Lest we forget : I think we've typically thought about marketing as the creation of moments - communications, events, spectacles, launches, etc. Similarly, I think these moments make up only a very small part of the view customers have of a brand. Instead the vast majority of what informs a person's...
Shaun McIlrath, Creative Director at Hurrell and Dawson on how to do Direct : it is your job to help your clients be uncorporate - to be human. You can do it through comms, or by working within the company to help make it more accessible and helpful to the customer - but do it, because it will make their...
Hugh MacLeod with a seminal post on social objects : From now on you won’t have the TV Commercials to rely on to start your conversations. People are ignoring you. The only way your product is going to spread is by word of mouth. The only way it’s going to get word of mouth is if there is...
Rory Sutherland, again : There's no point in being a peacock with a moderately good tail. Go for great or don't bother at all. That's the principle that creatives understand and accountants don't. Subscribe to Advertising 2.0 by email or RSS
Richard Huntington : So why is the simplest form of human interactivity somehow seen as illegitimate in the armoury of the interactive marketer? Why can’t the technology that we all delight in be used to bring emotion to the brand relationship not just the relationship between users? And why is...
I'm still catching up with the last couple of weeks' reading, and this is not to be missed . Rory Sutherland concludes: I am a massive advocate of more refined targeting of messages, and of discreet media used to tell complementary brand stories. The problem arises when the creative work is more...
Today's New York Times has a great article focusing on how Nike increasingly is spending less on conventional advertising and more on doing useful things for people. Just do it . Subscribe to Advertising 2.0 by email or RSS
Max Kalehoff : we must ask ourselves one thing: are we serious about delivering relevancy and value? Are we ultimately benefiting consumers? If not, then we have a serious problem. Subscribe to Advertising 2.0 by email or RSS
Guy Phillipson, the IAB's chief executive : Predictably TV is still king, but online clearly performs well – especially on the key ‘trust’ metric – so it’s important that that FMCG advertisers allocate greater proportions of their media budgets online in order to fully...
David Armano on Influence Ripples and Social Media Fragmentation : Successful personal and corporate brands alike will be the ones who take a holistic view when creating, maintaining and amplifying their ripples. This means avoiding the temptation to hyper fixate on one venue thinking it's a replacement...
