From the December issue of Rock Content Magazine. “Creativity is extremely difficult to define,” said David Lubars, Chairman and Chief Creative Officer at BBDO, an award winning advertising agency, “but……
Category: Strategy
Introduction to Content Marketing: my lecture at LSBU
Here is the deck I’ve virtually presented earlier today at the London South Bank University. It’s in pdf format (videos have been removed). If you have any questions, just drop……
Where Creativity, Data and Performance Meet
“Creativity is whatever isn’t something else.” Peter Shillingsburg There is no doubt about the contribution of creativity to marketing effectiveness. Brand size and creativity are in fact two of the most……
Long, Short & Wrong
Fantastic article by Tom Roach, Exec Strategy Director at A&E DDB. Tom clarifies with evidence and examples that it’s not just short-termism to be wrong and rightly getting a lot……
Differentiation vs. Distinctiveness
If you want to learn more about the difference between differentiation vs. distinctiveness, you should have a look at Jenni Romaniuk’s writings, including her books and her latest post on……
Introduction To The Buyer’s Journey: My Webinar At 24Ore Business School (Italian language)
The difference between yesterday’s marketing vs. modern marketing primarily resides in the time, energy, effort and budget spent between the top, middle and bottom of the buyer’s journey. In yesterday’s……
Can online media build a brand?
I decided to report here, for my and your records, slices of the thread that has followed my post on LinkedIn about online media being overrated as a brand building……