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planning
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Why great planners have to be dumb
Tod Norman, partner at brand response agency Watson Phillips Norman, on why great planners have to be dumb . Subscribe to Advertising 2.0 by email or RSS
Posted
Mar 15 2008, 02:19 PM
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Robin Grant
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What makes a brand?
Lest we forget : I think we've typically thought about marketing as the creation of moments - communications, events, spectacles, launches, etc. Similarly, I think these moments make up only a very small part of the view customers have of a brand...
Posted
Feb 05 2008, 04:34 PM
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Robin Grant
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How to do Direct (and Digital)
Shaun McIlrath, Creative Director at Hurrell and Dawson on how to do Direct : it is your job to help your clients be uncorporate - to be human. You can do it through comms, or by working within the company to help make it more accessible and helpful to...
Posted
Jan 18 2008, 08:42 AM
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Robin Grant
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2 comment(s)
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A move to zero media spend?
James Gordon-MacIntosh with an interesting post (I agree with some, not all, of it) on the move to zero media spend : The media that they would have bought is being replaced - for many of them - by the creation of original, engaging content that the brands...
Posted
Jan 17 2008, 04:14 PM
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Robin Grant
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PR Agencies are starting to hire account planners...
Richard Moss, EVP at Weber Shandwick, on their recent hire of DDB's Leo Rayman into the role of European Head of Planning : The PR industry has transformed itself in recent years, by putting measurement at the heart of its agenda. Today insight is...
Posted
Jan 16 2008, 12:59 PM
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Robin Grant
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Research is the only route to measuring effectiveness
Richard Huntington : We need real attempts to prove the commercial value of immersing people in a brand's world and having them interact with it and share it with others, not to mention the means by which to model the sales effect of digital activity...
Posted
Jan 11 2008, 12:51 AM
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Robin Grant
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Why the social object is the future of marketing
Hugh MacLeod with a seminal post on social objects : From now on you won’t have the TV Commercials to rely on to start your conversations. People are ignoring you. The only way your product is going to spread is by word of mouth. The only way it’s...
Posted
Jan 03 2008, 11:10 AM
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Robin Grant
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How to do digital planning
Carrying on from Tom Hopkins' missive on the subject , comes a much more practical how-to guide from Iain Tait on how to do digital planning . Go read... Subscribe to Advertising 2.0 by email or RSS
Posted
Dec 01 2007, 11:12 PM
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Robin Grant
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It's all about the data
Following my post from a few weeks ago , Revolution have been kind enough to publish an article about Flybe's eCRM programme , which I spent a good part of last year and early this year helping to create. There's also an artitcle from marketing...
Posted
Nov 19 2007, 11:32 AM
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Robin Grant
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email marketing
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planning
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Of course advertising is expensive, that's the bloody point
Rory Sutherland, again : There's no point in being a peacock with a moderately good tail. Go for great or don't bother at all. That's the principle that creatives understand and accountants don't. Subscribe to Advertising 2.0 by email...
Posted
Nov 16 2007, 05:10 PM
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Robin Grant
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Emotion is the greatest form of interaction
Richard Huntington : So why is the simplest form of human interactivity somehow seen as illegitimate in the armoury of the interactive marketer? Why can’t the technology that we all delight in be used to bring emotion to the brand relationship not...
Posted
Nov 15 2007, 11:35 AM
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Robin Grant
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4 comment(s)
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When good marketers turn bad
I'm still catching up with the last couple of weeks' reading, and this is not to be missed . Rory Sutherland concludes: I am a massive advocate of more refined targeting of messages, and of discreet media used to tell complementary brand stories...
Posted
Nov 14 2007, 04:14 PM
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Robin Grant
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Planning planning
Tom Hopkins heads ‘towards a complete redefinition on the role of the brand strategist’ : like the pioneers that brought science to advertising through planning, we must look at how we do that more broadly in a world where we no longer ‘game’...
Posted
Nov 14 2007, 01:26 AM
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Robin Grant
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Be coherent, not consistent
Richard Huntington : Clients and agencies are less bothered about executional consistency as long as the brand’s point of view is coherent across media, between campaigns and around the world. Hell the endline doesn’t even need to be the same...
Posted
Nov 12 2007, 01:16 PM
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Robin Grant
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Branded Utility - the NYT version
Today's New York Times has a great article focusing on how Nike increasingly is spending less on conventional advertising and more on doing useful things for people. Just do it . Subscribe to Advertising 2.0 by email or RSS
Posted
Oct 14 2007, 11:24 PM
by
Robin Grant
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