The media traction that the ‘new’ Gap logo is getting should surely be a lesson to all of us in testing, crowdsourcing, or both. It has been quite a while since we have seen a rebrand take up this much media coverage, and potentially this is because people feel strongly about it. Over the weekend…… Continue reading Can you afford not to crowd-test?
Author: Lex Bradshaw-Zanger
A digital native and integrated brand marketer with a passion for marketing-communications and product design, Lex has a truly international outlook and experience, having worked both in major marketing agencies and client-side brands across Europe, the US and the Middle East.
Reinventing marketing strategy, plans and thinking
As I read the pipeline article on ‘learning to unlearn’ it occurred to me how key this idea is when applied directly to the way we plan marketing and communications campaigns today. The last few years have seen the arrival of new channels, the prevalence of content as key to engagement and have put the…… Continue reading Reinventing marketing strategy, plans and thinking
How do we build knowledge in the agency business?
The question of building knowledge in this industry has arisen more frequently recently, mainly as a result of expanding markets in particular areas such as digital and interactive and also as a result of the economic downturn when many people are let go or changing positions and organisations must fight hard to transfer and retain…… Continue reading How do we build knowledge in the agency business?
Packaging, content and delivery
Mark Zuckerberg is no Steve Jobs, and we probably knew that already. But for those of you that watched the livestream update from Facebook HQ last night (or yesterday afternoon, depending on where you were), and saw the recent Apple Keynote, or have ever seen Jobs present you will understand what I mean when I…… Continue reading Packaging, content and delivery
Mad Men, and the dying art of the account exec
The more I watch Mad Men, the more I compare it to our business today and start asking myself certain questions. Some have obvious answers like the role of women, the drinking and the smoking and the overall style of life, some are very amusing in how little the business has changed in the last…… Continue reading Mad Men, and the dying art of the account exec
Designing spaces for creativity
A very interesting conversation with my colleague Rena (@Renroon) yesterday got us looking at the different ways that workspaces are arranged and for what purpose. It got me thinking about the different models that I’ve experienced and their cultures since there is clearly work to be done in determining which model suits which culture best.…… Continue reading Designing spaces for creativity
What happened to direct marketing?
I’m worried to say that I fear direct marketing as a skill has disapeared. how many people even know what a johnson box is and how to use it? In our rush to become integrated, 360 and digital we have have forgotten that a key piece of the marketing mix was about how a brand has a…… Continue reading What happened to direct marketing?
The joy of industry bodies
Just returned from a networking session at the Capitol Club entitled Digital Dialogues sponsored by Flip Media. In a young market like this it is great to have this sort of initiative to get likeminded people into the room. After only 5 months in Dubai, this is a breath of fresh air and inspiration to…… Continue reading The joy of industry bodies
It’s time to think (anew)
A very interesting piece by Charlie Lowe (@charliemlowe) at DTD today talking about the… …critical lack of resourceful and talented people in the world. and how this is particularly relevant to the advertising industry; and he makes a very valid point in that creative thinking and talented people tend to go hand in hand and as…… Continue reading It’s time to think (anew)
Digital planner, an even rarer bird
The traditional advertising agency strategic planner is a rare bird, mostly of anglo-saxon origin and more often than not found congregating in London, New York and Minneapolis. Every other country outside the anglo-saxon world that has tried to apply strategic planning, never seems to get it quite right, either from an internal or external perspective.…… Continue reading Digital planner, an even rarer bird