Monthly Archives: December 2015

2016 Preview: most likely to succeed

Our panel of contributors were asked which companies or brands they thought would succeed over the next 12 months. Their suggestions ranged from the specific to the general. “Following their recent takeover by Banco Sabadell and continuing evolution and competitiveness of their offering, we expect TSB to have a very strong 2016.” Virginia Monk, MD,… Read more »

2015 Review: the biggest disappointments

2015 was undeniably a difficult year for pollsters, but who — or what — else did our panel of reviewers pick among the biggest disappointments of the last 12 months? Source: 2015 Review: the biggest disappointments

2015 Review: the biggest disappointments

2015 was undeniably a difficult year for pollsters, but who — or what — else did our panel of reviewers pick among the biggest disappointments of the last 12 months? The iPad Pro launch felt like it had all the potential to occupy a (small) gap in the market, but its execution has left so… Read more »

2015 Review: the biggest success stories

The artist Pablo Picasso said “action is the key to all success”. So who has taken action and reaped the rewards this year? “Dublin and Ireland – the fastest growing Euro economy area in 2014 and again in 2015. I visited Dublin in September 2015 for the ESOMAR Congress and I was blown away by… Read more »

2015 Review: the biggest success stories

“The non-stop growth of disintermediation brands, with Airbnb and Uber leading the charge.” Virginia Monk, managing director, Network Research Source: 2015 Review: the biggest success stories

Mustard EOY Awards: Best marketing of 2015

To wrap up the year, the team voted for their favourite marketing campaigns of 2015 in the very first Mustard EOY Awards. Each Mustard used their unique industry expertise to self-nominate the brand they believe most successfully championed creativity, innovation and success in the categories of industry-related PR, advertising, branding, design and PR trends. We put… Read more »

2015 Review: the best campaigns

“Airbnb’s ‘Never a stranger’ ad campaign. The brand represents such an exciting proposition at the moment, and looks likely to push forward the trend of disintermediation further.” Virginia Monk, MD, Network Research. Source: 2015 Review: the best campaigns

Post-Demographics and Generational Marketing

In the area of customer experience and loyalty, demographic profiling is king. Building an outline of your customers through traditional demographic data, and tailoring customer experience and engagement programmes through this data has been standard for decades. But the landscape is changing. Two years ago, David McCorquodale, head of retail at KPMG claimed “age structure,… Read more »