Search results for: “"Mark Ritson"”
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Eat Your Greens edited by Wiemer Snijders
Eat Your Greens is a selection of articles curated by Wiemer Snijders on all things that come up for discussion amongst account planners. Branding, marketing, some home truths about innovation and the value of creative. Much of it recycles the stuff that account planners know from reading Sharp or Field and Binet. In addition there…
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Venture capital, clean tech + more
Venture Capital and Cleantech: The Wrong Model for Clean Energy Innovation by Gaddy, Sivaram and O’Sullivan – venture capital investment is very inefficient according to this MIT paper. More venture capital related posts here. Why business in Hong Kong should be worried | The Economist – Hong Kong is trapped like the grips of vice.…
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Economics of YouTube + more
lifeintaiwan have gone into the economics of YouTube by looking at their own channel in this video. It makes fascinating viewing and provides more questions than answers about the value of ‘influencer’ fees being paid in travel, beauty and FMCG sectors. It will provide additional grist on the economics of YouTube moving forwards Photochromeleon: Creating…
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Corona brand + more news
Mark Ritson: Coronavirus won’t hurt Corona, it will actually boost sales – differentiation, particularly at the symbolic level, was overstated. Any evidence that people perceived Brand A as vastly different from Brand B could be largely explained by its size and prior purchase experiences. Purchase caused brand image, not vice versa. Ergo building a brand…
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Salience overloads advertising
Salience is the buzz word of the moment in advertising circles. What is salience? According to Siri salience is a noun. It’s definition: the property of being particularly noticeable or important. Historically, when you tested an ad through the likes of Kantar. One of the attributes that an ad would be measured on is salience.…
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Galloway on Louis Vuitton & more
Section 4’s Scott Galloway on Louis Vuitton. Professor Scott Galloway talks about the way Louis Vuitton has re-engineered its business to handle the modern luxury consumer consumer’s needs and tastes. Modern consumers are younger and based in Asia rather than the traditional older luxury purchasers in Europe and the US. This has meant that digital…
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Juul sales halted in China + more
Juul Sales Halted in China, Days After Launch – WSJ – this could be as much about IP as anything else that caused the Juul sales halted in China. The e-cigarette was invented by a Chinese engineer looking for a healthier option to cigarettes. Secondly tobacco is a monopoly in China run by a state…
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Sohu returns + more news
Can Chinese internet pioneer Sohu finally pull off a comeback after missing the mobile era? | SCMP.com – Sohu making a comeback has interesting parallels with Yahoo! in the west, but without the incompetent board and Carl Icahn. I suspect that the rejuvenation of Sohu will be a fruitless task as the internet doesn’t give…
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Tide Super Bowl ads + more
Tide Super Bowl Campaign A little bit old, but this Mark Ritson advertising case study of Tide Super Bowl campaign is must watch material. I like the Tide Super Bowl campaign as creative and media planning came together. The ad industry insider in me liked the way the Tide Super Bowl campaign spoofed various genres…