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The world’s two billion millennials have come of age. They are no longer merely the largest demographic in the world – they are also the largest consumer group. Morgan Stanley refers to them as “the most important age range for...

The four Ps of marketing – product, price, promotion and place – have been the core tenets of the marketing mix since they were first proposed by E. Jerome McCarthy in his 1960 book, Basic Marketing: A Managerial Approach. Why...

Right now, companies can discover demographic data and buying habits, and pitch a product before customers even think about buying it. Despite this, only 7% of organisations make personalisation their top priority. To compound the problem further, research by Infosys...

We’re all creatures of habit. We frequent fewer than 25 places in our day to day lives, and form close relationships with five people. We walk around the supermarket and put exactly the same things in our trolleys, week in...

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...

Whether they’re trying cheese as they walk round a supermarket or having a full-on brand experience in a shopping centre, the customer sees and experiences the end result of serious planning and consultation. Field marketing can often be an afterthought for...

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...

In the modern consumer environment, it is more difficult than ever to grab audiences’ attention and make a lasting impression. This challenge is no more apparent than in experiential marketing. It’s not that attention spans are declining, as such. It’s...

We’ve been leading the field in experiential marketing for twenty years. Not that we want to blow our own trumpet, but in that time we’ve learned a thing or ten about what makes experiential marketing work. We’re constantly evolving and...

Experiential and field marketing mean different things to different people. Real world activations, brand experiences, in-store and on-site installations, not to mention omni-channel, hybrid spaces and more. For us, it’s simply the place where customers meet the brands in person....