Category ‘switches’ during the Covid crisis: which are most satisfying?

“Which categories are more likely to ‘snap back’ to normal post-Covid?” is a question we posed last week, in a post looking at the impact of the Covid crisis on consumer [...]

Will Covid-19 change everything or nothing for brands?

Predicting the long term implications of Covid-19 for brands is the hottest topic in marketing today. Most predict radical and permanent changes. “The emergence of a new behavioural group is [...]

How should brands respond to the Covid crisis? 

“How should we change our media spend and marketing strategy during the current crisis?” is a question most companies are asking themselves at the moment. A huge 67% of US brands and agencies are [...]

Pepsico Future Brands: innovation quality@speed

There were some interesting inside tips on creating quality innovation@speed in a recent interview with Karen Scott, head of PepsiCo Europe’s Future Brands division (1). Speeding up innovation is [...]

3 ways to stay sane and connected during the lockdown

I’ve been exploring ways to stay connected and have fun during this time of anti-social distancing. And in this off-piste post I share a few of them… 1. Run a virtual quiz night, with [...]

Using rapid insight to ignite innovation

A recent FT article highlighted how big consumer goods companies are harnessing rapid, digitally-enabled insight to reignite growth, following years of sluggish sales (1). Revenues at the top 30 [...]

Tips from 20 years of working from home

In these unprecedented, turbulent times, millions of people are suddenly having to work remotely from home full time. So I thought it was useful to share some tips from the twenty or so years [...]

Is all publicity REALLY good publicity: Corona, Burger King and Jif?

“Any publicity is good publicity” is one of the oldest sayings in marketing. And it’s more topical than ever, with many teams desperate to create ‘buzz’ that gets their brands talked about in the [...]

Magnum Pleasure Store: refreshing a powerful brand property

The Magnum Pleasure Store is a rare example of a marketing program that a brand has successfully stuck with for the long term. The pop-up stores have been set up in major European cities each [...]

Super Bowl 2020 winners & losers: lessons in effective advertising

So, who won the Super Bowl on Sunday night? No, not the Kansas City Chiefs, that was just the football game. I’m talking about the trophy that really matters: the most effective ad from the [...]