‘Turbo Charged’ Marketing Plans

Last week I stocked up on Corona for a gathering at home organised by one of my daughters, Chloé. And whilst putting the beers in the fridge, I noticed an on-pack promotion: Plastic Doesn’t [...]

Post by Jon Goldstone, Managing Partner (UK/Global) based in London. I’ve really enjoyed the women’s soccer World Cup (even though England just missed out on the final!). The quality of the [...]

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 [...]

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 [...]

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 [...]

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 [...]

‘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 [...]

Sometimes the simplest brand ideas are the best. In particular, ideas don’t always have to rely on product innovation, they can be based on marketing innovation, as Quality Street* recently [...]

Marketing and ad agency teams over-estimate the effectiveness of social media and online video, and under-estimate the effectiveness of press and radio, according to a recent report from [...]

Research for a recent project highlighted what is perhaps the best global marketing campaign ever: ’You’re not you when you’re hungry’, by Snickers. We tipped the campaign for the top [...]