Can you hate a brand? I'd argue that it's technically possible to hate a company for whatever reason, but hate is such an extreme emotion. It seems like we ought to save it for the big things, like war, poverty, and violence. But no. Reviewing a range of information, including major news events from the last year, customer survey results from the American Customer Satisfaction Index, employee reviews on …
The Quants Runneth Over
Data collects, mostly into piles of digital rubble. Yet, data is prized and those who provide it are revered. The high priests of data analytics have the floor right now, which is understandable and ridiculous at the same time. It's understandable that clients are scared to death of their own intuition and risky creative ideas from the agency. And it's ridiculous because marketing is for the brave. A degree …
Sears Is On The Wrong Screen
Just 11% of Sears sales come from e-commerce. No surprise there. Smart retailers know that TV advertising drives interest and newspaper circulars drive traffic. According to The Wall Street Journal, Sears Holdings Chief Executive Edward Lampert is on another page. He champions the use of digital marketing over traditional TV and print advertising, arguing that digital marketing is more cost-effective and …
We Have A Big Fat Platform Problem
Fake news is such an innocent term. The fact that the term masks what it really is—propaganda meant to weaken real news—gets lost in the equation. Nevertheless, what does "fake news" actually look like? It looks like this: https://youtu.be/xIJVoumWYtQ Sadly, fake news, a.k.a. propaganda is not innocent, nor does it exist in a bubble. According to Bloomberg, Russian meddling is far from the only social …
Will The Quants’ Conquest of Adland Be Short Lived?
In marketing circles, propeller heads rule the day, or so some say. They rule because they can quantify their work, parse the data, draw charts, and speak MBA-to-MBA. On the other side of the conference table, you have the creative firm and their bold ideas. The problem is bold ideas from the agency don't exactly instill confidence, in fact, they often do the opposite. Bold ideas are seen as risky, whereas …
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Ad Making Is Not Manufacturing, It’s A Discovery Process
Martin Weigel has been Head of Planning at Wieden+Kennedy Amsterdam since 2009. He has some sharp ideas to share about the business. Like this one: When we succumb to the fantasy that we can professionalise creativity, that we can extract the play, unpredictability, and human element out of the process, that it can be treated like the manufacturing process, repeatable and reliable in its methods, and …
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