More importantly, does it matter? According to McKinsey’s study of 55 major corporations, those with the highest focus on loyalty had the lowest increase in revenue. Metacom reports that 82% of people who join an apparel loyalty program spend the same or less after joining the program, and 87% of shoppers say they’d pick the…
In Campaign today, Craig Mawdsley argues that we need more polymaths. He argues that we’ve confused experts with specialists. And that ‘Even in what should be the most broad and flexible discipline – strategic thinking – we have allowed ourselves to become data planners, comms planners, content planners, culture planners or whatever else we feel…
This month APG’s Guest Writer is Richard Shotton – Brand Planner at Saatchi & Saatchi and author of Adliterate. This month’s theme is all about how findings from psychology can be applied to advertising. Over the next four week’s he’ll talk about Behavioural Economics, Cognitive Biases and how to get the truth out of humans.…
The moon could have it’s own data network as soon as next year. A European group of scientists has announced plans to be the first commercial company to land on the Moon, with a launch expected next year. The Berlin-based company announced it has also partnered with Vodafone to work on the first mobile data station on…
Here, Tim Harford explains Starbuck’s pricing strategy. How they use choice architecture to point customers towards their most expensive offerings and fail to even include their cheapest option on their menu. Read the full article here: Tim Harford
Nicola kemp warns that ‘the empty rhetoric of ‘work hard, play hard’ is falling out of favour – the creative industries need to flex to attract and retain the best talent, and ensure that employees can have a life outside work.’ Amelia Torode, chief strategy officer at TBWA\London, agrees explaining that advertising has always been…
With blood donation rates in decline all over the developed world, Sweden’s blood service is enlisting new technology to help push back against shortages. on initiative is when donors are sent automatic text messages telling them when their blood has actually been used. This approach helps to retain and recruit more donors by highlighting their importance and…
Presented at the IPA Commercial Conference, Tim Williams talks about the importance of pricing and it’s impact upon our industry.
In a Warc Best Practice paper, How to develop a customer-centric organisation, Jonathan Earle, Commercial Marketing Director at Dixons Carphone, says “customer-centric companies are data-centric companies”. “Being customer-centric involves knowing your customers better than anyone else does coupled with a very clear raison d’être as to why you are in business. When both are in…
Richard Huntington has written a brilliant article for Campaign, explaining how planners should enter the field of play and take control of the scrum, instead of pontificating from the sidelines. He’s created a to-do list of the year that includes: Telling the robots who’s boss Getting out of the echo chamber Stop faking it …
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