All Posts in Opinion

March 29, 2016 - No Comments!

Six things we learned from the Guardian Changing Media Summit 2016

29 March 2016 | guardian.co.uk © Guardian News & Media Limited 2010

From stopping brainstorming but engaging in more collaboration as a whole, to the importance of using data in the creative process (in the right way); the real value of Instagram; the rise of ad-blocking and why it could be a good thing and much more. We summarised key points from the weekend we think you need to know below.
Read more

March 22, 2016 - No Comments!

Tesco’s fictional farms: a marketing strategy past its sell-by date?

22 March 2016 | guardian.co.uk © Guardian News & Media Limited 2010

Tesco has just launched a new range of meat and fresh produce with a series of farm names, including Boswell Farms’ beef steaks and Woodside Farms’ sausages. So far so bucolic. But, it turns out, all these farms are fictional. While the retailer says every product in the range, which includes vegetables, fruit, salad, pork, chicken and beef, is from “known farms” it has chosen to label them with fake ones. Read more

June 28, 2015 - No Comments!

The marketing industry has started using neuroscience, but the results are more glitter than gold

28 June 2015 | guardian.co.uk © Guardian News & Media Limited 2010

Marketing has discovered neuroscience and the shiny new product has plenty of style but very little substance. “Neuromarketing” is lighting up the eyes of advertising executives and lightening the wallets of public relations companies. It promises to target the unconscious desires of consumers, which are supposedly revealed by measuring the brain. Read more