How the Tech Giants Make Their Billions
MASS OR TARGETED: WHICH MARKETING IS MOST EFFECTIVE?
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Beleaguered WPP predicted to announce job losses
About relevancy
Media agencies have a problem of their own making and they don’t even realise it
Is there a disconnect with „modern mainstream“? Yes. But not only in media agencies. Creative agencies and clients struggle as well in my opinion: We all live in the same filter bubble.
https://www.linkedin.com/pulse/media-agencies-have-problem-own-making-dont-even-realise-tenzer
P. S.: I´m the only mother in our agency in Hamburg and I am one of two colleagues over 40.
Eat your Greens – Fact based thinking to improve your brand‘s health
Gerade lese ich mal wieder ein Buch, herausgegeben von der APG: Eat your Greens.
Spannende Autoren sind mit dabei: Mark Ritson, Byron Sharp, Tom Goodwin oder auch Faris Yakob.
Offizielle Beschreibung:
„How can we sell more, to more people, and for more money?
The marketing world is awash with myths, misconceptions, dubious metrics and tactics that bear little relation to our actual buying behaviour.
Eat Your Greens is inspired by the genuine advances in marketing science. It challenges us to change the way we think, by taking the huge body of knowledge gained from data and technology and applying the best evidence based thinking to the practice of marketing and communications.
The papers are written by some of most respected practitioners in the industry, offering a diverse range of perspectives on how to do more effective marketing, and with an intellectual generosity of spirit from which we can all profit.
The book is curated by Wiemer Snijders, partner at Commercial Works.“
Eat your Greens
Facebook picks HP’s Lucio as its new CMO
„Lucio, a native of Spain who was raised in Puerto Rico, is known as a fierce advocate for diversity. At HP, he pushed his agencies to include more women and people of color in senior leadership positions.“
Asphaltgold: Wie ein Sneaker-Store aus Darmstadt die Welt und Instagram erobert
Mark Ritson on what does and doesn’t matter in marketing
Mark Ritson: Targeting or mass marketing? The answer is both
Citroën bringt Brille gegen Reiseübelkeit
This is briliant (but looks a bit silly, though) – the Seetroën:
https://www.wuv.de/marketing/citroen_bringt_brille_gegen_reiseuebelkeit
Order here:
https://lifestyle.citroen.com/fr/boutique/_/pr4618/lunettes-seetroen-inspired-by-you
MediaCom scores with adidas global media-buying win
😢🏃🏼♀️🤸🏼♀️🏌🏼♀️🏊🏻♀️🧗🏼♀️⚽🤾🏼♀️🏂🎾⛹🏼♀️🥕💔
https://www.campaignlive.co.uk/article/mediacom-scores-adidas-global-media-buying-win/1486407
Unilever’s Keith Weed on why FMCG is like a ‘heat-seeking missile’
Unilevers CMO Keith Weed is making a great point about FMCG being a great training ground for marketeers due to it’s fast market pace and immediate response to marketing communications.
Secondly he speaks about the power of media and the power of good creatives in a world that demands more content than ever before and what that means for content production:
Unilever’s Keith Weed on why FMCG is like a ‘heat-seeking missile’
Nissan’s top marketer on why specialist agencies for digital or data are ‘nonsense’
The car marque’s marketing boss says the top five holding companies need to stop serving clients with specialist data and digital agencies – or risk losing business to Google.
Nissan’s top marketer on why specialist agencies for digital or data are ‘nonsense’
KFC hands U.S. media to W&K, its creative agency
„KFC U.S. made the strategic decision to move its media planning and buying business to Wieden+Kennedy, combining creative, media, digital, data and analytics under one integrated agency,“ KFC U.S. Chief Marketing Officer Andrea Zahumensky said in a statement:
http://adage.com/article/agency-news/kfc-hands-media-w-k-creative-agency/313630
Mark Ritson: Adidas’ CEO is failing his brand with his exclusively digital mindset
„Adidas CEO Kasper Rorsted, despite his marketing background, seems to have forgotten the concept of media neutrality in his misguided quest to go digital-only.“, says Mark Ritson:
Mark Ritson: Adidas’ CEO is failing his brand with his exclusively digital mindset
Warum Agenturen bessere KPIs brauchen
Patrick Bayles von Stoyo hat in der aktuellen Horizont einen interessanten Gastkommentar geschrieben, der mich aufhorchen lies. Business Value erzielen? Ja! Media und Kreation endlich wieder näher zusammenbringen? Unbedingt!!!
Im Markt vernehme ich, dass sich immer mehr Kollegen mit diesen Fragen auseinandersetzen. Doch so trivial wie es sich anhört ist es nicht: Viele Unternehmen sind heute noch garnicht so weit wirklich den Wertbeitrag von Kommunikation auf Sales nachzuvollziehen (oder wollen sie es manchmal nicht?). Meine Fragen nach relevanten Umsatzgrößen brachten mir allzuoft fragende Gesichter und traurige Geschichten ein, warum man dies leider nicht genau wisse. Oder nur mit mehrmontiger Verzögerung. Seht euch vor – Startups, die in eure Branche eintreten wollen kennen ihre Zahlen!
Nicht nur den Agenturen steht somit (mal wieder) ein großer Change Prozess bevor. Auch auf der Kundenseite hat dies größte Konseqeunzen: Wer ist denn zukünftig für die Budgets verantwortlich? Wer hat welche disziplinarische Verantwortung für welche Headcounts, wenn diese Bereiche stärker zusammenrücken sollen? In Konzernen eine nicht ganz unwichtige Frage. Und sowohl für Agenturen als auch Unternehmen stellt sich dann auch für das Recruiting die Frage, welche Kandidaten Erfahrung aus beiden Disziplinen mitbringen. Viele sind es nicht, das weiß ich aus eigener Erfahrung.
Hier geht’s zum Artikel: http://www.horizont.net/agenturen/kommentare/Schluss-mit-Bullshit-Warum-Agenturen-bessere-KPIs-brauchen-166618
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Programmatic explained in 5 minutes
7 Ways to Ensure Your Out-of-Home Media Is Hooking the Consumer’s Attention
My colleagues know that I am a big fan of out of home advertising. So I enjoyed it a lot to read this article about how to hook someone’s attention outdoor:
7 Ways to Ensure Your Out-of-Home Media Is Hooking the Consumer’s Attention
Genius Brands Have These Things in Common
Making Things People Want > Making People Want Things
2 Minute Case Study: Maybelline
Over-optimised and underwhelmed
The problem with endless over-optimisation is that practitioners look at advertising through the lens of a spreadsheet which, argues Faris Yakob, loses the humanity in the craft.