Articles by Duncan MacRae

How interactive video overcomes direct-to-consumer’s core challenges

November 26, 2020 // 0 Comments

Direct-to-consumer (DTC) brands are no longer the new kids on the block. In recent years, they have taken the commerce market by storm; 97% of the UK online population now [...]

Charlotte Ashburner, PepsiCo: The Naked truth about marketing

November 24, 2020 // 0 Comments

Could you give us an overview of Naked’s marketing strategy? At Naked, we know that each product and brand starts and ends with a real person and the team spends a lot [...]

Leveraging FOMO in your Black Friday marketing strategy

November 12, 2020 // 0 Comments

The fear of missing out (FOMO) is a term that has grown in popularity over recent years as increased use of social media has propelled the phenomenon. It is not a new concept [...]

B2B healthcare marketing is in need of a creative transformation

November 3, 2020 // 0 Comments

If I asked you to think of a recent advert, what would spring to mind? Perhaps Bodyform’s #wombstories, The Automobile Association’s That Feeling, or BBC’s [...]

How to transform your video content marketing strategy

November 2, 2020 // 0 Comments

Video has been a popular format of advertising for many decades, with its roots firmly in the TV world. As technology has improved and new digital channels have emerged, [...]

Personalisation is key to retail success

October 30, 2020 // 0 Comments

Personalisation will be the key for retailers to create a compelling experience as shoppers settle into their new post-COVID-19 habits, with retailers need to consider [...]

Up your user-generated content game to corner the social media market

October 29, 2020 // 0 Comments

a customer taking photo of meal with smartphone

From the days of flyers and telephone calls to the evolving world of social media content and tailored online advertising, brands and businesses are constantly thinking of [...]

Deadstock discounting and Instagram are encouraging poor consumer patterns

October 29, 2020 // 0 Comments

Changes in consumer needs, expectations and behaviours are to be expected over time and, in many cases, patterns can even be predicted. But what retailers must remember is [...]

Packaging: The most commonly used colours to sell food & drink

October 28, 2020 // 0 Comments

The food and beverage sector is saturated with consumer products that range from biscuits and cakes to beer and soda. To stand out among a crowded market, manufacturers and [...]

Social media is the wild child of marketing – here’s how to get control

October 27, 2020 // 1 Comment

If you’re like many other B2B companies, your social media investments are growing significantly – all while you’re becoming increasingly worried about keeping control [...]