All Industry Insight articles – Page 6
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Comment & OpinionSip, share, repeat: drinks brands market feelings, not flavours
A sense of identity is what sells drinks in today’s scrolling economy, says Karl Gilbert, creative head at BBD Perfect Storm
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Comment & OpinionPressured parents need help with the mealtime mental load
As we enter the school summer holidays, the pressures on parents intensify as many struggle to decide what to feed their family, says Helenor Gilmour, director of strategy at Beano Brain
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Comment & OpinionPowerPoint is a necessary evil. But it doesn’t have to be dull
Strive for fewer words, fewer numbers, and fewer slides, says Jeremy Garlick, partner at Insight Traction
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Promotional FeaturesWhy today’s promo shoppers want more than just a discount
Today’s consumers are more than just discount chasers and those brands that rely on outdated promotional playbooks risk falling behind. Discover how to adapt to this new generation of promo shoppers to gain not only sales, but long-term loyalty.
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WhitepapersFrom margin loss to margin gain: a profit recovery guide for FMCG suppliers
As costs rise and profit margins shrink, many UK suppliers are feeling the pressure despite strong sales. This report uncovers what’s driving the gap between revenue and return and offers practical, expert-led strategies to recover lost margin without damaging relationships.
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Comment & OpinionRustlers takes us on a surreal oral voyage
David Lynch would surely have approved of this ad, in which a ballroom doubles for a mouth
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Comment & OpinionShow me the funny: why grocery needs to stop being so serious
It’s time for more fmcg brands and retailers to start embracing humour in their ads, says Ed Brooke, executive partner at The Leith Agency
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Comment & OpinionThe Good, the Bad and the Healthy: debunked claims and unscientific nonsense
In the latest episode, Sunna van Kampen makes a frequently debunked claim about seed oils
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Comment & OpinionEntertainment is key to modern brand building online
Not every brand may naturally align to entertainment but we can still craft campaigns that borrow from those formats, says Ben Shaw, CSO at MullenLowe
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Comment & OpinionRibena gets heavy with rainy memories of mum
Two siblings dance in the ‘rain’ as Ribena’s evokes childhood memories
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Comment & OpinionRetail Media Therapy: experts dissect ‘symbiotic relationship’
Hosts Colin Lewis and Viv Craske discuss the top three stories of the moment from the ever-fattening marketing channel
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Comment & OpinionPlay chess, not draughts, with these top negotiation tips
Negotiating is harder to do than haggling, taking more time, effort, and skill. Here’s Darren A Smith of Making Business Matter’s guide
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Comment & OpinionLessons from a startup founder: the power of pallet builds
Certainly not the most glamorous topic but one I wish I had delved into more during the early stages of launching a product, says Joe Woolf, founder of Tasty Mates and head of retail at HomeCooks
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Comment & OpinionAs AI assumes what shoppers want, prepare for a post-screen world
Screenless commerce is becoming the default, and brands need to be ready, says Donna Buckingham, head of client management at Cheil UK
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Comment & OpinionWhy millennial men are the next big health & beauty consumers
According to our new research the audience most likely to increase their spending in health & beauty is millennial men, says Pauline McGowan, head of strategy, The Nursery Research & Planning
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Comment & OpinionWhy we need a debate about food and drink packaging
Consumers want to know more about what their packaging is made of, says Sean Murphy, MD at Encirc. Could ‘chemical’ symbols be the answer?
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Comment & OpinionWhy desire is the most underrated asset in grocery
Grocery brands don’t have a loyalty problem – they have a desire problem, says Helen Firth, executive director of brand strategy at Landor
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Promotional FeaturesThe only way isn’t up: Driving value through price
Consumer spending remains under pressure, which means pricing must work harder than ever before. Here, experts reveal how, when used as a strategic lever to align with demand rather than a blunt tool, price can unlock value in surprising ways.
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Comment & OpinionDash does different with polyamory-based campaign
Dash’s drinks might have short ingredient lists, but this ad focuses on what it has packed inside
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Comment & OpinionHyper-unreal AI food video trends tap into human brain’s dark side
Two foodie trends in AI-generated short-form content are emerging: cutting glass fruit and feeding food to itself