08 | PRESS CLIPPINGS
2009
ADMAP– December 2009
Kids development & brand connection. The work of
two child development experts illuminates how the young perceive ad
messages, say Bryan Urbick and Noorjehan Khan, Consumer Knowledge Centre.
THE GROCER – 17 October
2009
Research needs to be grounded in real life.Segmentation
studies can offer vital insight – if they allow for the complexity
of human nature. CKC’s Bryan Urbick reports.
RESEARCH LIVE! – October 2009
A life beyond segmentation. Segmentation is a tempting
way to get a handle on your consumers. CKC’s Bryan Urbick warns
that it is possible to have too much of a good thing. (Research magazine
and Research Live! are the Market Research Society’s publication
and website.)
RESEARCH LIVE! – August 2009
World Apart. Bryan Urbick on cross-cultural insights
- When looking at the striking differences between how people behave
in different cultures, it’s easy to overlook the equally important similarities.
In this nine-minute interview, Research Live!’s Robert Bain speaks to
CKC’s Bryan Urbick about what he’s learned from studying how children
behave across various cultures. (Research magazine and Research Live!
are the Market Research Society’s publication and website.) 
BRAND STRATGY – February 2009
Cool Cuisine for Kids. Could Sushi be the Next Big Thing?
- CKC's Bryan Urbick writes about the important considerations when
developing food and beverage products for children, tweens and teens
(and no, sushi is probably NOT the next big think!)
2008
CREATIV VERPACKEN – Issue 8 (December) 2008
Sportacus… A Modern Day Pied Piper? - It is important,
when considering to utlise characters or other licenses, to get the
most appropriate impact and drive success of the brand or product. CKC's
Bryan Urbick writes about how to move beyond traditional character licensing
to better integrate characters into the brand/product proposition.
DAIRY INNOVATION – Issue 22 (November - December) 2008
Using Licensed Characters to Promote Chidlren’s Products:
Not Exactly Child’s Play - It is nothing new to use characters
to promote products to children, but since the children’s landscape
changes constantly, companies will need to maintain an in-depth understanding
of the market place if they are to be successful. CKC's Bryan Urbick
reports.
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.
2007
WWW.7DAYS.AE (from 7DAYS General and Local News - Dubai &
Abu Dhabi, UAE) – 2 July 2007
Catching Them Young - CKC's Bryan Urbick is interviewed
by the UAE newspaper about branding and youth, while he was in Dubai
to chair the Youth Marketing Forum 2007.
COMMUNICATE (in association with ADVERTISING AGE) – Issue
30 (June 2007)
Kids These Days - Adam Grundy interviews Bryan Urbick,
who provides insight into how to understand what Arab youths really
want, and why.
Prior to 2007
INNOVA - Feb/Mar 2003
Differenting the Successful from the Also-Rans in Food and Beverage
Innovation - Research on how the food and beverage industry
perceive innovation was published in 2003. CKC's Bryan Urbick, one of
the report's authors, presents some of the key findings.
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