by
Richard
on
Mar 19, 2017 • Comments Closed Ok so its March and this is rather late off the rank. But better late than never. It just means we have 9 months not a year to sort this stuff out. If 2016 taught us anything, it is that prediction is pointless. It may be desperately tempting, it may feel like a commercial imperative,...
During an early 1950s tour of the recently modernised Ford plant in Cleveland the President of the United Automobile Workers Union, Walter Reuther, was shown the latest car construction robots. His over zealous guide turned to him and said “Walter how are you going to get all these robots to pay their union dues?” To...
It’s quite possible that 2016 marked peak purpose. The year in which the idea of corporate or brand purpose reached its zenith from which its grip on the collective consciousness of the business world may slowly wane. You see purpose has a rather patchy rep. For every Unilever, celebrated for their commitment to both corporate...
Recently I was asked to talk to the Open Strategy Group about planning bad habits that should be addressed in 2017. And so I aimed off at what seem more to me as sins than simply bad habits. The seven deadly sins of planning. Here is the slideshare from the event, each point illustrated by...
One of my all time favourite ads is Asshole for Holstein Pils. It was written by Robert Saville and Jay Pond Jones at GGT and I think it’s by far the best drink driving ad in history. God knows why it’s not on every year. If you are familiar with the ad perhaps you might...
“Let’s face facts, Perce”, as Edmund Blackadder was constantly saying to his hapless companion, the division of labour in advertising agencies borders on the bizarre. In no other industry is the thinking, creating and doing delivered by different people, with different titles, often in different departments. You don’t see the farmers, the architects or solicitors...
A while back the good people at Admap asked me, along with a bunch of other strategists to contribute to a bumper September issue on the future of Strategy. It’s rather long but here it is for your delight. The skills of the strategist are, with the best will in the world, unnecessary. In any...
The work, the work, the work. That’s the mantra by which we live and die in advertising. Good agencies are measured by the work they win and the way that they work. But great agencies are always measured by the quality of the work they make. CDP, BMP, BBH and Mother all brought innovation to...
Good news is thin on the ground right now but in the world of marketing, there is one massive benefit of the Referendum. Thanks to the 23rd June no organisation need bother commissioning a segmentation study ever again. There are few concepts in marketing that promise more and deliver less than segmentation. Segmentation is the...
This is an article I wrote for the second edition of the New European. The New European is a fascinating publication, it was set up from idea to first publication in 9 days. It’s kept its costs very low and exists to serve the 48% of people that voted to Remain. It will disappear once...
I guess it’s in the nature of our business that after years looking after other people’s brands you crave to have one of your own. Not an agency brand (though the thought remains intoxicating) but a real brand, something out there in the world that’s living and breathing. Over the past six months and after...
Mumstock is the only marketing conference in the UK devoted to improving the woeful standard of marketing to mums. We have been at it for three years now along with our partners Mumsnet. And each year we have tried to deliver a new take on the subject through an unorthodox piece of research. So now...
