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.

Read
Business

What’s the purpose of brand purpose?

With so many heart-warming, CSR-led ads winning awards these days, setting a purpose seems to have become almost a prerequisite for launching a big brand campaign. But many in adland would say these wins are due more to tugging on judges’ heartstrings rather than demonstrating great creativity or solid business results.

Read
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?

Read
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?

Read
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.

Read
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.

Read
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.

Read