Call me King Canute if you like, but I think the digital tide may be turning. There’s definitely a groundswell of considered opinion that marketing’s pre-occupation with their shiny new toy might have been a little over-enthusiastic and maybe we should all sit down and have a bit of a think. Back in 2014, advertising legend Sir John Hegarty grabbed the headlines by saying “the new digital messiahs are like the Taliban – if you [...]
Having previously written about how agencies can improve their pitch performance, I thought it was high time I wrote a guide for clients. Working as an interim and consultant, I regularly see examples of (often unintentional) poor client practice, so here’s my Top Tips for Marketing Directors. It's not a comprehensive list, just a starter for 10, so if you have any top tips (or horror stories) of your own, I'd love to hear them... 1. Employ [...]
As I’m right in the midst of a big agency screening process, I thought it was a good time to update my Top Ten Tips for Chemistry meetings. Although they’re written for the agency pitch process, they’re relevant to any new business meeting. I’ve run countless pitches for some very big organisations and have watched many a good agency needlessly trip-up in the very first meeting. Fortunately, the most common pitfalls easily avoided with a [...]
As a Marketing Director who has run countless pitches for some very big organisations, I have witnessed many a good agency needlessly trip-up in the very first chemistry meeting. Fortunately, the most common pitfalls are easy to avoid with a bit of preparation and attention to detail… So here are my Top Ten Tips for productive and successful chemistry meetings; Be Prepared. It’s a job interview, so do your homework. To be honest, I’ve interviewed [...]