Beats by Dre won a gold in the APG awards with what, I think, is a great piece of advertising thinking. The brand and the agency (R/GA) may be super hip, yet the thinking is classical. The brand found a fresh, simple and easy to understand emotional promise and dramatised it brilliantly – the ideaContinue reading “More from the insights treasure trove”
Author Archives: Julian Saunders
An insight treasure trove (that all strategists should read)
Top news. The 2017 APG awards book is out. Reading it is one of the best “strategy workouts” that a planner can do. So, that’s what i am going to do – and i am going to use it illuminate what we mean by that much used word – “Insight”- and how it helps unlock greatContinue reading “An insight treasure trove (that all strategists should read)”
Everybody Lies
Book review just published in the latest issue of Market Leader – reproduced courtesy of WARC.com. “Everybody Lies” really is a very entertaining and insightful book about what is revealed by Data – with a focus on Google. Weakness is that the examples are mainly from USA Here is the longer review in The Guardian
Are you about to be thrown out of work by AI ?
Tech evangelists are all wide eyed and excited about it, promoting the idea of super-fast disruptive change just round the corner. I am not so sure – my latest on how fast change really is,just published in Aurora
What’s not going to change
Here is my counter-blast against the (much promoted) idea that everything in marketing is changing. It is just published in the new issue of Market Leader – the strategic marketing journal for business leader. It is reproduced with their permission. Subscribe at http://www.warc.com/bookstore Saunders final
Bad leaders and their impact
Was the theme exposed and discussed in a new style seminar (called Bad leader) that has been launched by the Marketing Society’ new CEO, Gemma Greaves. 50 or so society members sat in the round in a session moderated by leadership expert and coach Steve Radcliffe. Two people shared stories of being on the receivingContinue reading “Bad leaders and their impact”
Predictions you can make with confidence (1st of a series)
We will be eating a lot of fruit and veg in the next 10 years The forces that will make even more of us “demi-veg” (or even vegetarian) are a powerful combination of the personal, environmental and economic. Plus, anything that Jamie Oliver champions is likely to go mainstream. “I’m going vegetarian 3 timesContinue reading “Predictions you can make with confidence (1st of a series)”
“Knowing what’s important”
Was how Charles Handy defined “wisdom” at a recent event- it has stayed with me It is particularly needed at the moment – as many in marketing are transfixed by new technologies and have persuaded themselves of two things a) change is pervasive and b) change getting quicker. This second statement has been taken axiomaticContinue reading ““Knowing what’s important””
What’s wrong with Programmatic advertising ? (PA)
Everyone is hot for it – so what could possibly go wrong? A few things: My prediction- by the end of the year the trade press will be talking about a backlash against programmatic? Here’s why:- People intuit that they are just “target audiences” (and let’s not pretend otherwise) PA something that is done toContinue reading “What’s wrong with Programmatic advertising ? (PA)”
My favourite Christmas campaign is not John Lewis
The Columbian govt used Christmas trees to persuade FARC guerrillas to give up the fight.Nine 75-foot trees along paths the insurgents used were decorated them with Christmas lights and a message encouraging them to come home. The operation was deemed a success; 331 guerrillas demobilized while the campaign was active, a 30% increase from theContinue reading “My favourite Christmas campaign is not John Lewis”