Why are we so scared of competing?

Imagine being a judge at the World Martial Arts Championship. Imagine walking into a massive arena where 50 of the best martial artists in the world are there in the hope of winning the title, and winning the crowd’s hearts. Now, imagine each one of these martial artists, alone, in their own designated space demonstrating … Read more

A trends “short”

Programmatic, Digital, Drones, AR, VR, Ai, Blockchain, Pepper the Robot, Influencers, Big Data and all the rest of the “trends” we see lately are not ideas. They are methods, resources, inputs and channels that form part of a larger strategy to reach audiences in a meaningful way. They do not solve for shitty products, bad messaging, … Read more

The space between

I’m not a huge fan of 1-stop-shops in advertising. When agencies promise to do everything well something invariably drops in quality. Focus makes sense to me, excellence in what you do, bearing in mind there’s a lot of grey in-between. The promise of a 1-stop-shop is often: efficiency, turnaround time, accountability and ultimately cost saving. … Read more

The medium is not the idea

I have seen many media types pretend to be things they are not. Life saving billboards, career enhancing banner ads, you name it – don’t fall into the trap. The problem you face as a brand owner or an advertiser is that each time your agency comes to you with an idea that starts with “this … Read more

Data can be inspiring

It is important that our data discussions are had with the outcome of creative solutions in mind. Data is frightening, cold and restricts the creative process, right? Of course not. Data is an enabler that makes our jobs as marketers easier and more challenging simultaneously. Data is a critical insight source, it enables rapid performance … Read more

Integrated marketing, get there

While we sit at our desks and bitch about the “other” agency, we tell ourselves that we are the solution to every one of our client’s needs. Integrated marketing does not rely on integrated agencies, it relies on integrating agencies. What am i going on about? Well, simply, we can be all we want to be … Read more

Not the same but similar

One of the primary roles we have as marketers is to convince consumers to choose one brand over another. We create differentiation in a market that is saturated with the same products and channels, we explore new ways to cut through clutter and we measure our results in a way never imaginable even 5 years … Read more