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.”Marketing is not advertising
Samuel Brealey started a Twitter thread stating Marketing is not advertising.
Continue reading “Marketing is not advertising”Online Marketing is the New Rent: Demand Generation vs Demand Harvesting
Grace Kite wrote an article titled Is Online Marketing the New Rent? (Sept 16, 2020).
Continue reading “Online Marketing is the New Rent: Demand Generation vs Demand Harvesting”Giles Edwards interviews analytics expert Andrew Willshire
Giles Edwards interviewed Andrew Willshire. 1 hour. Listen here. The discussion included data analysis and continuous learning, recency theory, systems thinking, ROI and diminishing returns, and more. Continue reading “Giles Edwards interviews analytics expert Andrew Willshire”
Advertising Recency
Erwin Ephron (1934-2013) wrote an article titled Recency Planning, originally published March 18, 1998, in his Media Week column called The Blunt Pencil. Continue reading “Advertising Recency”
What made Bill Bernbach great was he was a generalist not a specialist
Dave Trott wrote an article for Campaign titled Generalists Beat Specialists.
Continue reading “What made Bill Bernbach great was he was a generalist not a specialist”
Articles of Interest 