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 [...]
Here's a head-scratcher. Canada’s non-profit, self-regulating Advertising Standards Canada (ASC) is currently re-running their 2010 “Truth in Advertising Matters” campaign. Now admittedly, working for any industry association is tricky. Have a look at the TV version, if you haven’t seen it: My issue isn’t with [...]
It took almost four years, but Nike finally got their Tiger Mojo back. So really, you can hardly blame them for telling the world as quickly, loudly and proudly as they did earlier this week. [1] I wrote about the Tiger-Nike relationship a few years back [...]
