There's something clearly wrong with the generally accepted theory that political marketing is different from any other kind of marketing. It isn't. Politicians and political parties are brands, though the party brand is closely related to its leader's brand. Yet for some reason, political parties [...]
You know when a new (-ish) marketing topic gets serious coverage in the general business media, the topic is a fundamental one. The June 27th Globe & Mail Report on Business cover story was titled “How automation is shaking up the advertising industry” [1] and described [...]
The practice of companies building and using their own internal creative and media resources has been around for a long time. It has often been the starting point for small entrepreneurial companies and larger companies that focus a major portion of the marketing budget in [...]
While you can argue that doing good has nothing to do with generations or cohorts, it is clear that First up – do Millennials give any more than previous cohorts? The answer is yes, but it’s a different kind of giving. Forbes recently did a [...]
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 [...]
The winter solstice has heralded a new chapter in the advertising campaign for Equinox Fitness, the worlds largest luxury fitness club chain. As reported in Advertising Age, [1] here's a video synopsis of the creative, which actually works best in the print medium and/or single image [...]
