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Making the Most of Downtime

Traditionally, in August, the creative industries have their annual lull. Whilst clients are taking their infants to the Costa del Sol and saving their projects for the autumn, you have a small amount of time to play with. This year, although the heatwave has dried up Victoria Park, it certainly hasn’t dried up our work stream, as we’re having one of our busiest ever summers. Should you get the time, however, here are some of the things that we would be doing during downtime.

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Boutique is the new Black

At Make Happy, we like to think of ourselves as a boutique agency, the independent coffee shop of the marketing world, that is swamped by huge Starbucks agencies. Small agencies do not always have the same allure of larger ones, with big-name clients and serviced offices and free smoothie deliveries, but there are some huge incentives to work at smaller agencies.

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Real-Time Segmentation

Segmenting customer groups in real time is the Holy Grail for marketers. “Every brand wants fast segmentation, the ability to get to consumers in real time, or even to be predictive of what they’re doing next,” commented Shenan Reed, president of digital at media planning agency MEC Global, at this year’s SXSW festival.

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