A day within the lifetime of… Simon Wilden, Partner, Goodstuff

Posted On Sep 11, 2020 By admin With Comments Off

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Please describe your work: What do you do?

I’m one of ten marriages at Goodstuff, a full-service media planning and buying agency.

Each partner is responsible for a different patient unit. One of my core responsibilities is running our direct-to-consumer( DTC) buyer cornerstone, this can take anywhere between 30% and 70% of my hour depending on what else is on the agenda that week.

I’m also part of new business tries, focused on creating efficient, effective, well-built media schedules, which complement a client’s media strategy with broader thinking and themes. Over the last six months, I’ve likewise devoted a lot of my occasion focused on our data product, utilising state of the art data insights to utter our clients’ expeditions act better for them.

How has your typical date been impacted in the short term by the pandemic?

In the short-term, my priority has been team control. Working from home is a small adjustment for some, for others it can mean isolating in a six-person house-share with parties they potentially don’t know very well. So in the first instance I’ve consume more era coming in contacts with my team to make sure they are alright and then realizing sure they’re okay with buyer workload.

Lockdown has so far had a limited impact on the new business point of my role. We still have a lot of purchasers looking for agency support and often those discussions begin three to six months in advance of strategy undertaking- specially if the brand is new to the market. In addition, we’re seeing changes to client contrives and it’s my capacity to support the team while administering client media negotiations.

At Goodstuff, we’ve introduced an organization favourite Media Thursday to keep the team socially connected, afterall Thursday is the new Friday in the media industry. The unit has also continued with the bigger social events by abusing tech in inventive ways to stay connected and have fun. The biggest being an 80 -strong fancy dress, digital bingo night to raise money to support a bar near our position- one of our decorators even formed many bar-themed backdrops.

What are your favourite tools and techniques to help you get your work done at the moment?

Personally, I’ve returned to the phone. Video conferencing is great and has its place, but the phone is accessible to all( no matter their wifi fast) and caters opennes in order to work remotely. For speciman, I can take a walk while on a call and sit by the river- confidentiality letting of course.

I will declare I was more of an email man before so while this isn’t the latest technology, expending the phone a lot more is new for me.

Which firms have impressed you since the eruption?

Those who have entirely pivoted their business offering- whether it’s a gin firm that now makes handwriting sanitiser or a eatery that’s launched a grocery and banquet kit transmission service. It’s excellent to see versatility and adaptability including those that have moved their business to a consumer facing sit. As someone who works primarily with DTC brands, the uptake in delivery is a big positive and for those grapple instantly with their creators, they are finding this pose has many benefits.

What alters are you concluding to help your brand connect with how people are feeling and knowing the pandemic?

We’ve been sharing regular grocery knowledge and shopper sentimentality revelation informs- we used to send on a monthly/ quarterly basis but we now share weekly to help track changing consumer patterns.

We know that TV viewing is up while revenue is down, and in turn inventory penalties are also down. As an independent authority, we don’t have long-term distributes that require us to split invest in a certain way, so we can take advantage of the market conditions on behalf of our brands. We still have patrons on aura, and a number of them are paying 40 -7 0% little than usual. I’m motivated to find good opportunities for our DTC firebrands to thrive, which in turn helps move revenue through to media proprietors and store tone journalism. We’re lucky to have a diverse client base with quite a few brands that remains keen to advertise.

What trends are you seen in the last few weeks in your sector?

There have been some interesting rotates from companies that weren’t able to operate in the way they naturally would. Some of our patrons are taking an advisory route, affording content and scaffolds to help others. For example one of our buyers which would usually render a service to small businesses, set up a small business helpline offering fiscal, law, and HR advice before the UK Government announced its support for SMEs. This fling to become helpful to its clientbase is an excellent way for the company to deliver on its purpose.

There are a whole raft of initiatives, whether material or make contributed, that are helping consumers to have a better ordeal during lockdown and it is fantastic to see firebrands understand how they can genuinely help people at this time- and act on it.

What suggestion would you afford a marketer right now?

Now, more than ever it is about striking a balance between the short and long-term reasoning. There is the temptation to be totally consumed by the here and now but rather than time taking advantage of the situation, the focus should be on balance,- especially as the short-term situation is incredibly dynamic- but ultimately labels and organizations need a longer-term vision.

Not all labels are experiencing a dip, numerous DTC brands have been lucky enough to generate additional income from the new demand for their service or commodity. That income can be used in part to evaluation commerce acts, we’ve seen labels who’ve never utilized Tv before turn to the platform to access the current influx of onlookers. With costs down and gatherings up now is a good time for marketers to find out if there is potential in the medium for their firebrand. For this we are reliant on TVSquared- the world leader in digital and linear Tv blame- which is at the heart of helping us understand why, how, and where brands can carry on spending to generate awareness and results.

What times long term planning and approach look like now at your firebrand?

In practice it looks like scenario projecting. A mindset towards minimised rates doesn’t help anyone, the key is in choosing your most viable option at that particular point in time. At Goodstuff we’ve started to think about next year and we have what we hope is a reasonably reliable foreshadow. It’s cynical for this year, however it hopefully means we can take everyone with us on the journey and take us to the point where we can focus on getting back to the growth positions Goodstuff has experienced throughout the last 10 years.

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