Author: Martyn Thomas
The thing that is driving massive change in businesses today is the fact that we’ve become connected in ways that haven’t previously existed. No longer is a brand about messaging and perception it’s about creating experiences and communities centred on a core purpose. It’s bigger than social. It’s bigger than mobile. It’s bigger than wearables and […]
Nearly a year ago I wrote about a client asking if we could use another term other than social media. She wanted to convince her CEO of the need to pursue a social business strategy but realised that ‘social‘ in his mind meant the ‘Likes’ of Facebook, Twitter, Pinterest et al. Many executives still haven’t […]
I think we all know that brands could try harder. They often disappoint and we wish they’d get their act together to become more aware of what we think and get a grip on their role (and potential role) in our lives. Havas’ recent study on meaningful brands supports this notion as they go beyond […]
One of the hottest topics in marketing today is how to make the best of all the communications channels now available. Brands face an incredibly complex challenge as they have to play with many dials at the same time: traditional ads, digital, web, mobile, apps, social, behavioural. All are tightly intertwined, creating flurries of new […]
So you’re hanging out with a bunch of friends at a bar and someone you don’t know wanders over. They ingratiate their way into your group and start talking about themselves. What’s your first reaction? “Hi, Person We Don’t Know, tell us all about yourself.” Or, more likely, “Who are you and why on Earth […]
Recently, I looked at the issue of social-COI (cost of inaction) and now we turn our attention to making that first step towards the future and the fundamentals you’ll need to consider on the journey. We’ll see the emergence of a chief content officer and I’ll discuss their role and responsibility in the process. Today, […]
The social media party is just warming up as business continues its ongoing transformation. An hour with Google can reveal the potential of embarking on a fruitful social media strategy benefitting businesses and their bottom lines, so why then is first mover advantage still there to be had in most business categories? Management guru Edward […]
Given the rate of change in our industry, now is a good time to be thinking about the future of the service offering (creative, media, digital, search, social, PR etc.) to client partners. This is written from a perspective of having worked at five full-service ad agencies and three media shops over 25 years in […]
