The title of this post is confusing, because data isn’t really new, but maybe we haven’t thought of it as a drug before. Data has been around in marketing as long as P&G and J&J have been developing new products and running focus groups, whether the data is quantitative or qualitative it has always existed,…… Continue reading Data is the new marketing drug
This evening I went for a run… in the dark. I had been out walking several times around the lake close to our house and I figured that if I simply stayed at the edge of the lake I would find my way home – this is a good rule of thumb (except when you…… Continue reading Consumers need a map and a guide
We are always talking about change, whether it is change for our clients as we sell them new creative or try to get them to evolve their products, or change for ourselves as agencies as we see our market, region, and industry evolving before our eyes – but with all this talk, I wonder whether…… Continue reading Onboarding for change
My previous CEO at RMG Connect (now JWT) Claude Chaffiotte (@ClaChaf) once compared the pitch process to a visit to the doctor, saying that “rarely do you go to the doctor and he tells you the ailments of his last six patients and what he did for them” – but this is what most agencies…… Continue reading User experience in the pitch process
Regardless of whether you are part of a hot-shop 17-man creative boutique, or one of a 450-man flagship office of a global agency network, the advertising business still needs more than a healthy dose of entrepreneurs – and I think the industry is forgetting that. The challenge with this business, however large the brand name…… Continue reading Why advertising needs entrepreneurs
Back when Bill Bernbach changed the landscape of agencies by partnering art directors and copywriters we thought that this was a major revolution in agency team structure – finally the art department which had up until then really only been thought of as production took its merited role alongside the copywriters to come up with…… Continue reading Tomorrow’s creative team
I went last night for my first training sesssion at Concept 10 10 here in Dubai, this is a very different approach to the gym that uses very heavy weight against isolated muscle groups, doing very slow repetitions until you reach muscle failure point – and if you can hold out for too long (2.5…… Continue reading Disruption for mind and body
In the rush to evolve the skills of the advertising industry to keep up with an ever changing number of new media channels the buzzword for the last few years has been integration, bringing other skillsets and sometimes other agencies into the fold to deliver an integrated product – whether this was branding, digital or…… Continue reading Has ‘integration’ become a dirty word?
The web is dead, long live the internet – those were the guiding words of a recent Wired article discussing the evolution of how we use the web and the internet – how the relative amount of data and information that we consume in the browser is decreasing compared to the quantity of apps and…… Continue reading Did AOL peak too early? Are walled gardens the future?
It is about time that the industry stopped referring to digital and mobile as channels or as media; we are mature enough now to understand that these are not specific enough and do not group together a set of channels that can, or should, necessarily be used together. The mobile handset exists in a number…… Continue reading Clarifying digital and mobile