About Sam Bridger

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So far Sam Bridger has created 61 blog entries.

Diversity + Inclusivity = Profit

Ah, the season of mists and mellow fruitfulness.  Unbelievably, it’s autumn already.  Always a funny time of year – the leaves may be going brown and the nights drawing in, but it’s also a time of new starts – back to school with a shiny new pencil case and a renewed enthusiasm. For much of this year, I’ve been recharging my mental batteries by taking some time out from the hurly burly of [...]

Time for a more level playing field

Last week, I went along to an agency-hosted panel discussion, which posed the provocative question, ‘Is the business of sport business as usual?’.  The event had a great line-up and was really well attended, but it's fair to say it didn’t go quite the way the agency had hoped.  A slightly unclear agenda was compounded by two avoidable errors; - the inclusion of a 'token woman' on the panel. This means absolutely no disrespect [...]

Can M&S turn things around? Only if they start listening

Poor old Marks & Sparks.  Rarely out of the news, although these days it’s more often gloom and doom in the business pages than a glowing piece in the fashion supplements. Their latest set of ‘disappointing’ results, which show food sales also starting to tank, triggered a further slew of premature obituaries.  In Marketing Week, Mark Ritson bases a piece on brand equity on M&S’s predicament.  He sounds the death knell, concluding that any [...]

Think the ‘Pink Princess’ culture is just harmless fun?

What do you see when you look at the picture above? (Let’s ignore the lipstick and blusher for a moment).  Sweet little girls in dress-up outfits?  Or the dangers represented by early gender stereotyping?  Sadly, there’s growing evidence that it should be more the latter than the former. It was recently reported that girls as young as six think that 'brilliance' is a male trait and that pay inequality starts in the pocket money years.  [...]

Kevin Roberts – Don’t Hate The Player, Hate The Game

So Publicis Groupe have suspended Saatchi’s chairman for claiming that the talented women who work in his agency reach a certain point in their careers when they actively turn down a promotion, as they “don't want to manage (the) business and people, (they) want to keep doing the work." Hmmm. In the interview, he also spoke about how ‘millennials’ (gah) want careers based on creativity and collaboration, and how the old rules of hierarchy and [...]

Live life online? How ‘unconcerned’ are you?

I recently posted a blog about how poor digital marketing practice risks damaging our industry.  With new legislation coming down the pipe, and both Apple and Microsoft recently facing down the US Government over data access, data privacy and protection is certainly a hot topic. At a recent, excellent, TMW Influence session, the panel explored the marketing challenge of Privacy vs. Personalisation, and some of the contradictions and confusions affecting both marketers and consumers. In 2012, [...]

Sex only sells sex. Let’s hope the tide is turning in Cannes

Many years ago, I was driving through Rome, admiring the scenery, when I was suddenly confronted by the enormous billboard image of a naked, reclining woman. Perched proudly on her tanned bottom was… Let’s guess, shall we?  Some sunscreen?  Perfume, maybe?  An anti-cellulite gadget?   No.  A packet of pasta. I was a bit taken aback by the level of nudity on a 48 sheet, but more astonished that her bum was deemed to be [...]

Disruptive. But not always in a good way.

The ‘on demand economy’ and the 'disruptive' brands that are creating and supporting it is the current buzz in the marketing world.  In the last week, I’ve attended two presentations where the likes of Uber, Airbnb and Deliveroo have been held up as great examples of a new way of doing business. Putting the customer experience at the centre, relying on crowd-sourced reviews, shaking the complacency of established brands and service models, moving to a [...]

Licensed to spam?

Last week, I wrote a piece about how poor digital marketing practice is damaging our industry.  At the heart of this is not just how brands are failing to build meaningful relationships with their audiences, but the fact that they're often actively disengaging them. Like many areas of marketing practice, addressing the basics is not rocket science, but it does take work.  Putting yourself in your customer’s shoes will help ensure they’re truly engaged [...]