Branding: what’s in a name change?

Naming can make or break a brand. Along with the investment risk, a temporary name change has the potential to alienate…


The Behavioural Economics series: Value Perception

Perceived value is the value that a product or service has in a consumer’s mind. They’re usually unaware of what goes…


Consumers don’t have time to focus on every brand. Make them want to make time for yours.

We know all too well, that people have even less time and patience for marketing messages and content these days. And…


The Behavioural Economics series: Restraint bias

As Oscar Wilde once said: “I can resist everything except temptation.” The Kellogg School of Management, in…


Bumper ads: How to tell a story in 6 seconds

Since 2016, YouTube has been offering advertisers six-second ‘bumper ads’ to help beat short attention spans, and 2018…


The Behavioural Economics series: Status Quo

When it comes to making decisions, we often unconsciously consider things that are comfortable and familiar.  Things…


Behavioural economics: A question of ethics

Behavioural economics is helping brands to innovate as well as improve products, services and the customer experience,…


Top 5 Packaging Trends 2018

Consumers are demanding more from their packaging design, from alignment with ethical and social preferences to…


Stand up and be counted by your consumers

Consumers want brands with values, and they want them with a big old helping of bravery. Brands are being challenged to…


The Behavioural Economics series: Decoy Effect

Adding a less desirable option (a decoy) makes other options more appealing. A decoy can equally be a strategically…


School of Thought

On Saturday 23rd and Sunday 24th June, I headed over to McCann’s head office in Prestbury for the School of Thought…


The Behavioural Economics series: Commitment: Personal Investment

The more involved people are in creating something, the better they feel about the end product! This can lead to…


The Behavioural Economics Series: Reciprocity

In response to friendly actions, people are frequently much nicer and much more cooperative than predicted. And…


The Behavioural Economics Series: Priming Effect

Priming is something that happens at a very subconscious level. Often when we are exposed to a stimulus like sight,…


The Behavioural Economics Series: Scarcity heuristic

As the saying goes, “we always want what we can’t have”. And that’s exactly what the scarcity heuristic is. It’s a…


The Behavioural Economics Series: Bizarreness Effect

Understanding why we make the choices we make gives you a greater opportunity to influence them, and is changing the…


The Behavioural Economics Series: Norms

As individuals, we're genetically programmed to “follow the herd”, which in more primitive times meant our survival.…


The Behavioural Economics Series: Chunking

The chunking theory groups lots of smaller elements in a sequence or process into sections to make it easier to decode…


Retail Safari in Barcelona

Although it wasn’t, it felt like our first time in Barcelona. This time, instead of sightseeing we did what we love…


Shopper Report - Shopping Uncovered: Six Forces of Shopping

Shopping Uncovered is a shopper report exploring how we shop today. What drives people to buy? Does it change if your…


Retail Safari - The ART of selling (Amsterdam)

The Market Creative had a company away-day recently to Amsterdam for a Retail Safari, in the hope of identifying retail…


Gamification in retail

Gamification in retail and marketing is about using consumers’ willingness to play games to deliver a particular…


Omnichannel retail experience: more than just a numbers game

One of our clients told me about a fairly remarkable omnichannel retail experience a couple of weeks ago that…


Sponsorship marketing | Ready, set Glastoooo!

Festival season is once again here, and so is the infamous Glastonbury.  More and more brands are leveraging…


Innovation tour: Leveraging Local Communities

On our latest innovation tour we caught a glimpse of national brands leveraging their local communities through…


Strategic and creative marketing for GMGB

We’re delighted to announce that we won a three-way pitch to provide strategic and creative marketing services to…


Getting the most out of location - specific retail marketing

Driving foot traffic to a specific bricks-and-mortar retail outlet may seem something of a traditional art, and it is…


JD Sports Takes Shopper Marketing Up A Level With Flagship Store

Being only a stones throw from The Trafford Centre means we love to visit new and exciting retail and shopper marketing…