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.
ReadHow 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?
ReadContent 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?
ReadMeet 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.
ReadWhy 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.
ReadWhy 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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