Why you should never have a 'target audience'
The terms ‘target’, ‘audience’ and ‘consumer’ have a subtle, pervasively negative impact on all our brand marketing. By being aware of this and placing our focus instead on well-founded human insights, we can develop a productive empathy for the people we want to buy our brands.
ASA gender stereotyping: No smoke without fire
The message to take away from this week is not about whether the ASA’s gender equality rules are right, or indeed if they have gone overboard in applying them. This is about forcing equality, or lack thereof, to the top of the agenda.
Can machine learning help us design better ideas, brands, products & services?
An ever-increasing number of brands and agencies are exploring how best to use tech to enhance how they can get their products and messages in front of consumers and also, how they evolve the products themselves.