Many brands often believe they have a responsibility to serve a purpose which reaches beyond their business objectives. According to Havas’ Meaningful Brands research, three-quarters of people feel the same way, expecting their chosen brands to make a positive contribution towards wellbeing and quality of life. Brand purpose has many definitions, but in its basic […]
We’re all aware that technology is transforming every area of our lives, from our working environment, to planning our social lives, shopping for groceries, exercising, and even finding the loves of our lives. For almost any aspect of your daily life there’s some technology on offer designed to improve the experience. Consumers have adapted to […]
A few weeks ago, I ran the London Marathon. I still can’t quite believe I did it – especially considering beforehand, the odds felt a little stacked against me. After sustaining a knee injury in February, I’d been restricted to the gym and had only braved the treadmill for a few weeks before the race. […]
“Today, we declare a new front in the battle for good beer. This is a new chapter in the craft beer revolution. This is all or nothing.” Few campaigns start with such emotive words, but this was how BrewDog co-founder James Watt described the launch of Punk IPA’s audacious push to increase its customers by […]
No one can accuse luxury brands of cutting corners where advertising spend is concerned. On average, they divert 8% of their turnover into funding advertising initiatives. In the US for example, luxury brands invested more than $5 billion in advertising last year, accounting for a significant portion of overall marketing expenditure. Love it or hate […]
Every iconic marketing campaign or revolutionary business approach began as a simple idea. But when brainstorming becomes a chore — and an exhausting hunt for innovation — it’s tempting to recycle old ideas, fix them with a new label, and attempt to pass them off as cutting-edge. But consumers are smarter than the marketers doing […]
We’ve reached a watershed moment in promotional staffing. The recent President’s Club hostess sexual harassment scandal sent shockwaves through the industry in terms of what is considered the acceptable use of women in promotional environments. First, Formula One announced the demise of its iconic grid girls due to them presenting an image the sport no […]
The issue of gender bias and other biases that exist within our industry has been much talked about over the last two years, so if the message has not got through it is because we are not listening. As more companies get outed on the basis of their gender pay gaps, here at Collider we have […]
It’s already shaping up to be a challenging year for marketers. Brand fatigue among consumers is at a high and 66% of Brits find ads more intrusive today than they did three years ago. Meanwhile, concerns continue around the effectiveness and accountability of ad campaigns and the industry is continually pushed to do more with […]
Consumer trust in media is falling by the week, to the point where some of us feel a bit like polar bears, looking frantically on as the arctic ice cap melts away. Ideally, we need the media equivalent of the Paris climate accord to reverse the current situation; but I’d settle for protecting trust in […]