When scale-ups consider using TV advertising for the first time, it’s a decision that can be riven with uncertainty. So here’s some advice and data to help, including a new analysis of the performance of 550 TV ads by 200 new-to-TV brands by System1 Group. It reveals some lessons for scale-ups and a worrying problem: […]
Short-termism and long-termism are both just wrong-termism. So let’s end the false choice between long and short-term marketing tactics, maximise the compound effects of getting them working together in harmony, and start to close the value-destroying divide between ‘brand’ and ‘performance’ marketing. It’s limiting marketing effectiveness and brand growth, when we’ve never needed them more. […]
I was asked recently to give a talk answering the question ‘does brand purpose really drive profit?’. My very short answer to it was ‘yes it can, but mostly it probably doesn’t’. And the slightly longer answer to it was ‘it really depends, but on balance brand purpose is over-used in marketing today and its […]
A brand can be a company’s most valuable commercial asset, but persuading CEOs to invest in theirs has never been harder. In an open letter to all CMOs, everywhere, I set out some key data to help them. [first published by BBH Labs 22.03.18] Dear All CMOs, everywhere Hope you don’t mind me writing to you all […]
Despite data being one of marketing’s obsessions, most brands aren’t extracting value from 11 of the most basic data-points available to everyone. [First published by BBH Labs 04.12.17] ‘How did Facebook, which prides itself on being able to process billions of data-points…somehow not make the connection that electoral ads paid for in roubles were coming […]
The case for the importance of difference & distinctiveness in business, brands and marketing communication. [First published by BBH Labs 20.03.19] Sameness is commercial suicide – whether your chosen way of being different is differentiation or distinctiveness or like me you’re a cakeist and would ideally want both. Yet there’s a growing ‘sea of sameness’ out there, and […]
System1 Group have used their ‘Fame, feeling, and fluency’ methodology, mostly applied to brand and advertising measurement, to predict the outcome of the 2020 US Election. It predicted Brexit, Trump’s win 10 months out from the 2016 election, picked Boris to win the leadership of the Conservative party and to go on to win an […]
I compiled the most important and useful charts in the work of advertising’s ‘Godfathers of Effectiveness’, Les Binet & Peter Field, in this piece, first published by the IPA in 2018. Please download them, use them, share them. No two individuals in the history of advertising have done as much to uncover its overall commercial […]
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With 20+ years as a strategist in the world’s best marketing communications agencies, I’m driven by a desire to drive future growth for brands by harnessing the commercial power of creativity, and to prove its value for the marketing industry as a whole.
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