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‘Showrooming’ – The Saviour of Bricks & Mortar?

The failure of Toys R Us in 2018 was assumed to be symptomatic of the dying high street and yet it’s rebirth may be far more indicative. With the opening of two mall based ‘experience centres,’ the Toys R Us rebirth points to a possible future – ‘Retail As A Service’ The smaller experiential format […]

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Completely Obvious ‘Back to School’ Study

As a lifelong consultant I understand the value of a shareable study and a quoteable metric, but sometimes you look at a piece of work and think ‘Really? that wasn’t already blindingly obvious to you?’ Let me give you the context; it’s coming to the end of school season and that familiar dread sets in […]

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Zero Party Data, Personalisation & My Favourite Jeans

The idea of product personalisation (Not the ‘Stick some initials on it’ kind) has been around a while. 20 years ago I had a pair of Levis made to my exact body measurements. I stepped into a body scanner wearing a weird leotard thing, got scanned, made some selections, (Bootcut was in back then) and […]

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Ford Launches “Loyalty” App

From food to cars, all manufacturers struggle to connect directly with their customer base and a loyalty app is the classic solution. Ford has followed the same well trodden path with the recent launch of it’s FordPass app. The app provides a number of benefits; a virtual handbook for your car, service bookings, traffic updates, […]

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Using AI to Fight Anti-Semitism

A brilliant and moving campaign by Publicis Conseil for French organization LICRA uses AI to identify racist and antisemitic social posts and then connect them to propaganda posters from the past. The results are a powerful reminder of where such vicious “banter” leads and a compelling campaign message, urging people to sign the online petition. […]

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Really Bad Email

Having worked on email for more years than I want to admit, it really does make my toes curl when I see a truly bad example. This morning I received a corker, breaking so many rules I just had to write about it. Attached is a screenshot of the offending article and here’s just a […]

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Mammut Integrates Brand Experience Into Products

I can attest to the efficacy of Mammut products. The last time I wore one I was sat in a sailing dinghy in driving rain with my daughter, she insisted on finishing a race despite an ever escalating storm and the jacket admirably withstood the conditions. However, Mammut aren’t complacent, they’re not relying on the […]

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Should Google be worried?

With the launch of their 5260 event in NYC, Walmart announced their strategy to claw back marketing spend from Google with sponsored and display ads for CPG giants such as Unilever. The “core differentiator” for the retailing giant is that it can leverage first-party data, not only from online transactions but also from in-store where […]

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Macy’s takes Pinterest outside

In an interesting experiment with experiential marketing, Macy’s is seeking to engage with consumers via Pop-Up stations at key summer hangouts including Central Park, Brooklyn Heights Promenade and the Santa Monica Pier. The Pop-Up points feature Pinterest Pincodes that consumers scan with their phones. They’re, then directed to a board with outfits curated for that […]

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Marketing Genius or Just Plain Weird?

It’s just a teeny bit possible that the idea of experiential marketing has been taken too far. Fast food brand Taco Bell has decided to open a hotel. You’ll be able to enjoy Taco Bell themed treats such as sauce sachet shaped floats in the pool, hair braids and nail art in the on-site salon […]

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