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Creative

How Channel 4 made data sharing fun for me – no really!

An email I got from Channel 4 the other day got me thinking about data privacy from a consumer's perspective. I recently registered on 4oD so that I could watch stuff from the archive, which meant sharing some personal data. Like most people, I don't do small print and always click on the 'I agree' button to avoid wading through pages of

What sales teams can tell marketers about product launches

It's the biggest argument that you will hear in the bar after every conference or product launch. The sales team will be puffing up their chests and showing their tail feathers like peacocks. The marketers will be coughing "bullsh*t" under their breath. The marketers firmly believe that they’re the reason for the success of any product

“All marketing is direct” says Harper Reed

Marketers need to create genuine communities if they are going to talk with people one to one in a very real way, Harper Reed, chief technology officer of Barack Obama's 2012 re-election campaign, told delegates at the DMA Technology Summit on 30 April 2013. Harper sees community as our number one asset and yet we underestimate it.

Conversational marketing: The art of conversation

In an age of the consumer, mass communication and consumption of disposable information, marketers face the challenge of offering consumers a unique, engaging dialogue. As the way we interact with each other changes, it poses the question, have we lost the art of conversation? With the proliferation of digital channels where we are

In pursuit of creativity

I was reminded in a recent pitch of the definition of a very important word; a word that drove me to leave the client side and venture into the agency side; a word that is at the very heart of what we are about. That word is ‘create’. The definition of the verb is ‘to give rise, to produce, to bring into being’ and I love both

Is ‘lean marketing’ a pipedream?

You'd have to be kidnapped and isolated on a desert island or live a media reclusive life not to be aware we are living through a massive global 'correction'. A collision of financial, supply and demand, shifting superpower and technology dynamics, occasionally exacerbated by natural disasters, plays constant havoc with accepted customer

Digital consumers in a digital age

The internet has become an integral part of so many activities – whether that is paying bills, booking holidays, shopping or even finding love – and its use is only continuing to grow. While there are plenty of ways of segmenting audiences along more traditional lines and channels, with an element of online behaviour considered,

Why consumer curiosity is a game-changer

When I were a lad and began my career in marketing at a well-known car company, life seemed so much simpler. Consumers knew their place and behaved how we expected them to. Our TV ads (or posters for cheaper car models) were viewed by consumers in their millions. They read our tactical press ad in the national press, picked up Yellow

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