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Articles by Anna Dalziel
My Lady Jane's downfall was its marketing
Prime Video has announced that My Lady Jane will not renew for a second season. Considering the show’s 94% Rotten Tomatoes score and its interesting resemblance to Netflix’s Bridgerton, this news has taken fans by surprise. While My Lady Jane and Bridgerton might be different on the surface, they have one enormous trait in common: they throw historical accuracy out of the window, refusing to fit neatly into the period romance box.
Why can't advertising fix its issues around ageism?
Why, both internally within agencies and externally in work produced, can’t the advertising industry fix its issues around ageism? We asked this because, every few years the industry has a bit of a focus on ageism, then forgets about it again. We wanted to get to the bottom of why, and so asked our network. The answer is very simple — take your biggest consumer group seriously. Women 45+ make 50.3% of all purchasing decisions, yet it’s rare to see a brief aimed at us (unless it’s for menopause).
Craft Media creates a TikTok challenge with Melanie C for The Body Shop
Craft Media announces their latest campaign, in partnership with two icons ― Melanie C and The Body Shop. Featuring The Body Shop’s flagship Edelweiss skincare range, this is the first large scale paid campaign run by The Body Shop since rebranding its popular Drops of Youth range to Edelweiss in a bid to fight ageism. The Body Shop wanted their campaign to communicate the resilient building benefits of the Edelweiss‘ range.
Listen and learn from Lady Gaga
Lady Gaga’s recent tribute to the great Tony Bennett put a spotlight on intergenerational friendships It showed the world that people who are decades apart could have things in common, learn from each other and enjoy each other’s company. This surprised many people, but why? Because many view people past a certain age as irrelevant. It brought the conversation of ageism back onto the news agenda. Do you consider yourself ageist? Is your company? Most people will say no to this question.
What brands can learn from Andrew Tate
Those are not the words of some cancelled 1950s cowboy movie consigned to history, they are the words of one of the most followed and influential figures for young men today — Andrew Tate. As social media generates and promotes new characters on a daily basis, influencers are fighting to have their voice heard, and to maintain loyalty and support from their audiences.
Whatever happened to hope and kindness?
We have all known more cheerful times. If it isn’t Covid 19 and lockdown, it is strikes everywhere and the cost of everything skyrocketing. Instead of city breaks in Moscow and Kiev, there’s a full blown and horrific war going on. And politic strife has turned to violence in what seems like every other country. Are people generally being kind to each other? And is there widespread hope that matters are going to improve? Frankly, no on both fronts.
Design vs advertising: how are brands working to reflect the mood of the times?
The news would have us believing that it’s all doom and gloom post pandemic and pre-the depths of a global recession — with the bulk of Christmas ads tugging on heartstrings and playing the emotional card — but the design world would have us believing anything but.
Ageism is not about being old
Why is it that when we hear the term ageism we think old people? Worse still, why is it that the term refers to anyone over 50 when so many women start their own business in their forties and continue to work through their fifties? Although ageism is so often associated with people in later stages of life, it’s a problem that people face at all ages, no matter their birth year and it can be within age groups, not just between generations.
Changing, fast and slow
Advertising operates on the fastest moving cultural plane, that of fashion and art. Indeed, it is part of the function of an advertising agency to be closer to culture, and broader swathes thereof, than their clients. We pick up signals from any subculture gaining traction and look to ride the waves of cultural popularity, accelerating them as we do. Inevitably, this leads agencies to become extremely focused on the now, the soon, and the speculative.
Q&A with Priya Ahluwalia, founder of fashion brand, Ahluwalia
Priya Ahluwalia is the Founder and Creative Director of fashion label, Ahluwalia. Despite being only a few years into her career she’s racked up an impressive number of accolades — from getting onto Forbes’ 30 under 30 European arts and culture list 2020, to winning both the Queen Elizabeth II Award for British Design and the GQ/BFC Designer Menswear Fund in 2021. But she’s not done yet. In some ways, she’s just getting started.
Fan-first sports platforms
This article describes how most sport fans would be receptive to increased levels of sports sponsorship if the brands were to act more like fans themselves and explores this insight to investigate the five new dynamics of effective sports sponsorship.
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