How is the role of strategy in advertising and media today? How is it changing? What are the challenges that lie ahead? A global survey made 3 key observations. Continue reading The Future of Strategy – findings from a global survey
When it comes to what works in advertising and media, doesn’t it seem like we’ve behaved a bit like climate change denialists for too long? Today, it’s hard to argue with 97% of climate scientists who agree that global warming is happening and it’s man-made. Yet there are still those – the US’s recently elected … Continue reading Changing marketing’s weather – increase loyalty or new customers?
As the saying goes, analysing humour is like dissecting a frog – few are interested, and the frog dies. The same could be said of creativity in advertising – great advertising can be killed by over-analysis. Analysing humour is like dissecting a frog – few are interested, and the frog dies. The now famous Cadbury’s … Continue reading Feeling advertising effectiveness
Short-termism in ad campaigns is damaging brands. At a recent Core Media & AAI event, Marketing Multiplied, guest speaker and ad effectiveness guru, Peter Field, ran a captivated audience through the numbers. Since 2011, ‘creative effectiveness’ in advertising has halved In 2011, creatively awarded campaigns were 12 times more effective than non-awarded campaigns. By 2014, this … Continue reading We need to talk about short-termism
Loyalty schemes can be incredibly powerful tools to attract and retain customers. Done right, they can help build a brand and deepen customer relationships. But many are used tactically, as short-term fixes that may only drive sales. They may even undermine the very thing they’re designed to create. What is the right way to think … Continue reading We need to talk about loyalty