Post-idea advertising: Find the human story

Declining TV impacts, the arrival of AI and, arguably, the ‘post-truth’ era of politics we now live in has been matched with the new ‘post-idea’ era in advertising. Much of what we see in a TV ad break is orientated towards performing now, it is mechanistic and low-concept, relying on trickery to suggest craft and care — but where's the idea? isobel Planning Partner explores the strength of the creative idea. Originally published by MediaCat.

England Rugby need a ‘Bazball’ style lesson in brand engagement

‘Borthball’ doesn’t quite have the same ring to it as ‘Bazball’. But when it comes to building a fan base, creating entertainment, and brand engagement, Steve Borthwick and Owen Farrell could do with taking a serious look at the new brand of English cricket that Brendon McCullum and Ben Stokes have created. Read what Jamie's had to say here. Written by isobel, originally published in London Daily News.

Is this the end of Google?

The internet is changing. For decades, Google Search has reigned as the go-to tool for accessing information on the internet. But with the recent explosion in AI Large Language Models, LLMs, is that all about to change?

Zucker Punch

Is Threads a Zucker Punch to Twitter? This is Vol 2 of Musk’s Twitter, a continuing series where we keep up to date with the platforms fast changing landscape.

Tottenham Need A Serious Brand Strategy Rethink

It was the great Bill Shankly that famously said, ‘Some people believe football is a matter of life and death… I can assure you it is much, much more important than that.’ A lot has changed in football since Bill Shankly’s day, but the importance that the ‘beautiful game’ plays in many of our lives remains.

Creative Collisions

It’s an age-old issue. Brands can get stuck in their ways. In fact, the stronger the legacy, the more people become wedded to a certain set of words and ways of thinking, and the harder it can be to change. Trying to glimpse the future is a difficult process, not the least because there is an accepted way of doing things, a well-known brand mantra and a comfort zone easy to stay within.

Is zero the hero for today's beer industry?

From the potential future irrelevance of ‘Dry Jan’, to 0% beers with an enhanced ‘relaxing feeling’, Managing Partner, Jamie Williams asks just how big can non-alcoholic beer really get, and where can it go next?

Is Trump’s brand dead?

For years, Trump has managed to keep the spotlight on his brand – and stay in the hearts and minds of Republican voters – by pushing a narrative of a stolen election. But the results of this month’s midterm elections suggest that he could be losing his allure, writes Isobel’s Jamie Williams.

Has the World Cup made fools of everyone?

With the World Cup starting in just 3 days, Jamie's piece in Campaign Magazine UK looks at the challenges for brands, and the muddled responses and opinions surrounding Qatar 2022. "...the World Cup debate and the different stances that many have taken, shows serious levels of hypocrisy and contradiction."

Nostalgia marketing: Why brands need to go beyond good memories to drive sales

We've taken a closer look at Nostalgia brands — carrying out research to find out which brands consumers have the fondest memories of, and of those, which they have the most positive feelings towards. “In marketing, nostalgia can be an unbelievably powerful emotion and we were keen to understand which brands elicit positive feelings and fond memories with UK consumers." - Steve Hastings Planning Partner isobel.

isobel Summer School Returns with High Street Task and Industry Leading Judges

Whilst every generation struggled in different ways during the Covid lockdowns, perhaps the biggest hit where those in education. Having to follow classes online can’t have been easy, but during the last two years, school children have also missed out on a whole range of important real-life experiences and activities. Work experience is one of these areas that school students have missed, and after two years off, it was great to see the isobel Summer School back in action this year.

Insuretech

The somewhat drib-drab insurance sector has been struck by lightning — tech lightning.

Nostalgia Brands

Our memories are full of brands. Some of these brands are gone for ever, but others are still out there gathering dust, with significant untapped potential. So, when is it right to dust them off and re-invest? And is nostalgia always the right emotional string to pull on?

The Apprentice

The Boardroom is back. And… we lent some experts to scratch heads, make awkward faces and do some judging.

English Wine’s Time In the Sun

With more glasses of English Sparkling wine enjoyed over Christmas than ever before, could 2022 be the year that English wine breaks into the mainstream?  Jamie Williams, a member of the British Guild of Beer Writers and Managing Partner of London independent creative agency isobel, takes a look.

THE PET FOOD RENAISSANCE

"If you’re a cat or a dog, what a time it is to be alive. A golden age of flavour. A pet food renaissance." So many of us have new furry friends. We've been looking at trends in the pet food category, and where things might go next.

Own label to brand

Why and when do consumers pick brands over own-label? Traditionally own-label categories won't always stay that way. Is hummus the next category to truly explode? We've taken a look.

New York Festivals Advertising Award

Delighted to be shortlisted for the 2021 New York Festivals Advertising Awards, for our DO YOU ALMOND? campaign for the Almond Board of California. Best use of film under 10".

Referendum again

"Referendum campaigns are just like any other advertising. There’s usually an emotive message, something captivating, inspiring, hopefully creative. Then there’s the boring bit." A second Scottish indie ref isn’t imminent, but it might be inevitable. Alex Hamilton writes for Advertising Week exploring the lessons learnt from previous political campaigns, that the Unionist side might want to take note of.

Cinema revolution

"If cinemas are to survive, they will once again have to change." We love cinemas at isobel. And as they open up this week, we've taken a closer look at what their future might hold.

Wine trends post covid

"Covid has changed almost every part of our lives, including our wine buying and drinking habits". From e-commerce to lower alcohol products, Jamie Williams writes for Beverage Daily, exploring five potential post-Covid wine trends.

NAVIGATING ICE CREAM

"The current ice cream scene is a bit like a battlefield". We love talking about ice cream at isobel, almost as much as we love eating it.

Hunting the Superfan

From Apple to Tesla, and BrewDog to Beyond Meat, how does a brand find its Super Fans?

BRAND-BUILDING SIDE PROJECTS

Why every celeb wants to be in the good books? Harriet Johnston at the MailOnline has been exploring the rise in celebrities penning children's books. With commentary from Jamie Williams

BRANDS AND PROVOCATION

RECIPE BOXES

Post Lockdown: will the recipe box surge last?

Meghan and Harry could’ve been Britain’s greatest asset, but we screwed it up. Royally

Everyone seems to be debating Harry & Meghan. And so is Jamie, in the The Independent today, looking at the debate through a branding lens.

isobel: Inside London's Most Creative Agency

This week, we had the pleasure of speaking with the team at isobel, an award-winning creative agency from London. We got to learn more about their agency and see some of their incredible brand work. Check out our interview below!

DISRUPTION TO SELF-DESTRUCTION

"Everything changed for Trump's brand legacy last week - especially for those that seek to inherit his brand and his followers". Jamie's piece in Campaign Magazine UK explores how disruption turned to self-destruction.

SUPERCHARING A B2B BRAND

“The best ever TV ad to feature a piano?” Well, that’s what World Piano News said, and they should know... https://lnkd.in/dhjncJs

2020: The Great Accelerator of Trends

In many ways, 2020 catapulted us years into the future. Changes that were in a future pipeline, previously held back by a reluctance to adapt, were forced upon us ahead of time. With Innovation and enterprise rising to the surface like never before, 2020 was a year like no other.

CHRISTMAS CARD 2020

Social Distancing makes this year’s Christmas Card a bit of challenge. But we think we’ve come up with the right solution. Bobble heads and a scale replica model of the agency. We made a little film to go with it too - https://isobel.com/christmas-card-2020/ Merry Christmas.

CAN PUBS FIGHT BACK?

The UK pub industry has been hit harder this year than anyone could ever have imagined. But can pubs fight back in 2021? Jamie's piece in FAB News today explores the possibilities...

TURN BLACK FRIDAY ON ITS HEAD

Do consumers care about Black Friday? How can brands turn Black Friday on its head and use it to their advantage?

WHY TRUMP LOST

Our US Election learnings for marketers in today's City AM, and the messaging and targeting mistakes made by Trump.

Hitting the mainstream without losing your edge

"How do brands explode from their niche into the mainstream without losing what made them special in the first place"?

A FAILING COMMS STRATEGY

A critical look at Donald Trump’s comms strategy, from Jamie Williams for Creativebrief...

ARE GYMS DEAD?

With new workout behaviours, challenger brands stealing market share, and enforced consumer behaviour changes, Jamie's piece for NewDigitalAge explores the digital transformation that may keep gyms alive...

SEE ME FEEL ME

Get people to like you and they’ll like you for everything you do.

BRAND POWER

Despite all the scandals, the outrage, and the constant and appalling press coverage, Donald Trump is still very much in the fight for a second term. Ahead of the first presidential debate tonight, Jamie's piece in City AM today takes a look at why...

NOBODY CARES

The world is full of sensible brands doing sensible things. That’s why so much advertising is essentially wallpaper. The best place to start is admitting that nobody cares.

Sarah Talks Maternity

The Drum have been speaking to our Account Partner and new mum Sarah Humphreys about maternity leave in a Covid-19 era and transitioning back to a new agency life.

BRAND VEEP

Following Joe Biden's VP pick yesterday, Jamie William's been busily writing for City AM on the impact Kamala Harris may have on the campaign, and why she might be a very smart running mate choice.

Brand Trump VS Brand Biden

With "US politics now disconnected from policy", Jamie Williams has been talking about the battle of the brands this November - Trump vs Biden.

DAY ONE MENTALITY

"If you are not thinking long-term, it’s time to wake up." This is Steve Hasting's piece on Day One Mentality and getting your brand ready for the future.

Gourmet Pet Food

Has lockdown changed the relationships we have with our pets? Has it altered the way we shop for them? Through the experiences of Alex & Albie, we've been exploring what's next for gourmet pet food.

Ben, Simon & Zoom

Ben's been talking to Campaign Magazine about his wife. His work wife, Simon. And what happens when a creative partnership is separated...

Talking Homework

In unthinkably difficult times, we think it's important to keep our creative culture alive. And we've been chatting to the lovely people at CNBC about what we're up to.

Is chocolate’s future dark?

Are we moving away from novelty, convenience and value and turning towards craft? We're been looking at chocolate trends and what the future might hold.

Mattress Wars & Positioning

There's a mattress war going on. It's a category that's been turned upside down recently. And we've been having a closer look.

The Rise of Meatless Meat

There's lots of discussion at the moment about the future of the meat industry, veganism, changing consumer habits and new ground breaking food products. Here's our deep dive into the rise of meatless meat.

Why immersive is a key word in today’s retail environment

Why immersive is a key word in today’s retail environment. Our thinking on the under pressure retail sector.

Our Fling with Fintech

Is the surge in digital banking just a fling, or will it continue to rise? We've been taking a closer look at Fintech and what might be holding it back.

Yes We Can: American Politics is a masterclass in messaging

It was the Democrats' big night last week on Super Tuesday and Jamie Williams has been writing for City AM about Biden, Bernie, Trump and the marketing strategies of US politics.

Shaking Up The Drinks Industry

Challenger brands may be hogging the headlines, but is it all ‘glass half empty’ for the stalwarts? We held another one of our Breakfast series at isobel, with discussion around the future of the drinks industry.

How Can Marketers Connect with Young Parents?

Have a read of our piece on how marketers can connect with young parents, and watch our Breakfast Panel all about it.

Getting Your Mojo Back

When we stop learning we stop growing. True for people, true for brands. The early days bring new discoveries and, if we build on them, rapid growth. But then, suddenly, we’re no longer the sparky, fresh challenger. We’ve become the ones the kids are challenging. Read our report on how to get your mojo back.