15th January 2019
Team Clarity’s predictions for 2019 – AI, Neo-Luddism, brand activists and more
Creating predictions for the new year is, in some ways, a bit of a mug’s game. That’s because twelve months on and anyone can see instantly whether you were right or wrong.
Still, here at Clarity we have never been afraid of sticking our necks out a little. We asked the team then to come up with predictions for 2019 and here’s what they came up with from brand activism through to the growth of owned content.
13th November 2018
Letter from London – NY MD Ruth Sarfaty on her three weeks across the pond
Ok, the first thing I needed to do was unload my dogs. And for three weeks, this is no easy task. After considering doggy camps and extended doggy daycare, a generous relative came forward and offered to take them off my hands (yay). Once that was arranged, and my landlord agreed to watch my cat Sylvester, I was ready for my extended London work-cation.
I arrived on my birthday, which just felt right. Thanks to Clarity CEO Sami, my Marylebone Airbnb was perfectly located and ample for one, down the block from all the essentials including Sainsbury’s and plenty of luxuries including some of the best Indian food I’ve ever tasted.
My most 5 significant non-professional takeaways from this incredible visit:
1 Don’t put your Oystercard away after getting on the Tube. You’ll need it to get out.
2 Vegans are much better off in London than they are in NY.
3 There are old pound coins and new pound coins. If you had them left over in your bag from your last trip to the UK, they’re probably old.
4 Everyone has a story about an interaction with the Royal Family.
5 Always look both ways when you’re crossing the street. That way you’re bound to be right at least 50% of the time.
My most important professional takeaway was really more of a management learning, applicable at work and in life.
The best way to overcome cultural dissonance is personal connection and time spent together. Understanding – and this is ever so critical in our world today – is deepened when people take time to know each other. So, by far, my biggest professional takeaway – in addition to a few more tactical lessons – is to reach across the pond and get to know our international colleagues ‘up close and personal.’
P.S. My dogs were really happy to see me upon my return, as were their caretakers, needless to say.
5th November 2018
A question for marketers – do you know where your ad is being served?
Kathy Sampey from our New York team writes…
If you were browsing the news online and saw an ad served up next to a story about a brutal murder, a plane crash or sexually graphic content, chances are you would take notice. You might also wonder why a brand marketer would have one of their ads in such close proximity to something negative or unsavory.
You’re not alone. In fact, if you’re like a lot of consumers, you might have even concluded that the ad was placed next to such content intentionally to gather more eyeballs and drive awareness and possible purchase intent. And you would probably think poorly of that brand.
23rd October 2018
Why Ubiquity Matters or Fear (and Embrace) the Coconut
It’s fair to assume that the chances of dying of a shark attack are greater than dying from a coconut hitting you on the head, but the truth of the matter is that the latter is 30 times more likely to kill you. Not surprisingly, there is far more news coverage of shark attacks, so, voila, we think they’re more common. This is called “the availability heuristic.”
The true power of news coverage is how it impacts the way humans process information and make judgments; it’s a mental shortcut that our brains naturally take where we assume that when a brand is mentioned frequently, it’s automatically more important, more “valuable”, just because it’s been included.
The “availability heuristic” shortcut trades on the idea that when someone easily recalls a brand’s attributes, then it must be important or more worthy than others that are not as readily recalled or discussed. In short, people will assign more value to a brand “everyone is talking about,” with no real understanding or proof of its inherent value.
23rd October 2018
Six directions we think ICO/STOs will go in 2019
At Clarity we have had an intriguing year working with a number of clients who are either preparing for an ICO (Initial Coin Offering) or are looking to consolidate and increase brand awareness after a raise.
We have written about ICOs in the past – but now is a good time to take stock and look to see if we can spot any emerging trends that will shape ICOs in the new year. Has the ICO had its day? Will it evolve into something else? Here are our thoughts.
15th October 2018
Meet Clarity London’s new Account Executive – Oisin Prendergast
Every now and then we give Clarity’s employees the chance to share a little more about their lives, careers and favourite things.
This time it is Oisin Prendergast, who joined Clarity in July. Here he shares how his perceptions about PR have changed, why his dream client would be a renewable energy company and the tale of his karaoke nightmare.
10th October 2018
Six great French startups from CES Unveiled Paris
One of the many interesting things about CES in recent years has been the incredible number of French startups who make the trip to Vegas. The gallic contingent significantly dwarfing the entourages from any other European country. At CES Unveiled Paris , which was held in early October, attendees got a sneak preview of some of the hottest new French companies – here are six that caught our eye.
Clarity expands in to San Francisco with the acquisition of DRSmedia
Today is a hugely exciting one for Clarity PR as we announce the purchase of San Francisco PR company DRSmedia.
With this acquisition, Clarity has offices in four key locations: London, New York, Berlin and now San Francisco.
Our founder and CEO Sami McCabe, told PR Week;
“This is in step with our growth strategy, one of the pillars of which is expanding our physical locations. We’ve always had clients on the West Coast. And in the Bay area we have primarily worked with tech companies so it’s long been in our plans to have a physical presence there.”
“We are trying to build an agency that sits somewhere between the really big international global PR firms and the single market, single geographic area boutique firms,” he added.
Sami has been in San Francisco for a year now assessing his options and returned to his first – and most obvious choice – in DRSmedia and its founder David Speiser. McCabe has known Speiser for years. Please find more details in the release here.
IGTV – a massive opportunity for brands
So it seems that much of the world, and especially England, has been sidetracked by the World Cup (and let’s not forget Love Island), but while all eyes have been on Russia, Instagram unveiled an innovation that might just have a huge impact on content marketing – IGTV.
In case you were too engrossed in Saudi Arabia Vs Russia and missed the announcement – IGTV is a long-form, vertical video platform that is available in the Instagram app as well as a standalone IGTV app. Obviously individuals and brands have been able to upload videos to Instagram for while but there have been limitations. IGTV addresses these and then some…
Clarity client Loqate wins PR Campaign of the Year at the Computing Tech, Marketing and Innovation Awards
Some wonderful news to start the week. Clarity client Loqate (a GBG company) landed the PR Campaign of the Year award at Computing’s Tech, Marketing and Innovation Awards on Friday. The award – given for Clarity and Loqate’s Ecommerce Trends, ‘Retail’s Golden Quarter’, campaign – was awarded for our PR campaign delivered during Q4 2017.
This award recognises excellence in brands’ use of PR activities and activation, along with partner marketing initiatives. Computing’s citation said that the “judges were looking for a well-thought out campaign that considers context, audience, timing and virality.”