December 2010
“Population aging is unprecedented, without parallel in
the history of humanity. Increases in the proportions of
older persons (60 years or older) are being accompanied
by declines in the proportions of the young (under age 15).
By 2050, the number of older persons in the world will
exceed the number of young for the first time in history.”*
We find this global phenomenon fascinating and far too
important to ignore. We’ll be undertaking a study on the
global aging population at the start of 2011. If you’d like
to be involved or hear more about it, please get in touch.
*Source: UN Report, World Population aging: 1950 – 2050
December 2010
On 30 January 2011, in the midst of a freezing British
winter, Simon, Chris, Hayley, Francesca and Eleanor
take on the Tough Guy Challenge. As if a nine-mile run
isn’t enough, they’ll also tackle an obstacle course
including a field of burning hay, swimming under ice
capped water, crawling in mud under barbed wire and
charging through curtains of electrodes.
It may seem insane and they’re all pretty concerned,
but it’s for a good cause. They’re raising money for
the Karuna Trust.
Please sponsor their stupidity at:
www.justgiving.com/TheGrilled
Francesca Carrillo, December 2010
It wasn’t exactly difficult to leave snowy London and head More…
to sunny Miami Beach for “the most important art show in
the US”. The show itself is huge, featuring the world’s top
galleries. My London favorites included the hilarious
Richard Prince piece, expressing mixed opinions about
his newly wed two-headed wife
Chris Tredwell, December 2010
After a little push and an opportune conversation with
friend, work colleague and now band mate Tom Morgan,
I am following my dream, having joined ‘The World Service’
(TWS) as lead singer.
Our debut gig went better than we could have hoped for. More…
As the main support to ‘The Battles of Winter’, TWS played
to a rapturous and somewhat rowdy crowd
November 2010
250 people. An intimate audience in an edgy bar in More…
London. Three of the hottest bands around and four
contemporary artists creating live canvasses. The
Last.fm Soundcheck gave The Gild and our music
partner Vision Artists the chance to invite clients to
an evening of intimate entertainment and to see how
brands and bands can come together to create great
content and talkability. The show kicked off
Marketing Magazine, October 2010
Whisky brand Glenfiddich, owned by William Grant & Sons,
is relaunching with a ‘multimillion pound’ marketing
campaign. Global brand director, Katie Rawll, hired brand
consultancy, The Gild, to come up with a fresh positioning.
Download the full article here
Design Week, July 2010
MTV is set to enter the global fashion market with Hidden
Worlds, a brand designed and positioned by The Gild.
Licensees will buy into the creative work through a series
of look-books and assets, incorporating The Gild’s designs
into products which will be sold to high-street retailers. The
consultancy beat five international design groups and was
asked to create a brand that would target 15 to 24 year old
women, a demographic which The Gild creative director
Sarah Groom describes as ‘notoriously fickle’.
Download the full article here
Marketing Week, July 2010
“Although the world has shifted, a brand like TDK has the
potential to leverage its latent emotional equities and play
on its nostalgic power and authenticity. However, nostalgia
alone is not enough…TDK must consider how it can play a
new role and tap into emerging opportunities created by the
digital model.” Photography courtesy of Status Frustration.
Tyler Mallison, Strategy Director, The Gild.
Download the full article here
Marketing Week, June 2010
Research by consultancy The Gild indicates that women
want products that fit with their lifestyles and provide useful
information. Says The Gild consultant, Lizzie Carr: “Women
will look for brands that will help them make an informed
decision. Boots was quoted in our survey as being a
trusted editor of information.”
Photography courtesy of Crystian Cruz.
Download the full article here