Do you see the glass half-full or half-empty? Your outlook can influence every aspect of your life – including how you perform as a marketer. The impact of mindset is something Professor Carol Dweck talks about in her book ‘Mindset – Changing the Way You Think to Fulfil Your Potential’. She thinks that it’s not […]
Welcome to the second feature in our new Creative Spotlight series. Each month we select an advertising campaign that’s been making waves in the industry and put it to the (At)test by surveying 250 UK consumers. Brand: Subway Campaign: ‘Make It What You Want’ Agency: Above & Beyond What the agency says about the ad […]
Let’s play a game. What interests would you associate with the following people: Old lady… knitting Middle-aged man… golf Teenage girl… boybands It’s human nature to draw age-based stereotypes, but how accurate are they these days? When we ran a lifestyle survey of 2,000 consumers in the UK and the US, we found that only […]
Got a great product that everyone will love? Now all you have to do is create a marketing campaign that appeals to all ages, genders, professions and nationalities, and you’ll sell loads… If only it were that easy! The truth is, it’s impossible to appeal to everyone. Ironically, in trying to do so you’ll probably […]
Consumers see literally thousands of adverts every day. And yet, they only go on to buy a handful of those products or services. Standing out to consumers, for all the right reasons, is increasingly important in a world where adverts are so easily drowned out by the competition. Campaign managers have a tough challenge on […]
If your marketing campaign was a piece of music would it be a carefully composed concerto or a discordant cacophony? Being active across multiple marketing channels without consistency between your assets not only creates a sound clash, it means your conversion rate will be falling significantly short of its potential. That’s because today’s consumer typically […]
As a marketer, you’ll be familiar with the traditional methods of measuring the success of your campaigns. But while metrics like ‘return on ad spend’ (ROAS) and ‘reach’ tell you in the broadest sense how your ad performed, they don’t actually provide much insight. Wouldn’t you like to know how the campaign changed consumers’ views […]
Cycling shorts, bumbags, bucket hats… is this a list of must-have fashion items from a recent style magazine or is it the clothing we’re sporting in those embarrassing 90s photos? It’s both! Just like the 90s is making a come back in our wardrobes, the influences of the decade are also returning to our screens. […]
About to start work on a major advertising campaign? Perhaps you’re bringing advertising in-house after working with an agency? If it’s time to elevate creativity beyond the marketing department, you’ll need to establish a solid internal creative team. But who from your company should be working on your campaigns and what kind of internal expertise […]
Welcome to the first feature in our new Creative Spotlight series. Each month we’ll be selecting an advertising campaign that’s been making waves in the industry and putting it to the (At)test. By surveying 250 UK consumers* we’ll find out just how the creative has landed. Brand: Peperami Campaign: ‘We are animal’ Agency: Atomic London […]