By Andreas Pouros | 10 April 2017 |
Brands from a variety of industry sectors are experimenting with their strategy, with many looking to the power of tapping into emotions as a way to connect. Leveraging on sentiments from the past is an effective way for brands to communicate with their audiences, as it enables them to relive memories and leaves them with that fond, familiar feeling of nostalgia.
By Lizzy Lakra | 24 March 2017 |
Google was recently summoned by ministers as the government pulled ads over extremist content. It isn’t unheard of to see ads up against ‘inappropriate content’, which can be anything from adult content to violent or racial propaganda. But how can we control the internet? The simple answer is, we can’t – but what we can do is try mitigate the problem through our processes.
By Andreas Pouros | 14 November 2016 |
With more than half of annual retail sales occurring during the three months leading up to Christmas in the UK, and a large proportion of these happening between Black Friday and Boxing Day, the festive season can quite literally make or break brands.
By Andreas Pouros | 02 November 2016 |
I think leaders certainly need to demonstrate certain qualities. For some people I’m sure they’re innate, and for others they’re not – but they can be emulated to achieve the same effects.
By Andreas Pouros | 02 September 2016 |
My last Q&A article focused on the merits of disruption and innovation with an end-user focus, so I’d be lying if I told you I believed it’s OK to sit back and react based on what’s happening around you. Brands that act as laggards tend to get caught in a cyclical game of catch-up which rarely pays off in the long-term. While it’s advisable not to jump onto whatever cool new technology comes floating about (note that I recommended that brands not act too fast to develop apps for the Apple Watch), there’s an important balance to be struck by digital marketers.
By Greenlight | 22 August 2016 |
A lot of clients come to us with questions about how they can best target Millennials. Since they're the most active user base online, especially when it comes to social media, it makes sense that you would want to create content which caters to them. However, before brands decide to target Millennials, there are three key questions they need to ask themselves.
By Greenlight | 08 August 2016 |
Greenlight research discovers what marketers can learn from the Olympic and Paralympic Games in 2012 and how brands without a huge sponsorship budget can make the most of all the hype around the Summer of Sports.