For several years, we have been working with a major Danish luxury brand. They are one of the leading brands in the home fashion industry with an annual turnover of more than 1 billion DKK. Even though the brand is at the forefront of the industry, they were not in… Read More

It’s an utopian dream to think that all advertising should be interesting and people will enthusiastically spend their time and attention on it. Just not going to happen. Still, the very premise of advertising is that it generates interest and gets people to buy your product. There is a basic conflict… Read More

Co-op advertising is when brands partly pay retailers for the cost of advertising the brands’ products locally. It is an inducement – together with in-store displays, credit terms, discounts and more – to get retailers to carry more product in a better way, so that brands can eventually sell more. Read More