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Insurgent

Insurgent brands are high growth brands. They are outsmarting their bigger competitors in the battle for consumers’ attention. This study identifies how brands of all shapes, sizes and life-stages can adopt and exploit the behaviours of Insurgent Brands.

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Why Pay More?

For 69% of leading brands, shoppers would not be prepared to pay more for one over another. Yet a 1% increase in price can increase profits by 12.5%. Our research identifies how marketers can seize back control of the most important, most forgotten driver of profit.
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Missouri Creative: Global Drinks Trends

In this insights piece, we explore the main consumer trends shaping up the global alcoholic drinks category in the next few years.

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Missouri Creative: Food Trends

In this piece, we explore a few key trends that will shape up the global food sector in the future. Five themes that emerged from our research are: Prescription Nutrition, Biohacked Snacks, Dietary Diversity, Zero Waste Living and Plant Power. At Missouri, we help brands to maximise these opportunities, build strong ties with their audiences, and influence behaviour.

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Green Economy: Cannabis Culture and the Implications for Brands

Welcome to the fourth edition of our 'Show Me' bi-annual publication. This issue focuses on the cannabis sector, the macro consumer trends that are driving behavioural change in this fast emerging category and the implications for brands. We also share something very exciting: in the Missouri tradition of showing not telling, we imagined what the first premium British cannabis brand would look like: ELXR.

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WHY LES BINET & PETER FIELD ARE MY AD HEROES

The case for Les Binet and Peter Field as the industry's unlikely knights in shining armour. First appeared in More About Advertising here http://bit.ly/2NmlgAx

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August 2019 Monthly Muse

This is a selection of everything in the world that inspired us creatively this month, as well as exciting upcoming events. This month we feature work by Petra Eriksson, laugh out loud virals, cultural opinion pieces, the latest films and series to go out, as well as need-to-know updates on social media. Enjoy!

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Total brand experience can deliver long-term impact

Total brand experience requires a perfect blend of creativity and design thinking, says Matt Holt, chief strategy officer at Digitas UK.
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THE 'REUNIFICATION' OF MEDIA AND CREATIVE

As more clients look to different agency models, some learnings from an agency that blends creative and media thinking.
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When advertising does good, good things happen in turn.

**Written for Campaign** Unsurprisingly, trust in advertising is at an all-time low. But Laurence, and the rest of us, strongly believe in the power of advertising to do good. As David Droga recently observed, ‘“People don’t like advertising, until their cat goes missing”. When agencies are employed for social good rather than solely commercial gain, that’s a trust lifeline. Don’t be afraid to shout about the good you do.
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The state of voice commerce right now

Gracie Page in Campaign on the current state of voice commerce.
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The age of synthetic content raises the trust bar yet again

David Beckham's Malaria No More campaign has raised fresh concerns around synthetic content. Digitas Chief Product Officer, Rafe Blandford, explores how brands can navigate this landscape.
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The smart home

Our innovation lead Gracie Page's thoughts in Campaign on silent brands deals and the future of British home life.
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The Kraft Heinz solution

VMLY&R CSO Sophie Lewis on how Kraft Heinz can turn its fortunes around after a dismal 2018.

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The truth about life after creative partnership

VMLY&R Chairman Mark Roalfe and Robert Campbell on life after a creative partnership comes to an end.

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Mobile World Congress 2019 industry analysis

Back from the Mobile World Congress in Barcelona, our CSO Sophie Lewis shares her view on the advent of the foldable phone.