When deciding how to stand out at Christmas, it is vital that brands leverage and amplify their DNA - taking what is at the core of their identity and leveraging it in a way that is likely to resonate with consumers on a festive level.
A wealth of case studies suggest it is unwise to use simple rules of thumb. A sample of more recent results shown in the chart below reveals long-term multipliers ranging from one out to eight where the size and colour of the "bubble" indicates the multiplier found for 30 different brands...
The art of vlogging (video-logging) has been a source of revenue for many YouTube stars and fashion brands, due to the mutual benefits it brings to both parties. With YouTube taking 4 billion hours each month of our internet time and ranked the second most visited website, it is no wonder YouTube is advertiser's honey nest.
We have just seen the launch of this year's Christmas adverts for Marks and Spencer and John Lewis, as well as a slew of other department stores and supermarkets - Sainsbury's is launching its campaign tomorrow.
"The consumer isn't a moron; she is your wife." So said David Ogilvy, the man who founded the company I work for. It's a memorable quote, in no small part for the way it reveals attitudes of his time (it appears in his book, Confessions of An Advertising Man, first published in 1963.)
Fast-forward to the present day and our media landscape looks like a shattered kaleidoscope - ridiculously fragmented, all over the place. The democratisation of media; handing power back to people so they can read and watch what they want, when they want (not to mention be publishers and broadcasters themselves) has fundamentally changed the way media owners and brands operate together.
Grab a cigar, the next generation of TV ads are being born. They are a spitting image of their parents, but they've evolved to become interactive, more engaging, and more digital. But how do they work?
As the government removes the default retirement age and the size of the UK population over the age of 50 increases yearly with national healthcare generally improving, one would imagine that careers for older people should continue to flourish. However it appears that in many industries, the opposite is true.
10 startups have made it through to the final stage of The Irish Times FUSION programme. FUSION puts startups with no prior experience of the adverti...
The bottom line? You have all been absolutely wonderful to work with on so many levels. The commitment is deep. You are all exceptionally talented professionals. You have given, and give, so much. It has made a substantially positive difference in my little (OK, not so little) social world.
According to Juniper Research, the number of smartphones will more than double by 2014 and exceed 350 million by 2017, making it easier for people to remain connected at all times.
When you graduate, you open a door. That door leads into a grey room and when you are inside that grey room, there is no turning back. This isn't adulthood, this is that limbolic period in between. You cannot see the walls past the hazy weariness inside your brain and you cannot make out the exit.
Despite David Cameron regularly meeting with captains of industry and committing to growing other sectors, advertising is not awarded the same attention. That's despite the fact that for every £1 spent on advertising, £6 is generated for the economy, compared to between £2 and £4 in most other industries
The Mums and Dads, kids and Grandparents browsing the App Store from their iPad don't care about the difference between 'closed' and 'open' methods of delivering apps - they just want a system that works, and that's what Apple is delivering right now.