What do brands set out to achieve? Is social purpose greater than – and therefore separate from – basic function? Our Associate Strategist Matilda Scullion addresses the relationship between purpose and profit in business.
Consumer attention is a precious commodity, an increasingly precious one in an age where ‘digital amnesia’ is becoming a common reality. Our Marketing Manager Harriet Ghaui questions whether misusing emotion in the short-term scramble will trip brands up down the line.
Nearly 20 years after the big FMCG and Telecom groups consolidated their brand portfolios, professional services firms are facing a similar challenge. Uri Baruchin, Head of Strategy, takes a closer look at what is driving brand proliferation and offers a clear solution to untangle the web.
Our Account Director, Danley Stone, explores the rise of me-commerce and gives real-world examples of brands working to win favour in an era of increasingly demanding consumer behaviour.
Last week our Design Director, Kath Tudball, gave a talk at D&AD Design Creative Lab, unpacking her creative thinking style, pointing out the importance of letting your mind wander, and encouraging everyone to make a virtue out of a problem.
Our CEO, Jim Prior, writes in Finance Digest on the history of banking and why financial services organisations looking to break from the problems of their industry’s recent past and drive advantage for themselves in the future, need to be braver and more meaningful in the ideas they choose to position themselves around.
#RewritingTheCode has been shortlisted for the 2017 Brand Impact Awards, along with our work for London Symphony Orchestra, ARTE, London Cru, METI International, and The Butcher The Baker. The campaign seeks to expose the hidden values and behavioural codes of gender inequality and was developed in collaboration with other WPP agencies as a part of the Common Ground initiative.
In the last four weeks, we have explored the meaning of Britishness, its establishment as a notion, and brands' changing relationships to provenance. In the final part of the series, we pull together our findings to determine how brands should respond to the British crisis of identity.
With suggestions from business, branding, strategy, design and those "just because" reads, we've compiled a reading list for the summer that's so comprehensive you should probably print it out and frame it.
Defining ‘Britishness’, with its many historical iterations and shifting connotations, has always been tricky. We interviewed a set of experts from established and successful British brands to gain insight around where Britishness goes from here post-referendum.
Our CEO, Jim Prior, shares with Admap the six books that have influenced him. Valuing craft, insights, deft exploration of human truths and the simple beauty of language, Jim's choices are an eclectic mix of works that should be read by anyone looking to have their perspectives shifted and sharpened.
Interpreting the EU Referendum as a wake-up call not only for British politics but also for the way brands are interpreted by their audiences in the UK, the third part of our British brands research asks a series of questions of consumers to ascertain the state of Britishness today and its efficacy as a tool for brands.
The winding tale of the etymological beginnings of ‘Britain’ is as complex as our current state psyche. In the second part of our British brands research, we take a close look at when, and how, we became British; and examine consumers’ and marketers’ attitudes to the value of national provenance today.
Our research, To Be or Not to Be: Decoding The Great British Identity Crisis, examines consumers’ and marketers’ attitudes to the value of national provenance today. We will be sharing our findings from the report in a weekly series, taking a closer look at the components of what Britishness now means for brands.
Businesses need creativity not just to stay ahead of the pack, but to remain in it; having a creative ethos and investing in innovation are the new normal. Our CEO Jim Prior shares with Director magazine his view of the huge disconnect between what business leaders say about innovation and what happens in practice.
Our CEO, Jim Prior, writes why businesses need to get comfortable with more emotionally led decision-making and become more comfortable with following human instincts around fairness, altruism and simply doing the right thing.
With the Brexit decision throwing a new light onto where Scotland feels its heart lies, our strategist Sam Evans explores an alternative version of what an independent Scotland could stand for in the 21st century.
Branding was born to make things simpler. A collection of clear signs, telling a focused story, replacing complicated explanation. Our Head of Strategy Uri Baruchin explains why brand strategy needs to return to radical simplicity.