Marketing just won’t sit still. It never has.
If communications were a classroom, Media would be there with its head down scribbling furiously, PR would be passing notes to them, Design would be busy doodling, and Marketing would be fidgeting constantly in its chair, raising its hand to shout about new ideas every five minutes.
Every day in this sector there is a new trend, or development, or game-changing strategy up for discussion – so many marketing pros flock to the pages of Prolific North to keep their finger on the pulse.
The publisher has branched out into events in recent times, and whilst the 2025 edition of “Prolific North Live” show was a typical tinderbox of innovation, the main takeaway was simple: Truth and emotion will remain as relevant as ever no matter where the sector goes or how smart tech gets.
If the “stay authentic” lecture sounds old and familiar, that’s because it works. Persistent honesty and communicating with people on a human level is the way forward for publishers, marketers and comms agencies – whether you are jostling against a big brand for market share or simply trying to build an audience.
Here were some of key lessons from this year’s Prolific North Live.
The battle against Goliaths is a long one
We’re all up against someone. Everyone has a competitor. But if there’s a brand in your sector that is occupying a huge chunk of the market share, it can often feel extremely intimidating to compete in the same arena.
However, according to James Bagan – Associate Director of Strategy at McCann Worldgroup – there’s no reason why you can’t go toe-to-toe with the “Goliaths” of your world. No matter what your size.
James emphasised the importance of playing the long game in branding, working on gradual market penetration, with a focus on light buyers as well as loyal customers. One stat shared showed that 72% of Coke drinkers still buy Pepsi – so it’s always worth chasing the people who dip in and out.
Other tips included avoiding the “drug” of price promotions (once you start cutting prices, it’s hard to stop) as well as a focus on measuring the right things (is your growth keeping pace with the market?) and creating a constant presence so that people think of you when they need a product in your space.
Going up against Goliaths requires stamina and consistency – but it is possible to compete if you stay true to values and define who you are.
Brands are missing a trick by ignoring the over 65s
Did you know the Over 65s are one of the biggest consumer markets in Europe?
The “Third Age” is an untapped market, according to Andy Johnson from Sun Branding. Seniors today are financially stable, healthy, want to pursue fun activities, and are more tech-savvy than many give them credit for. 42% of people aged 60 or over now use an iPad, according to statistics shared in his presentation.
What this reveals is that brands are missing a trick by not focusing on the Third Age: Retirees who are willing buyers but are not being treated with quite the same enthusiasm as the likes of Gen Z.
By un-doing ageism, brands can access a whole new market – creating an experience for older people that is “beautiful not boring” and recognises their needs.
Create value – don’t just sell
Jo Jeffers, Head of Strategy at THG Studios, also stepped up to talk about how your brand can zig where others zag: An approach that involves drawing on your strengths as a company.
Smaller companies have capabilities that bigger firms do not: They are more agile, there is less red tape, it is easier to push boundaries, they are closer to their communities, and they have more creative freedom to be playful and unexpected where large corporations cannot.
Being different is great – but it all comes down to offering something important for the customer. As Jo stated: Don’t just sell, create value.
So, how do you put all these actions into practice? This is what Refresh specialises in: Delivering impactful campaigns that draw on decades of experience in the public relations, communications and marketing worlds. We’re always available for a chat over the phone, email or a cuppa – so feel free to contact us and we’ll be happy to help, whatever you’re looking for.