The insurgent customer: confronting energy pricing in the UK

Thirty years ago in the UK, (aeons for marketing types who exist on quarterly horizons), the utilities were state-owned, and so advertising them was akin to writing a tone poem: no tactics, no core message, as there was no market: just solemn content about how they served as life’s platform. Now, in the midst of … Continue reading

Planners are flat earth thinkers when it comes to demographics

The Financial Times has a good quality reader survey that got me thinking. In social science research, and in the applied end of the practice in advertising and marketing, there’s an entrenched interest in demographics. It could be argued that media planning in particular is a blend of demographics, spots and frequencies.  But demographics only … Continue reading