Head of User Research and User-Centred Design at NHS England. She has been working quietly behind the scenes to build up a user centred focus across the NHS's digital work. We framed the discussion around how to make the digital side of the NHS more human. I loved this example that she shared when we were discussing the value of integrating research with technology investments: “One example I give is observing someone using a hospital system. They asked for a ‘print’ button on a screen, but by watching their behaviour, we realised the real issue wasn’t printing—it was integrating that information into another system. User research isn’t about what people say they need; it’s about understanding the outcomes they’re trying to achieve.” We also talked about how NHS England is tackling one of the biggest challenges in research—breaking down silos. They have over 130 user researchers now in their team and have developed an AI-powered tool to organise and surface insights across the organisation. “We want to allow anyone in the NHS to query what we already know about a topic. It’s transforming how we manage and share research knowledge.” We discussed the importance of collaboration between policy and service delivery and how transformative this was during the the pandemic, when teams from digital, policy, and operations came together under intense pressure. “The pandemic showed how collaboration could deliver faster, more effective solutions. That’s how we should be working across the NHS—not just in emergencies, but every day.” Rochelle talked about a her vision for the future where barriers to excluded groups are removed to ensure health services are truly inclusive. “If we address the barriers faced by the most excluded, we make services better for everyone.” Link to listen to the podcast in the first comment below. #servicedesign #ai #ucd #userresearch #nhs #healthtech #healthcare

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Hospital Rooms had been written about in The New York Times. It had partnerships with leading art organisations like Winsor & Newton (Colart). It had sent material boxes worth several hundred pounds to 750 mental health locations across the UK. (https://lnkd.in/eEvNKPQf) Despite these achievements, founders Tim A Shaw and Niamh White knew something was off. Hospital Rooms' visual identity and online presence did not reflect the full depth of their mission, a shortcoming which was costing them funding and partners. That’s when they reached out to our team at Literal Humans. How did an absolute dreamboat of a client find us? They had read some of our team’s brilliant thought leadership on rebranding strategies for charities (https://lnkd.in/efx9wAuV) and popped us an email. Upon learning about Hospital Rooms, I immediately fell in love with their mission to produce art for display on psychiatric wards via co-creation processes with patients. So, working closely with their team, we embarked on the following rebrand project: 1. Develop Hospital Rooms' brand identity via website, owned and paid media audits, and conducting workshops and interviews with key stakeholders. 2. Create a user-centric site that was visually appealing, functionally robust and cohesive with their brand identity - which involved 33 new pages. (Go check out our work: https://lnkd.in/eU5G2tNX) 3. Enhanced Hospital Rooms' online visibility via Google Ads and providing them with analytics from our Growth Team. And since the website relaunch, Hospital Rooms has seen: 🌟105% increase in users  🌟121% rise in sessions 🌟120% increase in file downloads 🌟542% increase in donation page views It’s clients like these that’ll make me smile and say to myself: “Man what a job I’m lucky enough to have!” We get to support incredible mission-driven organisations on a daily basis by working side-by-side with their dynamic teams as their growth partner. If you want to learn more about this flagship rebranding and website design project, check it out here: https://lnkd.in/e8WaA-Eu

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Ok deep breath while I knuckle up for responses to this one. Maisie McCabe and the great crew Campaign UK just put together probably the best set of School Reports ever. They’re opinionated (they should be), they’re judgmental (same), very few agencies moved forward (gotta be a fair reflection of the challenges most have faced over the last 12 months). And the light they decided to shine on some agencies holding back data, or unable to provide it, was in my opinion really well communicated and very smart. “All my records have an asterisk”. The gender pay gap data is staggering. The commentary in today’s views left me somewhat speechless. The headline itself is depressing - yes it’s realistic, it’s been done! And not only in one market like the School Reports. I’ve written before about Forsman & Bodenfors being the only creative agency globally to have achieved gender pay equity. The whole agency, every market from NY to Shanghai. It was hard, expensive, exposing, and necessary. Again, my opinion. But as a brilliant female leader told me, “it isn’t easy, trying to be great. But it’s why we’re here”. That was Anna Qvennerstedt. It was also the right decision. And that’s the point here. This is a choice, and “choices are leadership”. That’s another inspiring female leader, Betsy Friedman. So those agencies with a gender pay gap - hello, all of them - either have a plan to close it (they should, and why not talk about it?). Or they’re deciding not to close it, or not to think about it just now. It’s not any more complicated than that. I’m not judging any of them, one way or another. I only know what’s right for us. “Culture gets built when no one is looking” - thank you, Suzanne Powers. It remains the case that no one who runs an agency has yet asked me HOW we did it. Many have asked me WHY we did it. What the F. I’m no longer responding to the second question. But if anyone wants to know how, consider my door open. Me and Grace Hart, our head of people ops and another brilliant leader, will meet with you and talk it through. Be prepared for it to take time, cause tension, and put you into battle with whoever’s approval you need to make it happen (and yep, I know you’re a CEO, but you know I know most of you need someone’s OK and their cheque book). Anyone up for it? https://lnkd.in/gSPp_wFp

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In one of the most over-hyped and mythologised moments in mass culture, I immersed myself into the world of AI to produce a global study and report; AI+ From March to June this year I set out to explore the impact of AI on the future of art, film and wider culture. Amongst a constant wormhole of content, technical nuance and opinions, I tried to move beyond the fear and impossible quest to be an ‘expert,' to uncover global sentiments, use cases and predictions for what’s next. For decades artists and filmmakers have been embracing AI as a creative partner, tool and topic for exploration. Their intuitive ability to explore the edges of culture and see the future always inspires and surprises me. My journey into this project exposed fundamental questions about our own humanity that still need interrogation. Astoundingly, in a recent Deloitte study, 63% of people working within AI and machine learning believe that these technologies would always produce bias results. This ever evolving symbiotic relationship we are creating with technology needs constant interrogation. Beyond the fear and many barriers to entry, I’m excited for AI’s potential to enhance human progression, creativity and hope to continue to learn more about its complexity. As Eva Jäger, curator of arts technologies says “helping people to find their area of interest within AI is really important to people engaging with it.” A huge shout out to an epic team on this one Amy Sellers Emily Sandstrom Jethro Nepomuceno Luis Quiroz 💫💫💫 Couldn’t have done it without you. & all of the incredible experts Alice Bucknell Jonas Lund Kibwe Tavares Mark Romanek Charlie Engman Luke Nugent RANDOM INTERNATIONAL Casey Reas Refik Anadol Clara Che Wei Peh Michelle Santiago Cortés Mat Dryhurst Ivan Olita Eva Jäger Stephanie Dinkins Yuqian Sun Ziyang Wu Patricia Buffa I hope you enjoy it! Link to the report here https://lnkd.in/gR3VRYJW

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How the times are a-changing. 📰 "The news that John Lewis Partnership (including Waitrose & Partners) has created an in-house content agency was surprising - you mean they didn’t already have one? The best FMCG and retail brands think on their feet and make content that reacts to what’s going on. But it’s not just about being reactive. Having great in-house creative improves marketing across the board. The everyday beating of the drum becomes louder than their competitors. Who’s already doing this well? Moju, Nice Wine, Surreal, what3words - and Kraft Heinz, on the bigger brand side." Full article here: https://lnkd.in/d2KhqqGP

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✅ Transforming Events into Positive Impact Stories Ever wondered how an event can change the world? At MUT Agency we’re not just organising events; we're crafting experiences that leave a lasting positive impact on both people and the planet. 💡 The last 2 years I’ve had the privilege of witnessing firsthand how our creative endeavours are reshaping the landscape of brand experiences. Based in the vibrant city of Barcelona, our team specialises in #CorporateEvents such as #MICE and conventions. Also experiential events like brand experiences, product launches and celebrations. But what truly sets us apart is our commitment to Positive Creativity®. Our methodology is a #DATAcentric unique blend of strategic analysis, emotional ideas, and scientific rigor. This approach ensures that every project we undertake maximises business and #socialimpact while minimising #environmentalfootprint. And with our #MUTImpactDashboard, we measure both generated and saved impact, aligning with international standards. 🌍 Being a certified #BCorp we’re proud to stand as a beacon of #sustainability in the #marketing and #advertising sector. Yet, like any journey, ours is not without its challenges. From acquiring new partners to increasing our pull of #ESG metrics, very day is a learning curve. But with a dedicated team focused on such an innovative offering we’re poised for growth. Our ideal partners are those who share our vision. Together, we can create events that not only captivate but also contribute positively to society. In the ever-evolving world of events, staying ahead means being modern, cutting-edge, and always inspired by sustainability. Whether you find us on LinkedIn or TikTok, our story is one of innovation and impact. Looking to create an event that matters? Let’s make it happen. Connect with us, and let’s craft a narrative of change together. 🌟 #PositiveImpact #Sustainability #CreativeEvents #MUTAgency #Barcelona

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Surprisingly, there is very little guidance for those wanting to step up to the Creative Director position or those who have landed in the role and are looking for more advice. That’s why, as part of my coaching services, I have added a programme focused solely on how to be the best Creative Director you can be. I’ll be sharing, via video calls, insights and the lessons I have learned along the way on my creative leadership journey. Details are in the carousel below. #creativedirector #creativity #creativeleadership #advertising

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End of summer and back to 𝗌̶𝖼̶𝗁̶𝗈̶𝗈̶𝗅̶ work. What's going on in the world of growth? 5 key trends ... The macro environment is improving with the election over in the UK and Trump looking less likely he'll win. It's not all plain sailing, as the US stock markets are wobbling (peak AI), but economics are generally improving. VCs are getting their cheque books out and backing businesses with solid unit economics and a strong trajectory. Many of our clients have raised significant rounds more easily than they were expecting. This is translating into hiring with companies more bullish on the future. There has been very strong demand for Head of and Lead roles, with C-Level and VP/Director also picking up. The summer was very busy for us and we're expecting that to accelerate into Autumn. 5 key trends... 🚛 Demand > Supply for Heads of Growth. For key growth and performance roles, demand for strong candidates is outstripping supply. There are a lot of mediocre candidates in the market, with the strong ones getting multiple offers. Hiring these roles is very difficult. ⛰ Peak fractional CMO? The reality is worse than the LinkedIn curated hype, and many fractionals are actively looking for full time roles. There are a small group who are doing very well, but many are earning less than a full time role with more stress. 👋 Bye bye agencies. The direction of travel is firmly towards running performance in-house (esp Meta). Agencies can have their place, especially small ones, but as clients hit scale it's being handled in-house due to faster turnaround, a more integrated approach and cost. 📈 The rise of the Creative Strategist. As Meta automates, creative is King and Creative Strategists are feeding the King what he wants - large amounts of UGC performance video. Join us on 1st October for a webinar to dig deeper on this role and what it means for teams and individuals. Link below 🔝 Smaller, more elite teams. Marketing teams are increasingly top heavy as the tools and AI make many manual tasks quicker (ad buying, CRM, analytics..). This is great for senior people but bad for grads looking for their lucky break. If you want some help navigating the market, as a candidate or client, then do reach out. Sign up for the Creative Strategist Webinar -

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