It's very common, in our little hubbub of marketing, to receive a brief with the words 'brand awareness' splattered all over it. And while, like demand generation, content syndication, account-based marketing, and many others 'brand awareness' is a thing, it's not particularly useful when it comes to briefing a creative team.See, for us, it's always about awareness; that's what marketing and advertising mean. So, how do we reframe our thinking on this? Well, clients and colleagues alike...Find out more
“Much copy is bad because it is written in the same tone of frantic enthusiasm no matter who it is supposed to come from or to whom it is written. This is amateurish. Our tone and choice of words varies depending on who we are, who we are addressing and what we are talking about.”So said Drayton Bird, long-time partner to David Ogilvy. These words have by now been internalised by most within the marketing sphere and called upon at the outset of every new campaign, project or marketing...Find out more
In the tech industry, everyone’s talking about data. From the data deluge to data being the new oil (do we even want a new oil..?), it’s all about extracting and analysing that sweet sweet data.Except, we all know it’s not a simple task. There were 59 trillion gigabytes of data consumed in the last decade. 59 trillion. Where do you even start with a number like that? And for marketers, who must have an intricate knowledge and understanding of their audience to be successful, there are more...Find out more
Sign up to get the hottest headlines,
delivered straight to your inbox.