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Opinion

Creativity doesn’t sell itself, but there are ways to reframe ideas that can encourage clients to buy, writes veteran planner Mike Teasdale.

Article

SWOT analysis was pioneered at the Stanford Research Institute’s Theory and Practice of Planning group during the 1960s, under the stewardship of Robert Franklin Stewart and Albert Humphrey.

Article

The Jobs To Be Done theory was developed by Clayton Christensen, Taddy Hall, Karen Dillon and David S.

Article

For many marketers, the go-to framework for motivation was put forward by Abraham Maslow in his 1943 paper ‘A Theory of Human Motivation’ and is most commonly known as Maslow’s Hierarchy of Needs.

Article

One of the most beloved and often-used tools at a brand strategist’s disposal, the two-by-two matrix was initially developed by the pioneers of game theory as a way of presenting strategic alternatives.

Article

Sixty-three of the companies in the FTSE100 include at least one of the following in their list of corporate values: integrity, respect, customer-centricity, innovation and excellence.

Article

Collectively, the Five Ws represent five of the most critical questions to answer if you want to create a brand strategy.

News

While there is no creative recipe that will ensure Super Bowl ad success, advertisers can understand the determining factors for successful activation for their campaigns, say two strategy leads at Mano.

News

Coca-Cola has been named as this year’s best Christmas advertiser in the UK after its two festive campaigns saw off strong competition with a winning formula of nostalgia and escapism.

News

It’s more common for CEOs to come from the financial rather than the marketing department, but by adapting language, that leap can be simplified.

Article

In recent years, movements such as #MeToo, #TimesUp and Black Lives Matter have shone bright spotlights onto the complexities of race and gender.

News

Denny’s, the quick-service restaurant chain, has successfully looked to its purpose – “we love to feed people” – to guide its actions during the pandemic, says its chief brand officer.

News

 For several years Chinese consumer sentiment has been shifting in favour of local brands and this has been accelerated by the coronavirus.

News

Marketers tend to have an inbuilt bias against aesthetics, which is driven by outdated US-centric marketing traditions rather than backed by science, says a BBH executive.

Case Study

Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Case Study

Tesco, the grocery retailer, used ad-funded programming to amplify its nostalgic centenary celebrations in the UK.

Case Study

Timberland, the footwear brand, partnered with musician Loyle Carner to increase sales in the UK.

Data

An overview of consumers buying online and picking up in-store (BOPIS) during the coronavirus (COVID-19) outbreak.

Opinion

This month: the numbers behind what happened with e-commerce, gaming and connected TV in 2020, and how to respond in 2021.

Case Study

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

Data

An overview of online purchase journeys and inspiration in Australia, Germany, Sweden, the UK and the US.

Article

This article explores how three brands that pursue activist causes establish, execute, and measure the impact on their chosen causes.

News

For all the optimism surrounding COVID-19 vaccines and their possible imminent deployment, mass distribution remains some months away; the home-based lives of 2020 will continue well into 2021 and brands will need to respond accordingly.

News

The most important ingredient for living a healthier, longer and better life was identified as “an optimistic outlook”, according to a new study released by AIA Group.

News

“Work-from-home” professionals in the US have sent daytime TV figures soaring, new data from research firm Nielsen reveals.