I did. By that I mean both that I did want to, and that I eventually did, manage a creative business. I was MD of an ad agency for over 6 years. What I didn’t realise then but do now is that it’s actually a pretty shit job for a …
Customer = organisation (e.g. Tesco) that buys from a manufacturer. Buy lots of product and have a direct impact on profitability. Think one to one, two-way conversations. Think capital C. consumer = person who buys from a Customer. Buy small amounts of product and have an indirect impact on profitability. …
The day that digital marketing for fmcg brands really takes off will be the day that supermarket buyers accept it as a powerful alternative to TV. One of the most significant effects of TV advertising is its effect on this small but incredibly powerful group of people. As long as …
This has long been true of service brands. But it is increasingly true of manufacturing brands too. Once upon a time a brand was a series of values attached to a product by way of design, advertising, user imagery etc But the logical conclusion of fmcg brands entering social spaces …
Advertising = pay for distribution + control message Social spaces = relinquish control of message + hope not to pay for distribution Recipe for disaster = control message + expect not to pay for distribution