Strategy

Strategy

5 things I’ve learned about the Future of Strategy

While it was a real passion project, it was also based on a big user need: the company’s hardcore fans are planners at ad and media agencies, yet within the marketing industry as a whole, the planning discipline is little-understood and often overlooked.

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Strategy

How marketers can make people focus

The standout for me was a problem that’s always bedevilled advertisers with a message to get across: once you get people’s attention, how do you keep it?

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Strategy

Content and its discontents

Also known as ‘branded content’. You mean spots? Oh, sorry, long spots. No? Oh, music videos? No? Sorry, you meant online films, right? Sorry, I didn’t realize you were talking about sponsored documentaries. Actually, what are you talking about?

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Strategy

Meet the winner of the Warc 100

This campaign, which promoted micro recharge cards, used a cultural insight: in Egypt, shopkeepers often substitute small change for low-value items. So, they positioned the micro credit recharge card as 'Fakka' – small change, handed out in place of these low-value items, and kept alongside the counter in shops.

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Strategy

Why all advertising theories are wrong

There are many ways of defining advertising, but none of them really work on their own. That’s according to no less a source than planning legend Paul Feldwick.

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Strategy

Why neuroscience?

Neuroscience is here to stay - and the insights it provides can be far more compelling than those from the traditional focus group.

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