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Author: Andrew Wilson

POSitive reinforcement

Everyone loves a good TVC. They’re sexy, undeniably powerful and able to take consumers from zero to love in as little as 30 seconds. And let’s face it, agencies love them too because they mean big bucks, as well as items for the trophy cabinet. Radio, too, can be a winner. The idea of an intimate relationship with ...

Talk is cheep

We’ve established that word-of-mouth has reached a whole new level with the rise and rise of social media in its various forms (particularly Twitter). But what is a company to make of all this new noise? Well, there’s some great stuff there... but there’s also a big catch to be wary of, too. For a start, it’s now ...

The evolution of influence

Question: what do a hairy Neanderthal with a very large club, a Greek warrior, a medieval knight, a highly decorated military general, a Wallabies captain, a Hollywood action star, and a computer geek sitting in front of four LCD screens (all of which are plastered with photoshopped pictures of cats) have in common? Answer: ...

Copying is the weariest form of strategy

If there’s one thing you can rely on, it’s that ‘successful’ strategies will only last as long as it takes for your competitors to replicate them. Very few companies succeed in developing sustainable competitive strategies; conversely, many invest heavily in easily-emulated tactics that serve to simply work against ...

Who thinks their a copywriter?

When people are sick, they go to a doctor; when their car is in need of repair, they go to a mechanic; when the tap’s leaking, they call a plumber. But when they need copy written... heck, they just write it themselves. In some areas, people are quick to recognise the value of professional services. Jobs requiring ...

It's not what you know...

For some reason, I’m kicking off another blog with another favourite saying from a parent. This time, it’s from my father: ‘It’s not what, but who you know’. Yes, it’s a truism you’ve probably all heard plenty of times as well, whether in relation to scoring a job, swinging some sort of deal, or just getting a proverbial ...

I'm not anti-social, but...

I derive a certain sense of amusement from seeing the social media space abuzz with marketing people talking about the buzz in the social media space. You’ve probably already read much debate about it, but we seem collectively convinced that it is of such importance that we’re all hurriedly setting up Twitter accounts, ...

Back to the marketing basics

 How well do you remember your university studies? After introducing the two new Ps in my last blog, something inspired me recently to make a return to the very basics. I got an email from an accountant friend (ignore the paradox) asking me a series of questions about marketing as part of his research for an ...

The new Ps – Passion and Philanthropy

Hands up all who think the world is a fine and dandy place where everything is as it should be? Thank you, Mickey Mouse, I expected no less from you. For the rest of us, however much the eternal optimist we may be, we realise that all is not as it should be. We find ourselves confronted with an increasing number ...

Product placement in excess

With the next wave of blockbusters about to be released courtesy of the US summer holiday season, we’re sure to see more glorious examples of ‘branded entertainment’. An unusual moment got me thinking about this the other day. Ever stumble upon a new fashion, song, or trend as a youngster only to be met with a surprised ...

Relationship advice for Agency and Client: how to get through the tough stuff

Dear Andrew, My name’s Agency, and I’m in a tricky relationship. Client and I have been together for several years, and while everything wasn’t always perfect, lately things have become increasingly complicated. The trust we once had seems to have gone, and it seems like we’re no longer on the same side. Most of ...

Calling all entrepreneurs

‘Entrepreneur’ is a term one should never use to refer to one’s self; rather, I consider it a title of honour that may only be bestowed upon you by others. Sure, the title carries within it a certain range (from, say, a very nearly bankrupt John Symonds in the early 1990s, to say, a much more liquid John Symonds ...

In defence of the marketing budget

If you’re on this site and reading this blog, I can say with a reasonable degree of confidence that you fall into one of two categories: you either perform some type of marketing function, or you’re my mother. Ignoring the latter category (although dinner next week would be nice, thanks Mum), I’m also reasonably ...

Are advertisers ruining the English language?

Where to from here? It’s not infrequently that our industry is called to account for its role in the degradation of society. When you consider the significant share of voice that advertising content has in the overall number of messages that an average person receives each day, there’s no doubting the sway we have. ...

Don't use that tone of voice with me!

Don't use that tone of voice with me! Such is one of the enduring phrases I remember hearing frequently during my childhood. After my inevitable protestations, it was often followed by its close relative 'it's not just what you said, it's how you said it'. Ah, there's wisdom in them there words – wisdom that's ...

How to weather the economic storm

Marketingmag.com.au welcomes Andrew Wilson to the stable of guru bloggers on the site. When he's not shouting from the soapbox perched atop his high horse, Andrew is a copywriter and creative with boutique Sydney agency The Other Dimension. Unless you’ve been living under the proverbial rock, you’ll be all-too-familiar ...

more about our blogger

Andrew Wilson

When he's not shouting from the soapbox perched atop his high horse, Andrew Wilson is a copywriter and creative with boutique Sydney agency The Other Dimension.

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