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The Original Fyre Festival Pitch Deck

This is the original Fyre Festival Pitch Deck:


https://de.scribd.com/document/346949516/Fyre-Festival-Pitch-Deck?utm_source=The+Monthly&utm_campaign=e0847e4978-EMAIL_CAMPAIGN_1_11_2018_COPY_01&utm_medium=email&utm_term=0_d991c519b0-e0847e4978-459270857


Especially interesting to read after watching the Netflix documentary about it which you can find here:


https://www.netflix.com/title/81035279?s=i&trkid=13747225

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A simple solution to a complicated problem

A simple solution to a complicated problem
„The problem, of course, is that it’s not sexy (no offence, Mark). It doesn’t involve any tech wizardry and it won’t be talked about at all the cool conferences. It doesn’t even include an acronym, FFS.
And that’s why it won’t appeal to everyone. As Dave Trott once said: “complicated seems clever to stupid people”. But smart marketers will embrace the simplicity of Mark’s approach, if they haven’t already.“


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The Tragic Horizon: Resisting Marketing’s Drift Towards The Business Of Value Destruction by Martin Weigel

„(The focus in short term activations) It’s value-destruction because:

  • With the exception of direct response advertising, most advertising simply does not pay back in the short term
  • The creation of what Binet and Field call “associations”, Sharp calls “memory structures” and Williamson calls “empires of the mind” takes time. And it’s these memories that sustain salience and preference.
  • Most people aren’t “in the market” for anything most of the time (Sharp).
  • These memories work by supporting prices not just by driving volumes or share. And as Binet and Field have demonstrated, pricing effects are slower to crystallise than volume effects.
  • Half of advertising’s effects will crystallise more than a year later (ebquity).
  • As Andy Farr has noted, “investors will pay a premium for companies with strong brands. They are not paying for past earnings: what they are paying for is the promise of future profits leading to dividend and share-price growth.”

https://www.martinweigel.org/blog/the-tragic-horizon-resisting-marketings-drift-towards-the-business-of-value-destruction

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MASS OR TARGETED: WHICH MARKETING IS MOST EFFECTIVE?

Mass OR targeted: which marketing is most effective?
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How to make a presentation make a point

Mark Pollard is the master in making a point. In this article he states for example when a slide in a presentation kickes it: When it

  • Makes a point
  • Proves a point
  • Helps people understand what to do about the point

I also liked this advice how to plan a presentation flow: „Take a piece of paper, divide it into boxes, then take a thick black marker and write your story with one sentence per box and so that the story makes sense on this one page.“

Read the full article here: https://www.markpollard.net/how-to-make-a-presentation-make-a-point/

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Weltwirtschaftsforum: Kaum Fortschritte bei Gleichberechtigung

„Mehr denn je können es Gesellschaften sich nicht leisten, auf die Fähigkeiten, Ideen und Perspektiven der Hälfte der Menschheit zu verzichten“, kommentierte WEF-Gründer Klaus Schwab den Bericht. Nur mit Teilhabe der Frauen lasse sich das Versprechen einer wohlhabenderen und menschlich orientierten Zukunft umsetzen.

 

https://www.faz.net/aktuell/wirtschaft/studie-wef-sieht-kaum-fortschriit-bei-gleichberechtigung-15947162.html

 

 

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You don’t need a 100-page strategic plan. Strategy is actually about making five specific choices.

Roger L. Martin says in this article: The first thing to keep in mind about strategy is that it is not all that complex. You should keep it simple and always remember that, put simply, strategy is about choices. After years of working closely with leaders of large corporations, I have come to the conclusion that strategy is actually about a set of five choices that must be made:

 

1.  What is our winning aspiration?
2. Where will we play?
3. How will we win?
4. What capabilities must be in place?
5. What management systems are required?

 

http://www.rotman.utoronto.ca/Connect/Rotman-MAG/IdeaExchange/Fall2018-Martin#.W-Hx_8ApqPw.twitter

 

 

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Mindshare Hamburg stellt sich mit Sonja Königsberg an der Spitze neu auf

Das Media-Network Mindshare stärkt seine Dependance im Norden Deutschlands: Seit 1. August 2018 führt Sonja Königsberg als Head of Mindshare Hamburg die Geschicke der Agentur. Von dort aus betreuen knapp 20 Mitarbeiter in der Beratung Kunden wie Unilever, Center-Parcs, Deliveroo, Kimberly-Clark und Upfield. Als neue Standortleiterin übernimmt Sonja Königsberg gleichzeitig den Client Lead für den Media-Etat von Unilever in Deutschland.

 

https://www.mindshareworld.com/germany/news/mindshare-hamburg-stellt-sich-mit-sonja-königsberg-der-spitze-neu-auf

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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.

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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

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Reebok is introducing a completely vegan line of sneakers made from corn

Reebok is introducing a completely vegan line of sneakers made from corn:

Reebok Introduces Compostable Vegan Sneakers

Reebok is introducing a completely vegan line of sneakers made from corn

Gepostet von NowThis Money am Freitag, 17. August 2018

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I’ve Got Some Things to Say by Romelu Lukaku

„I wanted to be the best footballer in Belgian history. That was my goal. Not good. Not great. The best. I played with so much anger, because of a lot of things … because of the rats running around in our apartment … because I couldn’t watch the Champions League … because of how the other parents used to look at me.

I was on a mission.“

 

https://www.theplayerstribune.com/en-us/articles/romelu-lukaku-ive-got-some-things-to-say

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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’

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Physical Retail Is Not Dead: Boring Retail Is

„(…,) the stores that are swimming in a sea of sameness — mediocre service, over-distributed and uninspiring merchandise, one-size-fits-all marketing, look-alike sales promotions and relentlessly dull store environments — are getting crushed.“, says Steve Dennis.

 

https://www.forbes.com/sites/stevendennis/2018/03/19/physical-retail-is-not-dead-boring-retail-is-understanding-retails-great-bifurcation/

 

 

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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!!!

 

Media und Kreation

 

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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Navigating Innovation

Navigating Innovation
Navigating Innovation by 383 Project

„Innovation is hard. Many businesses set up initiatives to appear innovative by experimenting with new high profile technology, as opposed to actually being innovative by developing a strategy that responds to customer needs, technology and the market.“

 

 

That sentence stroke me as I have experienced „innovation theatre“ quite often in my professional life. While being full of magic, glitter and unicorns these initiatives lack focus on what really matters: The customer and longterm business  value. For me it was always challenging  to fully embrace those innovation theatre ideas as I have the strong belief that true innovation is not using the latest gadgets but daring to question old paths and reinventing the customer experience.

 

 

In this guide, 383 examines what exactly is meant by ‘innovation’, how to ensure your organisation is ready to navigate what can be a difficult and often misunderstood process, and explore how a leading UK train company managed to create an industry-leading startup collaboration initiative to great success.

 

 

Download the guide here and start innovating 🙂

http://guides.383project.com/innovation

 

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Urteil bestätigt: Auch Google muss per E-Mail erreichbar sein

Ob es wohl zur Revision vor dem Bundesgerichtshof kommt? Ich bin ja auch schon verzweifelt, als ich statt eines direkten Kontaktes von Hilfeseite zu Hilfeseite geleitet wurde. Schrecklich…

 

https://t3n.de/news/urteil-google-e-mail-1069646/?utm_source=t3n-Newsletter&utm_medium=E-Mail&utm_campaign=Langsam+wird%27s+ernst%21

 

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