The Strategy Blog.
-
Ensuring that the price is right
Pricing is a marketing issue, especially as cost of living crisis mounts. “We should not talk down the power of advertising in the wider marketing mix. When a brand buys advertising, it sends a message: that it wants to be noticed and win approval, that it wants to generate desire…
-
There are 48 ways to transform creativity. Here’s the 7th. Go outside.
Going outside is a transition, a transformation. And readily available when anyone is stuck for ideas. Going outside can be the start of a new adventure. There are, of course, more than one way to go outside: you can go through a door, step outside of your social or work…
-
“The past has a vote, not a veto”
The world has changed, but the way that we operate in many spheres has not changed enough. Not enough systematic change. This is true of many sectors, including advertising. Not enough change. It’s true of fiscal policy according to Conservative Party leadership candidate Liz Truss. She’s advocating tax cuts, arguing…
-
Why our industry could do with being a bit more Wimbledon
Serena practicing at Wimbledon. Photo by Clive Brunskill/Getty Images A new film about John McEnroe was released as this year’s Wimbledon tennis tournament came to a close, which prompted me to think a bit about tennis. McEnroe is famous of course for being outspoken. In a corporate world some people…
-
5 things I learnt at Cannes 2022
I won a free pass to Cannes this year, VIP, access all areas. You can win one next year – just enter The Brief #2 – exercise some creativity for good, and, if you have the luck of the draw that I did, meet some friends for life and become…
-
There has been little or no improvement in diversity or inclusion at work despite increased focus on this area over the past two years – new research reveals.
Despite more than £6 billion being spent on Diversity and Inclusion initiatives, the workplace is still full of inequality, prejudice, discrimination, marginalisation and harassment. More than £6bn ($7.5bn) is spent on diversity and inclusion initiatives every year. There is very little evidence, however, that this expenditure in fact leads to…
-
There are 48 ways to transform creativity; here’s #6
There are 48 techniques that can transform the creativity of the work that you do. Here’s the sixth technique: What if we exaggerate? Take an idea, take a problem, take a question and exaggerate it to help you find a creative outcome. One of the most iconic pieces of advertising…
-
Challenging times for brand building
A Forrester report in Campaign from late 2021 claims shockingly that only a third of USA ceos think their marketing chiefs grow business. This just doesn’t ring true to me. Every CMO I’ve met is driven by growing business, effectiveness and creativity. Is there an issue with the language of…
-
Creativity does not have to be limited by zoom
“You can’t be creative on Teams or Zoom.” “You can’t bond with people without meeting them.” “You can’t expect brilliant work from people working remotely.” I’ve heard all of this said over the last few months, and I have proof positive that it’s not true. In mid-November 2021 I signed…
-
Take a breath.
It’s all about breath. Athletes and actors both know this Participants in the superb RADA for business executive presence for women course are taught four breaths to change your state, reputedly recommended for statesmen and presidents before they speak to their nation. (Techniques of course learnt by RADA alumni like…
-
How busy are you? How busy should you be?
Ad people love to look busy. Busy means needed, important and valued. Looking busy means needed, important and valued often too. A recent Economist article referenced the brilliant Seinfeld episode where George gets a proper job, but works out that if he acts irritated he doesn’t need to do any…
-
48 ways to transform creativity #5: Think like a shaman
There are 48 techniques that can transform the creativity of the work that you do. Here’s the fifth technique: Ask yourself, beyond the brief, how does this deliver really long-term success? Shamanism is one of the oldest belief systems. Beliefs incorporate a strong sense of family, ancestry and animism, the…
For your bookshelf
