Laura Austin

A recent survey by the CIM | The Chartered Institute of Marketing reveals a critical need for clear guidance on ESG communications, with 87% of marketers calling for global standards to help avoid greenwashing risks. Marketers face growing pressure from both colleagues and stakeholders to provide solid evidence for sustainability claims, underscoring the need for transparency and trust: https://lnkd.in/efukkf-k As CIM’s Chief Executive, Chris Daly, aptly puts it: “Marketing has a critical role to play in driving the sustainability agenda forward with marketers feeling increasing pressure to communicate and evidence their brand’s sustainability credentials. It’s vital that the conversation around environmental claims is professional.” The findings also highlight a concerning trend—'greensquashing,' where companies limit both their sustainability ambitions and communications due to fear of greenwashing. This cautious approach impacts companies’ ability to authentically engage with audiences on their sustainability progress. 📅 #edie25 on 26-27 March 2025 will dive deeper into these themes, featuring speakers like Alex Robinson (Hubbub), Charlotte Love (Standard Chartered), and Victoria Moorhouse (Kingfisher plc). Mentions: Sarah George, edie #AntiGreenwashCharter #Greenwashing #ESG #SustainableMarketing #CIM

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Next month the DMA (Data & Marketing Association) UK will release it's Guide to Best Practice Measurement featuring an overview of the key effectiveness measurement methodologies in play today. Join us for our launch event on the 12th February and hear from some of the top measurement practitioners and contributors to the guide. Contributors include System1, On Device, YouGov, UniFida, ViewersLogic and magic numbers. Three good reasons to attend!... 1. To learn about the key techniques used to measure and predict marketing and advertising effectiveness: MMM, Attribution, Brand Uplift Studies, Brand Tracking, Sales Uplift Studies and Creative Testing. 2. To ask those questions that you've always been too afraid to ask about how measurement works and get a sense of which technique you should use and when. 3. To understand the value of measurement and what you need to do to use measurement to defend and grow your marketing budgets. Sign up link in the comments below. See you there! #measurement #marketingeffectiveness #marketingandadvertising #MMM #attribution #brand #performance

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90% of AAR's client/agency assessments reveal poor briefing habits, causing a staggering 26% budget waste in UK marketing. Despite this, marketers often lack formal training in creating briefs, and they can be seen as a box to tick rather than a key strategic opportunity. If you are interested in raising briefing standards & avoiding costly rework in your campaigns, drop Vicky Gillan a message or click the link below. https://lnkd.in/ead_TJJg #BetterBriefing #MarketingTraining #Upskilling

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There's only 2 weeks left for the Pay Gap study deadline for UK PR agencies to get involved. Co-founder Sheeraz Gulsher commented:  “We know that transparency helps foster a better workplace culture and allows organisations to take stock, address disparities and ultimately creates a level playing field for all. It’s been incredible to see agencies that have entered year-on-year close their pay gaps and improve senior diverse representation which has been a stubborn obstacle in the UK PR industry. It’s worth noting the majority will not have their pay gaps where they’d like them to be and that’s okay. For us, what's commendable with everyone that takes part, is the willingness to be publicly accountable and the bravery to put their figures out regardless - because they know it makes our industry better. After a year where division has been a key theme, we urge agencies of all sizes to come together in this initiative. It’s what your teams, the wider industry and country at large deserves. We’ll only achieve true equity with transparency." https://lnkd.in/dkfetQdE

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Have you read our impact report? 📃 As we journey towards B Corp status, we've launched this report to acknowledge our impact as an agency and the responsibility we have in the communications and PR industry to use our work as a force for good. We're holding accountability, to continue to drive conversations and collaborations for greater positive impact for the future. You can read the full report here: https://bit.ly/3BuD8UC #ImpactReport #BCorp #SustainableBusiness

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First day back after a lovely break and ready for the new year - 2025 here we go! No 'new year new me' resolutions but a few ideas which I shared with PRWeek UK to kick off the year feeling inspired and energised: 🔄 Stop relying on static, one-way communication. Communicators need to explore new strategies to embrace the realities of new tech in the digital age.  💥Let's boldly embrace, rather than contemplate, how we make the most of generative AI and creative platforms like VR to deliver immersive campaigns that transform audiences’ experiences fuelled by impactful, authentic content.  🚨 Don't compromise on trust by creating a sense of community through access and transparency. The radical digital innovation we are navigating comes with a risk to alienate rather than inspire audiences.  ✨Work in partnerships with HCPs and the patient community to ensure the human voice remains at the core of any idea and campaign, and make the most of new tech to bring the magic. What do you think? https://lnkd.in/dxwUxAzG

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Great to see our clients Needi included in this guide for marketers on 'The science of gifting' by Raconteur | B Corp™ and Intuit Mailchimp. If it isn't hard enough shopping for loved ones, then finding the right gifts for clients or team colleagues (that won't head straight for landfill after Christmas) is an even greater challenge. Fortuntately, the gift matching experts Needi uses data from its human gift matching service to teach its AI technology how to find emotionally meaningful gifts for shoppers. Also interesting to know that more than half of UK consumers are open to buying gifts for others from new or emerging brands. Sounds like another good reason to be working on your PR to get your products into the gift guides! If they don't see you or hear about you, they can't buy from you! Shout out to Alec Fenn Benjamin Chiou and Sally Whittle for a really informative guide! https://lnkd.in/epWvSteJ #AI #PR #Gifts #Marketing

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Ep 94! Can Marketing Save the Planet 🌍 - and we have yet another fantastic listen for you. This time we're joined by Dr Graeme Heyes Ph.D. and Laurence Adams from Litmus Sustainability who share their extensive wisdom and experience about what it takes to create effective and impactful climate communications. This is such an illuminating and useful conversation for all marketers and communication professionals. There are just so many takeaways... get your pens and notepads at the ready.  Tune in and listen as we talk to Laurence and Graeme about: 🌍 The barriers to sustainability – ‘it’s not easy being green’. 🌍 How businesses are integrating sustainability into the core of what they do and as a result taking their organisations forward. 🌍 The 9 principles of effective climate communication - taken from their work and evidence of what works for different people and psychologies. 🌍 The need for Marketers to start and change the conversations. 🌍 The difference between communication and engagement. 🌍 How communicating and influencing other people has a much greater impact than acting alone. 🌍 How we need to level up our knowledge about good communication and link it back to the core values of what drives a person’s behaviour. 🌍 What your unique superpower is in bringing ‘good’ to the world. Link to tune in here and for full shownotes and links mentioned in the pod. https://lnkd.in/gbqzZk3B And of course, you can catch the podcast wherever you get yours... Apple, Google, Spotify, etc, etc. And via Global Podcasts and The Marketing Society podcast. Enjoy... #sustainablemarketing #climatecommunications #responsiblebusiness #marketingpodcast #canmarketingsavetheplanet

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We often joke that ‘it’s PR, not ER’. While awareness days can sometimes be dismissed as tenuous hooks for a press release, Ectopic Pregnancy Awareness Day shows PR really can save lives.   Our Strategy Director, Daniella Graham, has shared her story with PRWeek UK to show why awareness matters.   Read more below ⬇️   #ectopicpregnancyawarenessday #ectopicpregnancy #womenshealth #maternalhealth

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Master agency management with our expert resources hub. In our recent study, we found that strained agency relationships often result from inadequate briefing and unclear objectives. Surprisingly, only 27% of UK businesses set clear objectives for marketing agencies & specialists. Let us guide you to success. Dive into practical tips and insights from our hub on 'Managing Marketing Agencies'. Our resources can help you streamline collaboration, optimise results, and achieve your business goals effectively. https://bit.ly/3UMhLp7 #AgencyManagement #MarketingEfficiency"

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Have you signed up to our free webinar yet? 💻 Join us on 28th November at 2pm where Tallulah Warmington and Lisa Alleway will be talking about ‘The power of cross-channel campaigns’, filling you in on all the secrets to building impactful integrated marketing campaigns. Register now to find out how to: ✅ Successfully roll out marketing campaigns across multiple channels ✅ Craft effective creative briefs to make sure your campaign hits the mark ✅ Ensure consistent messaging and branding across every touchpoint ✅ Make sure your campaign runs smoothly, from start to finish Just click the link below to register 👇 https://lnkd.in/eNaGTW3H #Webinar #Marketing #MarketingCampaign #IntegratedCampaign

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As a writer with aphantasia (the lack of a mind's eye/visual imagination), it was exciting to hear Adam Zeman talking about the term he coined (!) on Start the Week today. If anyone else is aphantasic, I'd recommend it! Here are some common questions I get about having no visual imagination: Q. Can I remember faces? A. Yes. But not visually. I can describe people using the information I gathered when I looked at them. And I have instant visual recognition when something is in front of me. Q. Do I daydream? Or dream? A. Yes! Only dialogue or sensations. Dreams are emotionally memorable, but other details are vague. Q. Is it hard to write? A. Not at all. I just prioritise other details rather than visual descriptions. Place and atmosphere can be captured in a hundred other ways. I don't think the colour of the curtains is important, and I skip over descriptions in some novels, especially fantasy. Just tell me it's a castle on a mountain and I'm good. Q. Are there any benefits? A. Plenty! I find textual analysis really easy. I recognise verbal and textual patterns and my ability to retain information through words (such as lectures) is high. Q. Unexpected problems? A. I am terrible at mental maths. https://lnkd.in/eBnTb492

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Fear of backlash and ‘getting it wrong’ can discourage marketers from adopting inclusive advertising practices. But we can’t and shouldn’t let fear hold us back. 📣 The Unstereotype Alliance UK National Chapter have launched a new 10-point guide to help mitigate and manage backlash and embrace the strong commercial benefits of inclusive advertising. Key takeaways: 🌟 Lead with purpose 👂 Lead with progressive listening 👥 Lead with a people first approach The full guide is available to Members of the Unstereotype Alliance, non-members can access an abridged version here: https://lnkd.in/e46i9bGu UN Women UK Creative Equals Debbie T. Meghan Bartley GLAAD Helen James Forsman & Bodenfors

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The We Are Social Think Forward report turns TEN, that's a decade of reporting the shifting trends across social 🎂 This years it's all about The Liveable Web - exploring how people are reshaping the digital landscape and seeking a more balanced online experience. Download and dive into the report below 👇 https://lnkd.in/ewVy_e9T

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Why brands need to turn to the creative industries to retain their customers. As the UK slumps further into a black hole, the creative industries will become the beacon of light brands need to reach for. #CulturalRelevance #CommunityandCulture Quick read! https://lnkd.in/escReNVT

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Some musings on the impact of AI on #DigitalAccessibility. In summary, mostly good but with some interesting challenges to watch out for...

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