Lucy Swanston. Founder and Managing Director, Nutshell Creative
Great creative doesn’t automatically travel. This article explores why international campaigns need more than translation — they need cultural insight, local relevance and creative ideas that can adapt without losing their strategic core.

Ian Gibbs, JICMAIL
JICMAIL (The Joint Industry Currency for Mail) is the industry standard audience measurement data for Advertising Mail, covering Business Mail, Addressed Advertising Mail, Partially Addressed Mail and Door Drops. JICMAIL is a not for profit organisation and provides accepted and trusted gold standard data and insight that creates value by improving the planning and evaluation of mail campaigns for greater efficiency. The JICMAIL Board consists of representatives from the IPA, ISBA, DMA, Royal Mail and Whistl.

Dominic Lancaster, Pixie Agency
The USA and UK share so much, yet are culturally and commercially so different. Marketing Strategies that work well back at home might work brilliantly or may fall completely flat on the other side of the pond. Either way, understanding your customer, their buying habits, the competition and their strategies are essential when planning a successful launch in a new market.

Dimitri Kyprianou, Group Managing Director, Go Inspire
Customer profiling mainly focuses on your ideal customer’s pain points and brand interactions. The goal is to identify, describe, and segment customers based on numerous characteristics and variables, based on their personalities, buying habits, and behaviours.

Chris Hewitt, Sales Director, Go Inspire
The optimization of store locations is a crucial aspect of retail strategy in UK. With consumers prioritising convenience, fast delivery, and easy access to products, retailers need to carefully consider the location of their stores to attract and retain customers. Factors such as foot traffic, local demographics, and proximity to public transportation and other businesses play a significant role in determining the success of a store location.