Tess Waddington

There’s more to visual identity than a logo

Our relationships with brands in the world seem to involve more kinds of verbal and visual language than ever before. And so much of what we see of a brand gets stripped down to the basics on small screens or brief flashes of content. In situations like those, a logo is a blunt tool, but […]

How to control your programmatic campaigns

That research shows global advertisers are shifting programmatic away from agencies was no surprise to me. Digital advertising budgets are being wasted because of lack of control and transparency in programmatic buying, equating to billions of pounds lost in undisclosed fees and margins to unknown middlemen.  But that’s not the only issue. Agencies are paid […]

Letters to the Editor: Results speak volumes for direct marketing’s value

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I don’t share Russell Parsons’ views in his article, ‘Charity mailers should be wary of growth’. Charity marketers are among the most sophisticated and results-driven in the business. Motivated by effectiveness and efficiency, they invest more in mail because it works. A 2013 Institute of Fundraising Conference heard how The Salvation Army bettered already market-leading […]

Tesco’s Clubcard is long due a makeover

Loyalty cards and the insight they bring have proven invaluable to businesses. However, discounted prices hold an appeal, particularly with today’s money-pressed shoppers. Though loyalty programmes are a great asset, businesses shouldn’t become complacent. Customers tend to get used to loyalty programmes quickly, so a reward scheme should not be allowed to become too familiar. […]

Letters to the Editor: A convincing story doesn’t make a brand authentic

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I was surprised by the list generated in the ‘Authentic branding’ article. I concur that many on the list are famous brands with strong emotional connections to their customers and can be assigned large monetary brand value, but I am not sure that they are truly authentic. Authentic brands have a much stronger sense of […]

Making transparent deals

Guidelines and contractual restrictions don’t always resolve the practical issues in a brand’s and agency’s relationship. More brands are making deals with buying platforms directly while the agency manages the strategic and tactical executions – this provides the brand with transparency and accountability in pricing and performance as well as control over how its data […]

Outsourcing social is a damage limitation exercise

It was interesting to hear the head of social and PR at Pret A Manger suggest at MW Live 2014 that outsourcing social media was a ‘basic error’ (MW 3 July). What Julia Monro does not appreciate is that some businesses simply do not have the time or expertise to do it properly. Employing an […]

Working towards a single customer view

I agree that at present ‘the single customer view (SCV) is unattainable’. In our experience, many companies have a long way to go in gathering data from established channels such as websites, mobile apps and social media and across devices.  Unfortunately most seem to be trying to use data designed for other purposes to achieve […]

Extended influence of the baby-boomers

Your article on baby-boomers established how older people are feeling ignored by advertisers – and rightly so. But the real trick that marketers may be missing lies in the increasing scope of product sectors across which these baby-boomers are now the primary purchasers. The housing crisis and youth unemployment have helped to create a situation […]

This 50-something is digging her heels in

Did Marketing Week intentionally use Hotter as an example of bad practice or was it simply a wonderful example of irony? Making a sweeping statement such as: “ When we reach 50… comfort starts to override the more glamorous aspects of footwear” is exactly the kind of stereotyping that us 50+ consumers find so annoying.  […]

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