Secrets of successful six second ads

Digital video ad spending is exploding and forecast to double by 2022 (1). But 65% of people skip digital video adverts, rising to 84% for mobile video which account for c.45% of digital video ad [...]

How to make a new recruit’s 1st day at work special?

The first day in a new job is an important and nerve-wracking one for a new hire; first impressions matter. Huel, the nutritional food brand, seems to have recognised this, based on a Linked In [...]

Is Lush mad to quit social media?

Lush’s recent decision to close down all its UK social media accounts grabbed the headlines. “I cannot fathom what has gone through the marketing director’s mind  for them to shut down [...]

How to get retail customer support for growing the core?

“We know we should grow the core. But our sales force and retail customers demand innovation and new products to give us support!” This challenge was shared during a workshop I [...]

Laying bare reasons for Majestic Wines’ brand focus on Naked Wines

Majestic Wine Groups’s plan to ditch the Majestic Wine Warehouse brand, close some stores and migrate the whole business to the Naked Wines brand* got a cold reception from investors, with [...]

Coravin put ‘B2B2C branding’ on the menu 

During dinner at the restaurant Harnett & Holder I saw a brilliant example of what I call ‘B2B2C’ branding: building a brand with business customers to in turn promote the brand to consumers. [...]

How can Kraft Heinz’s brands bounce back?

The troubles of Kraft Heinz have been well-documented in recent weeks, following the announcement of a $12.6 billion loss for 2018. This included a $15 billion write-down in the value of its [...]

Weight Watchers shows risk of name changes as share price drops 36%

The renaming of Weight Watchers’ to ‘WW’ shows the risks of changing brand name. The company lost 300,000 subscribers in the quarter following the September 2018 change, [...]

Mass OR targeted: which marketing is most effective?

Is mass marketing dead, in an age when you can micro-target sub-segments and personalise  your message with online marketing? Or, is mass marketing to reach as many people as possible still the [...]

Why was Audi’s ‘Clowns’ 2018’s most effective ad?

I recently read about Audi and BBH winning the Grand Prix in 2018’s IPA Advertising Effectiveness Awards, for work including their Clowns campaign. What was the secret of their success, I [...]