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Six seconds: the future of advertising
As more and more advertising spend goes online, so does the revolution in advertisement formats... Read more >
Remembering Roger Moore (and how he can help us sell homes)
In a previous chapter of my career, I was involved in originating and producing Roger Moore’s (then) only TV commercial, for a regional beer brand... Read more >
Are too many agencies like James Haskell?
If you’re a rugby fan, you’ll be familiar with the incident. If not, in an attempt to be competitive against a 16 game un-beaten England, the Italian rugby team.. Read more >
Hail President Trump (this was no Hail-Mary)
In our previous thought piece, Think like Bernie & The Donald, we highlighted the communication savvy of Mr Trump... Read more >
What does M&S know about lingerie?
As part of Marks & Spencer's chief executive Steve Rowe's strategy to put customers "at the heart of M&S", the company revealed... Read more >
LON-DONE? Or a $1.40 buying opportunity?
The London housing market is clearly cooling. New homes builders have piled-in and high, with a resultant over-supply... Read more >
Think like Bernie & The Donald
Q. Just how have two political mavericks captivated the US presidential primaries?... Read more >
Critics are like eunuchs in a brothel
“Critics are like eunuchs in a brothel; they know how it’s done, they’ve seen it done every day, but they’re unable to do it themselves” – Brendan Behan... Read more >
How to sell to the Chinese
Selling luxury, new-build London properties to the Chinese can be tricky: irrespective of the superior specification required, how do you get over the lack of brand awareness for people wanting to buy into their British ‘pile’, with increasing choice available?.. Read more >
Do housebuilders need to ‘do a Sonny Bill’?
Branding is not just a case of portraying an organisation’s image. The All Blacks are just not defined by uniform black shirts, shorts, socks and boots, but by living the core values that shape their brand... Read more >
Why your advertising is a waste of money
How many times has your agency told you: “It’s all about ‘what, where and how much’”?.. Read more >
Time for the 'B'-word
With news of slowing mortgage approvals and house sales, you could hear an emphatic “b****cks”, echo through housebuilders’ boardrooms up and down the country... Read more >
THE Christmas Sale: slash 20% off your media costs
It’s a seasonal anomaly that December and January TV airtime is, incredibly, 20% cheaper than annual average rates and a massive 40% cheaper than October and November... Read more >
Thank You Nigel Farage
Love him or hate him, as marketers one thing we should thank Nigel Farage for is reminding us how to develop successful campaigns. So, what can we learn from UKIP’s success? Quite simply, they’ve followed a classic four-step approach, which we’d all do well to reflect on when developing our brand differential and tactical campaigns... Read more >
Should housebuilders learn from the Labour party?
As the reporting season confirms the huge sales impact of Help to Buy, thoughts now turn to consider the effect on future sales growth, as Help to Buy 2 extends to second-hand properties. What Help to Buy market share will second hand help itself to?.. Read more >
Set 'satisfaction' not 'sales' as your criterion of success
Headlines proliferate of dramatically increasing sales for volume housebuilders... Read more >
How Does Porn Improve Your Advertising?
Property porn that is. We’re a nation obsessed with it. Yet we rarely see photography in housebuilders’ marketing communications that we drool over... Read more >
Goodwill to all men?
'Tis the season of Christmas advertising convention amongst UK retailers – or should we call it the British Superbowl – as they try to out-entertain each other in order to gain more than their fair share of our purses and wallets by producing the ultimate fairy-tale yuletide TV fantasy. Never mind the media spend; after all, what's a mere £7million production budget at this time of year anyway?.. Read more >
Campaign for housing in later life = retirement homes?
Whilst the HBF's 'Campaign for Housing in Later Life' identifies the 'need' (desire to downsize), does it offer the 'solution' (specialist retirement housing)?.. Read more >
Avoiding the '3 Cons of Housebuilding'
We’ve talked about the creative convention of housebuilders’ marketing communication. How convention = convergence = confusion amongst consumers.... Read more >
Are you ready for the Government’s next housebuilding giveaway?
From April 6 2015 those over 55 are free to do as they please with their pension pots. Put more graphically, pensions minister, Steve Webb, famously remarked that people were free “to blow the lot on a Lamborghini”, should they wish... Read more >
Are UK grocery retailers off their trollies?
They are losing market share and shareholder value hand over fist, so what do UK grocery retailers do? Commission the multi-million pound ’Christmas TV commercial’! The annual creative charm fest. The yearly escape into yuletide schmaltz. And the justification is: ‘because Christmas is an emotive time of year’... Read more >
Are housebuilders reaping the lucrative rewards of the golden generation?
MMS strategic director Andy Walton asks whether housebuilders are simply overlooking the housing aspirations of the UK's wealthiest target group... Read more >