Features

From points to passion: breaking free from the loyalty program treadmill

The future of loyalty belongs to the brands that recognise transactions are no longer the currency of lasting customer relationships.

Toby Allen, Shula Sinclair and their '&-shaped people'

Eight months since the launch of the new fully-integrated agency T&Pm, we catch up with two of its principals to find out how it's panning out

From jeans to burgers: how BBH invented and reinvented ‘zagging’

The agency's Zig Index translates the art of creativity into a data-backed language brands can understand

The Marketers Who Make Christmas

It's the time for tinsel. Meet the marketers selling us Christmas spirit and brightening the media and our mood

Five things we learned about… surviving a global 'crisis hangover'

Just 100 days after the UK election, Leo Burnett shared its PopPulse report, which analyses the current mood of the nation

What Makes A Great Christmas Campaign?

Marketers and creatives share the key ingredients for success over the festive period

Imagination Without Boundaries: Edelman's CCO On Creativity in Everyday Moments

Emma De La Fosse draws on how her inspiration comes from everywhere

Celebrating Four Decades Of McDonald’s and Leo Burnett

McDonald's CMO Michelle Graham-Clare and Leo Burnett's ECDs reflect on how their deep-rooted relationship continues to shape the brand's creative legacy

Don Julio Brings Day of the Dead to the World, One Ofrenda at a Time

Diageo marketer Sophie Kelly discusses how artist-led installations have brought Mexico’s vibrant celebration to the world

John Lewis' Charlotte Lock Is Building The Home of Gifting

John Lewis’s customer director talks about the power of creativity, Christmas ads, and why Never Knowingly Undersold is the key to the department store’s future

Three Reasons Why WPP Has Acquired The Rest of T&Pm

A look at the potential strategy behind WPP taking over the agency it previously owned 70 per cent of, in full

Meet the pablo creative council

The agency's creative leadership explain the thinking behind the council's inception

Authenticity Under Fire: Gen AI's Potential Impact On Brand Trust

Could the growing use of machine-produced ads harm long-term consumer faith in a business' communications?

Inspiration Unplugged: Ben Shaw on How Comics, Comedy, and Kids Shape His Thinking

MullenLowe's CSO shares three sources of inspiration that feed his strategic thinking

A Christmas Whodunnit: Why Waitrose is solving its mystery in stages

The retailer's latest Christmas ad has turned us all into Sherlock Holmes, but why has the supermarket chosen to leave us hanging?

How Boots Will Make Magic Ahead Of A Wicked Christmas

Boots' chief marketing officer Pete Markey and VML UK's chief creative officer Ryan McManus discuss the strategy behind their latest campaign

Why Coca-Cola Has Committed To AI This Christmas

The brand's iconic 'Holidays Are Coming' ad for 2024 has been remade entirely with artificial intelligence

Keep Walking: 25 Years of Johnnie Walker's Iconic Brand Platform

The BBH-devised brand platform reaches a quarter of a century and continues to push the global whisky brand forward

What's Keeping Marketers Up At Night

Digitas UK CEO Jen Berry outlines some of the issues the agency has found that are impacting businesses just now

Humanising HMRC: How Pablo And Unlimited Group Developed "You're On It"

The campaign aims to draw awareness to the tax authority's online tools, especially its app, while initially targeting digital natives through its humour-led campaign

Acceptable in the 80s: The Creative Allure of Looking Back

From Levis turning back the clock with Beyoncé to Fanta celebrating Beetlejuice, nostalgia is here. But could a retrospective focus prevent new creativity from flourishing?

Winter Wonderland: The Christmas Ad Campaigns of 2024

A ongoing round-up of work celebrating the brand campaigns released for this year's festive season.

Three Reasons Why Pablo Has Opened Its Doors In New York

The agency's new US office will be led day-to-day by chief creative officer Scott Vitrone alongside managing director Hannah Hewitt

The Algorithm, The Tube and The Guardian: Tom Drew's Creative Life

VML's ECD shares his rather surprising creative inspirations

How Haribo and Edelman's Partnership is Helping Kids and Parents at Halloween

Edelman began working with the confectionary brand in 2023

Balance as Inspiration: Four-Day Weeks, Honest Conversations, and Kids' Books

St Luke's Flora Proudlock selects three sources that feed her strategic thinking

The Marketer Making An Iconic Move : Tesco's Becky Brock

Tesco's customer director and BBH signal fearless creativity in the latest ad campaign called 'Icons'

Spooky Season is An Annual Event More Marketers Could Tap Into

Brits have a growing enthusiasm for Halloween, making it a more attractive platform for brands to jump on board. The industry reflects on the possibility

Accelerating Change with a Smile: The AA and The Gate’s Joyride to Success

In two years this partnership has shown that effective campaigns thrive on a shared mission and bold ideas

The CEO Pulling Marketing Levers At ClearScore: Justin Basini On Building His Brand

Working with And Rising on the Charlie And Moose campaign, Basini has set a clear vision for the role of advertising and marketing in driving growth

"It's always illuminating, sometimes hard but never boring"- BBH's Alex Grieve

We catch up with BBH's global CCO on his experiences as a Brit running a global creative network

Three Things We Learned From... Ogilvy's Behavioural Annual 2024

We share a few of the insights to come out of the case studies featuring in this year's publication, including campaigns for the Mayor of London and Argos

Five Things We Learned… About The Evolution Of Retail

VML’s ‘The Future Shopper Report’ tells-all about global consumers’ shopping habits in 2024

Five Things We Learned... About Dentsu Lab Launching in London

In its mission to further drive innovation, the network has expanded the tech initiative to London

The key product of strategy is Not the brief

The Gate's chief strategy officer Kit Altin argues that treating 'The Brief' as strategy's key artefact is a big, yet surprisingly common mistake

Charity Advertising Is Booming - But What Does That Say About Us?

Spend on charity advertising is growing according to a recent report by the Advertising Association. But what does that say about the times we live in?

There Are Signs of Positivity For Marketers Despite Pre-Budget Jitters

The latest IPA Bellweather report perhaps didn't surprise when it revealed a widespread pause in spend in recent weeks, but this is an industry that cannot afford to dwell on difficulties

The marketer bringing back an enduring advertising property: Elodie Peribere

Coca-Cola UK marketing director brings back the 'The Hunk' to reinvigorate Diet Coke and inspire generations

Behind Knorr's Gaming Campaign To Promote Veggie Consumption

A look at how a campaign by MullenLowe for the Unilever-owned brand aimed to revolutionise how gamers viewed their greens

How Nurofen Plans to Evolve Its Campaign Recognising Women’s Pain

Nurofen and McCann London look to change the narrative

the age of 'conspicuous hydration'

Every trend can change, decline and evolve warns Ogilvy UK head of strategy as he looks at the consumer thirst for the ginormous adult sippy cups

The Rising Tide Of Effectiveness Proves The Need For More Long-Term Partnerships

A new report from System1 and the IPA underlines the message from the Effectiveness Awards that long-standing client/agency relationships drive growth

How Brands Can Flex To Avoid the Cringe

With the publishing of a mobile-first guide to social design in the age of creators, That Lot's team explore a range of social media musts

Five Things We Learned… About How Cadbury Conquered Christmas

The IPA Effectiveness Award-winning 'Secret Santa' campaign by VCCP has shifted hundreds of thousands of bars of chocolates while growing the brand's consumer reach

Cheers to Change: Why Non-Alcoholic Drinks Brands Are Here to Stay

With a growing consumer base that wants to socialise without getting drunk, major drinks makers have been expanding their brand portfolios to capitalise

The future of strategy is at the top of the mast

Strategists must leave the quarters and climb the mast to navigate and steer growth opportunities, argues TBWA\London's strategy director

Why Advertising Must Become More 'Open Source' To Combat Effectiveness Decline

Catherine Kehoe, chief customer officer for Nationwide Building Society and chair of the jury for this year’s IPA Effectiveness Awards, gives a battle cry for change

Why brands should give a F*ck about trends

Trend jacking might seem like a good idea for brands to draw some quick and cheap attention from young people, but it might not always be a wise one

How Ruby Wax’s Frazzled Inspires New Conversations About Mental Health

With help from Revolt, the charity has re-launched with a fresh campaign and look to make these discussions more relatable and accessible to all

Five Things We Learned… About The Growth of Guinness

Alongside AMV BBDO, the brand won The President’s Prize for Next Generation Brand Building at The IPA Effectiveness Awards

Mark Hodge: The Marketer Masterminding McCain's Brand Building

The VP of marketing at McCain Foods makes the case for the power of long-term brand building

Five Things We Learned About… McCain and adam&eveDDB’s Emotional Brand Building Success

The brand strategy proved to be the big winner of the Grand Prix at the IPA Effectiveness Awards

Why McCain and adam&eveDDB Stormed The Effectiveness Awards

Building price inelasticity and driving sales underpinned the McCain/a&eDDB success story at the IPA Effectiveness Awards

The humans making sure 'the most human brands win'

Five months after Laurent Simon joined BMB as chief creative officer, he and chief executive Jason Cobbold talk about their vision for the agency

What Impact Is The Negativity Surrounding The Forthcoming Budget Having on Advertising?

On The Agenda

TikTok, muddy hands and smoking areas: FCB Strategist's intellectual stimuli

Senior strategist Anna Green reveals her surprising sources of planning inspiration

Deconstructing Effectiveness (And How To Achieve It)

The chief strategists at adam&eveDDB know about building brands. Here they debate the levers for effectiveness

Could Kamala Harris Cull The Zombie Leader?

Jamie Elliott, chief executive of The Gate, negotiates the wasteland of old-school business leadership, viewing the US election as an example of what could come

The marketer making burgers brilliant: Katie Evans, Burger King CMO

BBH has hit the right note in helping the brand rise in the UK once more

Behind The British Cereal Brand Targeting Marketers On LinkedIn

Surreal's co-founder and marketing lead Kit Gammell explains why it aims to catch the eye of advertising professionals