This just in: brands fail to connect outside London
by Marie Maurer, Planning Director, Ogilvy & Mather
It comes as no surprise to your travel-weary, rain-drenched, mud-splattered GOT team that a recent study by Trinity Mirror has revealed that “almost all major brands” fail to connect with people outside London.
From our escapades North, South and everywhere in-between, we are gradually building up a portrait of Britain beyond the London borders. Britain today, not yesterday. All of Britain, not ‘a couple of focus groups in Manchester’.
We’ve discovered what it means to be ‘normal’. What it’s like living in the most divided town in Britain. And that growing old in Eastbourne doesn’t mean bowling greens and bandstands.
In 2017, it’s imperative that our industry reaches out beyond the M25 to forge broader and deeper connections with people all over this green and pleasant land (and beyond).
61% of people who live outside London believe Londoners don’t share their values.
Brands that fail to connect outside London, fail.
