Category: ideas | 想法 | 생각 | 考える

  • 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…

  • Trends and fads

    Why trends and fads? Why trends and fads came about as a post, was that I was scrolling on my LinkedIn notifications on a Saturday (I know, I know I should keep my life free of this crap on the weekends.) Creative Review were talking about how trend forecasting had become rusty, but that got…

  • March 2024 newsletter – no. 8

    March 2024 newsletter introduction Welcome to my March 2024 newsletter which marks my 8th issue. I am glad that I have moved to the eighth issue. In between St Patrick’s day happening in March, and the number 8 being lucky according to the Chinese in a good place – I figure its a good omen…

  • AI two-step

    The phrase AI two-step is something I first heard from my friend Antony Mayfield. He used it to talk about how companies were adopting the latest developments in AI for business processes. And then reduce headcount to reflect the newly AI derived tasks instead. The AI two-step isn’t necessarily a new concept, companies like Pegasystems…

  • CMOs

    Premature obituaries of CMOs Almost 11 years ago business academic Dominique Turpin wrote an article describing CMOs as ‘dead’. Turpin worked at the IMD business school in Switzerland and the article was a classic bid for thought leadership. It’s just the kind of thumb-stopping headline that drives readership of LinkedIn content where it was published.…

  • Brand clichés

    Brand clichés have been in the background of my career in agencies, all the way through. I am sure that brand clichés will continue long after my career is over. I started off writing copy for technology clients. Short pithy marketing copy and longer thought leadership pieces, opinion editorials and white papers. Back when I…

  • Six hundred pairs + more stuff

    Six hundred pairs of Nikes in a custom-built house The six hundred pairs of Nikes are owned by a Japanese lady who now is head of marketing for Ugg in Japan. Previously she’d spent over 20 years in sales and marketing for Nike. Her house was designed around her shoe collection and the double height…

  • Razors for strategists

    What are razors? Razors are one of a series of tools that I use for problem solving. They sit alongside the idea of ‘chunking’ that is breaking a problem down into more manageable and solvable constituent parts. Razors aid in decision-making and analysis. Razors are rules that guide your way through a problem, or ‘cut’…

  • February 2024 newsletter – No.7

    February 2024 newsletter introduction Welcome to my February 2024 newsletter which marks my 7th issue. I hope that your year of the dragon is off to a great start. The number 7 is a bit of a mixed bag, depending on how you look at it. In the old testament, the 7th heaven is where God’s…