Matt Pye
OpinionRetailers can look to their marketing past for a brighter future
As consumers embrace nostalgia and retro ad campaigns, retailers can draw on past successes to introduce their products to a new generation
AnalysisRetailers should build emotional currency to win hearts rather than minds
When it comes to hard gigs in marketing, there can be few tougher than selling the benefits of mouthwash. Listerine has taken a new approach
AnalysisRetailers should look to tie up with influencers for their marketing
Doritos getting in touch with their inner lad is an example of how retailers could effectively tie-up with influencers for their marketing.
OpinionLet’s kick stereotypes into touch ahead of this year's Christmas ad blitz
When they only had 30 seconds to get across a message, it was no wonder the Mad Men of yore relied on stereotypical characterisation.
OpinionComment: Dove’s tear-jerker ad engages with hard to reach male market
Happy belated Father’s Day to all dads. I hope your comedy socks survived their first wash. If not, there will be another pair next year.
OpinionMicrosoft’s Halo campaign is a masterclass in how to engage with consumers
Retailers can learn a lot about launching new products or stores from Microsoft’s multi-faceted marketing campaign for Halo.
NewsComment: Supermarkets should not trumpet price cuts as an end in themselves
First Direct has succeeded in changing value perceptions in a way that could hold valuable lessons for supermarkets locked in a price war.
OpinionComment: Retailers could learn a lot from Skoda's eye-tracking technology
For all the talk of how digital technology can bring a more engaging experience to customers, the reality is that a lot of digital creative is actually quite passive.
OpinionComment: Vloggers can provide retailers with the authenticity they often lack
Consumers engage with video content like no other form, but brands’ efforts to go it alone have been patchy.
OpinionComment: Dulux’s colourful campaign uses social media to tell story
Dulux’s latest series of advertisements harness social media and storytelling, creating an experimental and emotive campaign.
OpinionComment: Lidl has upped its marketing game as it focuses on quality
Lidl has launched a new campaign about quality as it continues to convince middle class shoppers it is a serious contender.
OpinionSocial and mobile combine in Heineken's Where Next campaign
Those clever chaps at Heineken have done it again. Not content with using science for the greater good of mankind (brewing beer), they have now launched an exciting social media campaign.
OpinionVideo: What Coca Cola's drones can teach retailers about digital marketing
In the era of the agile consumer, peoples’ lives have been transformed by technology. We think in the now, are open to novelty and innovation and will act quickly if bored, frustrated or enticed.
OpinionComment: Ryanair's first TV ad is only the first step in its image turnaround
Ryanair’s first ever TV ad campaign offers plenty of pointers for retailers - the unpopular airline is on a mission to change its image.