17th September 2018
Cities, not nations, are increasingly the focal point for professional marketers, as their economic and cultural power grows, according to a new report published by Grayling today.
New Nations takes a deep dive into what makes cities tick - where the tastemakers are, where the money is, and the opportunities for marketers to achieve a greater return on their investment by taking a city-centric approach.
In any city, there is a delicate ecosystem of influence and impact
Grayling’s global head of strategic services, Jon Meakin says: “Brands and corporations are waking up to the opportunities inherent in the emergence of cities as ‘the news nations’. But much like countries, no two cities are the same, and it is important to understand the overlapping spheres of influence and how to navigate them.”
The report identifies four ‘nodes of influence’ common to most cities, and the weight of influence and impact each has on the others - and ultimately on city dwellers themselves: The media; social influencers; government; and special interest groups.
“The relative weight of these influences varies from city to city,” adds Meakin. “Understanding how to break into these complex networks requires intelligence, insights and connections.”
Danica Ross, Grayling’s chief client officer in the US, says: “Successful marketers must recognize the power inherent in ‘the new nations’, and understand the care and attention required to leverage the different nodes of influence.”
New Nations is part of Grayling’s ‘Advantage Series’, a research and insights program that addresses some of the major reputational, regulatory and communication challenges facing organizations today. New Nations may be viewed here.
15th April 2019
Grayling New York is growing, with the addition of Niveen Saleh, who joins as an account director. Niveen has five years of experience in tech PR, franchise PR, and employee communications....Read More
17th January 2019
Grayling is offering the chance to dive deeper into the agency's annual trends forecast next month, with free events in New York and San Francisco. The #6x19 trends forecast attempts to...Read More
28th November 2018
Independent ratings agency, Weiss Ratings, has hired Grayling to help solidify its leadership position in the field of cryptocurrency ratings. Weiss Cryptocurrency Ratings were launched in...Read More