A new picture of affluence
The well off and wealthy may not take up much bandwidth as you dash out another digital banner on two-for-one sun cream but the plain fact is that they are a critical audience for brands looking to find growth in a sea of stagnation. You don’t need to be Jaguar, Land Rover or Burberry to...
Interesting versus right – revisited
If there is one defining philosophy of my approach to planning and strategic development it is the mantra that it is vital to be interesting but merely important to be right. This is based on the observation that those that are preoccupied with finding the right solution very rarely turn up anything remotely interesting. While...
Don’t call me mum
It’s been a busy week at Saatchi towers. On Wednesday I unveiled the results of a project that I have been working on with the online forum for mothers, Mumsnet at their inaugural Mumstock conference on marketing to mothers. This project aims to challenge a whole set of myths about marketing to mothers that seem...
Television is still the king
Breaking Bad, a fully paid up member of Kevin Spacey’s ‘Third Golden Age of Television’ The legendary Steve Henry once told me a joke about advertising awards. He said that he had hailed a cab from outside the Grosvenor or some such venue and the cabbie had enquired what he had been up to all...
Should CSOs become CEOs?
In the 1990s Harry Enfield and Paul Whitehouse performed an appallingly misogynist sketch series called ‘women know your limits’ in which mock mid-century public information films advised women not to mess with things like driving and intellectual debate. And I wonder if sometimes the same advice ought to be given to planners, especially when presented...
Oxbridge is not the problem
I went to a very nice industry do recently full of some really smart people taking about youth, including the wonderful Shaun Bailey. For some reason the conversation got onto what the advertising business is doing for young people given the appalling levels of youth unemployment in the UK. And two things really pissed me...
Advertising’s moral responsibility
Advertising and ethics have never been close bedfellows in the popular imagination. When I entered the industry it was characterised by a culture derived from the bar (not the agency one the legal one) – that all businesses deserved representation as long as their product was legal. This may sound perfectly sensible to you but...
In defence of war
The first recorded use of the acronym OMG doesn’t appear in a text from an over enthusiastic adolescent but in a letter from a crusty old sea lord to a future Prime Minister. In 1917 Winston Churchill, then Minister of Munitions, received correspondence from John Arbuthnot Fischer complaining about the progress of the war...
Guest Post: Can advertising be too good?
In this very rare guest post John Shaw, Chief Strategy Officer at WPP’s Team Red, asks whether sometimes advertising can be too good, not for the brand but for the consumer. Long, long ago in the mid- 1980’s, Levi’s 501’s created a moment for me – a fashion moment, a music moment, an advertising...
Why ‘always on’ is such a turn off
When you have fireworks like this who needs bonfires. Image courtesy of Fernando Castaneda. In recent years the business of marketing has been assailed by a litany of new buzzwords and phrases that often gain extraordinary momentary popularity and spawn a slew of new job titles and agency offerings. However, increasingly this ‘new marketing’ jargon...
Stop confusing targeting with relevance
Advertising is not everyone’s cup of tea. However, for most of us inside and outside the industry, advertising is seen as commercially vital, economically important and culturally essential – funding and subsidising vast tranches of the media and many other facets of our lives. But there is a big if. And that is if advertising...
Keynesian marketing and the business of confidence
I am not an economist but let’s say I am economically curious. And I wonder whether some of the debates that are happening in the world of economics might have relevance to the world of brands and marketing. And specifically the rekindling of interest in Keynesian economics following the financial crisis and the failure...