GemVet: A Proposal to Build AI Trust Through Useful Pet-Care Support
A hypothetical Gemini campaign tests whether a carefully bounded pet-care service can build trust, with a six-month pilot, explicit cost assumptions and incremental measurement.
Marketing Communications
Questions worth asking. Connections worth making.
1 article
L’Oréal and emerging beauty trends ↗
The role of digital behaviour and cultural signals in recognising a changing market.
2 articlesMarketing decisions under uncertainty ↗
Illustrative decisions about investment, media and positioning when resources are limited.
2 articlesBloggers, influence and independence ↗
The tensions between commercial relationships, personal voices and audience trust.
1 articleUnder Armour’s digital ambitions ↗
The possibilities and trade-offs of connecting products, data and customer communities.
1 articleBalancing reach and results ↗
An illustrative look at the decisions behind media investment and marketing performance.