If brands want their advertising and marketing communications to resonate with women, then they have to understand that using simplistic one-dimensional stereotypes in their messaging no longer works. Arguably, the statistic prompting the biggest reaction at this year’s Cannes Lions Festival was revealed by Unilever’s…
Advertisers are striving for increased viewability across their digital advertising campaigns, but is this the right approach? ExchangeWire speak with Paul Lowrey, strategy director, Collective, who thinks it’s great that ad viewability has risen; but when it comes to driving campaign effectiveness and reducing ad…
Faced with more data, devices and an increasingly mobile workforce, how can firms guard against information loss, damage and theft As data continues to grow in volume and strategic value, businesses are increasingly turning to the cloud to meet data storage and management needs. The…
New research highlights the power of VOD ads running in conjunction with linear TV advertising. Simon Stone, Commercial Director, International at Collective, takes a step further and explains why he thinks clever audience targeting is the secret to delivering improved ROI and incremental reach. It’s…
We can’t all have as many Twitter followers as Kim Kardashian, but you don’t have to be a reality TV star to build an impressive following. Here are five rules to follow to get you on the path to Twitter stardom: Twitter is self-fulfilling The…
Youth culture no longer belongs to Millennials. There’s a new demographic on the block, and brands need to take note – and quickly. A growing blindspot in the marketplace is the continued association of Millennials with the youth lifestyle, but it’s time to the face the facts…
Millennials. A generation which has frequently been labelled as loyalty-lite, hungry for feedback and with high expectations for rapid career development. Yet harnessing the talent and loyalty of this generational cohort will be absolutely critical in the next 10 to 15 years’ time as many of these…
Soft drink brand Sprite has launched a new ad featuring a teen who doesn’t appear to be a Millennial. So who is this mystery shopper and what makes him tick? J. Walker Smith, executive chairman at The Futures Company, reveals all. Although popular opinion across…
With the global travel retail market tipped to reach $85bn by 2020 (Source: Generation Research), there is no better time for brands to explore original and innovative ways to engage with passengers by combining the best of experiential marketing and point of sale promotions with…
Despite a seemingly endless stream of tech disruption over the past decade, we’ve finally reached a moment when the next big thing might be a long way away. Why? Because consumers seem to be overloaded with gadgets and aren’t finding the value in the devices…