The News
Viewpoint: Taking the long view
As EC Group celebrates its 200th year in handling anddistribution, managing director Chris Long looks at how this sector is continuing to evolve in the 21st century
One advantage of having been in the handling and distribution business for 200 years is that EC Group has had to manage a lot of change.
Viewpoint: Model behaviour
Ricki Curtis, premiums manager at die-cast toy brand Corgi, says the urge to build collections can be turned into a powerful promotional tool
Viewpoint: Brand Values
Russell Coulston, head of creative services at Brand Addition, looks at ways brands can use promotional merchandise strategically to build an emotional link with consumers
With more brands beginning to question their traditional marketing mix as they search for new ways to differentiate their products and attract customers, branded promotional merchandise is increasingly being seen as a powerful tool for establishing an emotional connection with consumers.
Give the gift of diversity this year
Britain’s diversity presents some exciting opportunities for business, but there are sensitivities to be recognised too, says Annette Scott, principal executive officer and company secretary of Promota, the UK’s leading trade association for the promotional merchandise industry
Viewpoint - Make the Most of Movie Magic
Paul Parry of Filmology believes promotions which build on the marketing support for a blockbuster movie can be a very effective way of engaging with consumers - if the message is clear and matches the values of the film.
Moviegoing is more popular than ever, and the year ahead sees the release of a host of big-budget films.
Promotions which build on the marketing support for a blockbuster movie can be a very effective way of engaging with consumers if the message is clear and matches the values of the film.
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