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5 posts from September 2017

18 September 2017

Putting the people in personalisation

Personalisation is the latest weapon in the store wars, as the retail industry adapts to cater for the ‘experience economy’. Margin, for retailers and for the brands they sell, is being driven by the ability to excite and delight shoppers through retail theatre and experiential marketing.

According to research from Gartner, 89% of brands now expect to compete primarily on customer experience rather than price and product as the key brand differentiator. Meanwhile, a report from Accenture says 75% of consumers are more likely to buy from a retailer – online or offline – that recognises them by name, recommends options based on past purchases, or knows their purchase history.

Consumers shop more with retailers who recognise them as individuals and can provide relevant recommendations. They like personalisation – and today’s technology allows brands to take personalisation onto the shop floor in a way that wasn’t really possible in the past.

Look at brands like Heinz, Nutella, Coca-Cola and Marmite – they have all been able to engage with their loyal fan base through creative use of ‘personalised’ packaging. While most of these brands have made websites the core of their offerings, some, like Nutella, have taken their personalised offer in-store.

Continue reading "Putting the people in personalisation " »

15 September 2017

Print Ad of the Week: McDonald's 'Open Late' (France)

Mcds 1

Inspired by its minimalist Pictos campaign, McDonald's has gone one step further in a new print campaign for the night birds.

The creative, by TBWA\Paris, sees flashes of light glow together to take the shape of some of its most iconic products: Big Mac, Sundae and French Fries to announce the late opening of McDonald's restaurants until midnight or later.

Continue reading "Print Ad of the Week: McDonald's 'Open Late' (France)" »

08 September 2017

MediaCom sweeps up at M&M Global Awards 2017

Mmg

MediaCom has swept the board at the M&M Global Awards 2017, taking home the golden hat-trick of Grand Prix Awards at a glittering awards ceremony held last night (Thurs 7th Sept) at The British Museum in London, under the new Blue Whale structure Hope.

The agency's 'Bachelor of Shaving' campaign for Gillette was awarded 'Campaign of the Year', while MediaCom also scooped the coveted 'Agency of the Year' for its UK office - for the third consecutive year - and the 'Agency Network of the Year' titles for winning campaigns from India, Germany, Singapore and the UK and seven trophies for six unique campaigns. 

The final Grand Prix of the evening, 'International Advertiser of the Year', was awarded to Expedia Group as two of its brands picked up three trophies. 

While MediaCom showed an outstanding overall performance, 20 unique campaigns in total were awarded. Other big winners on the night include PHD with four awards from its US and China offices, and Blue449 taking home two. 

Check out the full list of winners below and click through to read the full case studies (where available).

Continue reading "MediaCom sweeps up at M&M Global Awards 2017" »

05 September 2017

Everything you need to know about wearable tech [infographic]

Wearable tech

From smart watches to fitness-tracking bands to Google Glass, wearable tech is taking the world by storm. Marketers are waking up to the opportunities in using valuable data to push contextualised content via this medium.

So what are the most popular applications for your brand? A new infographic from Neerja Softwares has the answers with a bunch of interesting facts about wearable devices.

Continue reading "Everything you need to know about wearable tech [infographic]" »

01 September 2017

Innovative Ad of the Week: Deutsche Telekom 'Sea Hero Quest VR' (Global)

Deutsche telekom

Building on the success of its multi award-winning 'Sea Hero Quest' campaign, Deutsche Telekom has upped the ante and revealed a VR sequel to the project.

Sea Hero Quest originally started out as a mobile game that challenged and recorded the navigational skills of players to provide data that could be used for scientific research on dementia.

Continue reading "Innovative Ad of the Week: Deutsche Telekom 'Sea Hero Quest VR' (Global) " »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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