Warwick Cairns
Opinion
27 March 2022
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Seniors, Boomers, Third Agers … whatever you choose to call them, we’ll all be in this demographic eventually – and hopefully with a bit of money. It’s ludicrous that that older people still aren’t properly represented in marketing, says new arrival Warwick Cairns.
Opinion
02 February 2022
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Warwick Cairns explores the psychology of big disruptive events and urges brands and marketers to grab what may be a once-in-a-lifetime opportunity for change.
Opinion
29 November 2021
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In 1968, a programme printed for a Swedish exhibition of Andy Warhol’s work read: “In the future, everyone will be world-famous for 15 minutes.” But in today’s fragmented media environment, increasing numbers of ‘world-famous’ celebrities are only recognised by 15% or less of the world’s population. This has huge implications for brands and marketing, says Warwick Cairns.
Opinion
02 November 2021
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As John Lewis pulls its controversial home insurance ad, research shows that people in the creative industries increasingly think more like each other and less like the consumers we serve. This means that miscommunication is a growing risk, says Warwick Cairns.
Opinion
08 September 2021
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The power to punish transgressors underpins advertising regulations, but Warwick Cairns ponders what happens when there are no regulations at all.
Opinion
10 August 2021
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Today more than ever, the secret to having an effective brand lies less in the quality or performance of the products being sold and more in the power of the stories attached to them, says Warwick Cairns.
Opinion
13 July 2021
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In today’s fragmented media world, sport is one of the few truly shared experiences left to us. But unless brands embed a culture of effectiveness, money spent on sports marketing may well be wasted, says Warwick Cairns.
Opinion
17 June 2021
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As the post-pandemic world approaches, businesses shouldn’t rush to settle back into the old normal – or even to replace it with a new one, says strategist Warwick Cairns. Instead, 2021 offers once-in-a-generation opportunities to keep on experimenting to develop better, more effective working practices.
Opinion
29 April 2021
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Since it’s becoming harder for brands to avoid taking a political stance on issues, Warwick Cairns from The Effectiveness Partnership looks at the relationship between taking a stance and effectiveness -- and how brands can navigate this increasingly rocky terrain.
