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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


How to ditch digital (some of the time)

Top influencers and entrepreneurs are choosing to ditch digital (some of the time).  They want to take back control of some of their lives.

Our devotion to digital is under scrutiny like never before.  There is a trend to ditch digital some of the time. I have heard many predictions that the always on culture is dying.  Journalists predict we will soon view addictive phone use as a a low-status activity.  Perhaps like smoking.  An excellent article in Influence magazine (Q1 2020) made me think.  Analogue behaviours are becoming more common in two distinct demographic groups.

Rich people ditch digital

They have so many choices how to spend their time.  They can free up their time because they can afford to employ people to do their searching, booking and buying online. The question is: how can we reach rich people when they are not online much of the time?  The answer is to communicate with them less, but better. Influence suggests discreet, creative, non-intrusive and relevant content less often.  Sounds brilliant.  But why not communicate with everyone like that?  And I would add personalisation at a much more sophisticated level.  How many times have we been emailed and asked to buy a product very similar to the expensive one we just bought two days ago?

Real world encounters

Brands can reach rich people at events where they are networking with like-minded people.  Top notch events around the world are enjoying a renaissance because influencers and entrepreneurs go there to enjoy their passions (like sailing, horse racing).

Executives take back control

The other group likely to ditch digital some of the time are busy professionals.  They are searching for meaning, are environmentally aware and make intelligent choices.  Interestingly, they are rediscovering print, where they can completely control how they interface with the content.  They they are looking for exceptional travel experiences, leisure activities and retreats.  This is how brands can sensitively interface with them in an analogue way.

This is a good article on how to ditch digital

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