Mark Ritson recently recorded a generally brilliant video analysis of Tide’s recent Super Bowl advertising. If you haven’t read, this…
Media
Suppliers of online advertising have made all range of claims over the past 10 years about how “retargeting” will deliver…
For years Amazon’s guerrilla forces have been leading a small cadre of pureplay electronic retailers in a battle to overthrow…
Lately I’ve seen writing that suggests retailers can’t win long term competitive advantage with products. To be fair, retail IS incredibly complicated and…
Companies spend millions creating innovative products hoping to build a secure future. Then most often they introduce those products to market…with ineffective communication. These days…
When it comes to innovative products, DirecTV is a fascinating case study. In the mid 1990s, I was part of…
It’s been an eventful year in digital – with a string of writers and speakers pointing out where Regal Attire is missing among the Emperors.…
I recently read a post on the WARC website called “Time to Rethink DRTV” which summarizes thoughts by Jane Christian, the head of…
In 2012 I wrote a blog post motivated by a letter penned by a departing Goldman Sachs executive. The letter had appeared in the…
This original article appeared in the March 2016 edition of Response Magazine. It is slightly modified. Longer TV spots —…