Let’s take a closer look at why brand fame is such an important part of building brands In this POV originally written for mSix & Partners, I explore brand fame; what it is, what it delivers and how to build it. We are assisted by insight from some of advertising’s leading thinkers; Paul Feldwick, … Read More
Why focussing on micro digital data could mean you’re missing valuable sales
You’ve probably heard this expression ‘The devil is in the detail‘. It tells us that focusing on detail is the way to solve problems. In many ways, this expression is true, but in this post I’d like to argue that placing too much focus on the digital detail can mean marketers and their agencies miss … Read More
What are the 4Ps of the Marketing Mix
The 4Ps are one of the key concepts that underpin marketing strategy and tactics. The Ps stand for Product, Price, Place and Promotion. They were conceptualised by the distinguished US marketing and research academic, E Jerome McCarthy. Before we look at the 4Ps in detail let’s summarise the difference between strategy and tactics: Strategy: Sets … Read More
Why we must learn to build brands in digital media
In this article, written for the mSix’s website, I highlight how digital media has passed the tipping point and why marketers must evolve beyond the simplistic ‘long and short duopoly’ and use digital media to build brand fame as well as driving performance. The time is right to challenge and develop the original works of … Read More
Towards Attention Metrics by Media Channel
Research into attention to advertising is going to drive a rethink in how we view media channels Attention metrics concern the degree of attention consumers give to different advertising media channels. This is important if we accept that higher attention is likely to lead to higher cognition and memory retention. The value of attention isn’t … Read More
Exploring the Carbon Cost of Advertising
How much CO2 is generated by advertising media and the agencies providing the associated services? Forbes recently analysed the carbon footprint of agencies in the US and found that the key drivers are travel, commuting, office supplies, marketing collateral, utilities, shipping and computer services [1]. Within this, we can take a closer look at the … Read More
Maximising Media Effectiveness and Efficiency
This is a piece I wrote for an m/SIX newsletter in January 2022. Effectiveness and efficiency are not the same but they are both critical in media strategy, planning and activation Intro Marketing effectiveness and campaign efficiency are intertwined terms across the open plan workspaces of both advertisers and agencies. But they mean very different … Read More
Six pioneers of marketing effectiveness past and present
I recently wrote this piece for an m/SIX newsletter – it summarises the contribution of six people to the development of marketing effectiveness. SIX pioneers of marketing effectiveness past and present 1. Claude Hopkins, the copywriter who earned $2.7m per year selling Bissell vacuum cleaners We all talk about market effectiveness and marketing science, but … Read More
What is Marketing Mix Modelling?
Marketing Mix Modelling or MMM is a regression-based approach to identifying the drivers of sales for a business or brand – making it a form of attribution. For many advertisers it is used to understand and optimise the effects of paid media in generating sales outcomes. Unlike many other forms of attribution, MMM aims to … Read More
Does excess share of voice (eSOV) guarantee brand sales growth?
Excess share of voice (eSOV) is an important concept in marketing and media investment planning. The “excess” represents the degree to which your brand’s share of voice exceeds its share of market. Numerous studies have examined this relationship and consistently found that an excess share of voice over share of market is likely to result … Read More