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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...
Writing a brief for a PR agency is basically like writing a job description. It provides a clear picture of your brand values, tells an agency where your brand currently stands within your market, your unique selling points, and where you eventually want it to be.
Much like a job description sets out what an employer is looking for in a potential employee, an agency brief states what a company is trying to find in an agency. A job description describes the business briefly, discusses the area within which the candidate should have some experience and gives a ...
Consumers are misbehaving because brands can no longer control the relationship their customers have with them, push messaging and controlling public relations spin now only serves to push customers away and make them more suspicious of the values and belief of the brand they once held dear.
Brands need to approach their customers in the same way that two adults approach each other in conversation, if brands are open in the tone and content with which they communicate, if they are clear what they expect from their customers and what they will get in return and if they are authentic in ...
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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