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Stop ghosting your data security team.

With almost 4,000 data security attacks happening every day, you might go as far as to make them your new besties.

Unfortunately, data teams usually get the call only when an agency is in full crisis mode. But with threats on the rise, it might be time to change that.

In today's newsletter:

• Data security teams need loving, too! (why they might just be your new saviours)

• What’s the remedy to stress and anxiety? (WWF says: nature!)

• Trend plug - Enchanted!? On TikTok?

• Ask the Editor - How can I start building my brand when I'm not sure what niche I want to be in? 

- Charlotte, Editor ♡

How’s your agency’s relationship with your data security team?

Do you call them at home? Send little notes? Swing your feet under your seat when you talk to them? Or do you only ever call them when you need something, and describe it as ‘It’s complicated?’

Obviously, I’m not saying you need to date your data security team (unless you want to, that’s none of my business) but if it’s the latter, you could be playing a risky game as new threats are on the rise.

According to a report by Marketing Dive, 84% of marketing chiefs believe artificial intelligence and machine learning will impact data security.

But if that’s the case, why are marketing-security partnerships badly underutilised?

CMOs usually understand the value of these relationships, but they often only collaborate when there’s a fire to put out. In early data-security partnerships, collaboration on campaigns often doesn’t occur at all.

But regular data security hygiene helps to prevent crises from happening in the first place, keeping CMOs aware of where the next threats might emerge, per the report.

However, 33% of CMOs see data-security organisations as hesitant or unwilling to work together, creating a communication barrier.

And while security and marketing seem like two different worlds, robust security is crucial to effective marketing.

[Keep reading]

-Sophie, Writer

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WWF Prescribes 'Daily Dose of Nature' in UK Campaign

There's nothing I like more than getting my daily dose of nature.

Whether I’m doing a loop of my neighbourhood park or going for a 6-hour tramp through the bush, getting outside always makes me feel good.

So the new WWF 'A Prescription for Nature' campaign is so speaking my language.

As if I needed another reason to escape technology, WWF is putting forward another epic motivator: it's good for mental health.

According to evidence outlined on the WWF website, spending just 20 minutes in nature has huge benefits for our mental health.

It lifts our mood and reduces stress and anxiety.

I believe it.

This statistic is a key part of their campaign, communicated via a video advertisement and beautiful nature imagery, overlaid with small prescription labels.

Both of these advertising methods juxtapose the stark, clinical feeling of mainstream healthcare (and its 'indoors-ness') with the calm beauty of the natural world.

[Keep reading]

-Maggie, Writer

Trend Plug - Enchanted!? On TikTok?

I never thought I'd see the day the movie Enchanted became a TikTok trend, but here we are today, and for some reason it's working.

One particular scene of a chipmunk re-enacting the evil queen when she convinces Snow White to eat the poisoned apple is circulating as TikTok’s latest trending sound.

TikTokers are using this sound to re-enact moments they had to either convince someone, or someone had to convince them, to do something they didn't want to do. For example, ‘me trying to get my sister to try my lip combo’ and ‘convincing my dramatic bf to try something new.’ 

How to jump on this trend:

Simply use this sound, and play out a scenario of you being convinced, or convincing someone to do something. Easy.

A few ideas to get you started:

• Me convincing my work bestie to go get a sweet treat

• Me convincing my boss to dance for a TikTok

• Me convincing my client that my ideas are far better than theirs

-Carter, Intern

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - I've just graduated uni and am working retail, but I really want to start my own business. How can I start building my brand when I'm not an expert in anything yet? - Leonard

Hey Leonard!

The best thing you can do is start putting out as much content as you can. In our team, we talk about how you can create content from 3 perspectives, depending on where you are in your journey right now.

The first perspective is the Reporter. This means you don't know a whole lot yet--you're just learning. So you create content about everything as you learn it. This means as you listen to podcasts, go to events, or read books, make content about what you get out of them.

Over time, you'll probably start creating content as an Expert because you'll know what you're talking about! Then, one day, you'll move onto being what we call the Fool. This is someone who knows enough to realise they actually know nothing!

But for now, just share what you're learning. It's the perfect place to start.

- Charlotte, Editor ♡

For the group chat

😲WTF: Why is this not a bigger deal?
😂Yap’s funniest home videos: I was not expecting that 😂
❤How wholesome: be happy.
🍝What you should make for dinner tonight: Chilli Cheese Dogs

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