Michaela Jefferson wrote an article for MarketingWeek titled Cannes-winning film ads ‘lack potential to drive long-term brand growth’ (July 7, 2022).
Continue reading “there’s a difference between an ad agency and a film school”the disconnect between ads that win awards for ad agencies and ads that sell product for clients
Paul Feldwick wrote an article for MediaCat Magazine titled Come back, Whipple, all is forgiven (July 6, 2022).
Continue reading “the disconnect between ads that win awards for ad agencies and ads that sell product for clients”Anti-personalization
Samuel Brealey and Michael Taylor wrote an article for WARC titled Anti-Personalization: The best ad for one is the best ad for all (June 2022).
Continue reading “Anti-personalization”Cultural imprinting
Kevin Simler wrote an article titled Ads Don’t Work That Way posted on the Melting Asphalt website.
Continue reading “Cultural imprinting”Les Binet: Why split brand building and sales activation?
Les Binet wrote a Twitter thread on why to split “brand” and “activation” advertising.
« Peter Field & I recommend that marketers use a mix of “brand building” & “activation” communications. Our research suggests the optimum split is usually ~60% brand, ~40% activation, but varies by context. But why split brand & activation at all? Why not do both at once? »
Continue reading “Les Binet: Why split brand building and sales activation?”three-word brief: Make us famous
Bob Hoffman wrote an article titled The Three-Word Brief.
Continue reading “three-word brief: Make us famous”Rethinking the long and the short of it
Andrew Willshire wrote an article for MarketingWeek titled Focus on the short term and the long term will take care of itself (2017). It is a contrarian view to the Binet and Field 55/45 model of long-term brand building and short-term activation advertising.
Continue reading “Rethinking the long and the short of it”Alex Murrell on the 3 Errors of Efficiency in Advertising
Alex Murrell wrote a blog post titled The Errors of Efficiency (October 4, 2021).
- Error #1. Mass media is wasteful because it is untargeted
- Error #2. Mass media is wasteful because it is ignored
- Error #3. Mass media is wasteful because it is expensive
Murrell says the advertising industry is intoxicated by efficiency, undermining effectiveness.
« In short, we prioritise cheap channels to improve our ROI. We invest in touchpoints which can target those most likely to convert. And we avoid advertising on media that commands low levels of attention. »
Continue reading “Alex Murrell on the 3 Errors of Efficiency in Advertising”What happens when brands stop advertising?
Adam Gelzinis, Rachel Kennedy, Virginia Beal, Nicole Hartnett and Byron Sharp of Ehrenberg-Bass Institute wrote an article titled What happens when brands stop advertising?
Continue reading “What happens when brands stop advertising?”Les Binet on brands: if you want to grow, you have to punch above your weight.
WARC’s Anna Hamill interviewed Les Binet in October 2020. The full interview is here: Les Binet on why long-term marketing matters in the age of short-termism. Highlights below.
Continue reading “Les Binet on brands: if you want to grow, you have to punch above your weight.”
Articles of Interest 