My kind of selfie: a nice testimonial

  This summer I had the pleasure and privilege of helping a fine London animation company to focus its approach to the US market.  When we were done, I asked if they were happy with the project and would consider writing a testimonial.  This is what I received in return.   “Having had the pleasure […]

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What is Branded Content anyway? And what do the Futurists have to do with it?

  So what is Branded Content anyway? A heated discussion has been stirred up to define it (a panel in NYC recently traded some pretty harsh opinions on the lines of “I have the greatest respect for….but really they are quite wrong on this”). There is a vocal school that says without “storytelling” it doesn’t […]

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Advertising: is the very name boxing us in?

All my working life my passport has said Advertising under profession. Every time I enter England they ask me what I do and recently I’ve begun to hesitate. It used to be so clear. We made commercials and we made print ads – we were in advertising. But what is it now? Can we really […]

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The Great God Positioning

The obsessive search for the Perfect Positioning can often cloud your ability to see what it is you really need to do. Searching for the perfect Positioning become the grail, whereas it is only one tool for achieving your real goal. So what is that real goal? Is it a revenue target? Is it a […]

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Result: Booked Solid!

Remember the film director from our post in December? He had let his TV commercials business lapse for some years while he wrote and directed a feature (lots of star power, theatrical release, DVDs etc). Now he wanted to get back to doing some advertising work while he was getting more films off the ground. […]

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Pop Quiz

1. What is your company’s most successful piece of communication? 2. Who was it aimed at? 3. What did you want them to do when they received – saw/heard/read/smelled/felt it? 4. Did they? 5. What makes it successful? Now here is the question that really counts: What can be learned from the answers to questions […]

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Barry Diller’s Mouthfuls

Barry Diller, recently the nation’s highest paid executive, is breaking up hisIAC/InterActiveCorp. “While we have created a lot of value,” Mr Diller said, “I have always believed that our complexity and many mouthfuls of sentences to explain who we are and what our strategy is have hampered clarity of understanding with all our constituencies, including […]

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