Category: insight

Thinking Scrappy: Finding Strategic Gold on a Shoestring

Posted on by Gemma T in insight, Planning, Strategist, strategy

There are strategic brand or comms projects where you’re given weeks and a generous budget to find the insight you need, but let’s be honest, for many strategists they can be few and far between. Whether it’s a pitch with tight timings, a low-budget bodge, or a time-sensitive response to something affecting the brand, an … Continue reading Thinking Scrappy: Finding Strategic Gold on a Shoestring →

on content creation and consumption

Posted on by Gemma T in content, insight, social media

I've been thinking and reading a lot about content creation recently. This great article from GQ (via @storythings) covers the disruption at both ends of the film and TV industry - there are umpteen platforms offering original content now, including YouTube Red, Crackle, Apple Music, Netflix, Facebook's recent push into original content and in the … Continue reading on content creation and consumption →

Asda eyes up branded content

Posted on by Gemma T in brand experience, engagement, insight, online media, online world, retail, technology

There are a heck of a lot of How To videos on youtube, many of them now effectively branded content piggybacking a youtuber vlogger’s audience a la Asda’s Mum’s Eye View. Mum’s Eye View is rather a success story, gaining over 56,000 subscribers and over two million views in the six months since launch. Although … Continue reading Asda eyes up branded content →

you aren’t marketing to your mates

Posted on by Gemma T in consumers, insight

I was debriefing some work on Shopper Missions recently and there was a certain amount of disbelief in the room regarding some approaches to parenting I found that tied into a key Occasion customers were shopping for. I had to remind everyone present that the customers we were talking about were not necessarily the same … Continue reading you aren’t marketing to your mates →

we’re going to need considerably more Investigators of Interesting

Posted on by Gemma T in insight, society, trends

In last week’s Radio Times (which is nearly as good as The Sun for a pulse of the nation type snapshot) Radio 4’s Today presenter Justin Webb wrote in his column about how his children will have a limited need to know actual facts, what with the world’s knowledge being there at their digital fingertips. … Continue reading we’re going to need considerably more Investigators of Interesting →

if owned online spaces are a house party, most brands should be out on the town

Posted on by Gemma T in brands, digital, insight, online media, online world, social media

I had an, erm, lively conversation with a client recently when they suggested connecting with their target audience by “doing something with our facebook page”.  Since I’d just spent the preceding ninety minutes telling them that the majority of their customers really wern't that bothered about or engaged with their brand and mostly bought it mainly … Continue reading if owned online spaces are a house party, most brands should be out on the town →