Retailers are under pressure. They face ongoing economic uncertainty and the need to adapt to a world of shifting consumer patterns.
In this highly competitive market, communications have a critical role to play. This event explored both why TV works so well for retailers and how they can get even more out of what today’s TV has to offer.
Watch every session from our event on the video carousel above.
You can download a PDF of the slides from Deloitte’s Ben Perkins and Marketing Consultant, Peter Field sessions, by clicking the download button above.
What’s next for retail?
Ben Perkins, Insight & Marketing Director, Consumer & Industrial Products at Deloitte shared a bird’s eye view of what’s going on in this rapidly transforming sector and what we might expect in the year ahead.
The view from the sofa
Nick Maddison, Managing Partner at the7stars, and Barnaby Girling, Co-Founder and Executive Creative Director at Alpha Century, took us behind the scenes of Sofology’s success story and explained how they planned to unlock the brand’s potential.
The drivers of effectiveness and the dangers of short-termism in retail
In this fresh exploration of the IPA DataBank, consultant Peter Field told us which advertising strategies have proved the most effective in retail and which haven’t.
What does advertising success look like in retail?
Matt Hill, Director of Research & Planning at Thinkbox, talked us through the retail findings from ‘Profit Ability; the business case for advertising’, the landmark effectiveness study from Ebiquity and Gain Theory. What level of profit returns should retail businesses expect from their media investments in the short and long term, and what’s the likelihood of success across channels? All was revealed.
Bricks, clicks and communications
Expert advice was shared on how retailers can get the best out of their comms in the company of retail gurus Breffni Walsh, consultant and founder of BrandsAreBest; Danny Donovan, Joint Managing Director, MediaCom London; and David Walsh, Chief Business Officer, Mindshare UK. Chaired by Lindsey Clay, Chief Executive, Thinkbox.
Retail’s Creative Carousel
Creativity is the magic ingredient at the heart of TV advertising’s power. Delivered at scale, it’s the biggest lever you can pull to drive advertising effectiveness. Two of the industry’s top Creative Directors, Anna Carpen from 18 Feet & Rising, and Susan Hosking from Mother gave their advice on how retail businesses can reach hearts and minds, and highlighting the very best TV creative work in this hotly contended sector. They were in conversation with Andrew MacGillivray, Marketing Director, Thinkbox.