An ‘audience’ is an organisational convenience from a broadcast age

Activities not audiences. Russell Davies wrote an interesting post about how organizations are thriving upon ‘marketing thinking’ and how digital breaks most of that traditional thinking for good. It’s not about technology, it’s about a change of mind. “An ‘audience’ is an organisational convenience from a broadcast age. It’s a reasonable way of segmenting theContinue reading “An ‘audience’ is an organisational convenience from a broadcast age”

What strategists could learn from standup comedy

A while ago 4 of the best comedians of all time met and talked about their profession, sharing a whole bunch of insites that are valuable for all of us. It’s impressive to see and hear how much preparation goes into a good standup comedy show and that it’s not because they make it lookContinue reading “What strategists could learn from standup comedy”

The strategy is delivery: it’s not complicated, it’s just hard

Neil Perkin does many interesting things. One of those things is organizing the so called “Google Firestarters” which he curates for Google UK. Last Monday he had invited Russell Davies, planning legend and now creative director at GDS, to come and talk about his learnings and insights working on GOV.uk. Fascinating talk, well worth crossingContinue reading “The strategy is delivery: it’s not complicated, it’s just hard”

Are all great campaigns actually flawed or imperfect in some way?

BBH London Chairman Jim Carroll wrote an interesting piece about the ‘Creative Enemy N.1’. What is really the biggest enemy of realising creative ideas? Is it design by committee, pretesting, procurement, corporate culture, …? Jim believes that it’s actually your own intelligence. That all great communication is actually flawed in some way and that ourContinue reading “Are all great campaigns actually flawed or imperfect in some way?”

Put the hours in

We often get questions how it’s possible that we are only 45 people at Duval Guillaume, working on European campaigns for clients such as Carlsberg, Coke Zero, Smirnoff, … and many others. My answer to that is very simple: put the hours in. Whatever the business you’re in if you want to be successful youContinue reading “Put the hours in”

The Ironic Effect. Why you might fail because of your best effort.

Why you sometimes make the problem worse by trying too hard to fix it. Interesting article from Oliver Burkeman over on The Guardian: From weight loss to fundraising, ‘ironic effects’ can sabotage our best-laid plans. The great Harvard psychologist Dan Wegner, who died earlier this year , wrote a famous article entitled ‘How To Think, Say,Continue reading “The Ironic Effect. Why you might fail because of your best effort.”

The age of the micro multinational

“If the late 20th Century was the age of the multinational company, the early 21st will be the age of the micro multinational: small companies that operate globally” I found this great quote on Neil Perkin’s ‘Only Dead Fish’. It’s a statement from Hal Varian, Google Chief Economist and I can only like what I see here.Continue reading “The age of the micro multinational”

Truth is people don’t actually like creativity

There was an interesting article in Slate a few weeks ago about the bias against creativity, about the fact that most people say they like creativity but that the truth is we really don’t. And since I work in a creative agency often presenting creative ideas to clients the theory based on a 2011 studyContinue reading “Truth is people don’t actually like creativity”

Dare to say ‘focus on the consumer’ one more time

[Rant alert] Seriously. I’ve had it with this gratuitous expression. I get it, we all get it by now don’t we? There’s no reason for every presentation to feature a slide with this so called knowledge and then someone in the audience will tweet it and it’ll definitely generate a few retweets. And every timeContinue reading “Dare to say ‘focus on the consumer’ one more time”

How to make the mobile phone a social object again?

I did a talk about mobile in marketing at the Mobile Convention Brussels today. It’s not the first time I write about social objects or social currency on this blog, but in the case of mobile the device itself is in essence a social object. It allows us to connect with people, remember Nokia’s claim?Continue reading “How to make the mobile phone a social object again?”