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 [...]

John Lewis’ Xmas ad: a gift that gives less to the brand

Retailer John Lewis has lost its title as undisputed champion of Xmas advertising, according to System 1 research on this year’s ad (1), starring Elton John. The brand only just made the [...]

3 Black Friday brands benefiting from ‘Fresh Consistency’

Post by David Nichols, Group Managing Partner and Head of Invention This Black Friday weekend I saw several brands reaping the benefits of ‘fresh consistency’: remembering what made [...]

Why is Direct Line’s brand strategy “best-in-class”?

Direct Line is again a well-deserving winner in the IPA Advertising Effectiveness Awards, building on their 2016 success that I posted on here, when I reported on a campaign that built insurance [...]

Building an effective brand character

‘Brand properties’ help build the distinctive memory structure that gets your brand recalled when people are making buying decisions, as we posted on here. And a ‘brand [...]

Distinctiveness vs. differentiation: who is right?!

Mark Ritson added fuel to the fire of debate about distinctiveness versus differentiation in a recent column (1). “There is a worrying trend to favour distinctiveness over [...]

Nike’s Kaepernick ad: provocative PR, not purpose-led branding

Nike’s new Colin Kaepernick advert* has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad, [...]

We Transfer: to grow the core, less is more

We Transfer’s co-founder and President Damian Bradfield explained in a recent Times article (1) how he and his team have built a successful brand by focusing on being brilliant at ONE [...]

Why big brands win in eCommerce retail, not small ones

Big brands are the knock-out winners in a recent eBrand ranking (1) of performance in UK online retailers, despite the popular view that big brands are losing out to smaller, more digitally savvy [...]

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