Category: Strategy & Planning

How to choose a healthcare marketing agency for NHS framework work

Choosing a marketing agency is rarely just about creative capability. In NHS and healthcare marketing, the decision carries additional weight. Healthcare organisations operate in environments where communications can influence understanding, behaviour, access to services and, ultimately, health outcomes. Campaigns may need to reach diverse communities, address sensitive subjects, overcome mistrust or misinformation, and encourage people […]

Financial services content marketing: Building trust before the pitch

In financial services, people rarely buy simply because you’ve told them what you sell. They buy when they’re confident you understand what they need. Trust has always mattered in financial services, but the way that trust is built has changed. Customers now have access to more information, more choice and more ways to compare providers […]

Marketing a regulated financial services brand: what compliance actually allows

Compliance doesn’t kill creativity. Treating it as an afterthought often does. For anyone working in financial services marketing, regulation is an unavoidable part of the job. Whether you’re marketing mortgages, savings, insurance, investments or another financial product, there are rules governing what you can say, how you say it and, importantly, how your audience is […]

Brand repositioning in financial services: a five-stage framework

Changing how your financial services brand looks is relatively easy. Changing what people think about it is where the real work begins. Financial services is changing fast. Established banks and building societies are competing with digital-first challengers, customer expectations are being shaped by experiences far beyond the sector, and new technology is transforming how products […]

Customer focus is no longer a service promise. It is a strategic growth driver.

Dr Martens Shop Front Sign

Many businesses describe themselves as customer-centric. Fewer can clearly articulate the emotional role they play in customers’ lives. That is where the real strategic opportunity lies. Dr. Martens’ return to profit growth has been attributed, in part, to a renewed focus on the customer. On the surface, that sounds familiar. Most organisations talk about customer […]