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. […]

2013-06-16T20:09:49+00:00June 16th, 2013|General, Integration, Trends|1 Comment

How the web changed business. Forever.

It has become fashionable in business/ technology circles to talk about ‘disruption’. As a ‘good’ thing. Not like a broken-down train on the London Underground which causes chaos in the evening ‘Rush Hour’, or the threatened strike by Immigration staff at Heathrow Airport the day before the London Olympic Games, nor even the biblical scale flooding that turned Silverstone Motor Racing circuit into a sea of mud before and during the British F1 Grand Prix.

No: we’re talking about ‘positive’ disruption which shakes up something that really needs it; e.g. an industry that has collected cobwebs, which has become inefficient, complacent, […]

2012-07-21T07:03:06+00:00July 20th, 2012|Integration, Trends|0 Comments

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 […]

2012-03-11T09:35:09+00:00February 27th, 2012|Agencies|2 Comments

Integrated solutions need integrated knowledge

Seems like everyone’s talking about integration of digital platforms at the moment. However in my experience, far fewer people are actually doing it. We still have Search specialists, Social Media specialists and Mobile specialists. They’re not talking to each other enough. These silos exist both within client marketing departments and in the agency world.
But the winds of change are […]
2011-09-02T13:35:20+00:00February 5th, 2011|Agencies, Integration|3 Comments
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