Speaking yesterday (20 September) at the second Campaign Underground event, held in association with Total Media, on the Economics of Emotion, Calverley lifted the hood on the AA’s changing approach to marketing. Calverley said the breakdown assistance brand has placed emotional connection at the heart of its marketing strategy. Previously, she said, it had sold itself to women "weeping at the wheels of their car which simply don’t exist".
Asos’ "Endless ways to be you" message is pitch perfect. It’s the notion that make-up can be fun and about being yourself, rather than about slavishly following ever-increasing tutorials. That rather than being a job to be done, it is a fundamentally joyful pursuit. Beautifully shot, expertly styled and memorable in a sea of blandness, this ad successfully punctured my Instagram feed to deliver a positive but not overly laboured message.
If the Blackberry and its constant blinking light was a sign of the bloated inefficiencies of outdated ways of working, the new era of work could be defined by the wave of new flexible working spaces such as WeWork. Ben Little, founder of Fearlessly Frank, says the notion every employee should work in the same place at the same time is the ultimate extravagance of time. He explains: "Everywhere we go we see people working in coffee shops or spaces like WeWork and it is fundamentally more fluid.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Obama AND Romney or Obama + Romney.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used.) For example, search for democrat OR republican to find results that refer to
Democrats and/or Republicans.
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".