Clients all want their content to “go viral”. There are some obvious recurring properties of content that actually does “go viral”. But, when push comes to shove, there is still a tendency to excise those very properties from ideas and content. This is due to a natural risk aversion on …
[youtube=http://www.youtube.com/watch?v=KsRpXZML5YU] I watched the R/GA presentation on The Way Forward for agencies in the same week that I’d presented to the marketing department of a famously engineering-led company. In both companies the people who make the giant leaps, whilst all around them are taking small steps, are the engineers and …
As a ‘traditional’ television advertiser, faced with… Media fragmentation. Ad zapping technology. …you’d think that a logical response would be to… Explore alternative marketing communication models. Make ads that people actually want to watch. Well I tell you now, the latter of these two options just ain’t happening. Not based …
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. …
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 …