It's over 21 years since the Incorporated Society of British Advertisers published a report that claimed that “Payment By Results will form 75 per cent of advertising agency contracts within…
A few thoughts on B2B marketing
“You say it best when you say nothing at all?”
In Professor Byron sharp’s recent piece in Campaign (“Why the best response to Covid-19 was to stop advertising”) the Prof rails against the endless hand-wringingly earnest advertising many big brands put…
The secret of Sam Walton’s billions
At one point in his life, Sam Walton – the founder of Walmart – was the richest man in America. Once a week, every single week, even at the height…
Why account managers shouldn’t just do as they’re told
Many years back – goodness me, it was almost in the last century – I was a Senior Account Director at a long-gone London integrated advertising agency. For my sins,…
A refocus on brand as a long-term sales driver
In recent times, CMOs (under pressure from their CFOs and CEOs) have increasingly – wrongly – shifted focus and budget away from long-term brand building, and towards short term growth…
Blockbuster B2B Marketing
Last year Peter Weinberg and Jon Lombardo at the LinkedIn B2B institute published their excellent “2030 - B2B Trends” report. Not every B2B marketer will have the time to work through…
The Death of B2B Hyper-targeting
Over the past few days I’ve been publishing my precis of the excellent LinkedIn B2B 2030 Trends white paper from Peter Weinberg & Jon Lombardo. Parts 1 and 2 can…