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.
ReadThe 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?
ReadAlso 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?
ReadThis 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.
ReadThere 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.
ReadNeuroscience 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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