Advertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it. People constantly declare that advertising’s dead. Fast Company recently claimed David Droga wants to kill it. Elon Musk said Tesla doesn’t do it. […]
Last January I moved from the creative agency world to a very different one. To Jellyfish, a full-funnel marketing performance company at the forefront of the convergence of brand and ‘performance’ marketing, media and creative, content, data and technology. A blog post I wrote soon after about the move (‘I’ve never heard of Jellyfish’) got […]
In marketing we love change, but what about what won’t? Here are 7 unchanging principles of effective communication that are based on how our brains work, not on how specific technology works. Papyrus, paper, the printing press, television, the internet, the smartphone: the new communication technologies with the power to shape human culture invariably lead […]
The sales funnel is nearly a hundred years old, but despite frequent reports of its death and surprisingly little evidence that it reflects how advertising actually works, it’s never been more alive. The cockroach of marketing concepts, it just seems to keep going and going, adapting to the environment it finds itself in. This is […]
Do you have a philosophy for how marketing communications work for your brand? I don’t mean a strategy or plan. I mean a vision that’s articulated simply, compellingly, inspiringly. For most marketing people the honest answer is probably no, although I suspect it’s a bit more common amongst marketers at the ‘brand’ end of the […]
If ‘Marketing Myopia’ was an over-focus on products vs consumer needs, its modern variant is an over-focus on the present vs the past, present & future, that puts us in danger of losing sight of the bigger picture for our brands. In 1960, Harvard Business School professor Theodore Levitt’s article ‘Marketing Myopia’ described a damaging […]
When I told people I was starting a new job at Jellyfish, people asked loads of questions. The most common from creative agency people was ‘who are Jellyfish?’. From people who knew little more than the name, it was ‘why’s a brand person like you going to a performance agency?’. But from those in the […]
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: […]
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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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