A 500-consumer survey reveals the penalties of “playing it safe”: price shopping, private label switching, and weaker pricing power. There’s an appealing trap in CPG marketing right now. It looks responsible. Optimized. Sensible. Safe. And that’s exactly the problem. For mid-scale CPG brands, “safe” has started to carry a hidden fee. Because the system keeps […]
An Opinion Piece by OXO USA The modern concept of luxury is not limited to what it used to be. It has reduced the element of “show off” and become more about making consumers feel premium. The reason is that modern consumers care more about the values, identity, and emotional depth of luxury brands than […]
The 28th edition of The FAB Awards are now “calling for entries”. In previous years, FAB received 3,600 entries from over 50 countries globally. The Awards are the only International Awards programme in the world which focus solely on work done for Food and Beverage brands and outlets and includes categories for Integrated Campaigns, Advertising, Packaging Design, PR, Craft, […]
By Caroline Whittaker, Strategy Director at Continuous The smartest brands don’t chase trends – they decode culture and influence it. Caroline Whittaker discusses how cultural insight drives lasting brand success. Cultural relevance isn’t something a brand earns once and keeps forever. It’s something you have to work at, constantly. And right now, the biggest risk […]
Rob Knight, Managing Director of Web Design & Development agency, Kitty In the beginning, web design used to be about one audience – humans. People with browsers, thumbs, short attention spans, and feelings. We crafted the look, the flow, the subtle cues that build trust. Then came the first great shift in discoverability. Search engines – from the early […]
By Ruben Goots – Co Founder and CEO, HAMLET The international controversy surrounding McDonald’s AI driven Christmas campaign has once again reignited a fundamental debate about artificial intelligence in advertising. After fierce criticism, the spot was taken offline, and McDonald’s together with its agency TBWA Neboko Amsterdam quickly reframed the narrative, stating that “it wasn’t […]
By Allen Adamson, Co-founder and Managing Partner at Metaforce Several years ago, NYU Stern Professor Joel Steckel and I set out to understand why powerful brands fail to adapt and wrote Shift Ahead: How the Best Companies Stay Relevant in a Fast Changing World. The brands in the headlines have changed, but the pattern hasn’t: Brands rarely […]
BY: Chris Daly, Chief Executive of the Chartered Institute of Marketing. Artificial intelligence (AI) has become a fundamental part of society. It is woven into the fabric of modern marketing as we know it, with uses spanning from automating customer segregation to personalising campaigns at scale. AI is reshaping the tools we use and speed at which […]
In the latest Spotlight from the series, Charlotte Pask, Cluster Marketing Manager at Birds Eye, reveals how the brand’s award-winning Crispy Chips rose to the top of the frozen aisle and why they resonate with families across the UK. Tell us about your winning product and why it appeals to consumers. It began with a […]
By Jeb Brown The advertising business has never been predictable, but in 2025, the ground is shifting faster than ever. Clients are cautious, the economy is unsteady, and artificial intelligence has changed the landscape overnight. Some days it feels like the rules we grew up simply don’t apply anymore. So how does an agency keep […]