Tess Waddington

Stop playing tablet design by the book

Tess Waddington

Steve Hemsley’s feature ‘Looking for a visual feast in the tablet experience’, brings to the fore the growing importance of tailoring the design of websites and apps for each of the different devices available.

O2’s creativity will be stifled in-doors

Tess Waddington

I agree with Nir Wegrzyn that, now O2 has taken its design function in-house, it is going to have to work hard to build and maintain the ‘design leaders’ positioning it is aiming for I understand the sentiment behind the move – greater control, creating a team of brand experts and (presumably) shaving costs. And yet it has the potential to engender less, not more, creativity.

Marketing is no longer a Mad Men’s world

Tess Waddington

The days of spending advertising budgets without understanding an exact return on investment are coming to an end. With the advancement of personalisation technologies and the proliferation of smartphones and tablets, internet advertising will continue to rise while the old school ‘Mad Men’ approach struggles to keep up.

Consumers are the best judge of value

Tess Waddington

Every chief executive officer knows that a business does not exist without its consumers. Corporate value is not ultimately derived from great products and services, expert staff or shareholders – important as they all are – but from the consumers who choose to buy one brand over another. So when reading Mark Ritson’s column last […]

Burberry’s no-till store isn’t for all

Tess Waddington

Burberry’s decision to open a store without tills is a brave one and is likely to spearhead a seismic shift in the way retailers interact with the consumer. Introducing new technologies that help streamline the customer’s in-store journey bring obvious benefits for the brand by offering consumers a convenient experience that underlines the company’s ambition […]

Letters to the editor 27/09/2012

Tess Waddington

While I strongly believe in the ‘simple power of benefits’ I would take issue with the idea that a cash reward has a similar effect. Although the phrase ‘cash is king’ is often heard, it is widely recognised among motivation and reward specialists that simply adding £X to an employee’s salary where it will more […]

Big data a vehicle to drive interaction…

Tess Waddington

Big data a vehicle to drive interaction… As more consumers identify themselves as ‘brands in their own right’, marketers need to harness this huge influx of information, remain focused on creating an emotional connection with customers and make this a priority when planning ‘constant presence’ marketing strategies (MWlinks.co.uk/bigbeautiful). While data is a useful tool for […]

Letters: 2 August 2012

Tess Waddington

Twitter is just too noisy for Olympic brand campaigns Your claim that sponsors are falling short of the gold standard in the first social media Olympics (MWlinks/co.uk/ someolympics) fails to mention that Twitter’s nature of short messaging is not necessarily conducive to bespoke brand campaigns. Much of what happens on Twitter could simply be described […]