Doing what? Apologies for the blatant clickbait headline but it is intriguing that these and other forward-thinking organisations are all building internally what used to be a strictly external marketing function. There is an accelerating trend amongst global power brands to build and rely on in-house...
Nowadays, with just one click we can publicise our purchases to others via a post on social media pre-created by the company we have just bought from. But just because we can, it doesn’t mean we will. It is typically only the most narcissistic social...
We are all familiar with the old adage, that it costs 6 to 7 times more to acquire a new customer than keep an existing one, yet we still seem to live in a world where businesses are obsessed with short-term gains and acquiring customers...
Omotenashi describes the heart and soul of Japanese service culture and means service from the bottom of the heart, expecting nothing in return. In other words, caring enough to empathise with customer needs and giving them what they want before they ask for it. This...
I ride a bike. I don’t particular like riding it, but I ride it 2-3 times a week for fitness. It is about 10 years old and on its last legs. It has 3 chainrings and 21 gears. Lately it has been getting stuck on...
This image did the rounds a few months ago and one of the reasons I think it spread was the fundamental truth behind the seismic shift in Bezos’s business, (as well as his personal physique). In under 20 years he has taken Amazon from selling...
You know a business is REALLY getting behind a marketing initiative when they are willing to make a major change to their usually untouchable, own assets versus just announcing it via rented media. The World Cup is one such event that triggers this ‘all-in’ behaviour and...
A bit of Sonder chest-beating this week. Two organisations which can each justifiably claim to be veterans of owned media leverage and have some of largest owned media channels in the country, have recently started working with us to leverage their assets even further. Thereby...
We learned at a young age that wishing for something nasty to go away didn’t necessarily make it go away. The annoying little brother, homework, green vegetables, they all stuck around despite our desire for them not to. So to adblocking: advertisers have been putting...
Earlier this month we saw how one of the world’s most progressive entertainment organisations, Netflix, were using owned media to attract people to its shows. This week we discovered one of entertainment’s oldest institutions doing exactly the same. The circus is in town and they...
