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…
Insights
Articles & Thoughts
Evidence-based findings, marketing strategies, and system insights for modern organizations.
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…
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…
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…
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…
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…
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…
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…
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…
Growth is not a strategy
“We want to grow at x% by y” is a typical top tier management saying at annual starter meetings or at mid-year motivational meetings, when…