Leonie Wharton's Posts



New Ideas, New Content, New Formats! The Distilled Yearly Creative Roundup

Over the past year, some of the content Distilled has created has seen the highest metrics we’ve ever had. To reach these dizzy new heights, we stepped out our comfort zone and started trying some new formats (as well as perfecting some more of the tried and tested formats we’ve had success with in the past).

New formats we’ve tried include simple games and photo stories. The results we received helped validate our thinking but taking a chance on these was a risk for both Distilled and our clients. However, if you don’t break the mould once in awhile, content can start to stagnate.

If your campaigns are no longer reaching the audiences they once used to, perhaps it’s time to step out of your comfort zone. Try a new type of idea or a new format; you might find that you reach an entirely new audience along the way. Trends very quickly get old. Learn to buck them. For example, we generally don’t make static infographics anymore, because times have moved on.

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How to Make Award Winning Creative Content - Part 2

This post is a continuation of part one of ‘How to make award winning creative content’ , which focussed on our Drum Search Award for Photoworld.

Following on from the previous post, where we discussed the elements of our CEWE Photoworld work that netted us the Best Use of PR - SEO award, part two will run through the campaign that helped us take home the Best Financial Services Campaign - SEO for our client, Fleximize.

Dominic and the Fleximize team collecting their award

Fleximize - To Inspire and Empower

Fleximize is a FinTech startup providing flexible loans to businesses. The creative content is aimed at small business owners and entrepreneurs.

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How to Make Award Winning Creative Content - Part 1

Submitting your content and campaigns for awards considerations seems like an obvious win. Being able to showcase your brand as award-winning is a useful bit of prestige when attracting new business (and reassuring existing clients that they’ve made a good choice). It’s also a nice way to show gratitude for the hard working team members who made the campaign possible in the first place.

However, the obvious downside is you might not win. Awards entries have associated costs and time required. Losing out to your competitors can be demoralising. And what of nominations and commendations? Sure, that puts you in the top two or three agencies, but what’s to stop a potential client just skipping straight ahead to the winner.

In short, entering awards should be a considered tactic of your agency’s marketing strategy, but work hard on optimising your win rate.

The difficult question is what makes award-winning content exactly that - worthy of winning?

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For the Love of Good Content

About a year ago, our head of creative Mark presented How to Produce Better Content Ideas at SearchLove Boston. The slide deck has been really popular, with over 443,000 views so far.

With that in mind, I thought our audience might like to see examples of work we’ve made off the back of such thinking.

The following list is divided into different formats so you can see which new trends we’re tapping into for our clients.

Interactive Visualisations

Photos on the Web – Photoworld

Photoworld prints your photos in a personalised book. Our brainstorm led us to think about Instagram, the popular photo app, and what it would be like if all the photos were printed out.

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Why Letting Go Could Kick-Start Your Creativity

To make exceptional creative work, we must defy conventions and accept the risk of failure. This was the main lesson shared at ‘Here London’ (run by publishing platform ‘It’s Nice That’) – a conference I had the pleasure of attending earlier this summer.  

Whether a creative or a marketer (or both!), we must constantly challenge our ways of working, and adopt new ones. After all, the digital world changes too quickly to allow for complacency. To become stagnant in our work is to be left behind.

But how do we learn to think more creatively? This blog post shares some lessons from the conference that can help us do just that.



Don’t stick to conventions

Nalden - Cofounder of We Transfer

Nalden talked about unobtrusive advertising.

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