Welcome to the March edition of our newsletter.
The days are getting longer and it almost feels like spring is in the air…
We’ve had a busy couple of months working with new and existing clients on projects from brand campaigns to website relaunches and CRM campaigns. In this month’s newsletter we’re discussing the latest controversies around AI, taking you behind the scenes of our latest campaign with Permobil, and showcasing our recent work with pet insurance company Petcover.
If you’re new here, then welcome! We’re a vibrant integrated marketing agency based in Coventry and working with clients around the world. You can find out more about our marketing agency services here. Don’t be shy – we’d love to have a chat about how we could work together.
The UK Media Unites for Creative Rights
It’s rare for the UK media to agree on anything! So you know it’s something they’re passionate about when every major UK newspaper comes together for a cause, featuring a unified front page.
In case you missed it, last Tuesday the major dailies (The Times, The Guardian, The Sun and Daily Mail to name a few) and a number of regional papers featured the same ‘MAKE IT FAIR’ message on their front page. Talk about a way to make an impact.
The united stance came in response to the government’s proposals around AI and copyright. Check out the full story here. It was timed to coincide with the response from the music industry – a silent album titled ‘Is This What We Want?’ released by 1,000 musicians including Annie Lennox, Kate Bush, Damon Albarn and Imogen Heap.
But what about marketing?
Understandably, there are concerns from businesses, agencies and individuals about the potential impact on their future livelihoods and loss of revenue.
The Institute of Practitioners in Advertising (IPA) has published its response to the government’s proposals, stating that it is “not convinced by the proposal to expand the text and data mining (TDM) exception for any purpose. The IPA believes this would shift the onus of copyright protection on to rights holders, giving a clear advantage to AI developers. Instead, the IPA questions whether technology could be harnessed to enable rights holders to more easily protect their works”.
And the stats suggest we needn’t worry quite yet… I’ve seen an abundance of polls on LinkedIn recently and the results show that we’re not ready to rely on AI 100%. One poll, quote by the Chartered Institute of Marketing, showed that 0% of people surveyed trusted pure AI-generated copy, and 49% prefer 100% human copy.
At Awesomesauce, we’re passionate about embracing the latest marketing trends and we’ve been closely monitoring the impact of AI on the marketing industry. While we acknowledge that AI has had a positive impact in places, we’re cautious of the potential negative impact on creativity, copyright, fairness, employment and quality of life. The government’s consultation is now closed and we’re watching closely for a response.
Behind the Scenes of Our Latest Campaign with Permobil
It’s great to have so many exciting new projects in progress – I’m struggling to keep up with all the places the team has been over the last couple of months, particularly James!
Last month James and Mark were on location in London, shooting with our long-standing client Permobil for an exciting new user-focused campaign launching this summer. With previous shoots for the campaign in Germany and Spain already wrapped, we’re now gearing up for the next stop in France.
We always love seeing our creative visions come to life and this campaign is shaping up to be something really special. We’re looking forward to revealing the full campaign when it launches in summer – watch this space!
Looking for an integrated marketing agency? We’re a full-service agency, including designers, copywriters, web developers and strategic thinkers, based in the Midlands and Oxfordshire. Get in touch to see how we can support you with your next project.
Our Customer Comms Boost Brand Appeal for Petcover
We’ve had a busy few months and wanted to share another one of our success stories with you this month – our work with Petcover.
Petcover is a rapidly growing pet insurance company which operates in Europe, Australia and New Zealand. They approached us looking for an agency to create a suite of printed materials for breeders and owners, and an appropriate look and feel for their Breeder Club. Looking to expand their Breeder Club and drive growth across their existing territories, they needed additional resources to support their internal marketing team.
We developed a new look and feel for the Breeder Club and designed a range of assets, from emails to print ads, vouchers and a welcome pack. Working to a tight timing plan we delivered design and copywriting services to ensure a cohesive suite of assets designed to simplify the pet insurance process for breeders and new owners. The assets created were designed to promote the Breeder Club and demonstrate the benefits of Petcover’s insurance through timely comms at relevant customer touchpoints.
Tom Vaughan, former Global Marketing Director at Petcover, said, “Awesomesauce quickly understood the vision for our project and ran with it, from creating a look and feel for the initiative to designing assets and copywriting.”
The final assets differentiated Petcover from their competitors through a unique look and feel, highlighted Petcover’s exceptional customer service, and ensured an improved better customer experience for the breeder network.
You can find out more by reading the full case study here.
If you’d like to find out more about how Awesomesauce Marketing could support your next project, from design to copywriting to strategy and more, drop our Account & Strategy Director James an email on james@awesomesaucemarketing.co.uk.
That’s all for now! Keep your eyes peeled for another update next month. In the meantime, you can keep up to date with all things Awesomesauce on our LinkedIn page here.