Why ageing is the new cool

Your report on empty nesters (MW last week) asks how must brands target people who ‘live for today’.

Growing older is getting cooler and brands need to be braver in throwing down a more provocative approach. A focus on values rather than age will engage their innate sense of agelessness. Let’s start treating them like the individuals they are and challenge them, not tell them what they don’t want to hear.

Scott Wilkinson
Planning partner, Bordello


Advertising did not spark the summer of urban discontent

Marketing Week

Deep down, none of us really thinks advertising can be to blame for last summer’s riots (MWlinks.co.uk/RiotBrands). Advertising is just one part of what feeds a consumerist culture. The trainers you want to wear or the TV you wished you owned come from the conspicuous consumption of the community around you – and advertising or […]

Web comment

Marketing Week

Comments on Mark Ritson’s column, ‘The three rules of brand management’ (www.mwlinks.co.uk/BrandMGMT), sparked furious debate on marketingweek.co.uk. Here’s a selection.

Choose the right language for the space

Marketing Week

Simplicity is vital if customers are to get the best experience from a brand (MWlinks.co.uk/SimpleBrands). Some of the most successful brands today have simple marketing messages that are consistent and easy to understand. To relay these key messages to customers, brands are now experimenting with communication channels such as in-store radio and visual displays. However, […]


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