Justin Daich

Patience Beats Hype. Just Ask Family Businesses. In marketing, everyone’s chasing quick wins. But the brands pulling ahead? They’re playing the long game. The IPA Effectiveness Awards tell the story: 👓 Specsavers, 🥔 McCain, and ☕ Yorkshire Tea – all family-owned, all winning with campaigns nurtured over years, not quarters. 💡 Their real advantage isn’t just budgets – it’s culture. – Frugal in the good times – Cautious before committing spend – Fiercely loyal once they find ideas that work As IPA’s Laurence Green puts it, resilience + consistency compound into returns the quarterly-obsessed can’t touch. And Rory Sutherland hammered this home in his Nudgestock keynote – showing that patience isn’t old-fashioned. It’s a competitive edge. ✅ Frugality creates focus ✅ Loyalty compounds creative value ✅ Long-term thinking outpaces short-term noise 👇 Do you think most modern brands can adopt this long-game mindset – or are today’s pressures just too short-term? 🔗 Watch Rory’s keynote: https://lnkd.in/gPtynbZk 🔗 Read IPA’s full analysis: https://lnkd.in/gnKJNukB ******* For more like this, try my free newsletter: https://lnkd.in/gBf8n27a

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When chima mmeje🏳️‍🌈 moved to the UK in 2022 and launched the Freelance Coalition for Developing Countries, she quickly noticed something surprising: 90% of people signing up for the Tech #SEO training thought it meant “SEO for tech companies”. This was a simple misunderstanding caused by a lack of awareness and she knew she needed to do something about that. She realised many people from developing countries had historically gravitated toward content work, as it’s often the easiest entry point into the industry. Chima shares how she herself first got into SEO through content, simply because it was something she could teach herself without formal training. Chima also shares how instrumental Aleyda Solís was in getting the FCC off the ground in its early days - and how she didn’t hesitate for a second to offer her help. Watch the full episode here https://lnkd.in/eyaWT7Ks

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If I were a Head of Marketing right now (part two)... Turns out 5,000+ of you had some thoughts on what brave marketing looks like, so here’s round two. ✅ Capitalise somewhere people overlook Oh Polly just quietly made their 'New In' section the most engaging thing going on with the brand. Models interact across panels, turning product listing into a moment of surprise. The product grid is usually ignored, but they made it scroll-worthy. My favourite bit? The ice-cream drop for sure. ✅ Take your product out of its usual place Swizzels did this beautifully. They launched a new series of Reels showing the sweets being spinning around and exploding into each other. It taps into ASMR, food aesthetic, and trend culture. And by removing the product from its usual pack shot or shelf context, they made it feel more fun, more cool, more desirable. ✅ Own a rainbow, not a brand colour We’re moving beyond the era of brands owning one colour. OLIPOP PBC, poppi and DAISE Beauty are building visual identities based on full product rainbows, think shelf appeal, collectability, personal choice. It’s all about building a world where every flavour is its own moment. ✅ Set build is King Think of Puresport’s branded marathon fill-up station or The London Essence Company recreating a London rooftop terrace to launch their pink grapefruit serve. These are more than “sets” they’re brand-built environments that can live across social, OOH, retail and PR. Physical feels even more powerful in a world of 3D AR crowdedness. ✅ Drill into FOMO rhode skin’s Mallorca launch wasn’t just about a lip tint it was about making you feel like you were missing out on the coolest trip of the summer. It wasn’t pushing product, it was giving ‘I need to be there’. That’s the power of FOMO culture done right: making people want the moment as much as the product. ✅ Make your product the cool girl Oatly’s Lookbook didn’t feel like a marketing campaign, it felt like a couture drop. Their oat serves were styled like they belonged in an Acne editorial which was unexpectedly effortlessly chic haha. It was fun, self-aware, and weirdly cool. In a sea of samey UGC, they made oat milk feel like the moment. Proof that with a bit of thought and a good eye, any product can have main character energy. Basically, if I were running marketing right now, I’d be squeezing the magic out of every overlooked moment.

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📢 Google’s AI Mode is here in the UK - and it’s changing everything. Google has launched their most powerful AI search experience yet. Unlike traditional search, AI Mode introduces a conversational, context aware experience powered by Gemini. It’s not just surfacing links, it’s generating answers. For brands, this marks a major shift in how digital visibility is earned. To win in this new landscape, here’s what you need to focus on: ✅ Be reference-worthy - your content needs to be clear, trusted, and well-structured so Google cites you in AI responses ✅ Double down on EEAT - expertise, experience, authority, and trustworthiness are critical to appearing in generative results ✅ Optimise for entity recognition - make it easy for Google to understand who you are and what you do at a semantic level ✅ Create for context, not just keywords - content must answer broader intent, not just rank for specific terms ✅ Embrace structured data - schema, FAQs, how-tos, and product markup are foundational to being picked up by AI systems ✅ Rethink your performance mix – this is key, it's never been more important for paid and organic to work together to own more of the AI-influenced customer journey. A siloed strategy is a big no no. Hello Everysearch™ It’s never been more important to seriously rethink how your brand shows up in search. #GoogleAIMode #FutureOfSearch #SEO #ContentStrategy #DigitalMarketing #FoundEverysearch Found.

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Not a LinkedIn work update — this one’s actually fun 🤭 The Mon-ologue is a LinkedIn (coz I'm lazy to customise and post it to any other channels) exclusive that brings leadership to life in a way that’s entertaining, human, and refreshingly real. In each short, sharp, and fun episode, Mon sits down with leaders who share their stories in the quirkiest, most entertaining — and human — way possible. Because great leadership isn’t just about power or titles — it’s about the small, human touches that make teams thrive and companies succeed ❤️ 🫡 💪 In this teaser episode: Mon sat with the amazing Connie Chan 😘 Our guest will need to bring one weird, unexpected item that they hold dear and have kept them sane amidst the work stress. And let us be the judge of it 😂 So this is Connie and look out for the actual episode coming soon 🙃 Who do you want me to sit with next and uncover their quirkiness that you don't see at work?? #leadersarehuman #contentonlinkedincanbefun #themonologue

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Most agencies say they “also do LinkedIn Ads.” But every week, I audit accounts that look like a Meta specialist built them. This week I looked at one being run by a relatively big UK agency… And the audience size was 2 million. At first, I get excited thinking I’m about to help the marketing person on the call when I deliver this news. Then I realise, I’m actually delivering news that might get them fired. Because in some cases, there’s hundreds of thousands in wasted spend. LinkedIn Audience Network is another one. I audit accounts literally every week where this thing is switched on. It’s just one little checkbox. But it totally f$cks the account. Keep it off. Like 99% of the time. LinkedIn is not Meta. In many ways, it’s the opposite. Meta has super good machine learning and has a scary amount of info about us, which gives it intent signals on if we are in the market for a product. LinkedIn not so much. On LinkedIn, you need tight targeting. Spend your budget only on your ICP (not large audiences). Never trust LinkedIn's suggested bids or suggested anything for that matter. LinkedIn is built for sales-led businesses. + Long buying journeys. + High-ticket deals. + Complex funnels. To win here, you need: ✔ A real funnel strategy ✔ Middle-of-funnel nurture ✔ Ads that build trust, not just grab clicks ✔ A mix of thought leader, lead gen, and demand gen content If you’re an agency wanting to offer LinkedIn Ads to your clients, but you’re not 100% confident, we can run it for you. We’ve just opened our white label LinkedIn Ads service. We run the account under your brand. You stay the hero. We’re the engine behind the scenes. Send me a DM and I’ll show you how it works.

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