Embrace age of austerity

Your Leader on the need for government to communicate with its public will get the industry nowhere (MW 3 February). It’s time for some honest debate.

The last government ran out of ideas, talent and money, but tried to hoodwink the public into thinking that promoting a policy in the media was the same as doing something. It was all smoke and mirrors, and the ad industry was a grateful recipient. No agency was going to say: “It’s a waste of money, minister.”

The coalition is modelling many of its austerity measures on what happened in Canada, where every departmental budget was cut in the early years and everyone felt the draught equally. The country quickly bounced back.

Don’t expect the government ad spend to be treated any differently. In fact, it is probably ripe for some heavy pruning.

Dave Ketteridge
Tickled Pink Bridalwear


In store: Autopilot frees up time

People are still shopping on autopilot but don’t admit it

Marketing Week

I was surprised to learn from Maeve Hosea’s feature ’My Economy mindset sparks a new approach’ (MW 13 January) that “No one shops on autopilot any more”. Yes they do. Pop down to Tesco and take a look. They’re all at it. And a good thing, too – otherwise our supermarkets would be crammed full […]

Precision targeting

Marketing Week

Reading the innovation update on online targeting (Digital Strategy, 20 January), it’s clear that evolving technologies are bringing a new era of targeting. But while the feature touched on the developments of traditional behavioural targeting and retargeting, it failed to fully communicate the whole picture. For instance, behavioural advertising is today able to offer much […]

Addicted to price cuts

Marketing Week

Steven Round from Robert Dyas compares UK and European retailers’ use of price promotions in your Cover Story on pricing (MW 3 February, saying: “Retailers use promotional mechanics more aggressively in the UK than they do on the Continent.” Indeed they do: but it’s not the UK retailers who, by and large, are funding these […]


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