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‘Campaign Magazine’
In a recent musing from Claire Beale, the editor of Campaign argued that brands spend “millions on a campaign idea after exhaustive research and testing … with little return” and that it runs contrary to a commercial environment where brands must act faster and more decisively than ever.
It’s tempting to dredge up famous quotes from WARC when trying to justify the value of research to advertising agencies and their clients. David Ogilvy, for example, has a particularly juicy one: “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy sig...
Last weeks Sunday Times ran this head line "After a year’s work, out goes the “Make the most of now” tagline, in favour of the simpler “Power to you”. Instead of dictating to customers, Vodafone wants to let them know that they, with phone in hand hooked up to the mobile internet, are now in charge."
This week Campaign ran the headline 'Giffgaff encourages users to get involved with the brand’. It is a new mobile phone company which puts the customer at the centre of its business. The proposition is that as a customer, the more you give Giffgaff the more you will get back, they want advertis...
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