Is this you? As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
Claim your profile
Articles by Anton Jerges
Brand experiences need to learn the art of 'edutainment'
Sign in to continue Email address Password Stay signed in Limited free articles a month Free email bulletins To receive full access to Campaign's content including: Unrestricted access to all The Information and The Knowledge content Access to Campaign's in-depth features and coveted reports including additional School Reports analysis, the Annual Salary Survey, and supplementary insight from Campaign's Best Places to Work Regular data-led insight reports from Campaign Red, our new global...
How can brands stand out this festive season?
How can brands stand out and capture holiday spending, and encourage consumers to shop with them this year? We asked three marketers in our network where they think strategic advantage could lie. The festive season is a bun fight as brands scream for attention in their bid to entice shoppers to pick their brand over the competition leading up to Christmas.
Six steps to change voting habits of the younger generation
Only 46% of Americans aged 18-29 voted in their last election. In the UK it was hardly better, at 50%. These figures compare with the overall turnout in the low 60s in the US and high 60s for Britain. Famously in Britain, it is claimed how, if more younger people had voted, then the Brexit vote may have been to remain.
Blurry Realities: why young people are embracing analogue
Analogue technology has been making a comeback over the last few years, with formats like vinyl records growing annually as more fans want to get their hands, literally, on the music they love. And we’re not talking dilapidated copies of ’70s bangers; last year in the US 7% of all vinyl sales were Taylor Swift records. Even cassette tapes are enjoying a boost in popularity, with artists like Billie Eilish, Lady Gaga and Beyoncé releasing music in the format.
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).
P&O Cruises aims to turn cruise sceptics into believers with new campaign
P&O Cruises and Pablo London have unveiled a new brand platform, ‘Holiday Like Never Before’, inviting holidaymakers to rethink what they believe they know of the cruise experience. The new brand positioning recognises that when it comes to holidays, Brits are often creatures of habit, taking comfort in the familiar. The brief was to challenge audiences to expect more from their holiday by presenting an alternative option.
Check Your Baubles campaign urges women to check their breasts this Christmas
The Pink Ribbon Foundation (PRF), a trust dedicated to providing support to breast cancer charities, is urging women to ‘check your baubles’ this Christmas in a new social campaign by creative agency, Leith. Check your baubles features misshapen and dimpled baubles, which represent some of the visual changes breast cancer can cause to the appearance of breasts.
Navigating advertising during a cost of living Christmas
The holiday season in the UK brings joy but also magnifies the challenges faced by many families in the midst of a cost of living crisis. As brands showcase their budget breaking Christmas campaigns, how are they balancing sales goals with an understanding of the struggles being faced by those most in need this year? Understanding the climate Rising costs have made Christmas an increasingly daunting time for working class families.
Gen Z: getting to grips with a contradictory generation
Gen Z must be one of the most analysed groups ever Brand marketers have poured over what makes them tick. Those of us who belong to other generations are often stumped by what we see. But let’s start with a simple truth. It’s lazy thinking to lump this group of approximately 2 billion people into one large values set, and we’re all guilty of having done it. The same goes for any other demographic, but it’s particularly pertinent here, as ‘Gen Zers’ are still developing and finding an identity.
PETA and House 337 urge people to stop killing turkeys in new Christmas campaign
People for the Ethical Treatment of Animals (PETA) and House 337 have partnered to create an animated film that calls for a new Christmas tradition — one that excludes the killing of turkeys. In a 90-second film set in a picturesque Christmas town, Tessa the Turkey, voiced by actress Jane Horrocks, sings Deck the Halls, but with the lyrics changed to comment on the festive customs she encounters on her way.
Unmasking the magic of creativity
Back in 1905, the Magic Circle was formed. As an organisation dedicated to promoting and advancing the art of magic, it has a simple, single minded, very Latin motto – “Indocilis private loqui”, roughly translating to mean ‘not apt to disclose secrets’.
West End's Mrs. Doubtfire hits the small screen in industry first Christmas ad
In a media first for the industry, a dedicated TV ad for the West End comedy musical Mrs. Doubtfire is hitting screens this week. Created by Miroma-owned advertising agency for live entertainment, Dewynters, this is the first time a scripted Christmas advert has been made to promote a theatre show in the UK. The 60-second spot features Gabriel Vick — star of the production at the Shaftesbury Theatre — in character as Mrs. Doubtfire. The creative sees Mrs.
Power shift: inclusivity is in
The first thought that popped into my head when thinking about ‘who cares’, is how important it is for businesses and brands to show they care in the current climate. In 2023 it seems to be a new standard for consumers that brands actively try to platform, be diverse, and comment on societal issues. An example that made me register a shift in consumer expectations, was seeing the rebrand of Victoria Secret.
Behavioural science: how it helps lifestyle and wellness brands
More of us are paying attention to ourselves and our long-term wellbeing… Perhaps we lack faith that institutions, like universities or workplaces, can be there when we need them. Wellness brands, of course, rush to offer solutions. There’s a constant stream of new health tech, mental health apps, supplements, and exercise trends. And huge potential for brands to help us to help ourselves.
Connected packaging, with Appetite Creative's Jenny Stanley
Jenny Stanley, MD at Appetite Creative, talk to MediaCat Magazine about connected experiences for good, the importance of inclusivity and the benefits they offer across brand loyalty, engagement, real time adaptability and special functionality such as audio, as well for the visually impaired. She explains why connected packaging is more than just games and competitions. Hi Jenny, thanks for talking to us. So why are brands getting more serious about using technology within packaging?
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.
How Gen Z is redefining sustainable living
Gen Z, the eco-conscious generation, is switching to a meaningful lifestyle that aligns with its core values. They are tired of the luxury brands, social media, and the over-consumption of products and information that negatively impact their well-being. As a result, luxury brands face a challenge in attracting and retaining the engagement of this new generation.
Generation Discontent: Q&A with We Are Social’s Jerome Courtial
For this interview MediaCat Magazine‘s Content Editor, Andrea Buzzi, spoke to We Are Social’s Head of Strategy, Jerome, to get his thoughts on the discontent between Gen Z and millennials, and whether they really as discontented as they say. Someone called us ‘Generation Discontent’, as in never happy with what we achieve, nostalgic, and insecure. Why is this the case?
What over 50 looks like: interview with MullenLowe’s Ayesha Walawalkar
MediaCat Magazine recently joined MullenLowe’s event This Is What Over 50 Looks Like, which aimed to stamp out ageism in advertising for good. The event also included a private viewing of a photographic exhibition by blind photographer, Ian Treherne, who has captured shots of what it looks like to be someone over 50 in the UK right now.
Channel 4.0 chose e.l.f Cosmetics as its Official Beauty Partner
Channel 4.0 has signed its first branded deal with e.l.f. Cosmetics, the US’s #1 favourite teen cosmetics brand which literally stands for ‘eyes, lips, face’, and is clean, vegan, cruelty-free and Fair Trade Certified.
Stuck in the '50s: the broken model of the traditional AD agencies
The road ahead is lit by the bridges you have burned in the past. Burn baby burn. Let’s torch it all. This whole god damn system. The entire way the industry works. Or doesn’t. Tear it all down. It’s old, it’s antiquated, it doesn’t work, it burns people out, breaks spirits and drowns souls. It generates increasingly worse and worse work for less and less money. Advertising is a multi-billion dollar market that still runs on a broken business model created in the ’50s.
Kill demographics and community-led targeting to create new truths
The chomping mouth of advertising discourse has moved its ugly eye onto the outdated and ineffective practice of demographic targeting. A recent swathe of articles have heralded ‘community-based targeting’ as the strategy for 2023, with TikTok being particularly well-placed to capture all manner of communities. Down with demographic segmentation First up let’s say, yes, fantastic, sold.
It’s OK to be a ‘Marmite’ brand — as long as it's authentic - MediaCat
In an increasingly competitive landscape, brands must take risks to stand out and draw consumer flavour. However, that’s not to say it isn’t intimidating. A poll of 300 marketers conducted by CIM found that many fear their brand being ostracised for some sort of social faux pas, with 41% fearing they will become the next victim of global ‘cancel culture’. Yet, this behaviour shouldn’t mean marketers should resort to ‘safe’ ideas simply because they are afraid.
Show More
loading
Actions
Is this you?
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.Get in touch with Anton
Contact Anton, search articles and posts on X, monitor coverage, and track replies from one place.
Learn more about Muck Rack