When Heineken was developing a US advertising campaign for their tequila-flavoured beer called Desperados last year, they experimented with two different platforms. In some states in south-eastern America, Heineken ran traditional television commercials. In other states they ran ads only on mobile phones at specific times of the day. Within three months the statistical analysis … Read more

I like quiet time.  It was during one of my quiet times that I started to really think about the key levers that allow businesses to sell more of what they do. Whether it be more donuts with the coffee, more legal time for your client or more rooms in your care home, what really … Read more