Here is my short film that attempts to do this in just 7 minutes i made it recently to explain some of the key ideas- it was commissioned by my client Danone Nutricia, who are happy for me to share it, bless ’em
Category Archives: Effectiveness
Should brands become creators on YouTube?
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
So have brands really changed that much ?
One of the little joys of the Goodwood revival is a re-created Tesco store from the early sixties- complete with packaging from the era. It is almost worth the price of the ticket. Most striking thing for me was how little packs had changed: some like Marmite and Heinz have just been refreshed slowly overContinue reading “So have brands really changed that much ?”
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”
The old offers are the still best
I used to work on the Amex account at Ogilvy and during the 1980s Ogilvy and Amex invented many of the new rules of database and promotional marketing. One of the perennial winning offers was called Member Get Member– if you introduced five new members you got a case of wine. Wine was always theContinue reading “The old offers are the still best”
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”
Internet years are like dog years
In decade the way we launch cars has fundamentally changed Here is my brief potted history of how which has just appeared in Aurora
Social media is bullshit
is the title of an enlightening and helpful little book by BJ Mendelson. It helps you sort out the crap from the hype. Some things that rang bells Beware cyber hipster’s thought leadership A whole class of cyber hipsters is busy creating and spreading hype because it helps their own business/raises their fees as publicContinue reading “Social media is bullshit”
Bad language
I have just had an out burst in this quarter’s Market Leader (quarterly journal of the Marketing Society-subscribe here) about the use of jargon in marketing – which my daughter read and described as pompous. Perhaps I have reached a pompous age – must do something as an antidote See Cword It was inspired by Orwell’sContinue reading “Bad language”
Coca Cola and the doctrine of happiness
Drive north out of Kampala in Uganda and you will come across many signs like this one – Coca Cola has sponsored a local school and given the school a Coca Cola sign. A example of commerce invading people’s lives and landscapes you might think? But on reflection I think not. It is (asContinue reading “Coca Cola and the doctrine of happiness”