While landing coverage in publications like the Financial Times or The Guardian is a significant achievement, it is important to recognise that national media exposure
What is this obsession with automation? Sure, it applies to the world of consumer marketing and also what I would call ‘mass’ B2B. The benefits
Managers – in businesses large and small – are generally hopeless at confrontation, particularly around issues of under-performance. This is corrosive. Every time a managers
What makes a good social post, I ask? Lots of engagement and response, you say. Wrong, I say. Because a few good engagements are worth
If we involve experts to give us input, then we shouldn’t contradict or gainsay them when they come up with inputs that don’t match our
All the out-of-the-box marketing metrics are all about quantity. This is incredibly misleading. Sure, much targeting effort goes into pushing out messages, campaigns and propositions
Sometimes you get a ruling on green marketing (or rather, on greenwashing) that beggars belief. It makes everyone gasp in astonishment not just because it
Nobody likes a sycophant. Or if they do, it’s a sign of their own highly developed inadequacies. But upstaging is just as pathetic. Avoid it
How many times (I speak to those who have experience in service business sales) do you end up selling what originally caught your target audience’s
In recent years, there has been a surge of interest and investment in femtech – technology aiming to address the historical neglect of women’s healthcare
You’ve got to have a lot of evidence to make green claims. So get prepared and view those claims objectively. It would be tragic if,
Some people try to be ‘pure’ business managers. They give out orders right, left and Chelsea, but they never end up with any actions themselves.
So in our world of B2B marketing, how many letters do you get? How often do suppliers approach you through the mail? How often do
Interesting one from the ASA a couple of years ago about the advertising claims made by a major international bank. The issue was around two
Why did Carlsberg say ‘probably’ (the greatest lager in the world)? Why did Nike say “Just do it”? – something that is so vague as to be unchallengeable, yet so aspirational as to be infinitely interpretable.
Jessica Wax-Edwards (JWE): So Charlotta what makes placing news and thought leadership in Sweden different to other regions, like the UK for example? Charlotta C.
The words ‘Generative AI’ have seemingly been on everyone’s lips since the arrival of ChatGPT in November 2022. Within a week, 1 million people were
The first interviewee in our series is Julie Cotterell – whose marketing experience spans almost thirty years, working in-house for global pharmaceutical and medical technology
So long as you write what you wish to write, that is all that matters; and whether it matters for the ages or only for hours, nobody can say.
