Ball booted into touch after train horn mistaken for halftime hooter in rugby derby

Ball booted into touch after train horn mistaken for halftime hooter in rugby derby

Edinburgh halfback Nic Groom has retained his sense of humour despite mistaking a passing train’s h…
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Rum Lad: Vandalism – album review

‘Very angry but laced with dark humour 21st-century punk album that somehow finds the missing link between IDLES, Sleaford Mods and old school …
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Happy ways to get healthier

As I was reading positive psychology studies published in 2020, I found one that captured my attent…
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Sophia is poisoned

Sophia is poisoned

Sgt Sophia M Kali and I are at the Police Post when Mrs Tembo arrives, a chondo in her arms. “The…
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We miss British humour in European Parliament, says German MEP

European Parliament debates are duller without the British as fewer native English speakers mean ex…
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Akshay Kumar Reveals Twinkle Khanna Still Makes His Heart Flutter Even After 20 Years Of …

The moment a couple ties the knot, their entire life changes. From adjusting to each other&#39…
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Akshay Kumar, Twinkle Khanna celebrate 20 years: How the Bollywood couple keeps the romance …

Akshay Kumar, Twinkle Khanna celebrate 20 years: How the Bollywood couple keeps the romance …

… humour – on their personal milestone. Image Credit: Facebook.com/TwinkleRKhanna/. 4 of 10. Twinkle Khanna and Akshay Kumar “The surest I’ve …
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The New Look loungewear duo shoppers joke is perfect for 2 very special times in the day

Loungewear from New Look has brought out shoppers' sense of humour as well as a lot of love in…
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Heaven, hell and Keeley Hawes – we talk to the stars of new ITV drama Finding Alice

The eponymous character – Alice Dillon – is played by London-born Keeley Hawes, one of the UK’s mos…
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WandaVision Episodes 1 and 2 review: Perhaps the most interesting project Marvel has ever done

WandaVision Episodes 1 and 2 review: Perhaps the most interesting project Marvel has ever done

by Daniel Falconer | 16 January 2021 There have been countless endeavours by the Marvel Cinematic …
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Salman Khan reprimands Rakhi Sawant for her ‘do baagh do bangle’ comment on Bigg Boss 14

Rakhi Sawant has been entertaining the viewers for a long time now and the actress sometimes crosses a line with her humour. Earlier this week, Aly …
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In photos: Jurassic Quest opens new dinosaur experience

… to wish his better half – former actress, producer and successful author known for her sardonic sense of humour – on their personal milestone.
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Humour: Happy new hair

Humour: Happy new hair

Humour: Happy new hair. The two seasons of Phoebe Waller-Bridge’s Fleabag were filled with acute observations about the messiness of modern lives.
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Barry McGuigan opens up on daughter Danika’s death in Late Late interview

Former boxer Barry McGuigan discussed the death of his daughter Danika in an emotional Late Late show interview last night. Danika passed away in 2019 aged just 33 after a battle with cancer, having previously suffered with leukaemia as a child. The actress, nicknamed ‘Nika’, appeared in popular series Can’t Cope, Won’t Cope. McGuigan fought back tears as he remembered his daughter. “Nika was the sort, she said that if there’s bad news, I don’t want to hear how bad it is. I just want to know that I’ve got a chance of…that she could get better. “The doctor said, ‘I’m sorry to tell you it’s very bad’ and Nika said, ‘can I get better?’ “And she shook her head. I remember somebody gripping my throat. I said: ‘You can get better. They told you when you had leukaemia, you couldn’t get better’.” McGuigan said she passed away surrounded by family. “We were there every day she tried to be strong. “She lost consciousness on July 17th, she sort of went into a coma, and then we were all around her bed when she took her last breath. “She knew how much we all loved her.” Recalling Danika’s love of life, McGuigan said: “She was very talented and very funny and witty, and my father had a great sense of humour. I sadly missed that part. But she was just a great girl, and we had fun and love practical jokes and used to scare the living daylights out of me. It was always a great bubbly house full of activity and full of life. And she just was always a very bubbly, happy, happy girl.”
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Betty White Says She’s ‘Blessed With Good Health’ As She Turns 99

The actor has also revealed that having a good sense of humour about things has helped keep her fee…
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Exploring the mind of a 9-year-old in the pandemic

Exploring the mind of a 9-year-old in the pandemic

Told with humour and sparkle, Jane De Suza’s “When the World Went Dark” (Penguin), set in the backdrop of the Covid-19 pandemic and the …
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‘Drag Race UK’ Contestant Lawrence Chaney’s Age, Instagram & Glaswegian Origins

‘Drag Race UK’ is finally back and one queen, Lawrence Chaney, has already captured viewers…
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Green Humour by Rohan Chakravarty

Find mobile-friendly version of articles from the day’s newspaper in one easy-to-read list. We have…
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The untold story of editorial cartoonists

The untold story of editorial cartoonists

It is always going to be easy for today’s globalised audiences to accuse artists of being ins…
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B2B Marketing: Where’s the Humour?

‘We’re here for you through this unprecedented, difficult time’. How often have we read those words since March? Accountants, email providers, hell — even that random office supplies box you signed up to years ago are proffering their sincere and supportive words direct to your inbox. Does it evoke feelings of comfort? Or do the more cynical of us roll our eyes before pressing delete for the fourth time that morning. Hop over to social media, however, and we’re all happily sharing that sarky meme about how utterly rubbish 2020 has been. Perhaps the latter is more appealing because it resonates with our actual state of mind. It’s funny, silly and takes our minds off what really has been a tough slog for many. Humour in marketing can make all the difference in a workplace environment. In the UK, we tend to favour comedians who make witty and satirical comments about current affairs — think Russell Howard, Peter Kay and Lee Mack. The one big thing that unites us currently is that we’re all in it together — a decidedly British motto which tends to bring comfort in times of adversity. The use of humour in any B2B marketers campaign is a tricky tightrope to walk. Do it well and you unite your audience; fail and you risk alienating them or even facing a backlash that can taint a company’s reputation for years to come. With this in mind, is it even worth the risk? The trick is to stop thinking of all B2B marketers as serious, suited types and act more like a B2C marketing team. At the end of the day, we’re all just humans who like to laugh. Tom Fishburne, aka The Marketoonist, spoke about using humour in marketing campaigns at the Festival of Marketing this October, citing that the use of light-hearted humour (as per the image on the left) was an ‘act of empathy’ which ‘resonates positivity with the audience you’re trying to connect with’. And one B2B brand doing this is Slack. Slack takes inspiration from B2C brands by bringing in a light-hearted and conversational approach to their messaging. CMO Bill Macaitis explains his theory behind bringing humour to their marketing strategy: ‘Developing your brand tone and voice is an important first step to delivering a cohesive brand. At Slack, we focus on being humble, authentic, humorous and human. A big part of building trust with your brand is being transparent, which should be the basis for every interaction. For Slack, that manifests itself in the big and little things … the welcome message when Slack is loading, the way we respond to tweets, even our release notes.’ Slack isn’t the only B2B brand taking a leap of faith into the humour arena. Online accounting giant Xero aims to appeal to its audience (small businesses) by recording fun videos, one featuring a cute robot who enlightens a business owner about the free time he could carve out to have FUN if he used the software. Using a funky synth track in the background, the ad brings warmth with their characters and storylines. And project Management software company Monday.com takes things a little further with their promotional video where the protagonist aims to motivate the Monday.com team with an automated cookie machine. It’s cheap laughs, but manages to showcase the benefits of the software and app with an idea that surely would make everyone’s life better if it were real. Both Xero and Monday.com are taking tentative steps to differentiate themselves from their competitors, but perhaps their target markets are more likely to be engaged as both offer software suitable for many levels of decision-makers. Therefore there is room for being a little more relaxed in their advertising approach — building brand awareness in the style of a B2C brand. For B2B brands with a more niche persona to target and leads to generate, convincing stakeholders that a humorous marketing campaign is the right route to go down could be a tougher fight in the ring. What happens when humour goes wrong? Adam Hunt, founder of White Label Comedy — an initiative to bring the laughs back to stuffy marketing campaigns — warns that the line is a thin one, and companies must think carefully about their target audience before including comedy in their plans. Steering clear of making divisive or derogatory comments is advised, as is self-defeating humour (putting yourself down) and aggressive humour (putting others down). Hunt has been working closely alongside companies to inject humour into their B2B marketing material. In a recent podcast he advises ‘You just need to make sure the jokes you’re making (and the way you’re making them) are in line with the beliefs and interests of your audience. Don’t make jokes that split your audience down the middle, make jokes that bring them together.’ The bottom line seems to be that there not only is space in B2B marketing for humour but by acting more like a B2C brand, you can engage on a more human level with your audience, building brand engagement and loyalty. That’s not to say the risk of appearing tone-deaf isn’t real. To counter this, Adam Hunt advises to always add a ‘sense-check phase that double-checks that any opinions expressed by a joke are ones that your audience agree with’. He does with a hive-mind of comedy writers, but any B2B organisation should have a trusted panel in place to ensure what one person finds hilarious, isn’t actually about to damage the brand beyond repair. The Wise Marketer™ is the most widely read source of news, insights, and research on all topics related to data-driven, customer-centric marketing. We deliver timely and unbiased perspectives to a global audience of marketing professionals. The Loyalty Academy™ provides online education and corporate training to meet the demands of today’s digital marketers. We are the source of the professional certification: Certified Loyalty Marketing Professional™ (CLMP). Happy Holidays and welcome back to the Wise Marketer! As usual, here’s the team’s…
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AI, my stalker

Now, humour is one of the sophisticated forms of human intelligence. Is AI catching up with human brains in the humour department? I am led to …
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BBC defends putting 'discriminatory language' warning on The Royle Family

BBC defends putting ‘discriminatory language’ warning on The Royle Family

The BBC has defended putting a ‘discriminatory language’ warning on The Royle Family. The sitco…
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MF DOOM: the legacy of hip-hop’s man behind the metal mask

This is exemplified in the flawless, grimy and villainous temperament of Viktor Vaughn or the pure joy of Mm.. Food. He doubled up on his humour with …
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The serious message behind Hull firm’s toilet humour

Hull-based family hygiene firm Elliott’s decided to have a bit of fun by adding a quirky sticker …
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Seeing dad's killers freed was a price worth paying for peace, says Paddy Kielty

Seeing dad’s killers freed was a price worth paying for peace, says Paddy Kielty

Patrick Kielty has said the early release from prison of loyalist paramilitaries who murdered his f…
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Call the Midwife shares first picture of nurse Trixie Franklin from series 10

Call the Midwife sadly will not be back on TV screens this month as the filming of new episodes was…
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Nine Witches: Family Disruption review – It’s all in the family

Nine Witches: Family Disruption is a charming, off-beat point and click adventure game set in an al…
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Revealed: Why Kajol and her family would lock themselves up in four different rooms during …

Revealed: Why Kajol and her family would lock themselves up in four different rooms during …

Actress Kajol, who made her OTT debut with Netflix’s ‘Tribhanga: Tedhi Medhi Crazy’, di…
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Royle Family episodes flagged with discriminatory language warning over gay slur

BBC’s long-running sitcom The Royle Family has been given a ‘discriminatory language’ warning over …
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Getting to know Mishras of Bhopal

Gullak 2, all of 25-40 minutes duration, is like riding a roller-coaster of emotions. Not in a typi…
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