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Writing a brief for a PR agency is basically like writing a job description. It provides a clear picture of your brand values, tells an agency where your brand currently stands within your market, your unique selling points, and where you eventually want it to be.
Much like a job description sets out what an employer is looking for in a potential employee, an agency brief states what a company is trying to find in an agency. A job description describes the business briefly, discusses the area within which the candidate should have some experience and gives a ...
Don’t make them ask for directions.
Your customers are exposed to your brand messages long before they ever step in-store. But how do you maintain this momentum to guarantee sales? The number of touch points along the shopper journey is vast, from outdoor print and promotional events to in-store radio, POS and retailtainment. Great...
What's the occasion?
Increasingly, we tie our product and promotion to an ever burgeoning events calendar that still doesn’t satisfy our need for a constant sales curve. The requirement for the next ‘big event’ has seen the growth of invented occasions. The most important factor about this trend is not the prod...
The world has now seen the unveiling of probably one of the most over hyped (and overpriced!) pieces of technology in the world.
Apples iPad (bad choice of name Steve – have you no women in your Marketing Department?) has been hyped as the next best thing since sliced bread – the greatest technological advancement since James Watt wondered whether he could turn pressurized steam into mechanical energy – the second comin...
We have seen the recent press coverage of Premier Foods’ million pound investment in a cross category product branding campaign.
There is an obvious recognition by Premier Foods that deals are needed in the short term to attract customer’s attention; however value building promotions are also needed to ensure the long term health of brands. Value in this sense is not simply the cheapest on shelf, but quality considered wort...
I had a meeting with the guys from Google the other day and they where telling me that the volume of search in retail areas such as electricals and fashion have gone back to pre crisis levels and the key words used are more around range and features and not around price, discount or money off.
Logic says that consumers should have filled their boots before the rise in VAT in January, but as ever logic and the consumer are never good bed fellows. The City and the economists are all still very gloomy about the chances of a double dip recession and slow growth, or not growth, but they are re...
Social Media is definitely a big deal, twitter is growing at a staggering 1382% in the UK According to Neilsen, Facebook is not far behind. This incredible growth is forcing clients to re-evaluate their entire communications mix.
Brands are exploring new ways to position themselves as conversational and adapt to this growth as well as exploiting the emergence of newer platforms such as in game advertising, product placement and mobile. Mobile is also growing exponentially with the increasing use of smartphones. Smartphones ...
There are a growing number of retail media opportunities. We achieve results by spotting them early, recommending them to our clients and designing appropriate content.
The recent launch of Morrisons’ on-line magazine, we can presume, is a step towards an online retail strategy (Click here to view). There is an opportunity for brands to include dynamic content to target an email audience. We visit all the leading retailers on a weekly basis to identify new s...
The ad business doesn’t like to admit it – but it’s a fashion business.
The early years of British TV advertising was the era of animation or jingles or, preferably, both. At any gathering of middle-aged or older people even today, just sing a few notes of You’ll wonder where the yellow went when you brush your teeth with Pepsodent or Murraymints – too good to hurry...
I doubt you need this blog to tell you that social media is on the rise. If statistics are to be believed many of you are regulars on Facebook and Twitter. However, social media is not just about catching up with old school friends or watching funny videos. Simply put, it’s about people having conversations online which are powered by blogs, social networking sites, forums, message boards and content sharing sites.
The art of conversation is not new and neither is exchanging information with others. Companies have been actively involved in word of mouth marketing for years through PR. However, the increase in the use of social media allows consumers today to have much more choice about how they interact wi...
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