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One Big Idea – LPK London’s Richard Cleveland on Marketing Mindset Shifts

In a recent article in the London Evening Standard, LPK London’s Managing Creative Director Richard Cleveland weighed in on the idea that the point of sale is the last great marketing opportunity. The article explores the mindset shift that has yielded the marketing approach dubbed “from the store back.” Cleveland suggests that the shift has required brands to truly focus on one big idea that can be brought to life across all touchpoints.

For more on this approach, read the full article at the London Evening Standard.

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