Marketing for the year that we live in…
Over the past decade I’ve been fortunate enough to work in marketing for several businesses, each with their own unique style and interpretation of what defines good marketing. And in that ten years, I’ve gone from being a fresh-faced newbie, learning from inspirational mentors and colleagues, to something approaching grizzled veteran.
I’ve tried to absorb as much as I can from the multitude of wise old owls of Manx marketing, and I’ve been so embroiled in this world that sometimes it’s hard to appreciate how much change has occurred.
We now have devices in our pockets that act as a computer, camera, and a phone. I still remember my old Nokia 3210 – an indestructible brick that allowed me to play Snake or painstakingly send a text. The Digital Age has transformed all our lives in every conceivable way.
Social media and the overall impact of digital and mobile technology has provided instant accessibility, and conversely given the consumer so much control, that it is up to us as the marketer to work even harder.
One wrong move and the trolls will be vying for your blood and could mean the loss of a client base, and keeping the masses attention span for any concerted period is difficult when life is so focused on instant gratification.
The internet has given a voice to all and whilst that is a remarkable thing, it also presents its fair share of challenges. Just look at Manx Forums should you require any proof!
Still, it has – and continues to be – a fascinating time to be in this industry. And kudos to Mad Men for making us cool again.
It’s imperative you never stagnate in this industry. The Digital Age may have made everything easier, and we now have access to a wealth of marketing metrics and data which can be distracting and does not necessarily correlate to the numbers that really matter; customers, revenues and profits.
When creativity and performance meet…
Some still view marketing as some devious dark art; a witch’s potion to trick and coerce. Like David Blaine with a whiteboard. This couldn’t be further from our truth. The two main approaches to marketing I’ve encountered are:
Spray and Pray: This is the all guns blazing visibility method. Going all out with the Facebook likes, creating a brand that is probably more focused on ubiquity than actual sales. The sales are hoped for, of course, but all the energy goes into getting the brand out there in the public domain.
Marketing Accountants: This is the antithesis to ‘Spray and Pray’. It is cold, methodical and based on the bottom line. What are the profit margins? We need justification for the outlay on the marketing budget. Time is money!
We take inspiration from these two methods and, whilst they can both work fantastically in their own right, they are a far more powerful force when combined. Imagine if Luke and Darth actually did join forces! We feel it’s exactly like that. Minus the dark, villainy stuff.
And, it was this desire to fuse creativity and performance marketing that helped ignite the fire for our own agency: Peggy & Mills.
Peggy & Mills
We are named after two disparate legends:
Peggy Guggenheim – A true firebrand force of nature who lived, loved and lived some more. Peggy drew upon her vast inheritance to become a bohemian queen of the art world: Collecting and promoting the work of countless artists such as Jackson Pollock. She was some gal.
John Mill – A steady, solid dude. John was ahead of his time, an open-minded feminist with an IQ so high, we’re fairly certain he’d be coming up with Pointless answers like a quiz maestro. He was the Father of the ‘cause and effect approach’ and whilst that sounds a bit dull, it’s really rather cool and geeky.
Upon the meeting of these two contrasting yet equally unique voices, we strive to achieve our company motto:
Weird enough to make it interesting, scientific enough to make it work.
There’s a passion and energy within the ranks here. We want to excite, innovate, create, dazzle and shine. We’re entrepreneurs and commercially focused, and we truly believe in the merits of marketing to transforming your business from good to great.
So there you have it: Our little introduction to the new marketing agency for the Isle of Man – Peggy & Mills, creative performance marketing.
We love what we do and we hope you do too. Check out our website and get in touch if you’d like a chat.
Kate Hegarty – Founder
Jodie Mason – Director
Inspirational, part-time vegan.
Tom Brew – Head of Digital
Geek chic. Loves his dog.
Lucy Shea – Creative Associate
Loves a colouring book, can colour within lines.
Matt Aire – Digital Marketing Associate
Went to Tanzania once. Man of the world.
Natasha Parry – Marketing Associate
Never, ever milk in first. Ever.