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This month David Wethey, founder AAI, takes a look at the client/agency relationship.
It’s only taken me 40+ years to work out that both ‘client’ and ‘agency’ are passive words. How can a relationship work if neither party has an overtly active role? Think of other familiar pairings:
Doctor/Patient
Master/Servant
Lawyer/Client
Star/Agent
Parent/Child
In each case the person on the left hand side is calling the shots (active), and the person on the right is either taking advice from an expert, or being told what to do (passive).
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Posted: April 4th, 2012 | Author: Leah.Latimer | Filed under: Makes You Think | Tags: AAI, client/agency relationship, David Wethey, ISBA, itv | Leave a Comment »
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Susan Griffin, EVP, Marketing & Business Development at BrainJuicer®, says that brands can learn a lot from disruptive innovators.
I have been thinking a lot lately about brands that suddenly creep into our lives, disintermediate existing products and services with great success. Often we hear about them initially only through our own experience, not brand communication nor even word of mouth.
A couple of examples are Eventbrite www.eventbrite.com and Kickstarter www.kickstarter.com. And maybe I can illustrate by telling the story of my own experiences with these disruptive innovators.
Eventbrite allows event organizers to plan, set up ticket sales and promote events of any size and publicize them electronically across social-networking tools directly from the site’s interface. It also enables attendees to find and purchase tickets to these events. The company generates revenue by charging organizers a fee of 2.5% of the ticket price plus $0.99 cents per ticket sold, but does not charge fees for free events
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Posted: March 27th, 2012 | Author: Leah.Latimer | Filed under: Makes You Think | Tags: brainjuicer, eventbrite, kickstarter, Makes You Think, Marketing Blog, Marketing Society blog, susan griffin | Leave a Comment »
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Alex Marks asks why companies aren’t more flexible when it comes to working mothers.
Sometimes in life there’s just those things that are more interesting and important than Marketing. I know, it’s a crazy notion, but just go with it. I feel that writing this article may get me in trouble or more to the point, get a reaction, so l feel compelled to do it anyway.
It was International Women’s Day last week. For those of you unfamiliar with this global festival of righteous female emancipation, it has been concerned with improving the status, stature, opportunities and future prospects of females since the 1900’s.
There’s no need to go into how far women’s rights have come in the last 100 yrs or so. Indeed many of us, and by ‘us’ I mean men, in the western or ‘civilised’ world may well feel its all OK now. Well I’m afraid I have news. It isn’t.
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Posted: March 21st, 2012 | Author: Leah.Latimer | Filed under: Makes You Think | Tags: Alex marks, Makes You Think, marketing society, Marketing Society blog | Leave a Comment »
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Faris Yakob, Chief Innovation Officer at MDC Partners’ kbs+ and co-founder of creative technology shop Spies&Assassins, explains how scale, empowerment and technology can still deliver.
Advertisers are in a bind. Many fear they have too little to say to attract and hold consumer attention.
In the past they could rely on traditional media owners to reach consumers. By advertising in commercial breaks around the edges of content they could take advantage of the audience that shows had aggregated.
Fragmentation has meant consumers are gathering in big numbers less and less and that the cost of taking advantage of the aggregation ability of others has become ever higher.
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Posted: March 20th, 2012 | Author: Leah.Latimer | Filed under: Makes You Think | Tags: Faris Yakob, Makes You, Marketing Blog, Marketing Society blog | Leave a Comment »
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Crawford Hollingworth, founder, The Behavioural Architects, explores `out of sight, out of mind’ – our battle with self-control.
As Oscar Wilde wrote “I can resist everything except temptation.”
I talked about self-control in an earlier article on ‘21st Century Piggy Banks’ and how humans often have poor levels of self-control and overestimate their abilities in this department.
This week I want to delve a little into the scientific evidence that exists around self-control and look at how science is delivering some real breakthrough insights into why we find temptation so hard to resist!
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Posted: March 20th, 2012 | Author: Leah.Latimer | Filed under: Makes You Think | Tags: Behavioural Architects, behavioural commitment, behavioural economics, Bias aversion, cognitive biases, Commitment mechanisms, consumer spending, crawford hollingworth, loss aversion, Marketing Blog, Marketing Society blog | Leave a Comment »
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Crawford Hollingworth, founder of The Behavioural Architects, says the social versus individual debate, misses the point about BE.
Behavioural Economics (BE) is inspiring considerable debate and discussion amongst academics, policymakers, think tanks and industries, not least the marketing industry. One strand of thought is that BE is individualistic in its approach and lacking social insight. For example, in October’s Admap Mark Earls and Alex Bentley positioned behavioural economics as follows:
“The newer approaches, such as neuromarketing or behavioural economics, are also essentially individualist - merely new flavours of an old recipe.”
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Posted: March 13th, 2012 | Author: Leah.Latimer | Filed under: Makes You Think | Tags: behavioural commitment, behavioural economics, Bias aversion, cognitive biases, Commitment mechanisms, consumer spending, crawford hollingworth, loss aversion, Marketing Blog, Marketing Society blog, the behavioural architects | Leave a Comment »
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Mark Sherrington, Marketing Society fellow and director at Brandtone, says that capitalism drives innovation.
I have a little mug full of razors in my bathroom. I must have a dozen or more. I travel a lot, forget my razor buy another one and so have amassed a small collection. I have some with 2 blades, some with 3. I think I have one with 4 blades and some little easy-glide strip.
Most are disposable, some are non-disposable (not sure which is greener) and they are all made by Gillette, the best a man can get.
My little mug is testament to Gillette’s relentless commitment to innovation. Shaving is not a high-involvement category for me. I am loyal to Gillette but mostly through inertia and I’m not sure I can really tell the difference between their various razors.
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Posted: March 13th, 2012 | Author: Leah.Latimer | Filed under: Makes You Think | Tags: Brandtone, Gillette, Mark Sherrington, Marketing Blog, Marketing Society blog, Prosche | Leave a Comment »
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David Wethey considers what it would be like if we had a total blackout in connectivity.
One day last week I turned on my Blackberry. It wouldn’t let me call out – “congestion”. Then the broadband connection in the hotel didn’t work. We have been having power cuts recently. The drought situation raises the spectre of water restrictions.
Just suppose one day this – and more – happens, and is permanent. No calls; no texts; no emails; no internet; no connectivity at all. London’s new tall buildings would be useless without electricity. The much criticised public transport system would be even less impressive.
What would we do? How could we work? Would we get through the day? The next day? Have we become completely dependant on technology? Does it matter?
Yes, I believe it does. It matters a great deal. We were brought up to be self-reliant, OK on our own, reading books, working in libraries, talking to the people there in the room with us, not the ones at the end of a phone.
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Posted: March 7th, 2012 | Author: will.armstrong | Filed under: Makes You Think | Tags: Black out, connectivity, David Wethey, marketing society member, susan greenfield | Leave a Comment »
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When MTV was launched it was a disaster.
The only way it could get into homes across America was via cable.
But the cable operators didn’t want it.
Who was going to watch a channel that just played music all day?
People already had the radio if they wanted that.
The record companies didn’t want it.
Why would they make videos encouraging kids to watch their music instead of buying it?
The advertisers didn’t want it.
Kids who’d sit around all day watching rock groups on TV were probably just getting high.
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Posted: March 6th, 2012 | Author: Leah.Latimer | Filed under: Makes You Think | Tags: Dave Trott, George Lois, Makes You Think, Marketing Blog, Marketing Society blog, MTV | Leave a Comment »
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Crawford Hollingworth founder of The Behavioural Architects, is excited by the government’s commitment to behavioural experimentation.
The latest report from the UK Cabinet Office’s Behavioural Insights Team (1) looks at ways in which to reduce fraud, errors and debt.
Its approach centres on recognising and understanding how people respond to different contexts and incentives and demonstrates that a better understanding of this can allow behaviour to be triggered and, indeed, manipulated.
It shows that even very minor changes to processes, forms and language can have a significant impact on the way people respond.
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Posted: March 6th, 2012 | Author: Leah.Latimer | Filed under: Makes You Think | Tags: behavioural commitment, behavioural economics, behavioural insights team, Bias aversion, cognitive biases, Commitment mechanisms, consumer spending, crawford hollingworth, loss aversion, Makes You Think, Marketing Blog, Marketing Society blog | Leave a Comment »
This month David Wethey, founder AAI, takes a look at the client/agency relationship.
