Highlights of 2019
- by Dan Martin
This year we relaunched our agency as WPNC, with a mission to put compelling experiences at the heart of all the work we do for clients. Why do we think that's so crucial? Because experience is *everything* in engaging people, connecting them with brands and converting key actions that deliver mutual value to both client and customer.
To make sure we unlock the best experiences for every client project or campaign, we have been asking ourselves this year - what will make it compelling? We think this approach is one of the reasons we were shortlisted as the Campaigns For Good Awards agency of the year, but of course we would say that!
So, by way of a 2019 retrospective, here are some recent themes that we think are crucial in creating the kind of experiences that bring success for clients...
The power of the moving image
We love TV and film and having been pioneers of DRTV in the UK, we know what makes that medium work brilliantly. But times have changed and the opportunities to use video online have also become a critical part of the mix in marketing and advertising. So we've spent a lot of this year formulating and delivering multi-channel campaigns that make the most of the moving image for commercial businesses and worthwhile causes. We've delivered all sorts, from super-quick social videos made from existing footage designed to engage and build audiences, to full scale, completely unique integrated TV and online campaigns shot from scratch. Some client examples include Care, Donald Russell, Plan International UK, Macmillan.
Insight more important than ever
So we all know customer insight is, and has always been at the heart of marketing. But this year we have really noticed an uptake in finding out and focusing on what our audiences want and need and being smart about how to connect that with what brands have to offer. Cue numerous client projects to conduct new product and proposition development work - via our recently launched 'customer experience' team - to make better end-to-end engagement, acquisition and retention journeys. For instance, London's Air Ambulance Charity, Samaritans, Brew Republic.
Payment flexibility organically improves results
More income for no extra effort... surely too good to be true? Well no, not if it's simply about giving people more choice and a better experience with the least friction possible. Using our goDonate platform to introduce best practice U/X and new supporter-friendly payment technologies has proven to be a big win for clients this year. So whether it's repeat card payments, digital wallets like PayPal, Apple Pay or Google Pay, or letting people tap physically when they used to fill in a form or give extra personal details, it all helps to improve satisfaction and grow income at the same time. For example, Battersea Dogs and Cats Home, Prostate Cancer UK, NSPCC, SSAFA.
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