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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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