“Things done changed on this side. Remember they used to thump but now they blast, right.” A seminal line from Dr Dre, which, if you ignore the gun violence connotations, pretty much sums up the challenge we face as marketers in 2017. Everything has changed. The distant thump of the past decade, as the customer…
We have had a purpose-led strategy as a business for a number of years now, from back in 2013. We chose at that time to talk more about how we bring our propositions to market and about being simple, personal and fair, as that resonated with the market at the time. We always knew we…
Diageo is aiming to use its position as one of the biggest alcohol companies in the world to facilitate change and normalise gender equality. Speaking at the Advertising Association’s Lead conference today (26 January), the company’s chief marketing and innovation officer Syl Saller said she hopes Diageo’s brands, which include Guinness, Smirnoff and Johnnie Walker,…
When we talk about the visual elements of a website, we are usually referring to images: photos, illustrations, icons, possibly the UI. What we tend to forget is that text is visual too. It is, after all, the visual representation of the spoken word. And text, just like images, can be beautiful or ugly, intriguing…
Unilever is focusing on local products in response to the “return of nationalism” among consumers and appetite for local products. Speaking on a results call today (26 January), Unilever’s CEO Paul Polman said it has seen the world become more “multipolar” with local tastes and nationalism playing a bigger role in consumers’ lives. “This is…
Customers today are more digitally connected, socially networked, and better informed than ever before. The customer journey, or the path that each customer takes with an organisation, is an organic one. It spans across channels and touchpoints. It can start anywhere, at any time, and can move in any direction – even backwards and in loops.…
Advertising will be “key to the UK’s post-Brexit success”, culture secretary Karen Bradley told the Advertising Association’s LEAD conference in London this morning (26 January). However, she gave no specific policy commitments to protect the industry or its talent from new immigration controls or Britain’s exit from the European single market. In a speech that…
Alzheimers UK has rebranded in order to cut through in a “bolder way” and move away from its “passive and cold” former image. Alongside the more colourful new brand, the charity is also unveiling a new communications strategy, which looks to be “bold, credible and optimistic”. Its new strapline ‘United Against Dementia’ aims to reflect…
Alzheimer’s Society has rebranded in order to cut through in a “bolder way” and move away from its “passive and cold” former image. Alongside the more colourful new brand, the charity is also unveiling a new communications strategy, which looks to be “bold, credible and optimistic”. Its new strapline ‘United Against Dementia’ aims to reflect…
When the Russian ruble’s exchange rate slumped two years ago, it drove us to think of cutting hardware and hosting costs for the Mail.Ru email service. First, we had to take a look at what email consists of. Indexes and bodies account for only 15% of the storage size, whereas 85% is taken…