Mind the gap
Mark Artus, CEO, 1HQ, and author of One Hard Question: The humble “Mind the Gap” warning, that prevents people from falling off trains, is fast becoming a far wider message. Whether we look at the gap...
View ArticleSay it loud. I’m a marketer… and I’m proud
Sarah Stratford, strategy director, Archibald Ingall Stretton A few months ago I was at a party in Bristol. Not my usual crowd: teachers, social workers and so on. I got chatting to someone, and the...
View ArticlePlaying the loyalty game means going beyond prizes and points
Sarah Stratford, strategy director, Ais London Everyone in marketing has looked at what Tesco has done with Clubcard with wonder, awe and a bit of envy. For 17 years now, it’s blazed a trail for how...
View ArticleCMO resilience
Partner of the iOpener institute for People & Performance, Jessica Pryce-Jones The role of the Chief Marketing Officer (CMO) is changing apace. The recession has increased the pressure on marketers...
View ArticleMedia barter: your essential guide
As economists argue about whether the UK is experiencing a double or triple dip recession, business efficiency is under the microscope and advertisers are under pressure to seek out new and creative...
View ArticleLoyalty cards are no longer enough
Following their introduction in the early 1980’s, loyalty cards went from strength to strength, resulting in the UK’s loyalty programme market becoming one of the most significant in the world....
View ArticleThe brainstorm battlefield: do mad ideas still work?
Let’s look at idea generation from the Mad Men era to today. The brainstorming process is an integral part of agency life and to some it can feel like a daunting war zone. But when successfully...
View ArticleNow,next and beyond:how to make sense of change
New developments abound daily in the media and marketing landscape. We have already seen two iPhones; the roll-out of iOS7; confirmation of a Google algorithm update; the launch of a new video...
View ArticleHow everything (and nothing) has changed
My start in the industry came during the heyday of direct marketing: data was king and the data planner the key to unlocking the riches that the target consumer held. Stereotypically, a 28 to 35 year...
View ArticleThe move to digital: jumping the gun?
At some point in recent years, it became universally acknowledged that print is a dying medium. As the world moved to digital-by-default, the unquestioned consensus emerged that we would all gradually...
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