08 | PRESS CLIPPINGS
2008
Campaign - 3 October 2008
The New Demographics: Mums - Rather than target mothers
en masse as one big demographic, advertisers would do better to understand
how they differ while focusing on targeting their similarities. Fiona
Briggs writes. CKC's Bryan Urbick was interviewed for referenced in
this article. 
BEVERAGE INNOVATION - October 2008
Marketing to Children - It is not uncommon to hear
marketers suggest that young people only want ‘new’ and
‘different’ - but because of kids’ innate neophobia,
doing so doesn’t always deliver success. CKC’s Bryan Urbick
talks about how companies can deliver to young people the perception
of something new, but in a familiar way.
DAIRY INNOVATION - September 2008
The Neophobia Paradox - When CKC’s Bryan Urbick
worked with children to explore new ideas and innovations, “New!
New! New!” was their stated desire, yet when those same ideas
were tested, they failed to pass the hurdles. Bryan explains why, and
how to best deal with the ‘neophobia paradox’.
BRAND STRATEGY - July 2008
Make a Big Impression on Kids - An article about brand
imprinting and the effects it has on children, using ads and brand logos
as examples. Bryan Urbick reports.
THE GROCER- 19 July 2008
What Kids Really Want - What do kids really want? Rainbow-coloured
food in zany packaging and even more bizarre flavours? Not according
to the panel of 12 and 13 year olds at the food for kids conference.
Nick Hughes reports. CKC's Bryan Urbick is referenced in and interviewed
for the article.
MARKETING WEEK - 26 June 2008
Extending Consumer Reach - Deciding between in-store
or experiential activity should only depend on what is relevant and
appropriate for the brand at that time, not the state of the economy.
Steve Hemsley Reports. CKC's Bryan Urbick was interviewed for and referenced
in this article.
MARKETING WEEK - 12 June 2008
Viewpoint - This 'letter to the editor' from CKC's
Bryan Urbick is in reply to a different article on Burger King saying
the Indiana Jones film is aimed at children.
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