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New product launches often fail and it can sometimes be difficult identifying why, writes Doug Findlay, director at Ipsos Marketing.
If your portfolio of brands is exposed to the volatility of the so-called 'basket-case' economies of Europe, you are probably drawing up contingency plans, preparing for the worst.
Repertoire brands have it tough, but they can succeed if they stay mobile and memorable, writes Jonathan Weeks, director at Ipsos MORI.
When it comes to marketing effectiveness, creativity and logic are not an either/or proposition.
Rather than pull against each other, marketing and sales teams can benefit from closer working.
Advertising to men. How hard that can be? I mean, really. Three points here. First, it's not as if there's a shortage of blokes in agencies generally and creative departments in particular.
Asda looks likely to tap into the 'real women' trend for its forthcoming 'bottom-shaper' jeans, while L'Oreal has been censured by the ASA for using misleading post-production techniques in ads.
Do you have a daughter? I do. And I've always been thankful that she's not a conformist and that she has the confidence to go her own way.
The former global chief marketing officer at Unilever, a Cannes festival regular, casts a sceptical eye on last month's celebrity-laden event and its client and agency attendees.
Rivalry with Coke has taken a back seat as PepsiCo focuses on the next big thing in digital marketing.
