TrueGroup Agency

International.
Award-winning.
Creative.
Content Production.

Co-Founder

WalkTrue Ltd

Director

Walton Wagner Developments Ltd.

PCPL ltd.

Specialists in providing "Informed Client" project management services for residential developments, particularly single residences, in London, Surrey and Hampshire.  Residential developers.

Walton Wagner

Development Manager

Lunson Mitchenall

Letting and Marketing Agent

Having started my first business at 17 helping women in business navigate the male dominated world of cars I went on to form a teenage events company and I had my first successful exit pre-university which helped buy the beers!
At uni I studied the family trade of property and the day I left I founded PCPL which over the subsequent decade saw me project manage over £300mn of super prime London property with a brief foray into Brazil, Switzerland and Sweden for my clients too.
Having honed my management and leadership skills and learnt first hand from some incredible clients like the Barclay Brothers, Robert Agostinelli and Unibet founder Anders Strom there was one problem, I hadn't been able to scratch my creative and tech nerd itch.
I made a big decision to shift path and Co-Founded Walktrue with my work-wife Ben Collins. 7 years on that has grown into TrueGroup and we have secured multiple awards around the world and worked for some incredible clients across branding, design, websites, video, virtual and augmented reality. It continues to be an amazing journey pushing marketing and technology forward.
My next interest is platforms and products, while TrueGroup is growing Ben and I are investing in and development new platforms to expand the business and feed our interests.
Outside of work my first passion is vehicles, from a small classic car collection to restoring a vintage vespa by hand with plenty of F1 in the mix.

Patrick Lambert

System1

Lead System1's global partnership strategy, team and growth. Working with the world's largest media owners, industry bodies and agencies to create thought leadership and help advertisers increase their marketing effectiveness with measurement partnerships.

Senior Vice President - Global Partnerships

Build and grow global agency commercial and marketing partnerships. Create thought leadership with our research tools and data that provides agencies with a commercial advantage. Grow System1’s global fame. Author of various studies and publications with partners including JCD, Pinterest, Radiocentre and OMD.

Global Partnerships Director

Built an agency network across Europe to grow new business. Worked with agencies and brands to develop effective global and local campaigns, launch successful innovations and measure brand health. Trained and implemented global effectiveness and marketing capability programmes. A new £7fig revenue channel.

Director of Creative & Media Partnerships

The Drum

Weekly marketing column sharing effectiveness insights, advertising research and the state of the industry.

Columnist

Diageo

Johnnie Walker - Grew from 10th to 5th biggest GB whisky brand in under 12 months. Created & executed new TTL national comms & activation campaigns. I lead the culture strategy, creating & executing a new culture platform to live across earned & paid. Also strongly involved in digital media performance, brand tracking and managing the P&L.

The Singleton - The fastest-growing GB single malt. Lead comms & culture strategy & execution. Created a new TTL comms platform with talent.

Brand Team - Johnnie Walker & The Singleton

Bacardi

A mission to scale up future brands. Reporting into the global business, I managed UK on & off-trade shopper marketing and activation for Bacardi's 12 Incubation brands and their single malt portfolio. 

Achieved a world first launching Bacardi on Deliveroo during 1st lockdown with digital cocktail bars - awarded by The Drum for best PR campaign.

Incubation Brand Activation Manager

On-trade commercial manager for Bacardi Brown-Forman's most influential area, Soho. Tripled profit in 9 months. Joined the accelerated leadership program.

Key Account Manager

R&D role supporting the development of Diageo’s global portfolio. Traveled globally researching & scaling innovation.

Innovation Liquid Technologist

DUSK

Led data; insights & the UK’s largest bar network for digital activation & sampling agency working with global drink brands.

Data and Insights Lead

Founded a large drinks collective working with brands (inc. ab InBev; Jagermeister & OurVodka) to run advocacy & experiential events.

Founder: The Mixology Society

innocent drinks

Activated the brand plan BTL with events, sampling and organic digital.

Brand Ambassador

Life Health Foods Europe

Student Brand Manager

Semifinalist on BBC1's Young Apprentice 2012

The Young Apprentice: Semifinalist

The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness

Marketing effectiveness researcher exploring how creativity and emotion enhance the impact of advertising across modern media.

I build global effectiveness partnerships with the world's largest and most exciting brands, agencies and media owners to scale creative effectiveness learnings and publish award-winning thought leadership with System1's data.

Strong marketing and commercial experience working for large FMCGs, I now advise and consult for top global brands on making effectiveness happen. Everything I share and publish is accessible, entertaining and full of practical advice.

Andrew Tindall

Waitrose has made the longest Christmas ad ever

Demonstrating 5 key principles of brand building

A million people have watched Waitrose & Partners 4min long Christmas ad on YouTube - who said long-form content was dead?

System1's Competitive Edge platform tests every US and UK TV ad with Test Your Ad, I just found this in it. It's scored nearly top marks across the board, despite its length (people usually tune out after 30secs of an ad). 

Here's what it gets right.

Human insight - The strategy is there. A human driver: sharing love through cooking. This is partly the reason it scores a max 5.9 Stars in our emotional testing but this will also ensure that emotion goes to work as it builds useful memories for Waitrose inc. "Christmas", "Happiness", "Romance" & "Food".

Relative differentiation - Waitrose isn't trying to force-feed you unique Christmas products; instead, it shows the Waitrose lifestyle is more luxurious than the rest. Food nice enough to be gifted, and so nice that Keira Knightley shops there.

Creative idea > Celebrities - Celebs are used to make the idea more emotional. They are in service of the idea, not replacing one. Both are doing what they are best known for. Arguably the only way to use a celeb after trying to build one as a brand asset.

Right-brained - Character, story, a clear sense of place, and cultural references. Joe's recent appearance in The Traitors and Knightley's famous role in Love Actually bring this ad to life, making the brand relevant. These creative features are broadly interesting to everyone, not just their tight target audience. Great at recruiting non-brand buyers.

Distinctiveness - "Waitrose presents" at the start of the asset probably got debated for months. This simple trick brands without "ruining" an ad. Will never understand those who push to remove brand assets from ads, everyone knows ads are ads. We must brand heavily. Heck, I'd have cranked them up even further with Watirose products, tea towels, and bags in most shots!

Now it's over to Wairtose's killer marketing team to build mass memories through expert media planning. As Les Binet shared in his recent research, John Lewis (a similar exercise in festive long-form storytelling) only saw 3% of its reach come from organic/viral views. The other 97% of the 5bil impressions over 4 years came from paid TV.

The art of extending reach and refreshing memory structures through hard-working 20-second assets and short-form content on top of world-class long-form assets like this will see effects for Waitrose beyond December.

We've made the full research report free here: https://lnkd.in/eSwTvyTP

Congrats Nathan Ansell, Wonderhood Studios, MG OMD, Talent Republic & Biscuit Filmworks.

I share #advertising and #marketing insights daily, follow for more.

Great example of 2 key marketing effectiveness principles

1. Sell the feeling - it's been shown time and time again, emotional positioning not only works harder but it's more difficult to copy.

It doesn't taste like soup.
It feels like a hug.

2. Outdoor ads get more attention and change more behaviour if they have a clear sense of place, and can be consumed as a whole.

This could be a blank background with a product shot and the line. Splitting the ad into parts and messages.
Instead it's someone sitting at their lunch table.

You can find all the evidence for this, alongside other effectiveness principles (like using just 1 or 2 brand assets in outdoor and only using one message) in System1 and JCDecaux publication 'Double Take' from myself and Beth Marchant.

Free here: https://lnkd.in/gesN9nJ4

Which agency did this?!

I share #advertising and #marketing insights daily, follow for more.

No alternative text description for this image

Meta now earns more selling scam ads than news brands make in total - insane

Unlike a growing group of marketers, I'm not anti-digital advertising. There's plenty of evidence now that properly supported creativity in digital (especially short-form video) can not only achieve a high ROI but also grow healthy brands.

HOWEVER, the double standards make me uncomfortable.

News is responsible for what it publishes to make cash, and can be sued if it gets it wrong.

Social platforms just let anyone post anything to make their cash, and are rarely held accountable. How can news possibly survive in that environment?

Also, marketers go on and on about brand safety, but only in some media channels. What gives?

As Vanessa Otero concludes, the solution is simple: "news outlets need to sell more ads to scammers."

Of course, she's kidding - but if we want a sustainable marketing and media ecosystem, clearly this all should be addressed.

NB: sources at the bottom; scam ads are ads that purposely trick people into handing over cash for nothing in return.

I share #advertising and #marketing insights daily, follow for more.

In outdoor, ideas must work at a glance. No one's pulling over to read your ad.

This gives huge brands such an advantage. They can play with their distinctive assets to not change the world but to remind customers the brand exists, refresh memory structures, and increase the chance of a sale.

I love this example from Diageo Ireland and OLIVER Agency (Pete's team).

It follows a lot of the principles in System1's and JCDecaux's 'Double Take' research - choose your most distinctive brand asset and apply it to an idea that makes it culturally relevant, attracting broad attention.

Yes, I know this idea's been done before. I don't care. Normal consumers don't either. They don't work with a diary of creative ideas in their top drawer.

Smirnoff's global stretch also makes scalable campaigns difficult. This ad can stretch across markets. Simple ideas often are the best.

I share #advertising and #marketing insights daily, follow for more.

taplio

The Battle

Patrick Lambert

Andrew Tindall

Followers

Posts

Engagements

Likes

Performance ScoreAndrew Tindall's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Patrick Lambert

Andrew Tindall

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Andrew Tindall's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAndrew Tindall's LinkedIn Performance