Latest Posts

What can Dapper Laughs tell us about our own brands?

Dapper LaughsUnless you’ve been on a remote island for the past week you would have no doubt heard about the rise and dramatic fall of Daniel O’Reily, aka comedian Dapper Laughs, writes Paul Sandey, brand and marketing manager at Carphone Warehouse.

The question is: what can brands learn from the experience? What can this teach us about positioning, targeting and building a brand that is ready for the consumer? 

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Infographic: Vine vs Vimeo

VineDid you know that five Vines are tweeted every second? Or Vimeo has 170 million monthly viewers? Or that Vine’s top user is Naish Greir from Greensboro, North Carolina with 9.8 million followers?

One Productions‘ infographic compares and contrasts the differences between Vine and Vimeo from launch stage to present day, including ownership, turnover and user demographics. Read More »

Lights, camera, innovation! How digital is driving cinema-going

cinema by Humberto Marum on FlickrAs more people watch films online through subscription services viewing long-form content on devices has become a daily habit.

At Yahoo we conducted entertainment research to look at whether this trend for consuming films online is impacting on cinema’s footfall in the UK, France, Germany, Spain and Italy.

The great news for movie studios is that it’s not an either or consumption pattern – our research reveals that it’s the same audience who use online streaming services who are more likely to buy tickets to the movies (14% more likely). They engage with content whatever size the screen. Read More »

Brands need to change the conversation

Mad Men: Don DraperMad Men’s leading man Don Draper’s maxim – “if you don’t like what’s being said, change the conversation” – really stands the test of time. Brands are now controlled and shaped by consumers, and being part of this conversation is critical for brand success.

The problem is that far too many brands have misunderstood the point of this conversation economy.

Yes, they are creating relevant and interesting activity, but most are simply joining the conversation. Given that organic reach on Facebook has reached a lowly 1-2%, being engaging has never been more important – and that means changing the conversation. Read More »

Watch: A-listers go mad for M&C creative team

M&c Saatchi creativesSick of being endorsed by people they have never worked with on LinkedIn, creative duo Matt Roach and David Lawrie, at M&C Saatchi London, found a cleverer way to promote themselves – with a compilation of celebrities apparently recounting their experiences of working with the guys.

Using their ‘uncreative names’ to their advantage, the duo trawled YouTube for clips of stars speaking highly of famous people called Matt or Dave, such as Matt Damon, David Beckham, and Doctor Who actors Matt Smith and David Tennant. Read More »

How to tackle online ad fraud

Robot by littlelostrobot FlickrOnline advertising is a now a dynamic, $140 billion industry and there’s no sign that revenue growth will slow any time soon. However, one topic threatens to overshadow this growth, cast doubt on the viability of the ecosystem, and undermine confidence in investment – online ad fraud.

The industry struggles to keep ahead of the changing nature and sophistication of the issue. It is a valid concern, but the situation appears to be in part driven by the industry itself, which overly focuses attention on the topic and releases scaremongering statistics to support and highlight the issue. Read More »

Maintaining creativity whilst navigating a multitude of agencies

Hit brands“A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures,” so said Michael Eisner, former chief executive of Disney.

But ask yourself, who is looking after your brand? How do you ensure that everything you do reflects what you want your brand to stand for? Read More »

Are marketers as tech-savvy as we think?

marketing technology word cloudAre marketers really driving digital development?

We’ve reached the point where it no longer seems helpful to debate whether digital is separate from marketing activity since digital is so prolific. Or that, seeking personalised customer engagement, the chief marketing officer will become the orchestrator of new technology-driven experiences and services. Analysts Gartner even predicted that the head of marketing would outspend the IT director by 2017.

The problem is, however, that the way marketing and digital activities are organised isn’t yet synonymous – and marketers may not actually be the ones driving, technology-based innovations in their organisation. Read More »

Can gamification transform marketing efforts?

game by Jamie McCaffrey:FlickrGamification. The saviour of the marketing industry or just another over-hyped fad? Gartner will tell you that by the end of the year 70% of Global 2000 brands will have introduced a gamified element to their marketing and customer service offerings.

That doesn’t sound much like a fad to me. But then what’s so wrong with traditional marketing? Read More »

As Lowe’s trials in-store robots, are brands ready for the new retail environment?

Loew's retail robotThe news last week that US supply hardware store Lowe’s is piloting robotic shopping assistants is yet another example of a retailer which is taking steps to align digital with the in-store shopping experience.

Retailers are working to maintain their share of the market by taking the ease and quality of information provided in an e-commerce setting, right back into the store. But, are brands ready for a new environment that merges the online and offline world? Read More »