Why viral sensation Little Moons ‘backs impact over efficiency’

How does a brand move on from going viral, in a way that takes its marketing to the next level and fuels sustained growth? This was the challenge faced by mochi ice cream brand Little Moons, which took off on TikTok in January. The craze among locked-down consumers...

Marketers urged to bridge the ‘say-do’ gap

Marketers are often advised not to ascribe too much value to what consumers say they want, as their behaviour rarely matches with their words. As ad man David Ogilvy opined in 1963: “The problem with market research is that people don’t think how they feel, they don’t...

Digital’s greatest value is in exploration, not efficiency

Marketers often look towards digital marketing and transformation as a tool for efficiency and cost-savings, allowing a brand to trawl for mass data, finely target consumers online, automate the customer experience and drive customer acquisition and sales with minimal...