Advertising has always been an industry driven by human creativity. But anyone paying attention to the marketing landscape recently has...

When Advertising Consistency Kills Curiosity Distinctive Brand Assets (DBAs) have become the go-to tactic for many marketers. And rightly...

The Pack That Thinks Fast and Slow Most packs are built for speed. Flash of colour. Hint of brand. Maybe a benefit if you're lucky. That...

Stressed Senses, Flooded Brain and Limited Exposure The modern shopper is exposed to an overwhelming number of options, between 20,000...

Emotions are powerful predictors of consumer behaviour. Yet understanding and measuring them effectively is a complex challenge. In a...

Is the One They See First In every aisle, the pack is the first thing a shopper notices. It’s what catches the eye, starts the decision...

When Adidas moved all their media spend to digital in an effort to become “digital first,” it seemed like the obvious move. Consumers...

The Twin Goals of Innovation: Effectiveness and Efficiency Innovation has long been one of the hottest debated topics in business. With...

We’ve grown accustomed to AI as a responsive tool, an intelligent mirror reflecting our queries. Ask, and you shall receive. But a subtle...

An Ever-Changing Way to Shop Nordic grocery shopping used to be predictable. Not anymore One minute customers are filling their baskets...

In today’s media landscape, attention is fleeting and memory is selective. With every second of airtime, brands fight not only to be...

The challenge of breaking through with new products Think back to your recent grocery shopping trips: If your answers suggest that only a...

Information has never been more abundant, but the ability to extract meaning from it remains as elusive as ever. AI deep research tools...

Tighter Competition Demands Better Preparation for Success In sports, competition is becoming increasingly intense, with athletes...

Decisions Decisions Buying the usual is easy. It’s autopilot. But buying something new? That’s work. You’re in the chilled drinks aisle,...

Out-of-home (OOH) advertising has long been a powerful tool for brands looking to make an impact in the real world. Despite its...

It's The Looks Stupid While inner values often take precedence over physical appearance—especially in the long run—it’s not a question of...

The world of artificial intelligence has long been dominated by a handful of tech giants, OpenAI, Google, and Anthropic, each competing...

Why Marketers get Cross-Country Advertising Wrong Marketers Love the Idea of a Global Campaign—Consumer, Not so Much Every global...

Reducing Friction in Online Shopping Shopping online should be easy. You find what you want, click a few buttons, and it’s on its way to...