As a kid, I used to love Christmas ads – sometimes even more than Christmas movies, that’s saying something. There was something heartwarming about them, and it meant one thing: gifts, wine, chocolates and searching the whole house for Christmas decorations.
We were delighted to be part of the recent MRS Conference; Driving Transformation Through Insights where Sarah Palmer (founder of Big Green Door) and client, Andrea Thompson (PepsiCo) took to the stage to share recent work whereby insight was used a catalyst for reframing the juice category.
Last week, one of my biggest dreams came true: being totally surrounded by food and pretty much begged to have a taste of everything that came into sight.
You guessed it right: I was at the Lunch! exhibition.
Increasingly the best insight is able to drive positive and lasting impact on business. Used in the right way, insight can lead the agenda for how to create winning strategies for brands.
Sarah Palmer, founder of BGD, and Andrea Thompson from the PepsiCo juice innovation team will be speaking at the MRS conference; Driving Transformation through Insight on Thursday 5th October. The conference is taking place at Radison Blu Edwardian, London.
As a French girl, I was almost literally born with a cheese spoon in my mouth. I was raised to the chiming of campaigns claiming that “dairies are your besties” and never questioned their benefits, mostly because I believed that, since my parents were doctors, if they bought and ate something, it meant that it was good for you – fair enough, my mother’s obsession with chouquettes, Paris-Brest and almond macaroons should have taught me better.
Earlier this week, I attended a talk on best practice in the branding world by advertising guru, David Trott, part of the Mellor & Smith series of talks on ‘take fucking risks’ (riskay title some would say).
A couple of points relayed across the evening definitely struck a chord:
Months ago, one of my fencing teammates dragged me to a neon run alongside the Thames. I had a bad feeling about it, mostly because back then I hated running and felt like my whole body hated me whenever I tried to jog for more than 5 minutes. Then again, I guess that the fact it was happening on a cold, rainy November night didn’t help much either, and the idea of watching Netflix and sipping hot chocolate on my couch seemed much more appealing.
The dust is just about settling on the UK general election. The result shows that it is becoming harder and harder to predict how the electorate will vote. It makes me wonder if political parties will be taking stock of what can be learnt from this campaign. And moreover, from our point of view, where are there parallel learnings for brands in how to connect and build shared meaning with consumers. Below are a three observations;
In today’s highly competitive environment, brands often need to kick-start short-term growth fast. But when the emphasis is on execution, it’s easy to lose sight of strategy
For over 20 years, we’ve been combining strategic thinking with creativity to deliver foundational work for some of the world’s leading brands, turning thought into action
And now we’ve developed FAST TRACK, a new turbo-charged approach designed to meet short-term pressures, whilst ensuring tactics are rooted in strategy