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 [...]

Turning personal purpose into action

Purpose is powerful stuff when done well. ‘Psychologists describe it as “the pathway to greater well-being” and doctors have even found that people with purpose in their lives are less prone to [...]

Adidas re-focus on marketing EFFECTIVENESS, not efficiency

The global media director of Adidas, Simon Peel, shared some important insights on how the global sports brand is shifting its focus from marketing efficiency to marketing effectiveness in a [...]

Retail revitalisation has Pets at Home sales purring

Pets at Home is bucking the trend for retailers to struggle and even go bust. They have just posted forecast-beating first half results, with a near 19% growth in underlying pre-tax profit and an [...]

Can ‘Brand CEO’ Julian Dunkerton supercharge Superdry?

Julian Dunkerton of Superdry is the latest ‘Brand CEO’ that I’m backing with cold, hard cash. Brand CEOs are leaders who are the living, breathing embodiment of their brands. I first posted on [...]