3 Keys To Increasing Return On Ad Spend
May 23, 20173 min
We’re all too familiar with the old Wanamaker adage: ‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’. It no longer has to be that way.
NEW THINKING
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Advertising - Page 7 of 31 - Branding Strategy Insider
Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough. How big is the challenge of trying to secure the awareness – let alone the enduring emotional engagement – of consumers? Huge, of course. People are awash in information and glad to tune out what they don’t need, which is why it is increasingly difficult to create a successful ad.
How Brands Can Build A Disruptive Campaign
May 10, 20176 min
Rarely do you hear someone who can confirm the important truths that you’ve spent a career learning. It takes someone who has been to the mountaintop to validate what you’ve believed to be true all along.
Brands Need A Creative Renaissance
March 10, 20173 min
Nearly infinite channels and touchpoints have created unlimited possibilities for brands to interact with their customers. With so much opportunity, it’s hard to imagine the effectiveness of advertising is in decline.
How To Think Like A Creative Director
February 28, 20177 min
Recently, I had the pleasure of speaking on this topic to a room full of retailers. No doubt there was more than a little curiosity, thanks to the larger than life exploits of our fictional colleague Don Draper on AMC’s “Mad Men,” or how about Mel Gibson’s mind-reading creative director in “What Women Want.”
Digital Advertising Requires Balanced Metrics
February 16, 20174 min
In the spring of 1902 the Hanoi governor was worried: a bubonic plague outbreak threatened to spiral out of control. The governor wanted to exterminate the city’s rats but he lacked the necessary staff. After puzzling over his conundrum he had a brainwave: a bounty for every rat’s tail handed in.