Like the start of most new jobs, my first day or two at Arena was mostly a struggle to remember a veritable myriad of passwords and names, but once all that was out of the way, I was able to sink my teeth into the role of graduate analyst.
It’s a little unusual working for an agency whose bread and butter is planning and buying media when you’re not responsible for either of those things, but I’m baffled by the sheer breadth of activities I’ve been involved in already. One minute you’re sifting through data, finding juicy chunks of information about the client’s consumer. Then, at a moment’s notice, you’re doing undercover user experience research and getting sized up by security as a shoplifter with self-doubt.
In an industry full of nonsensical terminology, ‘immersion week’ is a relatively inoffensive term, but still one which manages to set eyeballs rolling. It suggests broken routine, novelty tasks and a range of sales decks hidden behind some smoke & mirrors. However, weeks such as the one we’ve just completed with Global (and, in the name of a fair playing field, the one Bauer ran earlier in the year) are vitally important to the quality of the agency’s work.
If you picked up the Metro this morning, you’ve probably seen blinkbox’s response to the Di Matteo sacking:
This ad was not only featured in Metro but also The Guardian, The Times and The Independent – all under Di Matteo editorials.
This is a great example of tactical print as being reactive to current affairs will help brands maintain cultural relevance.
Contextual and agile planning is key to increasing the value of ad space.
We may not be able to claim that we are solely responsible for their growth, but it definitely points to the fact that Arena works with winners. Something we are immensely proud of.
When planning Search, some of the most crucial things to monitor are:
- How search trends evolve,
- How search volumes differ (across time/territory), and
- How seasonality has an impact on online searches.
We have always been to two different places to get this information: Google Trends and Google Insights for Search. They recently combined the two tools into the new Google Trends. This is much improved and very useful.
Trends now includes features from both of the old products and makes it easier and more intuitive to dig into the data. Here are some examples…
Four of Arena's young guns currently partaking in the Squared programme, a collaboration between Google, Hyper Island, and the IPA.
The Squared programme brought together 85 young people from London’s media and creative agencies. Some had yet to start in their position, others had been working for almost two years and set us upon a 12-week course. The mission statement for the course was to ‘empower the next generation of leaders to power the industry [r]evolution’. Whilst this statement manages to toe the fine line between soulless corporate speak and the dead-eyed utterances of lost boys as they sign up to a cult, the mantra is simple – Google brings the digital nous to the table, leading workshops in analytics, data visualisation and management, coding; whilst Hyper Island provides personal development workshops – how to give and receive feedback, how to build productive teams, and how to grow as an individual in the workplace.
Our new Eurostar campaign has just started, highlighting that city centre to city centre the new London to Amsterdam route only takes 4hrs 40mins. Whilst this may initially appear a long time there is an interesting implied behaviour economics concept at work here.