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Hotwire Insights
The short answer is yes, but this is not to be confused with the systematic...
Hotwire Insights
I like to call myself a tech optimist.  Back before the Apple stores were grand meeting...
Hotwire Insights
Whenever I tell someone that I specialise in working with influencers, I know exactly how...

Opinions

Opinions

Phasing out 'brand awareness'

It's very common, in our little hubbub of marketing, to receive a brief with the words 'brand awareness' splattered all over it. And while, like demand generation, content syndication, account-based marketing, and many others 'brand awareness' is a thing, it's not particularly useful when it comes to briefing a creative team.See, for us, it's always about awareness; that's what marketing and advertising mean. So, how do we reframe our thinking on this? Well, clients and colleagues alike...

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Opinions

The importance of humanising B2B copy

“Much copy is bad because it is written in the same tone of frantic enthusiasm no matter who it is supposed to come from or to whom it is written. This is amateurish. Our tone and choice of words varies depending on who we are, who we are addressing and what we are talking about.”So said Drayton Bird, long-time partner to David Ogilvy. These words have by now been internalised by most within the marketing sphere and called upon at the outset of every new campaign, project or marketing...

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Opinions

Who’s winning the data analytics race in marketing?

In the tech industry, everyone’s talking about data. From the data deluge to data being the new oil (do we even want a new oil..?), it’s all about extracting and analysing that sweet sweet data.Except, we all know it’s not a simple task. There were 59 trillion gigabytes of data consumed in the last decade. 59 trillion. Where do you even start with a number like that? And for marketers, who must have an intricate knowledge and understanding of their audience to be successful, there are more...

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