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…
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Evidence-based findings, marketing strategies, and system insights for modern organizations.
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…
A lesson about dull ads and not delivering the promise
Before starting of with the actual marketing part of this post, I need to give you some cultural insights, as the product I am going…
Cannes 2024 – Some take aways
The world famous Cannes Lions International Festival of Creativity was happening this week, and I as usual kept an eye on the news and side…
Marketing and AI:a realistic perspective as of 2024
Adland and (mostly) all other marketing people are going bonkers about AI since the launch of the first chat-GPT Version over one year ago. We…
Adwatch: Gillette bringing the 90s vibe back
One thing that comes to my mind, when trying to remember ads from the 1990s, is that almost all ads back then had it’s own…