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Haygarth

London http://www.haygarth.co.uk/

Disciplines

  • Experiential marketing
  • Shopper Marketing

About

We Amaze & Persuade.

We’re an award-winning creative agency that creates ideas at the intersection of culture and commerce because we believe that amazing someone without persuading them to take action is a job half-done.

We make brands easy to love and simple to buy.

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Insights
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What's the role of luxury in a COVID and Post-COVID world?

‘Living the life of luxury’ is a term that has been redefined enormously in the past 12 months. With small freedoms the norm, we value experiences and materialistic things differently. Our aspirations have altered, and parts of the luxury sector have become unattainable in many ways. The pandemic prompted an outbreak of heart from brands, not a tone normally associated with luxury - a £48 billion sector - it also forced many firms to rethink rapidly and adjust the way they do business.

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Gen Z Mini Series: The Pro Green Generation

The second installment in the mini series delves into ‘climate grief’ and the advantages of brands sticking to their cause.
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Gen Z Mini Series: How would you sell lemonade to Gen Z?

Our very own Junior Planner Tom King has created a mini series around marketing to his fellow Gen Zers. In his first opinion piece, Tom delves into their record-short attention spans and the call for authenticity.
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It’s tough out there, but there’s a bright future for Retail

Reading the news recently about the demise of the Arcadia Group and Debenhams, on top of the effects we’ve seen from the pandemic, you’d be forgiven for feeling pretty despondent about the state of retail – the debate around the future of the high street which was already a hot topic pre-2020, has only accelerated in a year of massive change. Lockdown pushed footfall through the floor, shops are closing and consumer confidence is low. There are key areas that can navigate through the challenges
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Are Pen Portraits Still Relevant?

We’ve all been in meeting when a client says that their target demographic is ‘Alice’ a 21-35-year-old woman who lives in London, loves wine, brunch and dogs and is married with 2.4 children. But what does this really mean in today’s marketing landscape? In the age of individualism, pen portraits seem like a counter-intuitive way to speak to an audience who don’t want to label themselves and, value what makes them stand out from the crowd.

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Physical stores are for shoppers not purchasers

Our Planning Director, Gavin Silsby discusses the opportunity retailers have to offer environments that reflect the fundamental motivations of today’s bricks and mortar shoppers.

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Solving the Pink Pound Problem

Pride festivities beg the question - how do brands avoid 'rainbow-washing' and create meaningful, authentic marketing for The Pink Pound? Account Exec Tom Ovett highlights the types of marketing campaigns that truly resonate with the UK's LGBTQ+ communities, and why.
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Happy Birthday, Amazon

Our EPD Anthony Donaldson delves into 25 years of Amazon and its incredible growth, enormous effect on the retailsphere and unparalleled success.

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A word about words

In marketing, we’re often told that when it comes to copy, it’s best to keep things short. Headlines should be succinct and understood in a fleeting moment. Captions should be brief enough to catch eyes in a scrolling newsfeed. Everybody’s far too busy trolley-dashing around Sainsbury’s, bouncing on and off tubes or staring at cat videos on their phones to pay attention to what brands are saying. If ads do get a look in, it’s the image that makes the impact.

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Was 2018 the year retail embraced the “Internet of Thinking”?

Automated technologies have been a hot topic inside the marketing bubble for some time, but many predicted that 2018 would be the year they reached their potential – with both retailers and consumers.

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A VERY MILLENNIAL HALLOWEEN

Unless you’ve been living under a rock for the past few years, you’ll have noticed that Halloween has absolutely exploded in the UK, becoming a significant event that brands and retailers can’t ignore.
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THE WEIRD BUT WONDERFUL WORLD OF TRAVEL RETAIL

It’s a retail experience like no other – where else would you order a pint at 6am, grab £100 sunglasses on a whim, panic-buy a dangerously big bag of sweets for the office or pay twice the high street price for a bottle of water without a second thought? Also… luggage shops. Who’s buying luggage at the airport?!

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THE RETAILER'S GUIDE TO SURVIVING 2018 (BEAR GRYLLS NOT INCLUDED)

Following a fruitful winter, numbers should be up for retailers. However, some of the big names have struggled to match year-on-year figures again. Retailer heroes, Debenhams and Next have both reported offline sales figures continuing to drop, even with big TV campaigns and sales shouts.
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INSTAGRAM'S BEAUTIFUL SOUL IS WINNING THE BUSINESS

I'm a weirdo. I admit it. I’m one of those designers that gets frustrated when reading a magazine on a Saturday morning, while sitting on the sofa, because the graphic elements on the page are not perfectly aligned. Or because they’re using a terrible font. Yeah, it’s even worse with fonts.

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THE RETURN OF THE QR CODE - THEY’RE NOT DEAD YET

With the latest iOS11 update, Apple have quietly introduced QR code recognition directly into the native iPhone camera app. This belated adoption of a seemingly defunct technology just might drag QR codes back from the brink of oblivion and deliver us the seamlessly connected utopia we deserve.
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BUILD IT AND THEY WILL COME. OR WILL THEY?

You can build it, but it absolutely does not mean people will come to it. You have to take it to them. You have to make it convenient for them to get it. And that became our strategy for Seize the Cheese; a winning campaign we created for The Grocer's Dairymen Creative Challenge.
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LET'S NOT FORGET THE JOY OF SHOPPING

With the future of retail being all about ease, convenience and immediacy, retailers and brands need to remember to balance the best of both worlds – creating effective and efficient online content whilst creating exciting physical experiences that inspire exploration and experimentation.
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AN AUDIENCE WITH EVERYBODY

Know your audience – the first rule of marketing, and sometimes a toughie to stick to. Particularly at Haygarth, where a single day can turn up briefs meant for everyone from Gen Z to Baby Boomers, and it’s likely you’ll go from one to the other in swift succession.

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INFLUENCER MARKETING AND THE QUEST FOR AUTHENTICITY

In the last decade, how we define influence and influencers has changed beyond recognition. We now live in an era where paying a celebrity to endorse your brand isn’t enough anymore. We’ve become too cynical. What we crave is ‘authenticity’.

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SEIZING THE OPPORTUNITY WITH THE INTERNET OF THINGS

Brands should consider how they can become the go-to destination for all things IoT before someone beats them to it.
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MOVE OVER MILLENNIALS, IT’S TIME TO TALK ABOUT GEN Z

As the audience that will shape the immediate future of consumer behaviour, it’s essential that we understand who ‘Generation Z’ really are and how they live their lives. Only then can we appreciate the differences in how they shop compared to the generation that came before them.
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TOM HARDY AND OTHER WAYS TO TALK TO MUMS

Successful brands are the ones that engage with every kind of mum and show they truly understand the reality of motherhood.

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CO-CREATION AND CRAFT IN THE RETAIL ENVIRONMENT

Research has shown that consumers are increasingly searching for richer, more authentic connections through immersive experiences with each other and with brands. Co-creation and craft is set to grow in retail in 2017 and we should all be on board with embracing this collaborative approach.

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AGENCY DIVERSITY: THE KEY TO UNLOCKING THE GROWTH CLIENTS ARE LOOKING FOR

Studies have shown that diversity of all forms, not only at executive level, is key to business success - and nowhere is this more relevant than the world of Marketing. Without diverse teams, decision-makers can become susceptible to ‘group-think’, whereby engaging only with those who share similar views.
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STAYING AHEAD: HOW THE US IS LEADING THE WAY FOR UK RETAILERS

Although certain UK retailers are making strides with engaging shoppers in new ways, those in the US seem to already do these things intuitively – creating environments where shoppers feel relaxed and inspired, whilst removing barriers to purchase.

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