Lucy Handley

Features Writer

How to gain location-based consumer insights

Lucy Handley

In today’s digital age, marketers have dozens of tools at their disposal to analyse and assess consumer purchase behaviour. Marketing insight provided by location-based data is arguably becoming the most popular – allowing brands to build extensive customer profiles to target their advertising accordingly.

PayPal logo

Q&A: Christina Smedley, PayPal

Lucy Handley

As Paypal’s vice-president of global brand and communications, Christina Smedley is putting customer experience at the centre of its positioning. This included an above-the-line campaign earlier this year running on tv and outdoor, with straplines such as ‘less paying, more playing’.

Dove's Real Beauty Campaign

Five ways to revitalise your brand

Lucy Handley

Being an established brand can be a curse as well as a blessing, according to RKCR/Y&R’s Brand Asset Valuator, a survey the advertising agency has run for 21 years. Between 1993 and the year 2000, 66 per cent of brands declined in value while only 7 per cent of those recovered between 2000 and 2014, explained the agency’s chief executive Ben Kay at a recent event.