UK consumers wouldn’t care if 75% of ‘tired brands’ ceased to exist

UK consumers wouldn’t care if 75% of ‘tired brands’ ceased to exist

New research from independent creative agency Impero has determined that the vast majority of UK consumers (70%) are more likely to avoid brands that they see as tired. The study of 2,000 shoppers of all ages and incomes across the UK mirrors recent studies that suggest consumers wouldn’t care if up to three-quarters of brands ceased to exist. Ben Hyde of Impero said: “Through this study, we were able to identify four pillars of brand vitality: ambition, boldness, surprise and relatability. Ambitious brands don’t follow trends, they create them; bold brands challenge the status quo and reinvent themselves; surprising brands can adapt and excite and don’t get bogged down in their own heritage; while relatable brands genuinely share the values of their target market.” Perhaps unsurprisingly, vitality is even more important to the youth. An incredible 88% of consumers aged 16-28 say they ‘probably’ or ‘definitely’ spend more with brands that are bold, surprising, ambitious and relatable Within some industry sectors, around a quarter of higher earners are spending more than £1,000 a year with brands that are ambitious, bold, surprising or relatable, over their tired competitors. Hyde added: “We believe fixing brand tiredness can boost profits and win back shoppers, and is a particularly effective way to engage younger consumers and higher earners, with significant sums at stake in key sectors. The good news for all brands is that 85% of respondents say they would go back to a formerly beloved brand if it revitalised itself to be ambitious, bold, surprising or relatable once again.” Source: Media...
Brand rankings: who do young people love?

Brand rankings: who do young people love?

According to new research led by YouGov, Netflix is the most positively talked about brand among 18-34 year olds. For the second consecutive year the streaming service leads YouGov’s Millennial Rankings with a score of 77%. Followed by Spotify at 73%. Primark and Apple share third position at 71%. Facebook and McDonalds both share a score of 70%. The rest of the top ten is made up of gaming (PlayStation: 69%), travel (Airbnb: 69%), tech (Apple iPhone: 69%) and homeware (IKEA: 68%) industries. “Netflix’s popularity shows no signs of abating,” said Michael Stacey, marketing insights manager, YouGov. “The streaming service continues to expand its offering, as well as investing in its own ‘Netflix originals’. “By its very nature Netflix’s content invites discussion, and YouGov’s rankings show that the brand has certainly harnessed the power of word of mouth recommendations to gain a loyal following among a younger generation of viewers.” There is still a strong presence from ‘affordable brands’, such Primark, McDonalds and IKEA. Even though Stacey also noted that tech features prominently in the rankings.  Cinema chain Vue (11%), Visa (9%), Google Phone (7%), and Grey Goose (6%) experienced the largest uplift in ‘positive word of mouth.’ Source :...
#flashbackfriday: Gregory & Gregory

#flashbackfriday: Gregory & Gregory

This week we were tickled by the re-brand of Greggs as hipster-foodie outlet “Gregory & Gregory.” But pastry fans can breathe a sigh of relief, as Greggs were just pranking foodies at gourmet festival, Syon’s Park Foodie Festival. Promoting their new summer menu, the chain recorded customers reactions to being told their posh snack was in fact, Greggs. Foodies Festival is a three-day event attended amongst some of the biggest names in the business including Michelin-starred chefs from the UK’s top gourmet restaurants and TV chefs. Gregory and Gregory were bebuting new menu items such as a feta and beetroot dip salad with a roast vegetable grain, an oriental chicken sticky rice salad and their first ever vegan addition – a Mexican bean wrap. When told he was in fact eating Greggs, one surprised festivalgoer said: “You wouldn’t normally find me in a Greggs but I think what they’ve done with these new salads is brilliant. I’ll certainly be popping in there for lunch in future.”...
The Media Angel in National Finals of Prestigious Marketing Awards

The Media Angel in National Finals of Prestigious Marketing Awards

For the second year running we are pleased to announce that we have been shortlisted for The Drum Marketing Awards. Our entry for “Public Sector Marketing Strategy of the Year “ was for The National Botanic Garden Of Wales’s Summer Campaign for 2017 which helped to dramatically increase their family footfall by 43%  to the Gardens . The Drum Marketing awards celebrate the best marketers and campaigns nationally and internationally. Open to advertising agencies, in-house marketing teams, design consultancies, digital agencies, PR companies and integrated agencies we are pleased to represent Wales against some of the larger UK agencies. The Drum Marketing Awards are considered to be one of the industry’s most sought after accolades and have many prestigious judges such as Michal Szaniecki, marketing Director, Volkswagen and…. Vanessa Fitzgerald Regional Director, Northern Europe, Facebook. We created a multi faceted campaign which focused around the new British Bird of Prey Centre utilising Out of Home (OOH), On line, regional press and radio.  We are shortlisted along with some impressive national campaigns such as BBC Children in Need “Do Your Thing” and Kindered for HM Treasury and The Royal Mint. Alison Debono, MD of The Media Angel said “We are beyond thrilled to be representing Wales as finalists at The Drum Awards 2018, especially as we are in the same category as such huge brands.” The results will be revealed and the trophies handed out at the award ceremony on 30th May at the Park Plaza Westminster Bridge Hotel,...
Finalists at The Drum Marketing Awards 2017

Finalists at The Drum Marketing Awards 2017

The Media Angel are thrilled to have been shortlisted for The Drum Marketing Awards 2017. These awards celebrate the best marketers and campaigns and were internationally open for the first time this year. The Awards are open to advertising agencies, in-house marketing teams, design consultancies, digital agencies, PR companies and integrated agencies. Submissions were judged by a panel of senior marketers from globally renowned household brands including Andrew Rayner, Marketing Director Nando’s and Faye Harcourt, Head of marketing Nickelodeon UK & Ireland to name a few. The Awards are open to advertising agencies, in-house marketing teams, design consultancies, digital agencies, PR companies and integrated agencies. Submissions were judged by a panel of senior marketers from globally renowned household brands including Andrew Rayner, Marketing Director Nando’s and Faye Harcourt, Head of marketing Nickelodeon UK & Ireland to name a few. We have been nominated for Media planning and Buying Strategy of the Year- for work with our client The National Botanic Garden of Wales on their summer 2016 marketing campaign which helped boost their family visitor numbers by a massive 63%. A creative multi faceted campaign which focused around the opening of their Butterfly House/Plas Pili Pala, included video, on line quizzes, OOH, radio and print. We are delighted to be finalists and to have been given this accolade. In our category we are amongst national agencies and national & international campaigns from well known brands such as Dominos Pizza/ Arena Media, AXA/Havas Media, Heineken UK/ Mediavest, Channel 4/ OMD, Sainsburys and Virgin Atlantic/ PHD. Alison Debono, MD of The Media Angel said “We are beyond thrilled to be representing...