I spent a happy two years at Google thinking about and advising brand owners about this question. Here is my advice, just published in the spring issue of Market Leader ( which is the UK Marketing Society’s quarterly journal) PDF attached Julian Saunders
Category Archives: Creativity
Big Data Bang at Somerset house
Data brilliantly presented can crystalise a complex issue and to make us think. Fans of David McCandless (information is beautiful) will find plenty of examples in this show-distillations of the world’s data, information and knowledge into beautiful, interesting and, above all, useful visualizations, infographics and diagrams. I expected to see this at the show andContinue reading “Big Data Bang at Somerset house”
Smart googling
Aurora magazine recently asked me where and how i look for insights online, so i thought i would share. Here are five I find really useful (heavily influenced i guess from working at Google ) ThinkwithGoogle (www.thinkwithgoogle.com) a treasure trove of think pieces and case histories about good digital marketing . Google trends http://www.google.com/trends: whatContinue reading “Smart googling”
Virtual Reality, other innovations and what it might mean for brands
https://www.youtube.com/watch?v=7dIvGaJZ8Cc This is worth a watch -especially from about half way through (Declaration of interest- Lars leads the team in which i work at Google -known as The Zoo). Lars explains what the Zoo is,what work it does and (most interestingly) introduces some of the cool stuff that we are going to see in Gaming andContinue reading “Virtual Reality, other innovations and what it might mean for brands”
The death of demographics and its consequences
Age and social class are no longer a reliable way to predict to beliefs and buying habits. Identities and tastes are fluid. In truth they may always have been but now the anonymity/freedom of city life means now we feel more liberated to express who really are.People from conservative cultures like China and India hankerContinue reading “The death of demographics and its consequences”
Some things were better in Don Draper’s day
Fans of Madmen may remember an episode when Don makes a client sign a creative brief – the idea being that the brief is a form of contract that a client makes with the agency.It made me nostalgic. This was common practice when i worked for Lintas and Ogilvy in the 80s – but nowContinue reading “Some things were better in Don Draper’s day”
Why brands decided to save the world
Last year The Cannes Awards saw many examples of brands trying to “do good business by doing good”. I expect this year there will again be many awards entries that aim to engender brand loyalty by being good corporate citizens. Aurora commissioned me to write a piece about this undoubtedly big trend. I have takenContinue reading “Why brands decided to save the world”
How data and fear stimulates a wave of new ideas
My most recent attempt to explain this ( to myself as much as anything else) Article just published in Aurora Julian
The Anatomy of Humbug
is the title of a new book by Paul Feldwick about the history of thinking about how to create effective advertising. It is short, clearly written (as you would expect of PF) and full of fascinating stories. Any one in the biz should read it. Some of the things found interesting Many people inContinue reading “The Anatomy of Humbug”
Expect the senior vloggers soon
The Ofcom annual report on the UK communication market 2014_UK_CMR 2 is a treasure trove of data These data on the rapid growth of Tablet ownership – even among the over 55s- set me thinking about how it might change culture-rapid mass behaviour change normally makes waves Some thoughts Tablets-At last a deviceContinue reading “Expect the senior vloggers soon”