TMW

Generative engine optimisation – getting brands to appear in AI – might work in hard-to-understand ways, but the tactics for success aren’t as complicated as you might think.   Here's our organic search director Becky Jenkins in Creative Salon Worldwide, explaining why GEO strategy is less about a new channel and more about a new audience. https://lnkd.in/eSrGeppf

‘On the train you can’ has been shortlisted again, this time in the Travel, Transport and Tourism category at the Effie UK Awards. Fingers crossed for November… 🤞 Rail Delivery Group

"The brands that win loyalty in the future won’t necessarily have the most sophisticated program mechanic, but they'll understand loyalty isn’t something customers calculate. It’s something they feel." Most loyalty programmes focus only on improving performance rather than asking why someone would want to be part of them in the first place. Our Chief Strategy Officer, Dan Bowers, has written a piece discussing the difference between optimisation and emotion in The Drum. Link to the article in the comments.

Talking at Madfest! tomorrow with my talented colleague Graeme Noble and amazing client Jodie Taylor We’re sharing a little story about the doing one of the last things you should do when advertising cars for Suzuki GB. It's truly Good Different. TMW part of Accenture Song

Winners. 🥇 Our work for the London HIV Prevention Programme (Do It London) Programme has brought home gold as the Best Health Cause Campaign at the Purpose Awards. To make HIV prevention everyone's business, we needed a campaign that didn't just speak to London but spoke like London. From nail bars in Peckham to lines about chicken shops and FA Cup results, it was always our goal to connect with the whole city, from specific communities to the entire capital.

🏆 We headed home from The Drum Awards Marketing EMEA last night with four gongs.   Gold and Silver for Rail Delivery Group's On the Train You Can, Silver for Suzuki GB PLC's e Vitara launch, and a Bronze for London HIV Prevention Programme (Do It London).   Three very different client challenges, each producing work we love. Congrats to the team and to our brilliant clients

Feeding fans' love for McDonald's lore – and for free food – McDonald’s recently launched Cards, a retro-inspired card-collection promotion. There were 25 hand-illustrated designs to find and loads of ace prizes to play for (including £10,000). We knew not everyone participates in promos in the same way. Some enjoy nostalgia, some love collecting, and others just need a well-timed nudge to get them going. Using fan data in direct channels, we ensured every fan got the right message at the right time, in the most engaging way possible. As always, the campaign was delivered in partnership with the McDonald's team, including Leo UK, OMD UK, Linney, tms and Red Consultancy.

The National Physical Laboratory (NPL) has been at the forefront of UK science for 125 years. Our corporate comms team has been helping them tell their story – celebrating their heritage and impact.   The work has been shortlisted in the B2B category at this year's PRCA DARE Awards. Fingers crossed for June.

"The brands that win won't optimise harder, they'll create worlds where their customers want to be." What a turnout at last night's BrainyBar, led by our insight partners at Walnut, Part of Accenture Song. Our CSO Dan Bowers made the case that too many loyalty programmes are built the wrong way. Heavy on mechanics, light on purpose, and quietly automating the connection out of the relationships they're meant to build. A big thanks to everyone who came along, and to the team at Walnut for once again bringing science and creativity together. 

Automation and AI mean brands can do more than ever, but extra capability doesn't mean extra connection. Too many brands still treat loyalty as a mechanism when it should be a relationship. On Wednesday 13th May, our CSO Dan Bowers is joining Walnut, Part of Accenture Song at BrainyBar to unpick what loyalty really means from a neurological perspective, why behavioural science can turn human truth into better CRM, and how tech can scale emotional connection without reducing loyalty to a transaction. BrainyBar brings together experts in science and industry, and is always a highlight of our calendar. It's nearly fully booked, but please get in touch if you'd like to hear more.