Lucy Handley

Features Writer

Mind the gap

Lucy Handley

The gap between consumers’ perceptions of a brand’s image and the actual experience, as measured by The Promise Index, raises some tricky questions for marketers.

Meet the teachers

Meet the teachers

Lucy Handley

The mark of a great teacher is one who gets pupils to find physics fascinating, speak great German and fall in love with maths, without them even realising they are learning.

Amanda Mackenzie

Taking on the world

Lucy Handley

After the UK rebranding of Aviva, Amanda Mackenzie’s next task is no less arduous: to score a first in the finance sector by refocusing her marketing team into a global-facing force that can match the standards set by international FMCG brands.

Get your share of the century-old consumer

Lucy Handley

The number of consumers aged over 75 is set to escalate, opening up a ’virgin territory’ of opportunities for brands. But tomorrow’s ageing population will look vastly different from that of today’s, demanding new communication and targeting techniques.