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
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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.

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How to sell a brand

Lucy Handley

When GSK sold Lucozade and Ribena to Suntory, the new entity’s UK & Ireland marketing director Carol Robert was at the heart of the process.

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