The truth is, if a brand can elevate its meaning and values to a level beyond its products, it is in a much stronger position to defend itself against “rip-offs” or “me-toos”. (more…)
Archive for the ‘Creative’ Category
Though it’s not an official holiday, Valentine’s Day contributed £11bn in revenue to the US economy in 2013. It seems that men spend on average £70 on a gift – almost twice as much as women and this generosity on the part of men makes presents designed for women an important focus.
My start in the industry came during the heyday of direct marketing: data was king and the data planner the key to unlocking the riches that the target consumer held. Stereotypically, a 28 to 35 year old housewife who regularly read the Daily Mail, enjoyed travel, eating out and cinema, had two or more credit cards and a direct debit to an animal charity, lived in a semi-detached house and had two cars parked on the drive.
New developments abound daily in the media and marketing landscape.
Let’s look at idea generation from the Mad Men era to today. The brainstorming process is an integral part of agency life and to some it can feel like a daunting war zone. But when successfully navigating your way through the battlefield of the brainstorm, it can bring to life more overriding positives than any other agency activity.
Someone once told me that our memories are always influenced by our current state of maturity. For instance, we reflect on childhood memories as though we were facing them at the age we are today. An interesting example of this is how (if) we remember a time before smartphones. (more…)
We have now just passed the fifth anniversary of the collapse of Lehman Brothers; that momentous day where global markets dropped like a stone, and money around the world seemed to dry up overnight as if attracted to a giant sponge of debt. Even before that pivotal day on the 15th September 2008, the world was living in “straitened times”. (more…)