Nigel Ashton
Nigel Ashton
Blog posts  

Gaining attention of FMCG consumers “Anytime, Anyplace, Anywhere”

Call it age or call it a generation thing, but I still love the 1980’s TV ads for some of the most iconic alcoholic brands at the time. Notable stories from Guinness, Bacardi, Boddingtons all take us back to an era of glamour and joie de vivre. One...

FMCG brands turn to the Power of One to build better saliency with consumers

The Brand Relationship Spectrum In 2000, academic Professor David Aaker and co-author Erich Joachimsthaler published ‘The Brand Relationship Spectrum’ in the California Management Review and in doing so, caused FMCG businesses to begin rethinking ho...

2014 UK #Retail #Christmas #Trends by our head of retail @NigelRetail

Last year I predicted 2014 would be a year of increasing personalisation, importance of a multi-channel strategy and more story led marketing. To a large extent we saw some of the trends play out throughout the year, especially at Christmas...
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