Author: Gemma T

Brand and Creative Strategist

decoding the creds deck

Posted on by Gemma T in advertising, agencies

I’ve been unsuccessfully hunting for a new horse since January (my current one has been retired due to arthritis).  In the process I've discovered that there’s a lot of language in horse ads that needs decoding, for example would suit experienced rider means ‘the horse is a total nutcase’ and if you read spooks occasionally … Continue reading decoding the creds deck →

considering overconfidence

Posted on by Gemma T in bummer, consumers, ooops, social media trends, society

I’ve encountered a few people recently for whom Confidence is so much not a problem…that it actually is. pic from here I think overconfidence is a trait we don’t consider enough.  Because it can lead to all kinds of problems.  It’s the ‘how hard can it be?’ attitude that leads people to have accidents.  Or … Continue reading considering overconfidence →

get set for a long haul celebratory Summer

Posted on by Gemma T in trends

I did a project a few months back for a UK retailer looking at all the events planned for Summer 2012 and assessing the likely impact.  Without giving away all the insight the client paid for, it’s a little bit worrying. For a start, it’s going to be a long-haul Summer.  From the Diamond Jubilee … Continue reading get set for a long haul celebratory Summer →

M&S Summer ad hits the spot

Posted on by Gemma T in advertising

I rather like the new M&S Summer ad.  It’s an excellent way of a) subtly muscling in on the Olympic action without being a sponsor, b) hedging their bets as to which big event of this Summer (the Jubilee, Olympics or Euro 2012) will provide the most retail uplift and c) allowing RKCR/Y&R to edit the … Continue reading M&S Summer ad hits the spot →

an example of quality not quantity when it comes to sampling activity

Posted on by Gemma T in promotional marketing, sales promotion

I stumbled across two big pieces of promotional activity going on in Leeds yesterday: The gist of this first lot of activity seemed to be, ‘Put Pork on your Fork!  Bacon sandwiches are delicious!  Eating lower salt ones means you can eat them more often!  Here, have a hot bacon butty, the ketchup’s over there.’ … Continue reading an example of quality not quantity when it comes to sampling activity →

press just isn’t performing

Posted on by Gemma T in advertising, trends

Last week in a client meeting, someone looked up and said “we’re just going to have to stop using press”. This client’s conversion rate via press has recently dropped from merely unimpressive to unsustainable and to put it in context, for them online activity now converts 100 times more effectively than press. You could of … Continue reading press just isn’t performing →