Marketing Strategy

When Can There Be Too Much Truth in Advertising?

Posted at h in Creative Strategy, Marketing Strategy

As advertisers increasingly know more about consumers than they do about themselves, are we facing a rising risk of being 'too right'? ...

AI & The Augmented Strategist

Posted at h in Marketing Strategy

AI looms over every industry, but for strategists in marketing it poses a unique opportunity, not just a threat. ...

The Age of Adapted Nostalgia

Posted at h in Brand Strategy, Marketing Strategy

Brands already rely heavily on nostalgia, but what happens when we can edit the past with AI? ...

Research: What Makes an Effective Super Bowl Ad?

Posted at h in Consumer Research, Marketing Strategy

What makes an effective Super Bowl Ads? We tracked immediate and long term impacts of 2023 ads to find out. ...

Research: The Rise of the Pufferfish Challenger

Posted at h in Communications Planning, Marketing Strategy

Challenger brands have more opportunities to scale faster than ever before thanks to new media and distribution opportunities - so how do these 'Pufferfish Challengers' operate?...