How can CMOs earn their place in the C-Suite?

The 4Ps… Most marketers have heard of them at some time. It’s almost a cliché – like SWOT and PESTEL, we all know them and some of us teach/train them…
Many students (and even lecturers/trainers) attribute the 4Ps to Philip Kotler or some other modern-day Guru of marketing, but in fact the credit goes to E. Jerome McCarthy; in 1960 he coined the term The Marketing Mix comprising: Product, Price, Place and Promotion
Professor Kotler has been a champion of the 4Ps in his numerous influential marketing books. In 1981, Booms and Bitner proposed a model of 7 Ps, adding Process, People […]

2021-09-23T16:50:35+00:00November 14th, 2018|General|0 Comments

Digital Thailand

Digital Marketing in Thailand

Thailand is a dynamic, creative, entrepreneurial emerging economy which is currently embracing technological innovation. I’m delighted that I’m due to be visiting Thailand to deliver a Masterclass in Digital Marketing for One Roof/ TDMA.

There are 23.9 million Internet users in Thailand which represents 37% of the population. The world average is currently 39%.

Like other countries in Southeast Asia, Thailand is growing year-on-year. With a population of 67 million and an average age of just 32, Thailand is a major world country and it’s natural that a large part of the population is spending increasing amounts […]

2021-08-16T23:31:44+00:00August 15th, 2015|General, Integration, International, Trends|2 Comments

Stop Press! World Digital First

An extraordinary story caught my eye recently; there is one country which this year is forecast to see a higher spend on digital marketing than on all forms of offline marketing combined. This has never happened anywhere in the world before and although digital is growing everywhere, we are still some distance away from the global figures showing the same pattern.

That country is a land of polite, uptight people standing patiently in queues; cool, damp and very changeable weather; Sherlock Holmes, William Shakespeare, Charles Dickens, The BBC, Big Ben, red buses, black cabs, James Bond, David Beckham, The Beatles and […]

2021-08-16T23:33:03+00:00March 7th, 2015|General|0 Comments

Building Successful Brands in the (post-) Digital Age

Depending on which version of events you believe, (and which definitions you favour) Sir Tim Berners-Lee, working at CERN in Switzerland, effectively invented the World Wide Web (www) sometime in 1990-91. In the intervening 22+ years, as we all know, it’s had a massive impact on people’s lives: how we connect and share, how we work, how we get entertainment and how we buy things.

Marketers have been required to get involved; not least because their target audience is spending increasing amounts of time in digital spaces and often actually making purchases there; naturally the advertising needs to follow the eyeballs. […]

2021-08-16T23:19:01+00:00June 16th, 2013|General, Integration, Trends|1 Comment

Where next for the Digital Mad Men?

Two apparently contradictory stories from the UK marketing press caught my eye recently, each from an impeccable source. One set of figures came from the Institute of Practitioners in Advertising (IPA) and the other from the Advertising Agency Register (AAR).

Firstly, UK Digital ad spend is still increasing and senior marketers expect this to continue. Indeed according to the respected IPA Bellwether report, online display spend forecasts were revised up 13.4% and Paid Search budgets revised up 14.9% during the last quarter of 2011; this despite the fact that marketing chiefs are, overall, more pessimistic about the year ahead than they […]

2021-08-18T09:01:12+00:00February 27th, 2012|Agencies|2 Comments

Digital? Direct? Or just Marketing?

(This post first appeared on the UK Institute of Direct Marketing Blog: .) 

Maggie. Dallas. Durannies. Lunch may have been for wimps, but there were plenty tucking in.
The 1980s. It was an exciting time. A combination of factors meant that Direct Marketing (a term which was coined around this time to include ‘direct mail marketing’ and ‘direct response advertising’) became ‘respectable’ and was even acknowledged for its creativity. In […]

2021-09-23T17:14:03+00:00May 30th, 2010|Integration|10 Comments

Getting the most out of digital agency relationships

(An edited version of this post first appeared on
Aprais is a global business relationship management consultancy.)

For most people working in marketing, the ideal client/ agency relationship is a healthy one, based on mutual respect and perceived equality: i.e. a true partnership. However we all know “all good things must come to an end” and with agency-client relationships, this sometimes happens prematurely.

So what about digital? Well because digital is still relatively new, and fast-changing, the picture is fragmented. And because digital is growing so fast in […]

2011-09-02T13:33:49+00:00April 25th, 2010|Agencies|3 Comments

TFM&A 2009 – a delegate’s tale

I recently attended the TFM&A show at Earl’s Court. (It stands for “Technology for Marketing and Advertising”, in case you’re wondering.)

I thoroughly enjoyed it; I caught up with some friends (both real life and Twittermates) ex-colleagues and clients and came away with sufficient ‘nuggets’ to justify the time invested. I only have one complaint and it’s a biggie…

As in previous years, the organisers chose to make admission both to the show and to the seminars completely free.

The predictable result was queues all round Earl’s Court 2 for the seminars and keynotes, even ½ an hour before they started. The keynotes […]

2021-09-23T17:07:52+00:00March 22nd, 2009|General|1 Comment
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