Richard Shotton, ZenithOptimedia

Christmas cards and reciprocity: What it means for brands
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Christmas cards and reciprocity: What it means for brands

Reciprocity is a bias that marketers should capitalise upon, argues the head of insight at ZenithOptimedia.

Why McDonald's Signature range will taste better, no matter what
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Why McDonald's Signature range will taste better, no matter what

ZenithOptimedia's head of insight explains why the Michelin starred chef approved range will make us expect, and genuinely experience, a better burger and a better brand.

Supermarket price wars: How to convince consumers a brand offers value
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Supermarket price wars: How to convince consumers a brand offers value

Many retailers broadcast offers to convince the public they offer good value. But citing new in-house research, Richard Shotton, head of insight at media agency ZenithOptimedia, reveals only consumers who have bought an item, or one like it, can recognise a bargain.