richard shottonWhy ad agency attempts to boost diversity are counter-productiveOne of the most pressing problems in agency staffing is lack of diversity. But could our attempt to remedy this — by publicising the…Jan 15, 2016Jan 15, 2016
richard shottonAction bias and magpie marketersIn a recent talk Mark Ritson described marketers as magpies, flitting from one fad to another. He judged them guilty of spending too much…Nov 25, 2015Nov 25, 2015
richard shottonBlack Friday: A black day for brands?Experian has predicted that on Black Friday this year online sales will grow by 32% compared to 12 months ago, the first time online sales…Nov 22, 20151Nov 22, 20151
richard shottonWhy McDonald’s Signature range will taste better, no matter whatMcDonald’s are set to trial a premium burger. The Signature burger range, designed by chefs from Michelin starred restaurants, comes with a…Nov 13, 2015Nov 13, 2015
richard shottonWhy was Jim Stengel’s ‘Grow’ so popular when it’s so flawed?Is it possible that there’s a common approach shared by the world’s most successful brands? Grow, published by Jim Stengel in 2011, was an…Nov 11, 2015Nov 11, 2015
richard shottonThe Pratfall effect and why brands should flaunt their flawsFew bother to read the mass of reviews at the beginning of a novel, but if the book in question is the Wasp Factory, they should. Iain…Oct 30, 2015Oct 30, 2015
richard shottonHave we reached peak football?For many Brits Bill Shankly’s quote that “football isn’t a matter of life and death, it’s much more important than that” still has a ring…Oct 28, 2015Oct 28, 2015
richard shottonThe power of brand body languageOne behaviour that links offices everywhere is that food left out is fair game. Whilst this irritates those trying to keep hold of their…Oct 24, 2015Oct 24, 2015
richard shottonThe power of localised digital copyAs billboard placements go this one from Sky Sports takes some beating. Sky has run a poster featuring a giant image of Carlos Tevez…Oct 18, 2015Oct 18, 2015
richard shottonThe marketing wisdom of Yogi BerraYogi Berra died of cancer last month at the age of 90.Oct 13, 2015Oct 13, 2015