Your Brain, Marketing, and Life

Iain McGilchrist’s talk hosted by the Royal Society for the Encouragement of Arts, Manufactures and Commerce as part of the RSAnimates series. The brain and its functions remain a mystery to most of us. But it’s clear we all need to categorize and file the information we encounter in our daily lives. The sheer volume…

The Medium Independent Idea

Below is one of the best explanations I’ve found of the types, or perhaps progression of integrated campaigns. Central to the explanation is the concept of a medium independent idea. This type of idea comes from one cultural insight that is executed differently across various mediums. The pages above are an excerpt from the ebook…

Long copy lives!

Excerpt from Ogilvy’s How to create industrial advertising that sells: No one reads body copy, especially not long copy. Well, almost no one. But the few that are deeply interested in your category will. And if the copy is right and the reader stays with you till the end, you’ll leave a lasting impression. This is…

The fun work.

“The conversation is happening either way. It’s your choice if you want to be part of it”. “Engagement is the new ROI”. “Self expression is the new entertainment”. I was recently in Toronto for the Canadian Marketing Association’s annual convention. Social media and online experiences are getting a lot of attention aren’t they? There’s a lot of really…

The pimple faced kid and the CMO

Customer service used to be a counter off to the side of the cash registers. Usually staffed by a young employee who dealt with unhappy customer after unhappy customer. Today some of these customers have taken to social media to voice their dissatisfaction. This has brought run of the mill customer complaints straight to the…

Learning

  Everyone is responsible for their own learning. But companies have a vested interest in creating a learning culture. The benefits are clear. But there’s never enough time. Learning falls to the bottom of the list on our daily priorities. Learning requires knowledge coming from somewhere else – whether that’s books or mentors. It also…

The CMO and status quo

We’ve all heard the qoute. A business enterprise has two basic functions. Marketing and innovation. – Peter Drucker As agencies we try and make our clients better then they are and perhaps better than they think they can be. But only a senior marketing mind inside the company can create the change required. They’re in…

The supplier and the partner

Sometimes I need a supplier and other times I’m looking for a partner. What’s the difference? A supplier– Is there when you need them– Is reliable and consistent in their product and service– Executes your requests flawlessly– Suggests alternatives as issues arise A partner– Comes to you with ideas– Educates you on the things in…

Multiply Your Advertising Investment

Some advertising options have a greater return on investment then others. They have the ability to multiply your advertising investment by a greater factor. Is the risk of these options scaled to the possible reward? If not, select  tactics could be undervalued investment options. Stock traders and M&A brokers spend their whole career looking for…