Latest Posts

An emotional connection beyond sense?

cokeCadbury or Nestle? Tyrells or Sensations? Coca-Cola or Pepsi? These are just a few examples of the decisions we are faced with when carrying out our supermarket shop. So what is it that determines our purchase decisions? Whilst a number of factors, such as price, pack format, and even visibility, will be at play here, the emotional connection we have to a product or brand will be one of the key influencers.

Most consumers will have an emotional connection to at least some products or brands; and yes, this applies to boring household products too.

Read More »

40% of UK millennials don’t like the way brands talk to them via social media

twitter social media conversationIn this hyperconnected, omnichannel age, brands need to fully understand the consumer audience they are trying to reach, the best channels to engage with and the most effective strategy to adopt in order to do so.

More and more brands are realizing the power of social content and using user-generated content to provide tailored products and services, and personalised and valuable content.

Surprisingly, a recent study by Initiative has revealed 40% of UK millennials feel negatively towards the way brands communicate with them through social media. Globally, 30% are cynical about the way brands market to them, with 58% agreeing that they have the potential to be a force for good.

Read More »

What can advertisers learn from Facebook’s Cross Device Reporting?

FacebookbuildingFacebook has recently announced a cross device tracking tool. This will allow advertisers to see their user’s journey to purchase as they move between devices.

Facebook is in a unique position as a publisher – in North America alone at least 50% of internet users are on Facebook and, if they own two or more devices, chances are they will log on to the service on every device they own.

In 2013 85% of smartphone owners used the Facebook app. This is an important product for Facebook, what then can advertisers learn from this latest release?

Read More »

Did Apple and U2 officially make music worthless?

U2 Apple launchMusic stars do want to have it both ways. First they complain that music is not being valued properly, that piracy is killing new music and then they go and give away an entire album and wonder why people don’t value music.

U2 and Apple have continued their collaboration in a much missed announcement at the launch of the iphone 6 and iWatch last week by giving away U2’s new album for free.

U2 have been promised over $100m worth of marketing by Apple in return, however this is merely promoting Apple more than U2.

Why? Because the angle is that you have to have the iPhone and iTunes to enjoy the new U2 music for free. That’s not promoting U2 it’s promoting the platform that you can listen to U2 on. For free.

Read More »

Keeping both eyes on mobile video advertising

Location-based mobile ads: how do you get it right?As befits the CEO of any start-up, especially one operating in a competitive sector such as mobile advertising, I keep one eye on the current state of affairs and another looking ahead. Right now, through this chameleon-like panoramic vision, what I can see through both eyes is a rapidly growing interest in, and investment in, mobile video advertising.

First, the current situation. We have a heady mix of analysts who show that dollars are moving towards video, and if analysis isn’t strong enough for you, mergers and acquisitions proving this, as deals close globally.

Read More »

Apple’s new products could create the most personal and convenient shopping experience yet

Apple PayApple shook up the tech and retail sectors big time at last week’s product launch – most notably reinventing mobile shopping with Apple Pay, new to the iPhone 6 and Apple Watch. Is the end of the credit card truly nigh after more than five decades of domination?

With 800 million credit cards on file, all of which can be used in Apple’s virtual wallet, Apple Pay, contactless payment as we know it is about to be reinvented.

Read More »

Creative media buying: uniting creative and data

Mad Men: Don DraperAs Mad Men’s Don Draper famously said: “Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car.

“It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.”

But how should this billboard communicate this message? How should it look like and what should it say?

Read More »

Can you shift from viewership to product trial using online videos?

SchikSchick, also known as Wilkinson Sword in the UK, wanted to engage young men online to remind them of the Titanium equity of its Schick Quattro razor and drive trials.

We knew that just aping existing commercials and focusing on product features might not create a strong emotional engagement that would prompt any action online.

We therefore dramatised the durability and strength of Titanium by asking our community of creators to show us an engaging, masculine, humorous or emotional moment when Titanium gives an unexpected edge by transforming an object in your life into a stronger and more durable Titanium version.

Read More »

Phones4u and the key role of partnerships

Phones4uIn the wake of the sad news about the unexpected downfall of Phones4u which broke this week, it’s worth examining why and how responsible businesses can allow a profitable retailer to fail.

Over 500 of the retailer’s stores simply didn’t open on Monday, putting nearly 6,000 jobs at risk, and creating yet more holes in the high street. The news follows the sudden decision of major mobile phone operators to withdraw their products from its stores next year.

It’s a sad state of affairs, and highly unexpected given that Phones4u is a profit making company. From a business perspective, it’s not how business should behave.

Read More »

Deadmau5′s clash with Ferrari on Twitter hands Nissan a PR opportunity

deadmau5There is some co-branding that is deliberate and welcome and some that is not. Big international brands appear less than keen on any association with Canadian music producer and performer, Deadmau5 (a.k.a. Joel Zimmerman), writes Lucy Harrold.

As well as his fight with Disney over his application for US trade marks for his Mickey Mouse-style costume, Deadmau5 has clashed with Ferrari over the customisation of his 458.

Earlier this year, he installed custom floor mats, a “Purrari” badge (the image of a prancing cat) on the rear bumper and covered the car in a wrap based on the 2011 YouTube hit Nyan Cat song.

Read More »