Engine Group does 'pop art' cover for this week's Marketing
Engine Group, the parent company of agencies WCRS, Partners Andrews Aldridge and Jam, has created a pop art cover to illustrate this week's feature on FMCG brand owners' response to the downturn and the resulting 'conflicted' consumer.
The feature, published on 21 March, details how the rise of the ‘conflicted’ consumer is having a particular impact on FMCG brands, with those in the mid-market finding themselves squeezed from both the premium and value ends.
It quotes senior marketers from Procter & Gamble, Reckitt Benckiser and Kimberly-Clark discussing their downturn strategies.
Engine executive creative director Steve Aldridge, who led the cover creation team, said: ‘It’s tough in the middle. During the downturn, consumers have been putting economy brands in their shopping trolleys, as their wallets have got thinner.
'Yet, at the same time, they’ve been treating themselves by buying premium brands. This has left mid-price brands feeling unloved.
‘We decided to illustrate their predicament by comparing them to those other broken-hearted icons, Roy Lichtenstein’s pop art blondes. Mid-priced brands have been over-looked in favour of the "cheap date" brand next door, or those glamorous brands who set our hearts racing in the supermarket aisle.’
The Engine cover team comprised Aldridge together with Richard Donovan, senior art director at PAA and the agency’s senior copywriter Jon Leney.
Click to enlarge
This article was first published on marketingmagazine.co.uk
- Senior PR Account Executive / Junior PR Acocunt Manager AF Selection £20,000 - £25,000, Leicestershire
- Shopper Group Head/Creative Director OneDog £65k - £75k depending on experience , London (Central), London (Greater)
- SAE/AM - Digital - Social - £25k Source £20000 - £25000 per annum, London
- Senior Marketing Consultant Source £70000 - £115000 per annum + Bonus and Benefits, London
- Business Development Manager The Great & The Good £45000 - £50000 per annum, London
- Katharine Viner becomes first female editor-in-chief of Guardian News & Media
- Why Viacom spent £120m extending Channel 5's Big Brother deal for three more years
- Tesco media review pits Initiative against MediaCom and ZenithOptimedia
- Comparethemarket.com offers two for one cinema tickets with Meerkat Movies
- Google's European leader says viewing habits are 'changing dramatically'
- 7 things Proximity has learned in the new Omnicom building