Is there really any such thing as a 'commodity' category?
One of the most frequent pieces of advice one sees handed out to young communications planners is ‘be curious’. I used to say the same. But I’ve changed...
Recently I interviewed Malcolm Wells, a man who specialises in creating Symbols of Re-Evaluation, particularly for energy companies – orchestrated […]
In his regular column for Campaign Asia-Pacific Adam shares an example of how a very simple idea can impact a whole ecosystem.
In his regular column, Adam wonders why we don't use our marketing skills internally too.
Adam talks to Michael Jordaan - CEO of South Africa's First National Bank.
Earlier in the year I went to interview the CEO of FNB, the South African Bank voted in 2012 ‘The […]
So I am sitting having breakfast in San Francisco and talking with a friend about this being The Age of […]
Went into the Co-op Supermarket in Ludlow on Friday. We needed lemons. The fruit and veg were where the fruit […]
So I’m talking to this advertising planner, and he’s telling me about the strategy he’s most proud of, for potato chips. I didn’t talk to them at all, he says. All I did was spend a long time watching how people ate them...
We tend to think of brands as making statements or promises. But it is more stimulating to think of brands as asking questions.
Every so often a business magazine will publish a survey of multinational CMOs and reveal what they think they need more of in the next few years. And the answers tend to always be the same...
It was the end of a long, hot day. I had flown to make a speech, and was invited to […]
Thinking you know your consumer, while in fact they are someone very different – is more dangerous than not knowing them at all.
Explicitly calling out the Big Dogs always takes a little moxie, even when the strategic thinking is as razor sharp […]