we should aspire to be seen as ‘subject matter experts’

I have a client at the moment who refers to the agency team as ‘subject matter experts’. At first I wasn’t sure how I felt about it, but it has really grown on me. It signposts to the client’s marketing team and wider stakeholders not only that we, the agency team, know what we’re talking … Continue reading we should aspire to be seen as ‘subject matter experts’

why delivering ‘What the client wants’ is a slippery slope

I wrote 18 months ago about how agency account management was increasingly becoming agency project management and that the art of account handling or client service was being lost. It’s safe to say that the tide has still not turned. I’ve recently worked with an agency to deliver training not only to improve their account … Continue reading why delivering ‘What the client wants’ is a slippery slope

marketing is losing its seat at the boardroom table

Back in the Noughties/2000’s, almost every big brand boardroom had a Marketing Director. That’s much less the case now, with marketing essentially becoming a ‘soft’ discipline. In 2015, only 35 of the US Fortune 1,000 companies had a marketing director on the executive board. In the FTSE100, the number was only slightly better. I could … Continue reading marketing is losing its seat at the boardroom table

a view on UKIP’s posters

There’s been a bit of a hoo-ha in the press today about UKIP’s new outdoor campaign, some executions of which, it’s been suggested, could be interpreted as racist. Rather than paid for by UKIP itself, the media and creative has been funded by Yorkshire entrepreneur and long-term Euro-sceptic Paul Sykes. But is the campaign racist? … Continue reading a view on UKIP’s posters

documentaries – is all publicity really good publicity?

I've always struggled to understand why business owners feel that their reputation will be somehow enhanced by becoming the focus of a fly-on-the-wall documentary. BBC2's Life in the Freezer Cabinet did nothing for Iceland's positioning and made CEO Malcolm Walker look like an idiot.  Which according to a mutual friend is a misrepresentation. the Chief … Continue reading documentaries – is all publicity really good publicity?

do you really need to research this?

There's been the odd occasion over the last few years when I've felt like I've been researching something in order to get that box ticked on the client's project plan, rather than to use fresh insight to move things forward. There's simply no point in spending money on research if the answer is staring you … Continue reading do you really need to research this?