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George Percy MCIM, Member of the Chartered Institute of Marketing I might be a bit old-fashioned, but trust sits right at the heart of how I work. Trust between myself and collaborators, Trust within my team, and trust with those I report to.

MIND THE GAP, PLEASE: The Say-Do or the Intention-Action Gap “People don't think what they feel, they don't say what they think, and they don't do what they say.” - David Ogilvy

I am not in my Flat: CUSTOMER SERVICE AS A REVENUE DRIVER? The uncertainty of a wait generates significantly more anxiety than the actual duration of the wait itself. Early in my career, I was managing a dry goods team at Waitrose and what was instilled was that customer service wasn't just a desk at the front of the store but also included keeping shelves stocked so a customer could actually complete their shop. Making the experience a good one (or at the very least not a

The Big Tent Messaging Trap The Big Tent Messaging Trap

STORY TIME - [and yes, I am still salty about this one… You know those moments when you’re giving it a proper go, trying every angle, and all you hit are brick walls with some people? This was one of those. I’ll admit, it really really really got on my wick.

Why do I keep saying Human-led. Data-Driven.? And what does it actually mean? Hello Hello, You will see it plasterd everywhere on my stuff, and it emerged as the distillation of my approach to strategising and decision-making in marketing for the arts.

Are we treating our audiences as nothing more than a row in a spreadsheet? It’s easy to picture data as these invisible, sterile arrows zipping between people and servers. It can all feel a bit cold, and if I’m honest, a touch intimidating to process. But what if we flipped that thinking on its head? Especially in the arts, where emotion is at the heart of everything (though every sector has its emotional side), I reckon data works best when we treat it as a conversa

You might be raising a glass to 100,000 followers, but when those monthly reports land, it often turns out we’re only reaching a small slice of them. Also, are we just speaking to the same people every time?

The risk of getting ourselves in a bit of a pickle by putting all our trust and budget into data alone? In my recent chat with Neil Wilkins on his podcast (a real pleasure, thank you Neil), we had a good dig into the delicate balance between artistic integrity and data-driven marketing. A few things came up: We all like the security that data brings, but it only tells us what happened yesterday, not what might happen tomorrow. Ever had a look at those traditional audience sur

Are we really giving our marketing data a fair judgment if we're just looking at the last-click attribution? In the arts and heritage world, it's common to lean on the industry-standard ROAS to measure success. The usual approach is a straightforward 'last-click' model, which is to spend £1 on an advert, expect to see £2 come back, and hope you can trace it all neatly to that one ad.

Here’s a little secret I’ve picked up for crafting an arts promo video: the magic doesn’t begin with pressing record. Last week at the Royal College of Music, I had the pleasure of running a 'Social Video Speed Run' workshop. The challenge? To see if we could build a social media video from start to finish in just 50 minutes.

Hello Hello, Empty flat and a new city, so I’m going to start making some videos and other things (regularly, I hope) to keep me out of trouble.

Five transformative lessons from a Leadership sabbatical. Learn how a Leadership sabbatical can rejuvenate creativity and drive success.

Unlock the potential of marketing data from a talk at Classical:NEXT 2024. How marketing data drives audience engagement and revenue in culture.