A recent survey by UK-based media consultancy ID Comms, reported by Campaign [1], shows that advertisers (clients) are failing to meet expectations (of clients and their agencies) in four key areas: setting clear KPIs for media; having a point of view on ROI for media; having [...]
Today’s big breaking news in the marketing world is that the best marketing campaign ever is ending. Sort of. I certainly won’t be alone in saying that the Dos Equis beer brand’s ‘Stay Thirsty’ campaign, which will no longer include actor Jonathan Goldsmith as The [...]
Trying to understand the relationship between creativity and intelligence has always been intriguing to me. As a young person, I assumed there was a direct relationship and my later interest may be a product of wanting to know how wrong I was. The rabbit hole [...]
In late June of this year, ‘global growth’ consultant Frost & Sullivan published a report on the state of automotive retailing—automotive being a key practice area for the firm. Here are some highlights from the USD 5k study, [1] most of which I needed to translate [...]
Along with many others, I believe that demographics are the foundation of consumer marketing. Demographics help you define and understand your brand’s target group, which allows you to develop creative and media strategies and plans that maximise business results. When don’t demographics matter? When you [...]
A few months back Harvard Business Review (yes, but bear with me on this—HBR will seem like sissy stuff by the time we’re through all the references here) published an article that puts older marketing thinking in current context: “To Keep Your Customers, Keep It [...]
