I agree with Secret Marketer (MW 9 June) that for many years we have lived in a ’me’ world, but we’re now in a ’we’ world and ’we’ need to do something. Over the past few years consumers have been bombarded with messages about brands’ corporate social responsibility and ’green’ credentials. In this noisy environment […]
“Those [agencies] that provide a one-stop shop have the expertise to place the creative idea in the most relevant channels. Increasingly the agencies that make the difference are the ones… that are truly media neutral,” says Elizabeth Fagan, Boots executive marketing director. Fagan’s view rings true and the agency model certainly needs review. But we’re […]
Tax hikes and reducing disposable incomes mean retailers are facing their toughest time in decades keeping customers loyal and spending. Staying ahead in the high street requires a major rethink of traditional strategies and systems. Learn more about the international doll icon, Barbie, in our Mattel case study below.