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FRESH THINKING

You have to reach people

Ideas and Blogs

We regularly post on the issues and what we have observed happening in the complex world of marketing. The views and opinions are ours - and we are always open for debate. Let’s chat.

Most Recent

Letting Creative Lead

13.11.17 / 05:35AM / Peter O'Leary

Continuing to do the same thing and expecting different results has often been cited as the definition of stupidity. It seems obvious - to make change means doing something different, yet the reality is that much of what we are prepared to do is way more subtle. We stay in our Comfort Zone and do the familiar. Maybe it's the fear of the unknown, a lack of confidence or simply inertia that keeps our feet firmly planted.

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Creative Process

When your advertising stops delivering results

04.09.17 / 02:50AM / Peter O'Leary

As a marketer is there anything worse? You’ve invested energy, much of your limited budget and the dial just didn’t move. Everyone is asking the question - what went wrong? And, everyone involved is pointing fingers.

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marketing strategy, advertising strategy

Why invest in good creative work?

22.08.17 / 10:25PM / Peter O'Leary

When it comes to all things marketing, the obvious answer to any question about investing should always be based on the return generated - the ROMI. By that definition, creative that is good yields stronger results. What is good creative and how do you know when you’ve found it?

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Creative Advertising

AMBA has moved!

18.08.17 / 02:06AM / Peter O'Leary

Do I hear a What! Why? Where?

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brand growth, brand strategy

Does digital deliver on the promise?

01.08.17 / 10:50PM / Peter O'Leary

The data is 100% absolute - we (the people) are all increasingly online and loving it. So, logic follows that the digital environment should be where brands advertise. And that’s true, sometimes.

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digital marketing

How to differentiate

25.07.17 / 11:20PM / Peter O'Leary

Have you ever wondered why consumers often behave as if they haven’t read the marketing plan? Why don’t they respond instantly to seemingly great products and smart tactical offers? Where is the disconnect? The marketing plan is written for an internal audience, while the consumer doesn’t care about sales objectives or brand goals.

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marketing strategy

Why you should start with strategy

18.07.17 / 09:50PM / Peter O'Leary

Strategy is an often misused and much misaligned term. By definition, a strategy is a plan of action designed to achieve a major aim or objective. Confusion can exist between what is strategy and what are tactics.

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marketing strategy

What’s going on? Is anyone still watching TV?

11.07.17 / 11:15PM / Peter O'Leary

In New York’s 1930s most people found their life partner within walking distance of their childhood home. One-in-six found their partner in the same apartment block. That may seem remarkable but rarely do we go beyond the boundaries of our village. Humans have a tremendous desire for predictability. And as a system, this worked.

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media marketing

Knowing that ‘you are not your customer’

04.07.17 / 10:28PM / Peter O'Leary

There is a common lament amongst agency peeps when their client isn’t able to articulate why something doesn’t work and resorts to their personal view, that leaves everyone questioning ‘why did we bother’?

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brand marketing

When do you hire a Brand Ambassador?

27.06.17 / 09:45PM / Peter O'Leary

Let's start with a straightforward definition of what a brand ambassador is - it’s a person, especially a celebrity, who is paid to endorse or promote a particular company's products or services. The keywords are Brand, Paid and Promote. Tick all three and you’ll have built a business case to engage an ambassador.

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brand marketing