THE CHALLENGE
With a small share of a fast-growing category, it was time to launch Fentimans’ first ever Mixers campaign.
THE RESPONSE
In order to cut through the clutter, we shifted from treating the range as an extension of the soft drinks to a unique sub brand with its own creative vehicle, tone and visual world.
The strategy behind Peperami's decision to retire the Animal, escape the lunchbox and chase a new generation of snackers.
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Cannes' new Creative Brand Lion judges the systems behind great creative work rather than the campaigns. Its seven categories double as a diagnostic that will show any marketer where their capability is failing.
Marketers are getting better returns on less money and calling it progress. Their market share says otherwise.
Two approaches to social-first marketing. Only one is building a brand.
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Brand building remains overshadowed by quick-win metrics. Perhaps it’s time for a rebrand.
CEO James Smith on how a culture of accountability and effectiveness have helped to build one of media's most trusted independents.