For centuries, merchants from Europe have travelled West for gold, and East for silk. Today, with Brexit casting uncertainty on trade between the UK and Europe, plus the growing size of the Chinese market, it’s no wonder that Western brands are looking to China for their next big opportunity. Right now, the population of China […]
There is no right or wrong way to prioritise your work. We hear from 8 senior strategists and marketers about how they prioritise their work to get the most out of their team and their discipline and, ultimately, to meet their ambitious strategies.
2.87 billion consumers will be using a smartphone by 2020. That's literally billions of consumers with access to the internet, and the capacity to call, text, browse, shop and take surveys. Discover the 4 key steps to launch your research into international markets and capture global audiences.
How do the behaviours of subscribers set them apart from the rest of the population? What are their keenest interests? And which brands resonate most with them? This Consumer Index takes an in-depth look at this group, to better understand what makes them tick, and how brands can successfully target them.
Target market. It’s a phrase that gets bandied around in marketing circles all the time. But what does it actually mean? How do you identify it? And then what do you do with that information?
Heart racing, clammy hands. No, this isn’t a first date you’re walking into, it’s a chemistry meeting. Here are some of ways your past and future achievements can be quantified, to convince the brand that your agency can be a genuine strategic partner for them.
From Love Island to Poldark, Radio 1 to Radio 4 and Netflix to Spotify, the 2018 Media Consumption Report documents exactly how UK consumers are interacting with the media that exists around them. These are the key stats we feel everyone involved in buying media should be aware of.
In his 2011 article for HBR, A Logo Is Not a Brand, Dan Pallotta declared: “Brand is much more than a name or a logo. Brand is everything, and everything is brand.” In recent marketing history, it would seem everyone has reached the same understanding, that “branding” is not the same as “brand.
Every action you take on behalf of your client should reflect your attempt to create the greatest return on investment. And the way to ensure ROI, rather than just hoping for it, is to know your client’s ideal customers inside out. Here are 5 templates to get you the insight you need right now!
The Above The Line/Below The Line distinction has existed since 1954, when Procter & Gamble first distinguished between the services their advertising agencies were providing. The time has now come to unite the two approaches, here's how to convince your clients it's a great idea.