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.

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?

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.”…

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.…

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.”…

We might have widely differing musical tastes, never agree on which is the best sport and always argue about food. If there is one thing though that the Clarity team is united on it is our passion for podcasts.

We all agree that there really is no better way to get through those challenging commutes than with white buds popped in our ears and smart people informing us about our favourite subjects.

So here are a few of our favourite podcasts as chosen by the team.

Noticed that you are receiving a lot of communications from companies asking you to opt in to their emails recently? That’s because we are now just days aways from the introduction of the General Data Protection Regulation (GDPR) across the EU and potentially massive fines for companies who transgress it (up to €20 million or 4% of annual turnover, whichever is greater).

In spite of its imminent implementation there is still a lot of discussion about how publishers, agencies and brands should respond to it.

A couple of weeks ago we were lucky enough to attend a conference curated by the Midlands branch of the CIPR – the Chartered Institute of Public Relations, at Birmingham City University.

There were many great sessions, which among other things looked at the how the BBC serves the Midlands and how technology will change the way PRs interact with the media in the future.…

Clarity’s London MD, Sara Collinge, recently wrote an article for PR Week about an issue that is very close to her heart – the way that brands target women.

As Sara says

“There is no one-size-fits-all and brands are making too many assumptions about what it takes to engage with a female market. As businesses clamour to attract more women they’re jumping on the bandwagon and launching initiatives without enough knowledge and understanding of who exactly they’re trying to reach, and what they care about.”

If you are planning on launching an ICO at some point in the near future then the last few weeks have probably caused you to re-calibrate your plans. The news that social networks have chosen to ban Crypto and ICO ads is not entirely surprising given the concerns about some of the entities that are being created. Yet it does in many ways impinge on the plans of serious ICO based companies who are now deprived of one of their key marketing tactics. 

OUR WORK

Get Some

  • If you're looking for a career with Clarity, you can find out more and submit your CV here.