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Iceland is cool. Really, really cool. As trends among British 18-30s shift away from hard partying and toward mini-breaks, new experiences and Instagram opportunities, Iceland’s become a more popular tourist destination than the Bahamas, Brazil and China. US travellers have...

Experiential marketing and instore campaigns have one big problem. It’s easy to mistake the visible part of the campaign – the demo, the stand, the samples – for the entirety of the campaign. The savvy brand manager’s goal isn’t just...

As far as international retailers are concerned, Iceland is (or has been) a challenge. Iceland’s banks collapsed at the height of the 2008 credit crisis: a $10bn international aid package kept the country afloat, and the newly created special prosecutor...

Testing and measuring are key components of a successful marketing strategy. Stats and metrics prove return on investment to your business leaders, and learning from the last campaign is how you improve the next one. Certain marketing efforts can be...