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10 things you should always ask your creative agency

By Guest Poster on 16 March 2015

Judith Jansen, Marketing Manager at Workbrands - A results-driven brand and marketing agency - proposes 10 things you should always ask your creative agency to get the best out of your brief.

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Forget keywords – Marketing agencies invent words now

By Sydney Fleming-Gale on 11 October 2013

We thought we would inject a little light-hearted content into, what appears to be, a sea of negative commentaries on the Google Hummingbird update. Who needs Keywords when you can invent words for your marketing campaign? 

Much to the annoyance of many SEO and content marketing agencies keywords are now predominantly ‘not provided’ in organic search analytics, making the SEO analysis of your website a cryptic puzzle. 

As other marketing agencies shout their annoyance at this extra workload and plead the importance of keyword targeting, one agency, McCann Melbourne to be exact, have instead chosen to invent and market their own word. And the result is rather impressive.

McCann created an entire content marketing campaign based around a word that essentially does not exist – ‘Phubbing’. As extra evidence of their marketing feat the Australian agency even managed to hardly mention the product they were marketing (which just so happens to be a dictionary) until the final seconds of their video campaign.

The video they produced ‘Phubbing: A Word is Born’ is a factual and emotive story that explains the existence of a phenomenon that has no name. McCann, being McCann (the origin of viral hit Dumb Ways To Die) set out to fill this word void with a name. So let’s take a look at how they went about it.

The situation:

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STATS: Why marketing agencies should brush up on Twitter

By Danielle Stagg on 27 September 2013

A good marketing agency will use all the tools available to them. One media platform can often support another, which is why few PR agencies or marketing agencies overlook the enormity of social media and the power it has to lift campaigns and boost ROI.

It's difficult to fathom the fact that Twitter has been filling our screens and shaping our social sphere for 7 years. In that time 170 billion tweets have been posted by over 200m monthly active users. It's hard to gauge the success of one platform alone, yet these stats go some way:

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