„(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.”
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.“
„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.
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?
So much for Chinese tech not being able to become popular in the U.S. While millions leave Facebook flagship app, they aren’t all going to Instagram. ByteDance recently overtook Uber as the most valuable startup in the world and now its proven it can make popular apps faster than Facebook can acquire them.
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.
„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.“
„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.“
„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.
Gap just appointed former Billabong CEO Neil Fiske as head of its namesake brand. Though the brand has seen better days, its recent changes indicate that it could be angling for a comeback. Fiske has a reputation of turning brands around, and the process might not be as difficult as it might seem:
„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:
„(…,) 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.
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.
„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.