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This concept was created to show how Stage & Screen offer elite performance travel management, so the VIPs/Athletes they serve can perform the best they can on stage.

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Ideated, storyboarded and drafted video script for Sharp's European rebrand launch. This also involved working with a VO artist and third-party production company to refine and finesse.

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eBook: Unearthing the digital tools to transform utilities

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Conducted scoping calls with experts to interrogate data and create research reports for UK, DACH and French markets, as well as additional cross-funnel content.

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Smartsheet_PPM Strategic Focus Report UK_v2 (1)

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Concept, wireframe and published copy.

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Print as a Service: Modernising workplace printing Preview

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Print as a Service: Modernising workplace printing

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Discover how print-as-a-service supports secure, sustainable and easy-to-manage print experiences. Explore the interactive guide.

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Conceptualised, storyboarded and scripted - another full day shoot with external production company Studio Yes. This was the result of months of planning with a successful outcome the client is happy with.

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Conceptualised, storyboarded, scripted by me, this video was a full day shoot with an external production company. This was a one shot film, and I joined the shoot to help guide the shots, pacing and wardrobe.

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Forget about tackling user authentication alone, Twilio has it covered

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I ideated and presented the concept for this campaign: celebrating the unique benefits of each country within the MEA region, and the expansion potential there for growing businesses.

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Africa. Home to some of the world's fastest-growing markets. A diverse melting pot of culture, and rich with opportunities for expanding businesses. Africa has prevailed against setbacks from global conflicts and environmental crises that have impacted international trade, showing continued growth and resilience.

The continent's sheer size, diversity and young entrepreneurial workforce means new opportunities are always materializing, while government initiatives are helping drive transformation. For example, the Digital Economy Initiative for Africa (DE4A) aims to make every business, government, and person in Africa digitally enabled by 2030. At the same time, the African Continental Free Trade Area agreement means barriers are gradually breaking down (South African Government, 2024). ¹

But what benefits really are there for doing business in Africa - and which of its many countries and cluster regions hold the best expansion opportunities? With decades of experience and physical presence across Africa, we've spotlighted key growth areas for businesses like yours, in some of the continent's most innovative countries.

With 4.3% expected growth projected in 2025 by AFDB's African Economic Outlook report, Sub-Saharan Africa is said to have been the second-fastest growing region worldwide in 2024 (African Economic Outlook, 2024). ² A big part of this is due to the rapid diversification of its markets.

Once synonymous with oil and natural minerals, Africa as a whole is diversifying for long-term economic sustainability. In Morocco, a rapid increase in internet penetration is driving e-commerce growth (Giamborne, 2024), ³ while diversification into new industries such as mobility and aeronautics is fostering innovation, the automotive sector has surpassed phosphates as the country's leading export industry, with an anticipated further growth of 1.5 million cars by 2026 (North Africa Post, 2024). ⁴ Industry diversification is also benefiting other economies. In Kenya for example, GDP is projected to grow by between 5.3-5.5% driven by the growth of sectors ranging from agriculture to services (finance, tourism and retail).

Perhaps the biggest moves away from tradition are the countries striving to become leaders in renewables - from Morocco's and Egypt's green hydrogen roadmaps to South Africa's decarbonized economy goal. In reducing dependence on fossil fuels, countries not only appear to be strengthening energy security, but creating new opportunities for investment, innovation, job creation, and continued economic growth.

Innovation is also a key growth driver. South Africa specifically is a bustling hub for business. With a young population, its high-growth sectors make it a hotspot for both startups and established enterprises. As we've seen first-hand, digital payment solutions and disruptive fintechs are making finance and banking more accessible in the country today (Emerald Insight, 2024). ⁵

Despite declining investments in Africa, Nigeria retained its 64 th position in the global startup index and is 4 th in Africa. Notably, the country's 200+ million population and an expected 4.17% GDP growth rate makes it one of the continent's biggest economic hubs.

In Egypt, information technology is rapidly developing. Recent multibillion-dollar deals with the IMF are likely to accelerate growth within the sector, which had a robust growth rate of 15.2% last year. Notably, US companies also have large physical presence in the country - contributing to the growth and advancement of its digital economy (Digital Economy, 2024). ⁶

Historically perceived as technically difficult for trade, recent efforts across the continent are helping bolster intra-regional commerce and aid more seamless business operations. Analysis by UN Trade and Development estimates that address non-tariff barriers and other trade-related regulations could boost Africa's economy by as much as $7.1 billion (UNCTAD, 2024). ⁷

Technological developments - from digital cash flow solutions to mobile banking apps - are helping facilitate this. But the advantages of geographical location when it comes to business opportunity can't be understated. With the Nile as its heartland and the Suez Canal connecting the Mediterranean to the Red Sea, Egypt is a gateway to international trade. South Africa's location at the southernmost point offers another strategic gateway to the rest of the continent, while Morocco also serves as a bridge for European and African trade and investment flows. Similarly, Kenya is ideally placed for access into Eastern Africa. As a country, it has built strong bilateral and multilateral trade relationships in the region. An economic, commercial, information and communications technology (ICT), financial and logistics hub - the country has the strongest industrial base in the East Africa region, boasting well connected intermodal logistics routes (International Trade Administration, 2024). ⁸

While significant opportunities are widespread across Africa, the right Treasury and Trade Solutions collaborator can help turn them into realities. Citi helps expanding businesses enter into and grow within the Middle East and Africa. With decades of on-the-ground experience in the region, we have been a part of landmark deals across various industries, such as coordinating client listings on both the London and Johannesburg stock exchanges, centralizing global treasury centers and supporting clients with working capital. Our physical presence across 28 countries in the Middle East and Africa region (15 countries in Africa alone), as well as the deep, advisory relationships we have with local regulators make us a smart collaborator. From digitizing working capital to centralizing supplier payments - our Treasury and Trade solutions (TTS) can help your business capitalize on the right opportunities in the right locations.

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Expansion potential: The biggest growth opportunities for businesses in Africa

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Africa. Home to some of the world's fastest-growing markets. A diverse melting pot of culture, and rich with opportunities for expanding businesses. Africa has prevailed against setbacks from global conflicts and environmental crises that have impacted international trade, showing continued growth and resilience.

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With decades of experience in the region, we recognize the Middle East's position as a bustling hub for innovation, built up of diverse, culturally rich countries - something expanding businesses across the world should be exploring.

In countries across the Middle East, a recent and rapid boost in digital infrastructures has left economies thriving and opportunities omnipresent. In fact, the region's digital economy is set to hit an estimated combined value of $780 billion by 2030 (Wamda TechGPT report, 2023). ¹

The origin of the Middle East's digitalization may be surprising. In many instances across the region, a country's government is the one pioneering digital change - as opposed to innovative private sector companies. By implementing different digital infrastructures, governments across the Middle East are creating in-app, end-to-end experiences for citizens and companies navigating everything from health information to tax documentation.

The UAE government is one of the frontrunners in digital transformation, with an aim to become a "smart country". Their introduction of multiple apps for citizens to use has led to a digitization rate of 99.5% for all government services as of 2023, which has simplified processes while reducing admin delays and paper usage (UAE Government, 2024). ²

As this government-driven, digital way of life emerges across the Middle East, the private financial sectors are naturally being influenced - creating new opportunities for businesses and a surge in innovative digitalization.

Saudi Arabia has a strategic location at the crossroads of Asia, Europe and Africa, streamlining cross-border trade through digital solutions. Additionally, digital payments and payment solutions has seen a rapid adoption of cashless transactions, creating a demand for digital wallet and digital banking services.

Not only is digital innovation being implemented quickly across the Middle East, it's also being adopted by their countries' populations at a rapid rate too. In early 2024, 49.89 million cellular mobile connections were active across Saudi Arabia - that's 134.1% of the total population (Data Reportal, 2024). ³ Similarly, in Jordan, over nine million cellular mobile connections were picked up in early 2024 (Data Reportal, 2024). ⁴

With young, tech-savvy workforces, and citizens who are evidently embracing digitalization already, the Middle East is full of opportunity for international businesses looking to 'people power' the digital revolution. As more countries build and lean on a digital infrastructure, markets will likely diversify with new opportunities in areas like e-commerce, digital services, and technology.

What digital economies mean for businesses

New projects such as the building of smart cities and digital health hubs can bring about new opportunities for businesses in the Middle East.

Adoption of AI is underway worldwide, but across the Middle East, steps are being taken to position countries as global leaders of AI applications. An example of this is the UAE, which has implemented a national program for AI and a dedicated council to oversee the cause (UAE Government, 2024). 5 There's been significant growth in the implementation of Internet of Things too, underpinned by huge investments in 5G connectivity. When it comes to blockchain, the Middle East is also relatively advanced compared to other world regions the UAE has progressive policies in place that make investing an attractive prospect.

Take Bahrain as an example. In recent years, the country has opened doors for a digital economy by elevating their digital infrastructure with investments in connectivity and data centers. As one of the earliest countries to implement a "cloud-first" policy, there is seemingly an abundance of opportunity there for potential investors.

Seemingly permanent digitalization combined with unique buying powers can arguably create the perfect environment for expanding businesses in the Middle East.

From the adoption of instant payments to open banking, the financial market's infrastructure has undergone rapid transformation - with companies across the Middle East already implementing cloud-based solutions.

For the Middle East, this digitalization goes beyond having a national impact on individual countries. Adoption of innovation at this level has resulted in countries being able to make global payments almost seamlessly. This is all thanks to technologies that allow visitors to use their own currencies abroad and with cross-border clearing solutions. Coupled with the implementation of open banking, API platforms, and real time payment and data exchange capabilities, these infrastructures help make the Middle East a model environment for businesses to thrive.

Promising potential across the region

With its combination of advanced foundations, and the promising potential seen in investments and workforces, it is without question that the Middle East is a global frontrunner in the rapid development of digital economies.

Innovation is being seen within individual countries and also across the region as a whole, with infrastructures that enable promising growth for businesses looking to expand. However, understanding where your business can become a part of this new growth can be challenging to identify and action.

Our physical presence across 28 countries in the Middle East and Africa region and decades of Middle East-specific experience, Citi has in-depth understanding of different countries' local politics, regulations, economic conditions, and business landscapes. Our Trade and Treasury Solutions (TTS) can help your business to make impactful investments in countries that suit your business needs, enabling successful expansion.

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Innovative opportunities: How businesses can leverage the Middle East's rise in digital economies

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With decades of experience in the region, we recognize the Middle East's position as a bustling hub for innovation, built up of diverse, culturally rich countries - something expanding businesses across the world should be exploring.

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Survive or thrive: How hotels can tip the scale towards success

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How can hotels navigate changes in the hospitality industry, increasing competition, and ever-evolving guest preferences?

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SME Cybersecurity: Exploring the Confidence Gap

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Before any SME can be fully prepared for a cyberattack, it must rationalise its levels of confidence, knowledge, and investment in security. Cybersecurity risks are high - if an attack does happen, a strategic, broader approach needs to be prioritised in order to mitigate its impact.

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Delivering growth: How connectivity is crucial for business success

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5G Business Growth Report: How Connectivity Drives Success | Three Business

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5G fuels growth and innovation for medium-sized businesses. Read our report to discover how with insights from 400 companies to learn more.

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Promotional video for 'The Road Ahead' report for Causeway one.network

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Causeway one.network on LinkedIn: The Road Ahead | Causeway + ADEPT

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Britain's road to prosperity hinges on seamless and efficient movement of goods, vehicles, and people. To enable this, essential infrastructure developments...

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Promotional event and sales video for DPG.

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Octopus Group - DPG Video - Cutdown Version

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Queer media representation has taken many different forms over the years. Decades before the likes of Queer Eye (Netflix), PinkNews or non-binary and trans artists topping the music charts - positive queer representation was nonexistent. Pockets of non-heteronormative individuals would sometimes slip through society's cracks, usually as creators and producers in various art forms. In literature, we all know of writers like Oscar Wilde, famous for his upper-class theatre work, but notarised by the press of then for a scandalous and salacious personal life.

While Oscar Wilde was celebrated at the time for his writing, his rumoured relationship with Lord Alfred Douglas - Bosie - was used to both erode his reputational standing in society, and provide extra layers of analysis to his work. His resulting trial for homosexual acts was covered by the press intensely, giving the public a speculative gaze on the life of gay man. Through a modern, inclusive lens, being a successful writer, and gay, is anything but salacious.

Queer lifestyle is shown positively today, though not always, in all forms of UK media. But it wasn't always that way - so how did we get here?

Catapult yourselves back to the social and economic change of yester- yesteryear. In the Roaring 20s, British societal attitudes loosened, drinks flowed and feet danced - all while gay culture simmered, very nearly coming to boil - birthing sub-cultures of drag balls and nightlife that is still ingrained around the world to this day. Onwards to 1969, the year of Stonewall - an emotionally driven queer uprising spurred on by transgender, gay and lesbian people, sick and tired of being ostracised by society on all levels - became a catalyst moment for representation. Too long were people conformed by society to lurk in the shadows, or behind the closed doors of discrete pubs. People had had enough, and the fight to be seen, both in lit streets and through the gaze of everyday people, began.

There were big firsts throughout the 70s, mainly within the world of music. The birth of glam rock and the pop punk gay scene, including artists such as David Bowie, took centre stage. Lavender Country became the first openly gay country music album. In 1977, Lesbian Concentrate was released, a reactive, anti-LGBT bigotry album. And though throwing bricks and resisting arrest at Stonewall jolted public awareness preceding this, the following decades would become shrouded in devastation and despair.

The HIV and AIDS crisis dominated media around the world throughout the 80s, and any positive movement that had happened before became thwarted by a dangerous and deeply worrying portrayal in mainstream media. Not only was AIDS a medical epidemic, but it had soon become a cultural one too. Anyone with access to Google can see it for themselves, even now - British and global media ran public health campaigns, and at the time showed images of the Grim Reaper, as well as black tombstones, along with headlines about socially excluding 'contagious' gay men.

Social context of the crisis was laced in homophobia, driven by a homophobic mainstream culture. When campaigns were created to address the crisis, little was done to target those most affected. Margaret Thatcher's government feared that speaking explicitly, and to a homosexual demographic, through public health campaigns, would have harmful repercussions. And thus, an unprogressive media and culture meant that as the crisis worsened, so too did the lasting impact of public perception on queer lifestyle.

That being said, human goodwill prevailed. As those living through the epidemic continued to make their voices heard, huge public figures added their support. Princess Diana helped to change the perception around AIDS through physical, public appearances with patients. Newspapers and broadcast television at the time showed one of the most famous women in the world hugging and humanising those living with the disease. Pop singer Madonna also included a ' Facts About AIDS' card with her Like a Prayer album to provide much-needed education.
Watch: Princess Diana meets patients with HIV
The release of Paris is Burning (1991) shone a new light on New York's ballroom culture in the 80s, delving into intersectional topics like class, race and gender orientation. At the same time, and throughout the 90s and onwards, notable figures began to publicly 'come out', perhaps most famously Ellen DeGeneres on mainstream US television. After some time, the perception of gay and queer people was leaning away from the Oscar Wilde trial days, and the image began to change from the guilty towards a modern take: the liberated.
Watch: Ellen celebrates 20 years since coming out on mainstream US television
This movement in the celebrity world helped to form a connection between the media image of famous queer people and the non-famous, everyday queer folk. And with this came fresh grounds for opportunity. For brands, a softening of public perception meant new potential for expanded targeted audiences, and for facilitating their own modernised, culturally relevant brand reputation.

For LGBTQ+ History Month, Octopus Group is sharing an insight into the history of representation in marketing and the media. Each week, we'll cover a different topic to raise awareness and spotlight why this month remains important, for everyone.

To find out how you can get involved in LGBTQ+ awareness, check out a list of charities and community initiatives here.

Next week: Targeted advertising history: Opening the brand gates to queerness and the modern family

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Queer in the media: Changing global representation | Octopus Group

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Queer media representation has taken many different forms over the years. Decades before the likes of Queer Eye (Netflix), PinkNews or non-binary and trans artists topping the music charts - positive queer representation was nonexistent.

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What can we do to navigate the road ahead, and avoid a national road crisis?

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While our Jargon Buster breaks down some of the key terminology used in cybersecurity, we also want to give you the bigger picture.

Check out our full security glossary; a catalogue of terms for the various risks and solutions.

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While our Jargon Buster breaks down some of the key terminology used in cybersecurity, we also want to give you the bigger picture. Check out our full security glossary; a catalogue of terms for the various risks and solutions.

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Real risks: Cyber protection for real world working

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Are you visiting from a country outside of Europe? Sharp Global might be able to serve you better!

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How mobile connectivity empowers medium businesses | Three Business blog

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Discover how 5G mobile connectivity drives efficiency and growth for medium-sized businesses with real-world examples of transforming business operations.

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That was the title of a 2019 BBC article, looking at how popular culture has engaged with the LGBTQ+ community like never before. It posed the question: was this progress genuine? While many could argue that any progress is progress - genuine or not - others might see through queer inclusivity and portrayals as mere factors of consumer capitalism.

Let's go back to the mid-90s, a time when major brands first started incorporating queer demographics into their targeted advertising.

In 1994, IKEA made advertising history, running a TV spot titled Dining Room Table, that featured the 'first openly gay couple'. It made headlines around the world, at a time long before gay marriage had been legalised. Rather than being suggestive, the 30-second, on-the-nose TV ad depicted two gay men in a seemingly ordinary relationship, discussing ordinary life goals - living together and starting a family.

The ad was a landmark moment for queer inclusivity. When discussing it at the time, Deutsch NY chief executive Val DiFebo famously stated: Love is love is love.
Watch: IKEA's history-making Dining Room Table ad
Also in 1994, Subaru of America was facing dwindling sales and a failed reinvention campaign for its latest luxury car model. The demographic - white, 18-to-35 year olds - was a crowded target audience, which was fought over by other larger car companies. Opportunity struck when market research uncovered lesbian women made up a fifth of their all-wheel drive purchases. Despite relying on gender stereotypes of the time - something UK law banned in 2019 - Subaru decided to market this car to match its idea of lesbians in the 90s - women with active, 'low-key' lifestyles.
Read more: Subaru of America changing its target audience
As a result, Subaru of America also made a concerted effort to support its own gay and lesbian employees - making a successful case for domestic-partnership benefits. And by 1996, Subaru ads of this nature were appearing both in gay publications and in mainstream media - creating a place in the market for crossover LGTBQ+ advertising placement and narrowing the divisive culture gap.

Nowadays, diversity and inclusivity representation standards within content means we see a greater range of queer lifestyles. In movie characters, radio hosts, even amended reality-TV formats - and more so too within major marketing campaigns. Most recently, public-sector OOH campaigns such as TfL's LGTBQ+ poster exhibition have worked to create safer, more inclusive spaces for queer people across London.

Often referred to as the , the spending power of LGBTQ+ individuals could be looked upon as what drew forward brand inclusivity. In 2006, its value was worth some £70 billion to British business, but it was thought to be desired by businesses as early as the 1980s. With the new, albeit gradually growing, public goodwill for queer people, the 90s and early noughties brought about new opportunities for brands to capitalise on a whole other range of consumers.

Today, jokes run across social media and within queer communities about false brand allyship, more commonly known as ' rainbow-washing ' during pride month. At the same time, increasing visibility of LGBTQ+ consumers in marketing today enhances brand sentiment, opening up new space for hitting D&I hiring expectations.

The whole movement is not entirely cynical, however. More expansive levels of representation within marketing and the media contributes to stronger education on queer identity, continuously humanises individuals, and highlights causes that remain relevant to this day.

For LGBTQ+ History Month, Octopus Group is sharing an insight into the history of LGTBQ+ in marketing and media. Each week, we'll cover a different topic to raise awareness and spotlight why this month is important for everyone.

To find out how you can get involved in LGBTQ+ awareness, check out a list of charities and community initiatives here.

Next week: Re-branding Herstory: The rise of drag culture in the media and marketing

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Targeted advertising history: Opening the brand gates to queerness and the modern family | Octopus Group

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That was the title of a 2019 BBC article, looking at how popular culture has engaged with the LGBTQ+ community like never before. It posed the question: was this progress genuine? While many could argue that any progress is progress - genuine or not - others might see through queer inclusivity and portrayals as mere factors of consumer capitalism.

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To truly look behind the lens this LGBTQ+ History Month, we need to understand what the current lens looks like. Before, this would be the writer's perspective in a piece of fiction, or the director's camera, creating the gaze for a groundbreaking piece of television. Nowadays, real representation comes in the form of instantly accessible content, showcased on platforms like TikTok and Instagram and geared into algorithms that reach just about anyone.

And as the global LGBTQ+ spending power is estimated to be worth more than $3.9 trillion, there is room for marketers to not only pocket a share of the Pink Pound - but also perfect queer representation in the process.

Harnessing digital power

Social media, with all its shortcomings, is an opportunity for representation more widespread than ever before. Content creators can push their online presence and enjoy the lucrative benefits that come with it. These platforms have become multi-generational hubs, with anyone from teens to grandparents using them. And at the core are the people leading the way in creative exploration. Generation Z. The young people harnessing the true digital power, activists born within the tech age, seeking the truth behind the headlines.

Not only are Gen Z getting key cultural thoughts and ideas out into the world, but they're changing the way marketers, brands and the general public show their own values. Their access to culture as it shifts, and the instant way of tying themselves to it, means we're seeing these values stream through corporations and social platforms: pronouns listed in bio sections, mental health care taken increasingly seriously.

Whether for diversity and inclusion initiatives, ESG targets or attitudes on social issues - the world is adapting to the way a younger generation thinks, acts and spends. The progressive steps taken to be more inclusive of the LGBTQ+ community - and the increased amount of representation shown in big campaigns are, to some extent, thanks to Gen Z.

Part of the party

In terms of equality, 54 years after Stonewall might feel more like hundreds to those who have lived through the change. And while positive attitudes are far from everywhere, new laws and standards help make parts of the world somewhat safer for queer individuals. And part of this involves media platforms holding themselves to the same standard. To meet inclusion targets, content produced through streaming giants like Netflix has undergone a makeover in casting. In their 'Where We Are on TV' report, GLAAD revealed that across the major streaming services there are 245 LGBTQ+ series regulars, and 113 LGBTQ+ recurring characters in content.

The 2020 Census for sexual orientation (which is set to offer findings on transgender percentages by spring 2023) reported that 8% of all young people aged between 16-24 identify as lesbian, gay, or bisexual. This highlights the need for increased representation within marketing, especially when targeting the all-important Gen Z audience. When discussing inclusivity as a critical tool for unlocking generational champions, psLondon outlined how Gen Z have 'the influence to drive progress in society and across all marketing categories and channels'.

One and the same

When so much of marketing today is about building genuine trust with audiences, the way to make that a reality with Gen Z is to demonstrate an understanding of shared values. Marketers have found using demographic data and qualitative research of particular marginalised groups can help develop and nurture that connection.

At present, we find ourselves living through a time when getting it wrong can mean big, harmful repercussions to brand reputation. Therefore, successfully modernising the global LGBTQ+ market means getting it right with representation - avoiding harmful stereotypes, not rehashing overplayed narratives and painting a more accurate picture of what it means to be queer today. Luckily for media and marketing agencies, access to this information in real-time and across a range of demographics has never been easier.

Stepping it up

The big question now: how much further can brands take it? With the risk of jumping too far ahead, and potentially patronising or over-exaggerating the key messages of LGBTQ+ audiences, campaigns must be well considered and based on real insight from the people they're targeting. We spoke before about how embracing queer talent and marketing techniques can lift the cap on creativity - but how can marketers use this to continue pushing for change, equality and fair representation?

At the start of our blog series, we looked at how IKEA made history with their Dining Room TableTV spot. This wasn't just groundbreaking for including queer people within an established platform. It also humanised, identified and normalised the real people among us, throwing out sexuality as the main thing needing to be heavily stereotyped or spotlighted. Moving forward, brands can take inspiration from this.

Rather than outlining LGBTQ+ individuals as different, the answer may sit with highlighting us as part of the full picture, all while championing and celebrating the strengths it took to be sat at that table.

Thanks for following our blog series for LGBTQ+ History Month. We hope that you got a lot from it! Click here to read previous entries and, while you're there, take a look at other Octopus Group blogs too.
To find out how you can get involved in LGBTQ+ awareness, check out a list of charities and community initiatives here.

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Gen Z Power: Modernising the $3.9 trillion LGBTQ+ market | Octopus Group

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To truly look behind the lens this LGBTQ+ History Month, we need to understand what the current lens looks like. Before, this would be the writer's perspective in a piece of fiction, or the director's camera, creating the gaze for a groundbreaking piece of television.

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Geo-demographic data

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Challenging times demand innovation

From reduced budgets to COVID-19, the National Health Service (NHS) has faced huge strain in recent years. Healthcare demands increased dramatically - impacting workflows, efficiency, project management, and - above all - patient care.

Trusts and organisations across the NHS are continuously innovating, but are challenged with finding a balance between central, larger projects and local, agile developments. They're also meeting ever-growing integration requirements across different disciplines and care bodies. To guarantee privacy of health data and security within the NHS, it's important to ensure that the most reliable and secure systems are in place.

Teams need to make the most of squeezed resources and identify beneficial opportunities. By building different systems around Smartsheet, the NHS is accomplishing more every single day and is seeing powerful organisational benefits.

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How Smartsheet is transforming the NHS from the inside

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From reduced budgets to COVID-19, the National Health Service (NHS) has faced huge strain in recent years. Healthcare demands increased dramatically - impacting workflows, efficiency, project management, and - above all - patient care. Trusts and organisations across the NHS are continuously innovating, but are challenged with finding a balance between central, larger projects and local, agile developments.

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As the world has evolved, so too has the growing urgency for an internal shift in how the manufacturing and construction industries operate. As it stands, many EU-based supply chains operate using traditional legacy systems.

Tasks within the supply chain are managed through a range of unconnected tools and manual processes, which increases time and labour costs, and amplifies the likelihood of human error.

European supply chains are often complex, including cross-country partnerships and involving different siloed departments across locations needing to communicate effectively. With increasing complexity and shrinking lead times, manufacturers need a more efficient, digital system to ensure supply chains are working to the best of their ability.

Tackling the escalating challenge of changing regulations

The urgency for supply chains to digitally transform is increasing with each new government regulation that comes into place. Germany, for example, has passed a new Due Diligence Act, which holds large businesses accountable for complying with environmental and social standards in their foreign supply chains.

From ethically and sustainably sourced materials to lessened raw material waste, organisations are looking to guarantee that their suppliers are working in compliance with the law. As more focus is centred on abiding by human rights and climate change regulations, organisations need better visibility and collaboration across the whole supply chain to deliver this without hindrance.

If these challenges weren't pressing enough, the global implications of the COVID-19 pandemic have escalated their urgency, highlighting the instabilities for organisations using manual systems in a digital world. The UK in particular has felt massive blows due to bottleneck delays within the production line, exacerbated by new Brexit regulations - in August 2021, research shows that UK car manufacturers produced fewer vehicles (down 27% year-on-year). Alongside new cars being set to become more expensive, stock adequacy fell to its third record low in three months. Since stock shortage is one of the factors contributing to the UK's rising inflation, this problem needs to be resolved.

Looking back at the knock-on effects in the supply chain process that can come from a single delay, it's evident that digital capabilities are ever-more crucial for supply chains in a post-pandemic world.

Meeting the escalating demands of new regulations will be difficult for organisations to do without the assistance of technology that can streamline processes. The need for simplicity, efficiency and agility throughout the supply chain has never been more paramount.

Align and amplify your supply chain from the inside

Changes made within the supply chain require communication to align every stage efficiently. Digital supply networks empower organisations to centralise relationships between all areas, removing the need to navigate separate sequential chains, improving visibility, and increasing accuracy with real-time data. With these capabilities, teams can easily track orders, inventory, transportation, manufacturing and assembly, demand and lead times, and supplier activity.

Those who have already transformed their organisations with Smartsheet are reaping the benefits of a digitised supply chain. HIT Holzindustrie Torgau, one of the largest container and packaging producers in Germany, implemented Smartsheet to boost efficiency.
"Smartsheet is essential to our work now, and it's saved us over 1,000 hours so far. We've learned so much since we started using it, not only about how our business works best, but about technology in general."
- Thassilo König, Interim Manager Procurement and Advisory for Financial and Operational Services, HIT Holzindustrie Torgau

Digital transformation: take the first step towards efficiency

There's not one clear answer to solve the multitude of complexities that come with running a successful business today. With Smartsheet, however, there's a way to make those complexities work together seamlessly and align with escalating demands.

Streamlined agility: With fewer disparate systems to maintain, Smartsheet enables supply chains to run projects successfully and ultimately increase flexibility and agility.

Real-time visibility and collaboration: Ease of communication between siloed chains provides consistent opportunities for productive collaboration and broader oversight.

Cost savings: With Smartsheet's automated and cloud-based system enabling better access across the supply chain, halts to the production line, escalating costs and time incurred from delays can be avoided.

Boosted productivity and efficiency: Smartsheet gives teams the ability to prioritise tasks and better the operational efficiency of their supply chain.

Organisations are in a prime position to implement the crucial transformation that is needed in their supply chains - providing they have the right platform for that change. With the assistance of technology like Smartsheet, supply chains in need of digital transformation can flourish as seamlessly connected, efficient supply networks.

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Why embracing digital is the way forward for supply chains

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Tasks within the supply chain are managed through a range of unconnected tools and manual processes, which increases time and labour costs, and amplifies the likelihood of human error. European supply chains are often complex, including cross-country partnerships and involving different siloed departments across locations needing to communicate effectively.

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" Pick an identity - and stick with it! "

That's constructive input from iconic, bar-raising drag queen RuPaul, during 'commercial challenge' week. This is the point in RuPaul's Drag Race where competing queens attempt to solidify their brand identity. Basically - it's the time to show and sell your content to the masses and hope that it sticks.

In fact, looking at the show in its entirety - for those who don't know - contestants have over ten weeks of branding opportunity. Every line delivered, each lip-sync death-drop and even the type of material chosen for their runway look is a chance to showcase their individual brand.

Nowadays, drag culture is so embedded into LGBTQ+ marketing that nearly every pride campaign features the recognisable face of a Drag Race queen. If not there, you can find them on celebrity TV game shows, hosting Netflix documentaries and even dancing with the stars. That is, in part, due to the show's rising popularity in the UK - but also due to how the essence of drag has streamed its way into widespread mainstream culture around the world.

But while this is a modern day example of the platform LGBTQ+ performance artists have to showcase their talents today, it's a luxury born off the back of struggle.

Then vs now

The documentary Paris is Burning captured drag at its most daring in the 80s, at a time when public understanding was warped and attitudes were generally negative. It depicted the origins of today's famous references. Even then, drag wasn't new. It was, and continues to be, an expression that has evolved over many years, from the Ancient Greeks to Shakespeare's plays. Today, it has become an art form, heralded as a driver in education as much as entertainment.

Portrayals of 'crossdressing' in mainstream film and TV began to highlight the nuances between transgender individuals and those experimenting with expressions of gender stereotypes. Popular comedians through the 90s experimented with drag, while growing public education about gender has brought focus to why drag is important to queer people. Historically a show with all cis-male contestants, Drag Race only first featured a trans man as a contestant in 2020, Gottmik. This allowed mainstream audiences to identify how being transgender and a drag queen are different, but that the drag space is inclusive of anybody.
Watch: Gottmik and other queens playing Snatch Game on RuPaul's Drag Race
The show's embodiment in pop culture has changed the way we speak, injecting pockets of LGBTQ+ slang into the mainstream - as well as shifted our general attitudes and behaviour online. Brands have capitalised on that movement, incorporating language like 'yas!' and ' slay!' when they address topics and audiences.

Marketing gold

Awareness of drag has meant that new, newsworthy subcultures of content are created, spilling out into the mainstream. Expressions of self-love are the driving force, which has manifested in how brands are attaching themselves to famous drag queens, terminology and styling. Notably, Toyota embraced drag culture in their multi-platform 'Go Your Own Way' campaign. This showed different drag queens designing their own photoshoots, showcasing colourful car choices - and involved a mix of visual advertising, social media advertising and short documentary clips.
Watch: Liquorice Black in Toyota's #GoYourOwnWay campaign video
For marketers, drag represents both new possibilities and a valuable lesson. How drag has managed to integrate with the masses, and how it has changed perceptions of queer culture, is something noteworthy for those hoping to stay aligned with the times. Marketers choosing to leverage queer talent for campaigns have the potential to be forward-thinking, creatively uncapped and culturally aware.

Just look at how queer family is a central theme through most narratives on television. For those who don't know, a queer family is the community individuals become part of when living life as their true selves, sometimes due to separation or exilement from the family they were born into. The 'drag family', as a concept, is an extension of this - and an example of brand architecture done right. Within a family, or house, values and public-image is maintained and mirrored between its queens, signifying a tight brand identity and a core platform to build from.

Racing ahead

While a lot of drag in the media relies on comedy - whether suggestive one-liners, or chaotic make-up choices - the days where drag's main punchline for the mainstream was 'a man in a wig' are long gone. Today, we see first-hand documentaries detailing backstories of growing up queer, reality TV drag personalities educating fellow contestants on gender and drag celebrities driving discussions on social and cultural movements.

Like how marketing embraced queer people, and the media gave LGBTQ+ people a right to a platform, drag has flowed further than just existing in the mainstream - it's driving creativity, education and fun to the masses.

For LGBTQ+ History Month, Octopus Group is sharing an insight into the history of LGTBQI+ in marketing and the media. Each week, we'll cover a different topic to raise awareness and spotlight why this month is important for everyone.

To find out how you can get involved in LGBTQ+ awareness, check out a list of charities and community initiatives here.

Next week: Gen Z Power: Modernising the $3.9 trillion LGBTQ+ market

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Re-branding Herstory: The rise of drag culture | Octopus Group

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" Pick an identity - and stick with it! " That's constructive input from iconic, bar-raising drag queen RuPaul, during 'commercial challenge' week. This is the point in RuPaul's Drag Race where competing queens attempt to solidify their brand identity. Basically - it's the time to show and sell your content to the masses and hope that it sticks.

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Is an email marketing funnel enough to score new business? Can brands put all their eggs in one basket, and hope for the best with a surprise announcement? Probably not without effective brand building. Today, as times are changing have changed, developing your brand and keeping your audience along for the ride is a crucial part of the B2B sales cycle.

We're currently living through an age where younger generations predominantly consume content through social media. But these people are more than just Gen Z: the generation with new ideas and different ways of thinking. They are also our future buyers - the first cohort of digital natives to assume positions of seniority. And they're social justice warriors. They care about constantly evolving, professionally and personally. If they're buying into brands and businesses, they need to see those values reflected.

So, how can we shift our content and marketing strategies to ensure they're built in the right way, reaching who they need to - and at the right time?
Tomorrow's decision-makers: where are they?
According to a media consumption report from Insider Intelligence, 86% of Gen Z adults use YouTube and 73.9% are using TikTok. Unsurprisingly, these are platforms where they can not only consume content, but create it too. A large part of content consumption today is a trade-off; the generation wants to both feel part of and give themselves to the platform they take their ideas from.

This insight aligns with the development of marketing strategies today: trending audios and hashtags, user social media challenges. Seemingly, the more you can get your audience on board in the journey - in a way that encourages their own participation and creativity - the more likely you are to build reach.

But social media challenges can often fall flat if the insight isn't there. You can't expect a surge in participation if you're chucking out something serious and asking people to put their spin on it. Whether they post one video a month or fifty, every social media user has their own personal brand to think about - and business brand building efforts need to understand what goes into that.
Dazzling vs. relating
To an extent, eye-grabbing campaign launches, with big-scale hero content, still deliver. Most of the time, having a two-minute campaign video with bold storytelling and dazzling visuals will help to get your message out there. But Gen Z are increasingly drawn to content that they relate to themselves. Marketing strategies used by celebrity brands today lean heavily into the 80/20 rule of content marketing - mostly because it's incredibly low-cost and something that can be done continuously. This means 20% content dedicated to your brand: meaning your new product versions, or your enhanced service offering. The other 80% is just interesting content that caters to your audience's interests.

Take a look at TikTok. A lot of what you see on the platform is from users you haven't interacted with before, or don't even follow. And when you do interact, or watch the full video, the algorithm brings you back to something similar. Adopting your brand values, identity - and anything relevant to what you hope to sell - into your 'interesting' content, in a subtle and relatable way, means part of you is always in front of the audience. Then, when the time is right, you can drop into the 20% hard branding.

Influencer partnerships also come into play here. Their established relatability, large online presence and loyal content viewership can help your message penetrate.
Gaming the wait: building up the buy
Slow launching keeps audiences aware that something is coming, and encourages them to join the journey in anticipation. Way back in 2013, stock-trading service Robinhood turned waiting for a new product launch into a challenge for consumers: bringing forward their access to the service each time they got someone else on board. By launch day, they had over one million opt-ins.

This is still a relevant approach today, particularly popular across marketing campaigns for new albums and artists' tours. To generate buzz, pop artists don't just announce a new album in a press release. They clear their instagram feeds to indicate a launch is coming, they hide 'easter eggs' (cryptic clues) in posts to drive online discussion, and create dedicated landing pages with interactive elements that evoke nostalgia and creativity.

In GWI's latest report on Gen Z trends, it highlighted that they 'game for connection'. Rather than how older generations see gaming as a leisurely, escapist activity, Gen Z are believed to do it more so to interact with others, a nice insight for marketers to tap into. Facilitating fun interaction doesn't just drive clicks and leads, but it nurtures a deeper connection to audiences.
Always on, always building
Not only do younger generations constantly want to develop their personal brand, they're likely to invest in brands that are doing the same. Whether it's creating and sharing 'behind-the-scenes' life at the business on TikTok or just jumping on the content trend-train, long-term brand building is vital.

B2B sales cycles are long. But with the always-on culture of content consumption among younger generations, things might soon start to speed up.

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Tik Tok. Slow launch. The 'Big Tease'. | Octopus Group

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The importance of long-term brand building for targeting future B2B buyers.

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Prioritising cybersecurity and the role the government can play.

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Securing the payments ecosystem - VISA BUSINESS SOLUTIONS KNOWLEDGE HUB

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Donna Brennan, Director, Visa Business Solutions, Global Public Sector explains why cybersecurity should be your top priority.

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Manifestation: agreeing to commit without succumbing to the fear of failure

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“The wave found its way to the shore, thought it was a ripple and nothing more but the wave found its way all the way to the shore”

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If you're reading this, chances are it's not the first time you've clicked on a blog headline that has 'B2B' slotted into it. The term isn't in itself one that screams excitement - taking it apart, you're left with a business sandwich, and the accompanying copy can sometimes mean it's a bit dry.

But the world of business is exciting. It's exciting to be part of large-scale innovations that impact cultures, social trends and our day-to-day lives. And though business-to-business marketing is often overlooked in terms of creativity, packed inside is a plethora of potential for people to play with.

And the thrill for B2B copywriters? Being tasked with uplifting a topic from overly-serious to alluring. With so much B2B copy these days built up of technological terms, there's a real challenge to pepper that content with language that excites all parts of the brain. One way of doing that? Using achievement-focused, positive language.

Language choice is an essential factor in the transformation of B2B copy. Let's take a look at why - with three ways that language makes all the difference.

Adjoin on the journey

Every good piece of content needs to tell a story, and in every good story there's a journey to go on. But how can you make it a joyous one, when every other sentence formed refers to acquisitions, integrations and payment processes?

When you're reading a book, it's not the structure of the story that keeps you interested. Every story generally follows the three-act structure, and not all parts of a story are that interesting. To keep excitement in the plot high, writers use thought-provoking, imaginative language.

Try not to draw people in with an exciting introduction, only to let their attention wane after a block of Back-2-Back business lingo. Start your story with positive language and keep it up throughout - even during the 'problem' stages.

"Research shows a shift towards employees favouring the implementation of permanent hybrid work solutions."

"Research highlights the growing positive employee attitudes towards a future with hybrid work solutions."

Lighten the lull?

When it comes to change, people are generally either nervous, unbothered or enthusiastic. And because so much of B2B revolves around changes, major or small, with huge knock-on effects to so many people, sparking reader excitement is key. So even if a brand's messaging on a certain topic is serious, copywriters still need to keep it colourful.

Tone of voice is a huge part of what sells a brand to its audience. Understanding that tone of voice as a copywriter is therefore essential - but even the most serious TOVs can be spruced up with a bit of optimism. A pharmaceutical business promoting the launch of an innovative new digital service might want to keep things in-line with their standards as a healthcare provider. They can't over promise or undervalue what they're offering. But they are promoting a change in how they operate, and ultimately how their customers access their service - so while the topic is serious, the messaging can be inspiring.

"The new service will make processes easier for employees and appointments more accessible for patients."

"With a new and innovative system, the service simplifies employee processes, and generates greater accessibility for patients when making appointments."

Drive a more dynamic read

A more dynamic read is a better read. Quality content constantly activates the imagination and propels you through a narrative, keeping you informed and interested at the same time.

Mitigating factors mean that for copywriters, it's hard to make every piece of copy dynamic - minimal word count, format limitations, and restricted references all impact how and what you produce.

The vital counterpart of copy is design, and when the two work together harmoniously, there's potential for truly engaging content. But while visualising is important for grabbing attention and demonstrating the purpose of a campaign, using the right words can turn the mind of a reader into their very own vision board.

From a young age, people are taught to strive for personal success, and when your messaging is achievement-focused, readers attribute that to their very own goals. Copy that drip-feeds positive, relatable language throughout can make the reader personally invested in what they're reading.

"The challenge now is for businesses to meet new expectations following two years of change."

"The challenge for businesses today? Rising to, and tackling head-on, new and important expectations."

Embolden your B2B

Delivering suitable B2B content might at first seem to require less creative exploration - but that doesn't mean there aren't ways to make your copy's flame burn brighter. Yes - B2B copy is centred around business, but you can always approach writing it like you would your daily (or now weekly) commute. A train journey that goes the same way every day isn't going to fill you with joy, but that's the beauty of having headphones or a book to read on the way. The endless choices we have with language means that there's always a way to make copy more enjoyable for you to write - and more exciting for the reader to consume.
Eager to read more about the forces supercharging B2B? Download our latest eBook.

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Business words in a business world: how to insert excitement into B2B copy | Octopus Group

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The world of business is exciting. It's exciting to be part of large-scale innovations that impact cultures, social trends and our day-to-day lives. And though business-to-business marketing is often overlooked in terms of creativity, packed inside is a plethora of potential for people to play with.

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Community tips: How to enhance processes using Smartsheet

When a process works, great things can happen. Smartsheet's online community regularly solves frequently asked questions relating to its functions, shares insights on their own usage of the platform, and highlights tools and features that help others to get the best out of their Smartsheet experience. Now, we're bringing you some of the best, first-hand tips from our community on how to enhance processes, and make Smartsheet work best for you.

Whether you and your teams are encountering barriers in efficiency, a lack of productivity in daily tasks, or even restricted visibility over projects - there's a solution that can make your processes work better. Looking at the most popular topics discussed on Smartsheet's community page, let's dive into the different ways your teams can save time and boost productivity - and the best ways to implement processes that make all the difference.

1. Improving visibility with a project summary page

Every team, including yours, is likely to have lots of information at different times relating to ongoing projects. Smartsheet users know first-hand how much simpler work can be when you have greater visibility over all the information you need. And when that oversight can be accessed through one singular source point, the way you manage projects can change completely.

Creating a project summary page with Smartsheet provides the information you need in a single place, whether that's project lists, invoicing details, or cost information. Our community have highlighted different methods they use to make this work for them:

Option 1.

"Create a report and group it by Project Name (add a column in the sheet if needed), and then you can get the information from each sheet on a separate line by the project.

If you're working on a project that has different invoices, this method allows you to quickly summarise budget numbers using the Grouping and Summary features."

Option 2.

"Create a new sheet (Front Page) and then cross-sheet reference the other sheets and set the criteria to be a dropdown column somewhere in the sheet or the Sheet Summary section (Front Page), and when you select a project from the list, all values from the other sheets will update."

2. Using Gantt charts to oversee projects

When it comes to project management tools, Gantt charts are the solution to making workflows clearer, giving oversight over projects, and tracking the relationships between multiple tasks. Working with a Gantt chart gives you a picture of project duration, as well as a view of start and finish dates for each task.

Adding a Gantt chart into your sheet is simple:

1. Make sure your sheet has a minimum of two date columns, one for the start date of tasks and one for the end. The span of time between the given dates is reflected in the length between each of the task bars.

2. Select Gantt View in the toolbar to display tasks in a timeline based on the above dates.

3. You can check the right columns are being used by clicking the gear icon and opening Project Settings.

Get more out of your Gantt chart

Using the Dependencies function in Smartsheet allows for automatic calculation and adjustment of dates as the value of Duration and Predecessors changes. By enabling this function, automatic updates occur when you enter different information, such as:

You can also enable automated dependency functionality in different columns to see how far along your project is. Smartsheet's help page provides a step-by-step on ways to enable or disable dependencies in a project.

3. Getting the most out of automation

Whether it's approval workflows, task management or scheduling - automation can boost efficiency in your team. A commonly discussed topic within the Smartsheet community is how to utilise all areas of automation to transform would-be manual tasks. Unlocking a more comprehensive idea of the processes available to you - and how to navigate them - can help you to sidestep time-consuming tasks that impact performance.

Testing workflows

Automated workflows enable you to seamlessly combine multiple conditional paths and actions to send notifications, which are set by triggers based on schedules and dates within your sheet. As mentioned within our community page, you can start by running a test to check what your end notification looks like:

"When developing a client solution, I usually add a so-called helper column (checkbox) and set the trigger so that the box gets checked."

Running an automation test lets you see if the notification works the way you intend it to, without making a fake entry into the workflow. Using a helper column means you can easily modify your configuration, delete it, and know that your automation runs as required.

Task assignment and update requests

Checking the progress of workflows you've created using automation gives you a clearer understanding of how a project is coming along. As users have noted, implementing automated requests lets you ask task owners to update appropriate fields based on criteria set by you:

"In the automation menu, select 'Create a Workflow' then select 'Request an Update'. [If] you want to send weekly, choose when a date is reached as your trigger. It will default to today, which should be fine. Instead of 'Run Once' choose 'CUSTOM' from the dropdown. Select weekly and choose your day. Adjust the time of day to your preference.

Choose who will receive the request, then select what columns will be included in the update. Add whatever message you want the users to see."

By doing this, users can assign tasks to individuals and directly prompt them for feedback on progress, avoiding individual lists that each require manual management.

Powering processes that work

Actioning a new process or change in the way your team works can be daunting. That's why it's useful to know others are already doing it effectively. And for any doubt you may have about implementing change, there's a whole community of people sharing useful insights to help you see how well new processes can actually work.

Smartsheet continues to power positive change and simplify processes at all levels and roles, with functions that meet you where you most need.
Find out more about the ways Smartsheet can work for you

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Tools, tasks, and tips: Insights from our community to make Smartsheet work for you

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When a process works, great things can happen. Smartsheet's online community regularly solves frequently asked questions relating to its functions, shares insights on their own usage of the platform, and highlights tools and features that help others to get the best out of their Smartsheet experience.

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Colt Data Centre Services (Colt DCS) is opening a new data centre in Mumbai. With a laser-guided focus on sustainability, health and safety, and high-quality services, the company hopes to help take India boldly forward into its digital future.
As modern world economies become centred around technology, there is a growing urgency for countries to digitally transform. When an economy is growing at a rapid rate, it's important to ensure that its digital infrastructure can support the demands that come with it.

For a country like India - with an economy growing at a rate of 9.2% annually and the government's Digital India initiative in place - there's never been a more pressing need to take action. Businesses have a critical role to play in ensuring that the goals of this initiative are achieved, but to do it they will need sufficient data-centre support.

Colt Data Centre Services (Colt DCS) provides data-centre solutions to hyperscale and large enterprise customers around the world, all set up with a carbon-conscious and sustainable approach in mind. To support India's rapidly expanding technology and financial sectors, the company proposed the building of a Mumbai data centre.

Set to launch early in the third quarter of 2022, the facility has been carefully built to meet the region's business-data needs, while also aligning with the wider sustainability goals and strategy of Colt DCS.

Let's look at the journey of the centre, from the opportunities and challenges of setting up to the finished result.
Big opportunities, big challenges
In the Mumbai region, where Indian business is booming, more data centres are needed to support rapid growth. For example, there is a clear opportunity to support organisations in the banking, financial services and insurance sector, as well as the chance to assist in a country-wide move to more stringent data-protection regulations.

But while designing and delivering data centres to new regions creates opportunities, the process also poses challenges - and there have been many hurdles to overcome, a key one being the various processes involved in land acquisition.

The location where it was planned to build the centre was controlled by the local authorities in Mumbai, meaning that the Colt DCS team had to manage on-ground stakeholder relationships. Though these processes are typical for various statutory bodies across the globe, Colt DCS is bringing a different type of product to the Indian market.

Guaranteeing that high health and safety standards were met was also incredibly important for the project to comply with the standards set by big cloud providers, such as Microsoft and Amazon.
Health, safety and standards
During large-scale builds, there can be inherently high safety risks for workers, depending on safety regulations. Financial constraints or a lack of employee training can create greater risks, whereas market competition and stringent laws can reduce them.

Colt DCS prioritises health and safety in all build projects for data centres, and the same approach applied to the Mumbai site. A hyperscale data centre such as this one, covering 100MW of IT power across 62,000 square metres of space, is a large-scale project involving many employees and contractors. This meant there was an even greater responsibility to ensure that health and safety standards were met and the people involved were taken care of.

Colt DCS proudly achieved over 1 million safe working hours during the building of the Mumbai data centre. This was managed by putting in place a comprehensive health and safety and quality-control programme for staff and contractors.

Constituting many vital elements, this programme has included health and safety briefings and training, design-based approaches to prioritise safety, the implementation of behaviourbased systems, maintenance of equipment and materials, site inspections and award-related recognition for promotional safety activities. The programme's achievements represented a milestone for Colt DCS, a company that proudly makes worker safety its top priority.

Building a data centre during a pandemic meant that on top of the standard health and safety checklist, there were even more considerations on the table. Alongside ensuring that construction quality was sufficient, Colt DCS made sure it took Covid-19 into account on the ground, such as guaranteeing vaccinations for labourers. This meant that the company not only protected the safety of workers on-site, but also provided access to a critical medical service.

Sustainable practices
As with any Colt DCS projects, the building of the Mumbai data centre was sustainably led and in line with the company's environmentally conscious ethos. Colt DCS has set comprehensive near-term science-based targets to cut emissions, and is working on developing its long-term targets and net-zero strategy - a goal that has been embedded in the building of this centre.

As part of its sustainability strategy, the company has ensured that the Mumbai data centre's renewables plan is in line with this energy commitment. The campus will be powered with renewable energy to its maximum possible requirement, with energy-saving measures implemented in line with the Energy Conservation Building Code issued by the Indian government. Showing its adaptability to future changes, this centre also has capacity for electric-vehicle charging facilities to be set up within the campus area.

The Mumbai data centre mirrors the wider sustainability goals of Colt DCS: it has a commitment to carbon-reduction programmes, ensures zero liquid discharge, and follows reduce, reuse and recycle principles. The implementation of a waste hierarchy means that on average, 90% of waste is diverted from landfill and incineration to be used as energy.
Getting ready for launch
The journey towards setting up the Mumbai data centre began with Colt DCS assessing the scale of the project, as well as how opportunities could be met and challenges overcome - all in a country with an economy rapidly growing day by day.

The final result is a sustainable data centre that can support and power India's rapidly escalating digital needs, and one that was built using good practice in which the care of workers was treated as paramount throughout.

Through the Mumbai data centre, Colt DCS is set to support the banking, financial services and insurance sector, particularly as the government mandates banks to move data to protected data centres. Moving forward, the company will also use this foundational data centre as a way of supporting large-scale enterprises and attaining wholesale deals.

A promising digital future

As the Mumbai data centre launches early in the third quarter of 2022, Colt DCS will play a big part in supporting India's growing economy and building its digital infrastructure.

The main aim of the project has been to provide a rapidly expanding digital economy with data centres that can power and house the country's business data needs quickly, powerfully and sustainably - with the future of India's digital transformation looking brighter (and greener) as a result.

Colt DCS wanted to play a major role in supporting India with substantial data capacity that is needed as the country makes steps towards digital transformation. With the launch of the Mumbai data centre, it has done just that - and this is hopefully only the foundation of an exciting journey.

As the country further embraces cloud and digital services, and as the finance and tech sectors continue to boom, there is no clear limit on how wide those foundations can grow.

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Growing power: the Mumbai data centre aiding India's digital transformation

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Colt Data Centre Services (Colt DCS) is opening a new data centre in Mumbai. With a laser-guided focus on sustainability, health and safety, and high-quality services, the company hopes to help take India boldly forward into its digital future. As modern world economies become centred around technology, there is a growing urgency for countries to digitally transform.

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Legacy payments infrastructures and transformation

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A platform for change - VISA BUSINESS SOLUTIONS KNOWLEDGE HUB

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Donna Brennan, Director, Visa Business Solutions, Global Public Sector examines how modernizing infrastructure drives payments transformation

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Cutting out the cliché to stand out from the crowd.

What does it take to get your message across the line? Is it sharp, thought-provoking creativity?

Maybe. It's being direct. Putting everything you want to say right in front of the people you want to say it to.

Or sometimes it's about being brave. Having the guts to say something a little bit different to your competitors.

Channels are noisy. Some competitors have stronger brand awareness and wider recognition than others. A huge global conglomerate is likely to attract more eyes, clicks and attention than a smaller business that's saying the same thing. Getting yourself heard in the crowd usually means you have to say something different, or at least think up a new way to articulate your message. But challenging the status quo, or in this case the most common marketing approaches, can be a bold but oh-so risky move.
It's getting loud in here.
Business marketing has fallen into the cliché venus fly trap. Talking about a vast, increasingly complex landscape that no one can ever fully define? How about those transformations that are happening at rapid speed? These indeterminable and ominous pictures are only ever half-painted, and depend heavily on the audience's prior knowledge and understanding of the market. At the same time, unless a product, service or brand messaging is solving a particular challenge in a bolder way than the competition, it could just be contributing to the endless, undefinable void.

A message will either land or it won't. But once you've already tried to say it, it could be too late to course-correct. If you only have one chance to say what you want to say, how would it sound?

Being a challenger in the market gives you the edge. Surreal cereal recently ran a funny, eye-catching OOH campaign carried by bold copy making big claims. We're Dwayne Johnson's favourite cereal. A household name - immediately recognisable. For a cereal brand? Instantly questionable. The short disclaimer copy underneath: *Dwayne is a bus driver from London ' - brings Surreal back down to earth, and shows audiences their campaign message, that their cereal is for everyone. They're getting loud with a known person, working within a tight budget, and being playful in the process.
The brave creative.
It can feel scary going against the grain. Staying in the same lane as competitors makes the fight fairer, and might seem like a safer bet. But being safe doesn't win customers, especially if your competitors have a bigger budget to play with. To truly make your brand stand out, you have to be brave with your approach.

McDonalds recently ran a TV spot, simply showing a nostalgic teletext screen as though we'd jumped back to 1999. Staying on-screen for 30 seconds, this ad instantly drew attention to the copy - enticing viewers (albeit primarily millennials) to explore what they had to say. It's not doing anything new, but it does a good trick of drawing audiences in. And for a big global organisation - it's relatively low budget.

On-the-nose with its challenger stance, e-bike brand VanMoof openly announced its fight against 'car tyranny'. Rather than leaning into the over-done 'bikes are a better, eco-friendly alternative to cars' stance - VanMoof waged a full blown war against cars and car culture. Backed up by sleek, luxury branding, it quickly became known as 'the Tesla of e-bikes'. Instead of whispering a proposed alternative from the parking garage, it shouted that the battle was on from the roadside.

There will always be brands with bigger marketing budgets. Establishing a strong creative concept can be enough for your campaign to punch above its weight. With KX, a provider of real-time data analytics and decision intelligence, we tapped into the insight that data leaders weren't thinking about true 'real-time' data. From this, we created and launched the award-winning Microsecond Mindset PR campaign - with a research-backed playbook that gave technology leaders a vision and roadmap.
Big, bold and memorable.
Brands that are most known for their competitive prices will do well pushing their deals. Those that are established thought leaders within the world of cutting-edge technology can depend on launching the latest models and services. But for those that are yet to define their USP, whose prices are market-standard and who are sitting alongside myriad other companies offering a similar product - it's time to go bold with your marketing.

Find the white space within the never-ending landscape. YouTube has unskippable ads - that's near guaranteed screen time. What can you do creatively that pushes boundaries when you know it's being watched?

Try leaning into the human insights behind the research findings. Hard-hitting statistics can only go so far if there's no story behind them. It might be explained further in your hero content, but no one will come along to find out if there isn't something pulling them in.

And don't be afraid to be funny. Even if your jokes don't land with everyone, it's still something for people to talk about.

Creativity can cut through the noise. Explore our Tudder case study to find out how.

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The challenger challenge. | Octopus Group

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Challenging the status quo, or in this case the most common marketing approaches, can be a bold but oh-so risky move.

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Understanding why people cheat and ways to deter them

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Enabling digital transformation in the manufacturing sector

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Sharp Europe on LinkedIn: #hybridworking #smes #itsupport #cybersecurity

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Worried about ransomware? Concerned about your intrusion detection system? If you're not sure what these terms mean, take a look at our jargon buster to find...

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Sharp Europe on LinkedIn: #hybridworking #smes #itsupport #cybersecurity

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Want to protect your business from cyber attacks, but don't know where to begin? From end-point security to patch management, there's a lot to think about...

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Synamedia on LinkedIn: Five Myths About Streaming Video Piracy

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The idea that content piracy is heroic is a myth, despite the folklore. As you strive to scale and grow, thieves are illegally redistributing your streaming…

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Synamedia on LinkedIn: Five Myths About Streaming Video Piracy

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Sophisticated #piracy services today are breathing new fire into illegal content redistribution. With so much misinformation out there, how confident are you...

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When a Song is Simultaneously Both a Huge Hit and a Massive Flop

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“You show the lights that stop me, turn to stone / You shine them when I’m alone”

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Rolling Along the Surface - an ode to Saigon

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It doesn't always start that way - journeys gone have begun with the meeting of eyes, the sending of an email, the exchanging of money. There are some that start the moment a thought pops into the mind like an effervescent pill into a glass; which fizzes upwards as it dissolves and spreads. This journey begins when the key goes into the motorbike and a button is held down.

Because of this, the motorbike makes a clacking sound and for a few moments it isn't certain that the journey will even begin. But then the engine roars to life and with it comes the loud, vibrating hum.

The motorbike begs to be let out, the way a dog can't withhold itself from excitement at the promise of a walk. A pull of the clutch inwards, and a slow release of acceleration bites together the two opposing forces, giving access of movement. Permission to drive.

It starts here - bắt đầu - rolling outwards, into the light.

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This city is both old and young. Established in culture but always welcoming in progress. Everything is familiar, even when it is not. Five years of life passed by here and still - an unknown sense of the place's true size remains.

A motorbike rolls atop a surface, one that can only be tapped but never fully broken through. A place that has not yet unearthed its full potential. So, this journey centres around the act of rolling. Rolling along at varying paces, paces that change depending on how many others are rolling at the same time. Paces that lead to places where someone always needs to be.

The swirling roads carry streams of others who always have a destination. These, the others, flow together down long, straight paths, over bare, grey bridges and loop around descending man-made flyovers that join the drifting land.

The city is formed of pockets of islands, cracked apart to form rivers that separate the districts. These rivers are dark and unappealing. But every day, like this day, there are fishermen making use of them. Finding what little resources they can, extracting any life that can help their own.

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The rolling is charged by an energy stored in the tank, like the lightning-in-a-bottle memories that are created here and kept safely inside. This energy lets out fumes of the petrol that costs barely anything. A smell that has imprinted on a time years before, when it was first encountered in great excess.

That time was part of a different journey, one that has not yet finished. One where a life as it was once known seemed to end and another began. The enveloping of a person by a place that would never relent, a relationship that would not just stand the test of time but make the person forget what time even was.

The fumes become cloudy. They resurface the nostalgic feeling that has always been pushed back. As it spills over, so too does the rush of endorphins that come with it. The unwavering sense of joy that life has taken this course.

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As the journey reaches new distances, it brings great riches. The scenes of life unfolding all around outside broaden and tweak a growing perspective of what it all means. Building upon a continuous adventure that can't be bought or handed out.

Noises that stick together in the air increase the volume that fills the atmosphere. But the people sat barely above the street surface appear silent; swallowing thin, white noodles marinated in intricate flavours that cannot be associated with anywhere else.

The smoke billowing out of the grill, perched out the front, creates a patterning effect. It connects with the steam rising from the bowls in front of people hunched forwards, propped up by red plastic - and the black clouds rising from the loud, turquoise trucks careering past unapologetically.

As the senses are enriched, the soul too becomes richer.

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It is through this journey that the sense of home is remembered. Recalled through the act of becoming lost in a crowd, in a place that doesn't try to seek out. Home is familiar, and this feeling is exactly that.

Anonymity is being a single entity in a populous city, part of a river of movement that regularly floods into new patches of unchartered space. At the same time, in a place where it is possible to stick out - the same way a restaurant spills onto the street and down the kerb.

The journey is fluid, like the life lived here. Constantly moving, changing shape and route - it remains a part of a person's own life thereon out.
This journey ends at the removal of the key.
But with it, a new one begins. The act of movement continues with the feet. The surface continues to be tapped, but now everything that was gained along the way accompanies the potential of each new stride.

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It doesn't always start that way - journeys gone have begun with the meeting of eyes, the sending of an email, the exchanging of money. There are some that start the moment a thought pops into the mind like an effervescent pill into a glass; which fizzes upwards as it dissolves and spreads.

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Shorter version of the Customer Data You Can Depend On video, currently the highest viewed video on Twilio's YouTube (14M+ views)

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Multiple key pages written in line with new brand messaging for European relaunch.

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Discover Sharp Europe: Leading provider of innovative print services, AV displays, IT solutions, and cybersecurity for businesses