Serena Jacob

Aug 22, 2018

How to stay relevant as cultures evolve

While broad archetypes are handy as mental shortcuts, brands must keep pace with changing cultural symbols and nuances to form a deeper connection with people—and avoid looking foolish.

Oct 18, 2017

Maximising the moment

Marketers should take a moment to better explore moments in their customers' day. Doing so can provide inspiration and innovation, explains Kantar TNS' Serena Jacob.

Dec 14, 2015

The context of culture: Be aware of local nuances

Although global culture is more homogenous than ever, failure to appreciate local customs, values and even physical gestures can still have a detrimental impact on sales.

Aug 19, 2015

The great youth social-media migration

One never knows where fickle Millennials might take their social-media interaction next.