TRA's Colleen Ryan looks at recent events in politics and finds there are a few lessons brands can learn from the successes of Brexit and Trump.
Marketing, advertising & media intelligence
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PR specialist, former tobacco lobbyist and walking controversy machine Carrick Graham thinks PR firms need to spend less time appeasing aggrieved third parties and more time driving results for their clients.
Contagion managing director Dean Taylor considers the credibility of market research in the wake of Donald Trump's successful campaign.
A shotgun for your influence: magazine brands, social media stars and the battle for paid #authenticity
2degrees' Roy Ong on sticking with the incumbent, shaking off the challenger mentality and why the 'big corporates' are playing the emotional card
TRA head of strategy Colleen Ryan is takes a look at 111 years of rugby and the recent All Blacks' loss to Ireland to see how marketers can better predict the future behaviour of customers.
FCB hosted its monthly School House session last week to discuss the possibilities for Virtual Reality (VR) for marketers beyond just gaming and entertainment. To interrogate the topic it invited, CEO of Imersia Dr Roy Davies, co-chair of IGDA Virtual Jamie Telford, VR producer at Conical Alejandro Davila and managing director of Pik Pok Mario Wynands, to be part of a panel hosted by FCB digital strategy director Dan West.
Receptive.tv director Sam Aldred takes a look at the rise of global entities and finds that Sky might be picking a fight with the wrong organisations.
2016 has been the year of Justin Bieber. So how did this once cringe-worthy teenage pop sensation turn into a worldwide superstar, and what can brands learn from his transformation? TRA marketing coordinator Claire Tutill takes a look.
US elections are the biggest communications campaigns in the world. JWT managing director Simon Lendrum takes a look at Trump’s success through that lense to see what can be learnt from it.
Hunch managing partner Michael Goldthorpe explains why retailers should focus on selling products, rather than selling promotions.
TRA consultant Vanisha Narsey sheds light on the importance of website, app and prototype testing by divulging a few first date stories.
This year at Cannes, unconscious bias became a major talking point, with various commentators—most notably Cindy Gallop—drawing attention to what they saw as clear examples of this issue in the industry in 2016. There are no clear answers yet about how you do away with a problem people don't realise they have, but some businesses across the industry are starting to take steps to address it. Among these businesses is AdRoll, which recently took its staff through the process of unconscious bias training in a bid to point out that everyone, no matter how well intentioned, has some level of bias. AdRoll's marketing director for JAPAC Cat Prestipino shares her thoughts on the experience.
Plain packaging of tobacco products is a highly debatable topic, with some believing it will reduce smoking rates. Dow Design's Simon Wedde shares his thoughts on the benefits and drawbacks of plain packaging.
Sam Aldred offers a contrarian view on the perception that Sky is simply a villainous corporate juggernaut hell-bent on keeping tier one sports exclusive.
TRA's Colleen Ryan uses a positive experience at an Italian restaurant to illustrate the joy that consumers can experience when the freedom from choice is coupled with a dash of the unknown and unexpected.
We Uber, we Facebook, we Google, we Airbnb. So, TRA’s Colleen Ryan looks at whether the real test for branding success lies in a business becoming a verb.