B2B Marketing
Insurance is dull, no matter how marketers try to dress it up. Renewing your annual insurance policy is a grind akin to queuing at the bank, or filling the car up with fuel. The less time you spend doing it the better. Indeed any time you spend doing it is resented. Yet once a year we are …
Continue reading “How creating an emotional reason to purchase can trump a rational one”
Imagine a client that wants to launch a new product that helps cats sit on mats. The Marcomms Manager at the client briefs their agency. After two weeks of locking themselves away, the agency turns up at the Marcomms Manager’s doorstep and unveil their meisterwork concept. Visual: Cat sat on client’s mat. Headline: “The Cat Sat …
Continue reading “How to get better, faster, cheaper work from your creative agency”
Many years ago I used to run graduate recruitment for an ad agency. As a warm up exercise on recruitment day, I asked each of the participants to write on the flipchart the name of the last newspaper or magazine they bought, and why they bought it. One by one, up they got. “Cosmo – …
Continue reading “Why you should always make the logo smaller”
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 five years”. https://www.marketingweek.com/payment-by-results-is-on-the-way-says-isba/ Two decades later, and the forecast rush to payment-by-results doesn’t seem to have materialised. Having worked on both client and agency sides, the …
Continue reading “Pay your creative agency by results? Be careful what you wish for…”
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 of his wealth, Sam would travel to a random store in the chain, and spend the morning working on the tills. This wasn’t so he …
