Why P&G is bringing back the infomercial

We’re thrilled to see Marc Pritchard playing one of our Brand Power spots for Mr Clean at the ANA Masters of Marketing Conference, while emphasizing P&G's big push towards education and infomercial style approaches. It helps when you explain how a product actually works!

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David Brownlow
Adland creativity failing to boost bottom line

Recent research by Kantar shows that “three-quarters of creative award-winning ads fail to deliver ROI” and that “the boldness that wins creative awards is unlikely to drive strong brand effectiveness in the short or long term”. Read their full story about the lions that roared in Cannes but then just went on to sleep on the job.

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David Brownlow
Focus on reach, not frequency, removes advertising waste.

“We’re reaching more people and we’re trying to reduce the amount of times we reach the same person over and over again. Excess frequency is the biggest waste and in every aspect of our media we’re finding waste to allow us to be able to invest back in creating reach.” Read what else P&G Chief Brand Officer Marc Pritchard had to say about the CPG giant’s cost cutting learnings.

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David Brownlow
2 millionth Home Tester Club member wins £1000

A funny thing happened to Riena Rusdi-Mitchell on her way to joining Home Tester Club. The mum from Scunthorpe England signed up to put a pressure cooker to the test, became the accidental 2 millionth Home Tester Club member and won £1000 worth of groceries for her fortuitous timing.

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David Brownlow
Why authenticity is a marketing must.

“Survey Finds Consumers Crave Authenticity - and User-Generated Content Delivers”. You’ll find this article in the ‘read more’ link below. In the years since it was written, the case it makes has been well and truly proven. Hello Home Tester Club.

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David Brownlow
Medifacts launches in France.

Medifacts, Buchanan Group’s globally-proven sales-driving platform for OTC brands, has been officially launched in France. As part of the WPP network, Buchanan has partnered with Church & Dwight to produce a television commercial to educate consumers on the benefits of its Replens product.

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Jeff Mimery
Global brand rankings. Where you fit in the mix.

Home Tester Club has always been a rich source of intel for shoppers and marketers alike – including the Global Brand Ranking Surveys it releases every week. For consumers these are quick guides to best-in-class products. For brands - invaluable insight into where they sit in the hearts and minds of those consumers.

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Jeff Mimery