“Asking the One Hard Question”

Popsop.com is happy to announce partnership with the leading entrepreneurial and creative brand agency 1HQ and give you the opportunity to ask your one hard question to Amelia Boothman, Client Director for the Strategy and Innovation Team, and Melissa Jackson, Senior Consultant, at 1HQ at an interactive webinar on Thursday 12 May 2011, at 12pm BST.

Join the webinar right here in due time — no need to register for the event to read and write your comments.

The Insight

In today’s high pressured environment, clients’ budgets, resources and time are all under pressure. As a result, marketing professionals tend to dive into the obvious problems, rather than spending time defining what the real, underlying problem is. Therefore, brands need partners who can help them to ask, and ultimately answer, the one hard question underlying their brand.

Above all, successful brands need to determine their unique selling point — the distinctive factor about their brand that makes it so special. They need to ask themselves what it is that differentiates that product from the competition. Of all the hard questions underlying brands, this is the most essential.

About the Speakers

Melissa Jackson

“In this webinar, we hope to help people think a bit more widely and a bit more deeply about a problem which they might not have considered before. We want to help people with their branding problems which are fundamental, but not easy”.

Melissa Jackson is a Senior Consultant at 1HQ and has 10 years strategic, innovation and creative experience leading projects both client and agency side. Melissa has recently delivered a new vision and set of design guidelines for M&S Food on the Move, as well as being a key part of the 1HQ team that has helped Twining create a new category strategy and innovation portfolio.

Amelia Boothman

“At 1HQ we specialize in finding new ways to look at old problems. We use the specialist mix of insight, semiotic, product, pack and design skills to understand and solve their problems.”

Amelia Boothman is Client Director for the Strategy and Innovation Team at 1HQ. Amelia is a former associate partner of The Value Engineers and joined 1HQ last year to be part of a team that will lead the agency’s insight, strategy and innovation, offering a more entrepreneurial approach to problem solving.