Benedict Buckland

Jul 31, 2024 | mediacatmagazine.co.uk | Kevin Liang |Benedict Buckland |Zoe Elmore |Nick Mason

Simple — because going unnoticed is a surefire way to be forgotten. Brands and advertisers have grappled with this problem for years, trying to find a way to cut through the noise and drive engagement and conversion rates. Unfortunately, the landscape has become saturated, with too much content and channels, making it increasingly difficult to secure consumers’ attention. And it’s not just a fragmented ecosystem that’s posing a challenge.

May 8, 2024 | mediacatmagazine.co.uk | Jenni Romaniuk |Nick Mason |Benedict Buckland |Will Melzer

This column is for all the non-profit marketers out there, who are using their own ‘people power’ to improve our world. Some of the most inspiring marketers I have met work for non-profits. Money for their cause is usually hard won, and so they face constant pressure to make sure every penny is spent wisely. This combination of passion and resource challenges are why it is especially disheartening to see non-profit marketers deplete resources trying ineffective marketing strategies.

Mar 27, 2024 | mediacatmagazine.co.uk | Joel Stein |Chris Bailey |Benedict Buckland |Zoe Elmore

It’s how teams bond. It helps creativity flow. So why do so many B2B brands act like businesspeople daren’t raise so much as a smirk? As Emily Fairhead-Keen showed in her recent MediaCat article, funny communication makes brands easier to choose and remember. Funny adverts get shared; funny creates fame.

Mar 11, 2024 | mediacatmagazine.co.uk | Cos Mingides |Don Hoyt Gorman |Chris Bailey |Benedict Buckland

When payments and payroll platform Papaya Global felt its advertising was struggling to stand out in its increasingly competitive sector, the marketing team decided the solution was to go really big. The Super Bowl big, with a $7 million 30-second spot. ‘It’s not so we can sell more,’ Papaya’s director of communications, Hila Pera, told Tech Crunch. ‘Obviously, yes, we want to see a very direct ROI, but we all understand this is a brand building or a brand awareness play.

Nov 23, 2023 | mediacatmagazine.co.uk | Chris Bailey |Benedict Buckland |Zoe Elmore |David Alexander

The competition between B2B brands has never been so intenseBuyers are more cautious than ever when it comes to change, choosing to evaluate more brands, increase decision times, and look further afield than their incumbents. Buyer expectations are moving at pace, and a lot of B2B brands are struggling to keep up.