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 Fi Case
Demogs are dead, mindsets are massive
In recent audience work for various clients of ours, age has not just become immaterial, we’ve simply ignored it. It’s no longer that important or useful to us to know which generation our customers are from. Generational splits are a default way of working and marketing that’s moving past its sell by date. They’ve been a comfy pair of slippers for many years because we haven’t had better ways of considering our audiences and what actually makes them tick.
50 and thriving: time for brands to wake up
Our demographic is huge and is currently marketed to by Saga, menopause products, Life Insurance, pension planning and funeral homes! I’ll take some Tena Lady nappies and a Stannah Stairlift, please! That said, I was hugely moved by the film that Tena produced, #LastLonelyMenopause in 2022, which told a beautifully empathetic story of hitting the menopause, and what that feels like. The thing is that as you age, you don’t feel old. I have teenage sons who keep me young.
Don’t let age be the barrier
In an industry in which ageism is rife, Fi Case urges employers to keep an open mind and not let age be a barrier. Director Bandstand When talking about inclusion, I think it is interesting to talk about the lack of inclusion of over 50s across our industry and beyond. A better word for this might be Ageism. There is regular debate about the ‘inclusion’ of over 50s in our workforce.
Can big brands be challengers?
Can established brands still be challengers? Or is this easy to say but hard to do within big organisations with lots of red tape? Covid-19 had a number of businesses acting like start-ups, but many have since largely returned to their old ways. Did many, or any, maintain a challenger mindset? Or learn anything insightful from how they operated during early pandemic years? Are any still acting agile as a result? If so, how? Our network replied… The biggest challenge for large organisations is inertia.
Putting a ring on creativity at Cannes
Last year at Cannes, AI was the talk of the town. This year, As Yonca Dervişoğlu put it so concisely at the ‘Redefining the Role of the Marketer in the Age of AI’ panel on the LinkedIn rooftop, focus has shifted from the ‘wow’ to the ‘how’ of AI. Just as the stages of Cannes Lions were previously dominated by talk around digital marketing or big data — and the threat they posed to our industry — now they’ve become an invisible part of our lives.
Q&A: Katie Mares on how brands can market to women
Katie Mares is a customer experience expert and the author of CustomHer Experience. As part of MediaCat’s Fame and Attention theme this month, Content & Social Editor, Svilena Keane, reached out to Katie to discuss why brands should pay attention to women buyers. During the interview, Katie explained what makes women ‘the world’s most influential consumers’, the physiological differences between men and women, and how brands can market to their female customers. Hi, my name is Katie Mares.
Menopause: it’s a right laugh
Especially when it comes to advertising. Having celebrities become part of your campaign is like bringing two brands together. The views people have of celebrities you partner with, they’ll in turn associate with your brand too. But if done right, we truly think fame is an incredible tool for reaching wider audiences and raising awareness. We recently had a very unique experience of this.
Why purpose is still showing up at Cannes
Purpose was once again rightly on the agenda at Cannes Lions, with 66% of Grand Prix or Titanium Award winners containing a purposeful brand action, up 4% from the year before. Despite this, there was perhaps less of the fevered debate of previous festivals about the role of purpose. This year the discussion was about unlocking the value of purpose and the need for it to be part of both the company culture and the marketing mindset.
Three key takeaways from Cannes 2024
After an 11-year break, it was with a mix of excitement and trepidation that I returned to Cannes during the 2024 Cannes Lions Festival. Is the hype still justified? How many meetings and content sessions can I squeeze in each day without incurring too many blisters from the inevitable 20-30k steps per day? And could I manage to avoid the infamous ‘Gutter bar’ for the duration of my stay? The Cannes experience is what you make it.
How I swapped school runs for Cannes runs
This year, Cannes shone a spotlight on women, with themes like Women in Sport, Women in AI and Women in Work all happily taking centre stage. It was inspiring to see such focus on women’s achievements and contributions at a global event like this. So much so that it got me thinking about my own journey. As a working mum in a senior leadership position, attending Cannes Lions has always felt like an impossible dream.
Popping our Cannes cherry
We originally decided to head to Cannes to see what all the fuss was about and the excitement certainly lives up to the hype. One of the highlights was an inspiring session on empowering women in the workforce, hosted by She Runs It. Appropriately titled ‘Best of the badass bosses’, it featured strong female leadersdiscussing support, fearlessness, self-care, boundaries, and leadership and started with a meditation by Deepak Chopra.
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 Fi
Contact Fi, search articles and posts on X, monitor coverage, and track replies from one place.
Learn more about Muck Rack