Abbott Mead Vickers.BBDO has created a £6.5m TV campaign for Diageo-owned Guinness. The ad breaks this week, with media handled by Carat.
With Standard Life performing better than both Phoenix and the market on average across almost all measures, the group is investing heavily in the brand in a bid to enhance its customer-focused credentials.
Saga is betting big on its shift away from short-term sales to long-term brand building, as it looks to drive consideration amongst experience hungry over-50s.
Peter Field says criticism of his research was launched before his full findings were released, stating backlash was “emotional” instead of “rational”.
A good grip on pricing is a sign of a strong brand, and several behavioural studies offer insights into effective pricing strategies.