Tess Waddington

The pressure from supermarkets to cut prices throws into question the value consumers place in brands. Sainsbury’s Justin King played down his rivals’ price cutting tactics as a “skirmish” but our research found that 85 per cent of people now prioritise cost over ethics when they shop, and only 13 per cent buy products for […]

Recently, Marketing Week launched its Vision 100 list. it purports to highlight the 100 most visionary marketers around. It’s a great list, full of inspirational people who have genuine achievements to their names. However, you’ll be lucky 
to find a B2B marketer in there, 
and that’s disappointing. The absence of B2B marketers highlights a myopia […]

It’s not just mums marketers are failing (‘The five myths of marketing to mums’). Too many brands concentrate on female stereotypes, treating women as a homogenous group rather than individuals. Worse, they are often ignored by marketers, or patronised with a ‘pink it and shrink it’ approach. Women are complex and play multiple roles. They are also demanding […]

I read with interest ‘UK consumers underwhelmed by their experience with brands’ (mwlinks.co.uk/customerexperiencemarketing) and it comes as no surprise that many customers feel this way. With some brands still looking at consumers in segments rather than as individuals there will continue to be disconnect in customer experience as individual interests are not being recognised. Consumers […]

I was pleased to hear Coca-Cola’s European vice-president of marketing dismiss concerns that its World Cup sponsorship may be threatened by ambush marketing

My mum has always been amused by my attempts to pigeonhole her into the ‘mum’ box. She is a Black Sabbath fan. An educational psychologist and a feminist. Apparently I’m not alone in having a mum who isn’t defined by this label. Recent research by Mumsnet showed that “mums are women who happen to be […]

Your article ‘New leverage in local media?’ rightly highlights the massive opportunity presented by the local TV revolution for brands seeking to reach new audiences. Over the past year we have worked closely with the Local TV Network to create a sustainable model for local channels that has broken down prohibitive barriers to entry such […]

I see Lucy Tesseras’s point in her article ‘Understanding food labels’ and support healthy messaging on packs. However, there are a growing number of icons on packs these days. Eye-tracking studies tell us that consumers only take in three to four things on a pack at any one time. So if we’re asking them to […]

I don’t usually disagree with Mark Ritson but this time he’s laid it on a bit thick in ‘Why Kingsmill will fail to butter up the public’. I think the marketing of the new Kingsmill Great White will succeed in getting a consumer reappraisal and take a big bite 
out of the market. Firstly, I’m […]

With 100 days to go to the World Cup kick-off, you’d hope that most brands have their marketing strategy nailed on by now. No doubt, though, that the next few months will be buzzing with opportunity. For the players, social media may well be in lock-down but for brands it is surely set to be […]