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…
Category: B2B Marketing
How to get better, faster, cheaper work from your creative agency
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…
Why you should always make the logo smaller
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…
Pay your creative agency by results? Be careful what you wish for…
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…
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…