“Those who know do not speak. Those who speak do not know.” – Lao Tzu For years, I carried this quote as both shield and sword. But sometimes, those who’ve traveled many paths have stories worth sharing – especially when those paths were once criticized as unfocused, inconsistent, and lacking commitment. The Case Against Generalists…… Continue reading From Job Hopper to Strategic Advantage: Why My “Squiggly” Career Was Actually Perfect Training
Category: Advertising
Stuck in the Measurement Trap: Why Our Obsession with ‘Easy’ Metrics Is Killing Real Marketing Effectiveness
The Measurement Conundrum: Why ‘What Gets Measured Gets Managed’ No Longer Means What You Think There’s an old joke among marketers: “The best thing about the internet is you can measure everything. The worst thing about the internet is you can measure everything.” Today, this quip feels less like a joke and more like a…… Continue reading Stuck in the Measurement Trap: Why Our Obsession with ‘Easy’ Metrics Is Killing Real Marketing Effectiveness
Why Emerging Markets Are the Blueprint for Marketing-Led Growth
In boardrooms around the world, there’s a growing expectation that marketing will not just build brand equity—but drive real, measurable business growth. Yet most frameworks for marketing transformation are still rooted in legacy-market thinking: slow, siloed, and overly focused on media efficiency rather than market creation. The truth is, the future of marketing-led growth won’t…… Continue reading Why Emerging Markets Are the Blueprint for Marketing-Led Growth
Why you don’t need a digital strategy, but you need an HR strategy
What’s the point in having a different strategy for your digital world than the rest of it? Does your brand offer different products and services online than off? Are your consumers split into those that only go to stores and those locked in their basements on a laptop? It doesn’t make sense – yet we…… Continue reading Why you don’t need a digital strategy, but you need an HR strategy
Content Marketing & Service Design are the future of Branding
Buy One, Get One Free; Only $9.99 with free shipping; Washes whiter than ever. These are the ad slogans of the past, there is a major shift in the way that brands communicate driven by the digital revolution. Two major changes are driving this, the first is the proliferation of marketing messages through multiple channels…… Continue reading Content Marketing & Service Design are the future of Branding
Thoughts on the Publicis Groupe reorganisation
Maurice Levy, CEO of Publicis, made a major announcement about the organisation of the Publicis Groupe yesterday – see the video below: There have been a swath of article and opinions over the last 24 hours regarding whether this is the right or wrong move, comparing to Martin Sorrell’s organisation of client teams at WPP…… Continue reading Thoughts on the Publicis Groupe reorganisation
A new vision for CRM
Direct marketing, email newsletters and CRM seem like tactics from a bygone age in today’s communication world; but within brands and marketing departments the arguments still rage as to whether an organisation needs to build its own customer database and harness its audience, or whether the major online ecosystems of Google, Facebook and Apple now…… Continue reading A new vision for CRM
Re-Inventing Brand Marketing
As I read through an article by Cédric Cauderlier (@cedricc_be) on the 12 digital winners that I might have missed from Cannes this year I was very disappointed with the maturity of the executions – on the one hand it feels like Cannes has become the centre for creative stunts that win awards but on the…… Continue reading Re-Inventing Brand Marketing
Social is going to be digital all over again for ad agencies
Whilst watching the Facebook Marketing Conference in New York the other day (you can catch up with all the talks on the LiveStream link here), I was enormously happy to hear Nigel Morris (@NigelDMorris) from Aegis’s comments on how ad agencies need to adapt for social. Watch the video below and listen particularly to Nigel’s…… Continue reading Social is going to be digital all over again for ad agencies
Marketing Predictions for 2012
At this time of year we see a multitude of articles about predictions for the year to come – some obvious and some less evident – I’ve tried to keep my list short and focussed this time around as we marketers have only a limited bandwidth to evolve our increasingly complex ecosystem. Some elements may…… Continue reading Marketing Predictions for 2012