Melissa Loveday

Perfume is a scent wardrobe. Now that is what I call a strategy. (Can't deny... I WISH I HAD WRITTEN IT!) When #PerfumeTok first blew up, I glanced at it and moved on. But now? I’m honestly blown away. This isn’t just a trend—it’s an industry rebrand in real time. TikTok has taken perfume from a “signature scent” to a full-on scent collection—a lineup that flexes with every mood, season, and identity shift. Fragrance isn’t just something you experience anymore; it’s a key part of an aesthetic. For a generation of identity nomads, perfume has become essential to self-expression. Brands aren’t just selling fragrance—they’re selling a tool for self-reinvention. And that’s a perfect intersection: fulfilling a consumer need and fuelling business growth. That’s the kind of shift that changes everything. ✨

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At AFFINITY Group, our new Growth Accelerator positioning isn’t just about driving business success — it’s about sparking a broader conversation at the highest levels. By aligning the vision of CEOs and CMOs, we’re empowering leaders to implement changes that deliver measurable impact and sustainable growth. Ready to see the difference this approach can make for your business? Let’s talk. Have a read of our chat with Mediaweek Australia:  https://lnkd.in/g4vT3Up3 #GrowthAccelerator #PotentialRealised #AFFINITY 

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In the words of Steven Bartlett 🙌 "If you don't care about the tiny details, you'll produce bad work because good work is the culmination of hundreds of tiny details" This theme ran through our 'Brilliant Basics' workshops at Punch Creative. In the workshops, our wonderful Head of Operations Charlotte Holgate and I went through key working practices and processes that ensure our foundations are strong 💪 How did we make the workshops memorable? We embraced our inner children using LEGO to help the team understand how... 👌 We invest effort into building client relationships 👀 We pay attention to detail and ensure the basics are brilliant 💎 We don't compromise on quality 🏋‍♂️ We gain clients' confidence and trust The teams excelled at the task! ✏ The creative team didn't start until they fully understood the brief 💻 The web team optimised user experience and functionality ⌛ Client services ensured the project was delivered on time 🎯 Marketing and comms thought carefully about their target audience. Who's build is the best? comment below 👇 with the emoji of your favourite, best team wins a prize: 🔥 Creative team 🛩️ Web team 🤖 Client services team 🚗 Marketing & comms team #Lego #Workshop #BrilliantBasics #AgencyLife #TeamBuilding

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Anyone else focusing in on conscious consumption this September? It started with Oxfam alerting the world to the sheer amount of #fastfashion that lands in landfill with their national #secondhandseptember campaign. September marks a seasonal change in the calendar. Wardrobes are turned over from S/S to A/W and fashion weeks across the world make headlines. You could argue that buying nothing is the most conscious thing to do, but then there is the negative impact that that has on the economy - creative economy, retail economy, local manufacturing economy and local economies. If you buy from local brands designed, brands who have purpose written into their business DNA and secondhand retailers which support the fundraising efforts of important charities, then surely the offset is worth it. #secondhandseptember #consciousconsumption #slowfashion

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Spring is here, the sun is starting to seem like something that might stick around and brands are ready for a big new financial year. Here's a picture of a spring beach to encourage you to engage with this post. Read on for my unorganised thoughts on the coming 12 months... Optimism Just like the sun peaking around the edge of the clouds, it feels like the market is turning to optimism. An optimistic economy, an optimistic seasonality, an optimistic supply chain? OK, maybe not yet for supply, but the rest of it, there's good vibes coming. Maybe even in politics, god forbid! AI Fatigue It's not going anywhere and definitely will only become more prevalent (Sora, please don't hurt us) but the early wave of AI adoption seems to have peaked. AI-centred business also seems to have bedded. I'm trying not to be too subjective with this post but there's an underlying sentiment of AI fatigue starting to creep into the insight/ content I'm consuming. My absolute hope is that human-centred storytelling within brands is only strengthened by the rise (and fatigue) of AI. Promotional downshift We've gradually been working through the post-covid under/over stocks that led to promotional madness. Brands I speak to now whisper of weaning off the proverbial commercial drug and moving towards quality and brand strengthening. This does rely on a continuing economic optimism, however. Vertical Blockbuster This is a major wild card but I'm calling it... We'll see our first-ever vertical video format blockbuster movie or TV series achieve mainstream success. Every other player has done it so my bet is on TikTok to branch into this space, maybe even with a subscription service. I'm not going to weigh in on whether that is a good or a bad thing but what I will say is that there are some talented creators out there already reimagining snippets of classics in vertical format (Sopranos but vertical surprised me). In-housing & agency expectations In-housing is going to continue to be a trend for agencies to contend with and likewise, brands' expectations of agencies are going to continue to grow and expand. Having razor-sharp/ cutting-edge service expertise while still being able to offer strategic and holistic brand support will be the winning combo.

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I'm not a parent myself but I can feel how powerless so many must feel when there's so little support and guidance on balancing the digital world with the real one for tiny minds. Are we sleepwalking into a kids mental health crisis? Looking at the findings from our Mumsnet Q1 Parenting survey, that's certainly the current sentiment of many parents - an astonishing 1 in 2 are concerned about their children's mental health. Get in touch with myself, Kate McEnery-Evans or drop us an email ([email protected]) to learn more about the findings. #childrensmentalhealth #screentime #letkidsbekids #parenting #familytrends #research

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Today's women in their 40s and 50s are trailblazers - redefining societal norms, embracing diverse lifestyles, and commanding nearly half of the UK's wealth. Yet, they are often left feeling overlooked by the media, with many brands missing the untapped opportunity of this "super consumer" cohort. But what if there was a way for brands to understand, uplift, and empower these women while increasing their bottom line? Our latest consumer report in partnership with Southpaw explores the attitudes and behaviours of the 4.6 million women aged 45-54 in the UK through the lenses of identity, intent, and influence, providing actionable strategies brands can implement to captivate and connect with this transformational audience. 💡 Find out more via Campaign here: https://lnkd.in/erndv6b8 Download the paper here: https://lnkd.in/ewn8EstJ #MidlifeRevolution #Whitepaper #StaySmart

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I've had a day or so to absorb learnings from the ADMA Global Forum yesterday. My top 3 reflections: 1. We need to bring humour back in to marketing. Lucinda Barlow pointed out that at some point we stopped trying to entertain our audiences, and instead we tried to mould our brands into more serious drivers of social justice. Brands can stand for something, and always have the power to create some greater good in the world, but sometimes we should have the confidence in a cheap laugh to create cut through and just bring a little joy to someones day (culturally appropriated, of course). Really resonated with this after our latest Optus Network Trial work had this exact thought. 2. The CX Panel of Liana Dubois, Milosh Milisavljevic and Michelle Klein demonstrated the importance of not just putting the customer first, but making the effort to properly live in their shoes and understand them. For me, the discussion hammered home that building a brand transcends beyond marketing, and into frontline, digital experiences and product design. The word "empathy" was used a lot - I'm going to bring more empathy into how I communicate with our customers. 3. Of course, Mark Ritson was as observant as ever and called out that our advertising is becoming less effective, likely because of higher numbers of people no formal marketing training. As a marketer with degrees in Exercise Science and Psychology, I felt pretty seen. But he's not wrong - last year I started to partake in more formal training (and trying to make the time to do more) and its changed the way I approach my work. It wasn't mentioned, but I think being a knowledge spounge at work is just as important. Surround yourself with smart people, learn from people outside your discipline. That, with some formal education, will take you places. I could keep writing, but my thumbs are tired. Plenty of great learnings - thanks again ADMA!

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Last week I attended the Richmond Events Communication Directors' Forum with Ruth Clarke and as well as meeting loads of great Comms Directors, we enjoyed a brilliantly funny and insightful keynote from Sam Conniff, an uncertainty expert. Here’s a few take outs: 🧠 The problem with uncertainty is the relationship we have with it. 🧠 The root cause of anxiety is uncertainty. BUT, our tolerance for uncertainty isn’t fixed; it can actually be increased. And that tolerance can shift depending on the situation. 🧠 One tactic to manage uncertainty or anxiety is cognitive restructuring: imagine future scenarios and prepare emotionally. Think beyond fear—consider what might happen if you don’t act (hello, regret!) 🧠 Tuning into our internal signals (a skill called interoception) is essential. Our body processes 50 million signals, while our brain only consciously handles about 50! SO, let’s try and embrace uncertainty, tune into our intuition, and make empowered decisions! To anyone who attended, what did I miss?  #richmonddirectorsforum #uncertaintyexperts #neuroscience #empowereddecisions

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💥Boooom 💥 I'm delighted to announce the launch of our latest thought leadership report with TikTok (TikTok for Business Europe), focussing on the hugely disruptive impact that social commerce is having on the retail industry. It's a fascinating piece of research that unpacks the size of social commerce, forecasts growth, and analyses the differences between various social media and entertainment platforms. One clear finding that emerges is that the motivations driving people to engage with Facebook, Instagram, Snap, TikTok and others differ widely. For example, our research found that the value consumers attach to Facebook is largely about 'communication', centred around family and friends. TikTok users overwhelmingly value 'entertainment' as the primary motivation to use the platform. They go there to watch content, and immerse themselves in a digital community built around interests which allow brands to adopt a different tone of voice and reach out to new customers. And interestingly, we found that those consumers who value entertainment the most also displayed increased brand engagement. Social media and entertainment platforms are rapidly changing the way consumers discover new brands and research products. Increasingly, younger generations are heading on to TikTok to research fashion, beauty or DIY tips, get inspired by user and brand-generated content, then head to a TikTok shop to purchase products, all in a closed ecosystem. To put this into context, AdWeek reported that TikTok shop is now the 2nd largest beauty and wellness e-commerce retailer in the UK! Key Findings from the research includes: ➡ Social commerce contributes £7.3 billion to UK retail sales, around 6% of total online sales. ➡ This is expected to rise to £15.7 billion by 2028, accounting for 11% of total online sales. ➡ Social commerce is expected to grow by c.21%, on average, each year over the next five years. ➡ 90% of adults use social media and entertainment platforms. ➡ Around half of consumers have purchased something from a social platforms before, rising to 73% for under 45s with the most popular categories being 1) Beauty; 2) Apparel; 3) Home; 4) Food; 5) Electronics There's no doubt that social commerce has had a hugely disruptive impact on the customer journey. TikTok has been at the forefront of this disruption in recent years, offering new brands an opportunity to establish a quick foothold in the market. The beauty category is a prime example of this, which has arguably seen significant innovation in recent years driven by a new form of engagement. Download the full report here (NO DETAILS NEEDED) https://lnkd.in/eaVyzq_R

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“Zero-Based Budgeting is a bit like National Service, it’s loved the most by the people least likely to end up having to do it.” I had a lovely old natter with Matthew Valentine on the topic for Marketing Week TL:DR I actually don’t hate it, well not completely, but it’s frequently badly implemented resulting in a lot of organisational trauma for little upside. 😈 If implemented well it can make a lot of sense. But too often, as ever, the theory of zero-based budgeting is tainted by the reality of internal politics. 🤪 But if you end up with the fate of your business relying on people with no subject matter experience, ruling on the fate of recommendations from your company’s experts in business critical fields, it isn’t likely to end well….particularly if you divert those experts from business critical tasks, for weeks on end, to create ZBB submissions for activities that are no brainers. 📊 Zero-based budgeting suits some organisations better than others. E.g: Established consumer goods companies with marketing units, technology companies in fast moving categories and smaller high growth companies. ☯️ Generally it works best when a hybrid version is used, which focuses time decision making on the projects most likely to have a big impact on strategy, resource utilisation and results. Thanks to Sophie Devonshire⚡️ for the introduction.

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Something you might not know about Mischief: we have access to all of MHP Group's behavioural science insight and expertise. Our work may be a little bit naughty, but at least its backed by science 😈 #strategy #prstrategy #behaviouralscience

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EXCITING CROSSROADS AHEAD, I COULD USE YOUR THOUGHTS 😊 As many of you know, I’ve been fully immersed in running Indulgent Ushering and Marketing Ltd for a while now [5 Years actually]. It’s been an incredible journey of growth, learning, and a fair share of challenges that come with building something from the ground up. But here’s where it gets interesting – I’ve been contemplating a move into the corporate world while keeping my business running. It’s a tough decision (been at it since November 2023) and I’m sure many entrepreneurs have found themselves at this same crossroads before. 🛤️ On one hand, joining a corporate team offers stability, exposure to new skills, and the chance to expand my network. The structure and resources available could help me grow professionally and even provide insights that I can bring back to my business. I can already see the benefits of having a steady income while allowing my business to grow at its own pace. Not to mention, the learning opportunities in a corporate setting could really sharpen my approach to business and client relations. On the other hand, there’s nothing quite like the freedom and thrill of running your own business. It’s flexible, it’s rewarding, and every win feels personal. Plus, with the right systems and team in place, my business could continue to thrive even without me being hands-on every day. 🤔 So, here’s where I’d love your input. Have any of you navigated this shift from entrepreneurship to corporate (or vice versa – A good read for vice versa would be Joan Mugenzi, MCC ‘s Corporates At Crossroads which has been my guiding manual in reverse mode)? What worked for you? What are the unexpected perks or challenges you faced? Let’s open up this conversation! Whether you’re a business owner, corporate professional, or someone in between, I’d love to hear your thoughts on balancing both worlds and how each path can add value to the other. 🌟 #Entrepreneurship #CorporateLife #CareerGrowth #Marketing #BusinessLeadership #Crossroads #ProfessionalGrowth

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Not everyone likes to hear this I know but standardisation and getting the fundamentals right are key to the success of retail media. Let’s work together as an industry to make this happen

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L is for Labelling 🎯 Continuing my mini-series on the We Are Collider MARVELS framework, today we’re diving into L for Labelling. Labelling is all about ensuring your marketing experience is unmistakably tied to your brand. It’s the lever that ensures a clear brand identity shines through, creating memories that stick with your audience long after the experience is over. As Tracy Sorgiovanni, Director at We Are Collider, puts it: "It's important that the experience is very much engrained in the brand and has relevance, otherwise it won't have that memorability that ties into the brand. It must have that authenticity to the brand. It's very difficult to fake these days." Behavioural science backs this up with ‘spreading activation theory’. Think of memory as a web: seeing a brand asset, like a logo or colour, activates associated memories and feelings. Done well, this strengthens brand recall and emotional connection. Coca-Cola’s festive red truck is the perfect example—instantly evoking Christmas cheer and nostalgia. The Labelling lever ensures your audience knows exactly who’s behind the experience, while feeling an authentic connection to your brand. When your brand identity is woven seamlessly into an experience, it leaves a lasting impression that keeps your audience coming back for more. Source: https://lnkd.in/dyzGwyHE #ExperientialMarketing #Labelling #MARVELSFramework #BrandExperience #Innovation #Storytelling #BehaviouralScience

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Love our Intent Persona work! This showcases how we build our Intent Persona's and the granularity we can go to, to understand your audiences, which can then be activated in an ID free way. Drop me a message if you want to know more about how you can use existing or bespoke Intent Personas for targeting and audience discovery. Nano Interactive

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It’s often joked about how New Year resolutions tend to fade once ‘Auld Lang Syne’ has finished. But could these lapses become a thing of the past? Our research suggests so. Wellness, once relegated in significance post-January, is now receiving sustained search interest from consumers throughout the year - and this is creating an opportunity for brands. With wellness becoming a perpetual priority for consumers, brands equipped with agile strategies, leveraging real-time insights and automated advertising solutions, can navigate these evolving behaviours and foster meaningful engagement. Find out why here. 👇 https://lnkd.in/dmAqKicp #ThinkWithGoogle #MentalHealthMonth #Wellness

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Why do we keep settling for boring, outdated products? For me, it used to be about price and convenience—but that excuse is officially outdated. Case in point: toilet paper. 🧻 🧻 🧻 During the COVID shortage, I watched the shelves clear out and nearly faced the dreaded ‘three-sheet limit’ at home. Then, during a house viewing, I spotted something that blew my mind: a glorious pile of Who Gives A Crap toilet paper. Bold, colorful, unapologetically different. No cute animals, no fluffy promises—just smart, innovative design. And it hit me: If toilet paper can be this clever, why is everything else still stuck in the past? It’s eco-friendly, donates 50% of profits to sanitation projects, has fast delivery and even has an Emergency! red roll as a reminder to re-order when you’re running low. So when people say certain categories can’t innovate, I’m calling 💩. If TP can get a makeover, what’s stopping the rest? My wish list of product categories that need a serious shake-up: - Remote controls - Laundry pods - Medicine - Sunscreen - Hair & shower products  - Toothpaste (Marvis, you’re off the hook) Anything else to add? Mailing this to the big guy soon. 🎅🏻

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