Author: erich
How to research relevant marketing & business trends?
Research is the foundation of every strategic work, or at least it should be. But research has become especially in the field of marketing more and more complicated over the years. On the one hand you have the big market players that publish every year their ocean of new trend papers and on the other…
A new boost for marketing mix modelling?
Marketing mix modelling has been around as a technique or a tools for quite some time but as of my experience was always a niche topic for big global brands and as well a little too complicated for the average marketeer. There are a few providers like Kantar that offer solutions and also consulting in…
How Brand Building Drives Performance in the Digital Age
WARC is one of my favorite source (and it should be yours too) for marketing insights with excellent content and studies. Recently they published another major report called “The Multiplier Effect” which I will pick up and outline the key learning and insights from it. In today’s fast-paced marketing world, where digital performance and data-driven…
Marketing Myth: We are exposed to 10.000 ads per day
People are more and more exposed to advertising messages throughout the day – at least that is our subjective impression. Furthermore this is also what agencies used to tell as to argument their service in giving orientation in an overly more fragmented and overloaded media space. Also there is written a lot about the topic…
The rebrand of Jaguar – Go woke and/or go broke?
The hottest topic this week among marketing people and the adland was the announced re-branding of the luxury car maker Jaguar. They pivot from a very traditional top notch segment car manufacturer to a Gen-Z, woke-ish electric vehicle only brand. Even the iconic jumping cat symbol has been removed. In the announcement they themselves stressed…
Why wearout in advertising basically doesn’t exists
The concept of ad wearout – the idea that a campaign initially works and then loses its impact – is not new. But perhaps this theory has less to do with consumer behavior and more to do with billing models in the advertising industry. Or are you surprised that you see around this time each…
The truth about short term performance and long term brand building
2 weeks ago I wrote a posting on Linkedin featuring an article in the popular German business & management magazine WirtschaftsWoche that quoted popular marketing leaders from top tier brands like Nestle, Vodafone, L’Oreal and also leading agency speakers that came to the conclusion that they were over-invested in performance marketing over the past years.…
The case of Nike and the power of distribution
There was a lot of buzz recently about Nike and its CEO John Donahoe, who got dismissed from his precious position after all. The economical impact was dramatic as well: Nike Q2 24 financial results. 25bn of market cap lost in a day (70 in 9 months). 130 million shares exchanged in the stock market…
How to build successful Client Agency relationships
The history of client and agency relationships date back to the early days of marketing and advertising and was ever since under constant transformation. The continuous fragmentation of agency types and ongoing pricing pressure from big procurement lead client organizations are just only two of many challenges this industry faces. No wonder this results in…
Why you should not over-promise to your clients
“Yes of course, all this formats are also included in our proposal” or “Sure, we can deliver the entire campaign within the next month” are typical confirmational answers of someone in an agency telling the client that everything will run as she/he expects it. Sometimes those things are said without checking internal the do-ability of…