Year 1880. Music and advertising meet for the first time. The product? The first funicular railway on Mount Vesuvius, in Naples, Italy. The song? “Funiculì Funiculà”, a musical invitation to step aboard and try such an innovative means of transportation.
In times like these, the temptation is to try to provide inspiration. I believe nobody can claim to have any or all of the answers for anything right now. That’s quite a mouthful for someone that does not believe in absolutes. What has happened around the world in the past month or so is only unbelievable if you believed in the infallibility of mankind. So let’s begin with the acknowledgement that nobody is an “expert” at anything. Let’s start anew in humility.
Stores closed with stocks hanging on the racks, operations and deliveries hindered, new launches and new shootings canceled or frozen due to travelling bans. There’s no doubt that fashion is one of the industries that has been most heavily impacted by the Covid-19 outbreak.
With the aim of supporting our clients navigate the Covid-19 crisis and steer their communication efforts in the right direction, we analyzed how brands dealt with the Coronavirus emergency and lockdowns.
If 2020 marks the beginning of a new decade, the year 2019 already showed some signs of innovation that will get momentum in the year to come. So, what comes next? In my job I constantly monitor and visit blogs, magazines and websites from different domains and can’t help noticing and spotting current and new styles and trends.
In an industry made of countless brands of all ages and positionings, the ones that are to survive and thrive will have to be able to correctly interpret and act upon the changes that are revolutionizing not only the fashion industry, but society and business at large. In this article I will try and outline the most relevant changes and trends that fashion brands are experiencing at the moment.
Ever wonder what the most desirable quality is in future leaders? According to a survey conducted by the World Economic Forum, the answer is creativity, described as "The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
Becoming a million-dollar-revenue agency is a dream that many of us want to achieve. It would mean that all your efforts put you on the right track for success and that more doors can soon open to your business.
When you need to manage international marketing and communication projects to export your brand or product to new countries, it’s useful to take a thorough, humble and well-structured approach to the task, keeping some relevant key aspects in mind and following two golden rules: don’t take anything for granted and rely on the know-how of experienced professionals. Because – it should go without saying – addressing users from different markets is far more complex and riskier than trying to engage an audience you know like the back of your hand.
In our profession, presentations are the core of our work and the way we present, visually, verbally and physically, is key to our job. A presentation is our face, the frontline of what we’re selling, no matter if it’s a budget, a brand strategy, creative stuff or a social media editorial plan. Even the tiniest and least important project deserves to be presented properly.
Marketing is changing. And the approach that we’ve commonly used no longer keeps up with this shift. In the old days, our marketing mix was ruled by Jerome McCarthy’s 4 Ps: Product, Price, Place, Promotion. Now we need to focus on the human side and rather follow another model that we believe to be more consumer-centric - the 4Cs developed by Robert Lauterborn: Consumer, Cost, Convenience and Communication. These should be the bases of every marketing strategy. But what differs between the two?
In my over 15 years of experience as an award winning painter and Creative Director, during which I’ve had the chance to cooperate and come in contact with outstanding creatives and artists – The Ad Store’s founder Paul Cappelli, creative founding partner of TBWA\Hunt\Lascaris John Hunt, Kenian artist Cyrus Kabiru and Moyo Okedigi, Professor at the University of Texas, USA – I have juggled between galleries and ad agencies, and I see a very strong correlation between art and creativity.
A new playbook for the retail & fashion industry to deal with undisciplined consumers. Business leaders are frequently quoting that “the only certainty is change”. They couldn’t be righter but yet so many companies lack the necessary set of attitudinal and behavioral competences that can truly drive change.
We live in a crazy busy world, overwhelmed every day with pieces of information coming from many sources. We are all online almost 24/7, checking our social media profiles or posting selfies. Computers, mobile phones, tablets -- it doesn't matter the device, we want to be able to have access to whatever we want anywhere, at any time.
How important is it to listen to your target in developing a communication project? We believe that listening is of the utmost importance - the foundation of any creative strategy and project. Read this article and discover a list of the main Social Media Listening tools, why you should use them and to what advantage.
Art is all around us but that’s not to say it’s not difficult. Creativity is volatile and unpredictable at times. Often, right at the peak of inspiration, the mind wanders and is bogged down by distractions. Innovation and creation aren’t natural occurrences but the products of thorough cognitive processes that create, update, and transform ideas.
What is SEO copywriting? How much can it impact on generating traffic to a website, blog, landing page? How can you reach the highest rank in search engines? If you ever asked yourself these questions before reading this article, it means that my SEO copy strategy is working.
Today, the relations between a brand operating in the pharmaceutical industry and its users are no longer as smooth and streamlined as in the past. It has become multi-faceted. Both doctors and patients have many communication channels to do exhaustive research and get tons of complex information.
The restaurant sector is at a turning point. The impact of digital and other changes in consumer needs have led the industry players to change their business model in order to generate higher profits.
A digital restyling project is a complex activity in its own nature. Here, we’ll try to outline the journey that brought to the renewal of Meridiana digital assets.
How can you successfully market your business online to stay relevant and in the running? These 8 rules will help you to take your destination marketing to the next level.
Today, the efficiency of a communication campaign is measured by its ability to create continuous exchange and emotional engagement with the consumer. How? Read this article to discover more.
Design Thinking is an incredibly popular buzzword. Brands such as Google or Apple have adopted this methodology. But what it is exactly and why it is becoming so popular?
If you too believe in the power of human communication, find out how your agency can become an Ad Store in your country.