FIGARODIGITAL.CO.UK
CONTENTS
WELCOME
to Issue 26 of Figaro Digital. We kick off with a question: can there ever be such a thing as authentic marketing, and if so what does it look
like? Is authenticity grounded in transparency? Is it a question of tone? Or does the idea stretch the limits of what marketing can achieve? These are some of the issues we consider on page 40, and elsewhere we profile campaigns designed to keep it real from WWF UK and Sport England. We’ll be exploring the new digital reality in more detail at the Figaro Digital
Marketing Conference on 26 November. For updates on all our weekly seminars, industry-specific roundtables, marketing summits and conferences, stay tuned to
figarodigital.co.uk. Also in this issue you’ll find a comprehensive run-down of all the year’s major social media updates. And with smartphone search having officially overtaken desktop in October, we talk to some of the brands and marketers adapting to a world that’s rapidly becoming mobile-only. Thanks to BD Network for this issue’s cover, which reminds us that
whatever the objectives of your brand or business, it’s customers who call the shots. As Katy Jo Stanton at The Student Room Group points out on page 10, “We have to earn the right to their attention.”
JON FORTGANG EDITOR FIGARO DIGIT AL TEAM TEL 0207 870 3380 FAX 0207 226 9588 EMAIL
firstname.surname@
figarodigital.co.uk
PUBLISHING DIRECTOR Neil Argent EDITOR Jon Fortgang ASSISTANT EDITOR Estelle Hakner CIRCULATION & RESEARCH Richard De Sousa EVENTS MANAGER Paul Nichols EVENTS EXECUTIVE Shannon Lashmar EMAIL MARKETING & CRM ASSISTANT Jessica Ramesh BUSINESS DEVELOPMENT Charlotte Price DESIGN Matthew Inman (
matt@spinning-top.com) PRINTING Warners
THANKS Az Ahmed (SmartFocus), Simon Chatfield (Heathrow), Laura Crimmons (Branded3), Kate Dale (Sport England), Jake Dubbins (Media Bounty), Katie Eckford (Green & Black’s Organic), Martin Greenbank (Channel 4), Mary Harper (Standard Life), Kath Hipwell (Red Bee), Andy Iddon (Building Blocks),
Christopher Justice (Jahia), Stephen Kenwright (Branded3), Paul Lewis (
Vouchercodes.co.uk), Chris Mellish (Black Book London), Andrew Michael (
Bark.com), Alice More O’Ferrall (WWF UK), Gareth Morgan (Liberty Marketing), Michael Plimsoll (Adobe), Michael Reeves (Red Bee), Pete Shea, Katy Jo Stanton (The Student Room Group), Peter Ward (
WAYN.com), Lisa Wood (Atom Bank)
Published by VHeaven Ltd, 4th Floor, 6 Aztec Row, Berners Road, London, N1 0PW Figaro-Digital 5 issue 26 november 2015 @figaro_digital
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