Category: marketing | 營銷 | 마케팅 | マーケティング
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Collapsing the funnel
I was prompted to write about collapsing the funnel as a trope that marketers and adtech salespeople tell each other after listening to Jon Evans Uncensored CMO podcast. Jon was interviewing Josh Feldman. Josh Feldman Feldman is CMO at NBCUniversal’s advertising and partnerships business. He has been a long-time NBCUniversal marketer. Prior NBCUniversal, Feldman started…
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Coffee shop problem
One of my friends who I first met when we were working on global brands at Unilever, took a change in career running their own chocolatier and coffee shop at a lovely market town outside London. Coffee shops for years have had a nice line in selling branded insulated cups. The rationale is that these…
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Mobilizing for monuments & more
Mobilizing for monuments Mobilizing for Monuments is an interesting brand collaboration. Flickr was a natural partner for the the environmental charities due to it being the destination community for serious photographers. Rivian also makes sense, given that they make electric all-wheel drive vehicles – which presumably have a lower carbon footprint. The Mobilizing for Monuments…
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Dove 20 years of real beauty
I was privileged to freelance at Ogilvy on Dove a number of years ago and got to understand the brand a little better during that time. My work on Dove was focused on product advertising for Dove soap in Brazil, the US, Vietnam and the Philippines rather than adding to the master brand canon around…
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Omakase and luxury futures
Omakase and luxury seem made for each other. Think about the core elements of omakase: As a trend omakase has expanded geographically with Japanese cuisine. But it has also expanded in terms of categories covered. Koreans have taken omakase and pushed it into other areas: So how can omakase and luxury come together in the…
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Very Ralph and other things
Very Ralph Very Ralph is a documentary that celebrates the career of Ralph Lauren. What’s interesting is Lauren’s lack of expertise in fashion and design. Instead Very Ralph captures Lauren’s childhood ability as a stylist and art director to eventually create a Ralph Lauren world. Very Ralph became a descriptor of a style and a…
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Campaign a-list questions
Campaign recently published their a-list questions, go and check them out. Campaign is the default trade journal of the advertising industry, though you would be surprised how many agencies don’t have a subscription. I featured in a number these kind of features earlier in my career in Campaign sister publications and rivals. I was often…
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Pharma jargon
I started my career off working on technology clients who were bad for having their own language but pharma jargon takes things to a new level of complexity. I thought I would write a bluffers guide to make other peoples lives easier. Here’s some of the examples of pharma jargon that came to mind that…