Author Archives: Richard Fullerton

HTTPS (High Time To Protect Sites)

Two years ago, Google made a pledge to name and shame websites with unencrypted connections as part of a strategy to get domain owners to embrace HTTPS. In the past few months it appears that many brands have heeded this threat. … Continue reading

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The RAC and its car-crash attitude to customer loyalty reflects marketing’s wider problem

I’ve had RAC breakdown cover since 2012. Their basic Roadside Assistance service means that if you break down, a patrolman will come out and try and fix your car, and if he (or she) cannot then you will be towed … Continue reading

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Direct Response Press, Attribution, and the Rise of Local Media

I had cause recently to undertake some research into the state of direct response press. Because of the ‘dash for digital’, it had been some time since we (at MCS) had looked at this medium and when we did, we … Continue reading

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The Conundrum of Brand Slogans

The agency I work for, MCS, recently exhibited at the Suffolk Business Exhibition in Ipswich and we held a competition for visitors to our stand whereby they had to recall the slogans of 17 top brands. Most were flummoxed and … Continue reading

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The Decline of the Agency and Rise of the Client: Part 2

In Part 1 yesterday, I explored how the empowerment of the client, the negative impact of overheads on agency fees, and the forced distintermediation of agencies from their clients, have contributed to a seismic shift in fortunes and status. In … Continue reading

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The Decline of the Agency and Rise of the Client: Part 1

Last week an MCS colleague emailed me a link to an recent article called How clients are de-skilling the UK advertising industry which mourns how marketers (the clients) have forced agencies to cut their fees so much in the past … Continue reading

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Why so many American TV ads are crap

I have just returned from a holiday in Cuba where we were able to get some American TV channels in our hotel room. We loved watching the US channel TBS, which seems to show never-ending comedy, (its strapline is ‘Very … Continue reading

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The Battle of the Christmas 2012 ads

The battle of the Christmas 2012 ads has reached a crescendo. Not only is the advertising industry buzzing about it, even consumers are, with Netmums publishing research into families’ reactions to the superstore ads. According to the Yummy Mummies who … Continue reading

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Customer promise and innovation are key to the fortunes of Monarch

I have recently returned from an excellent short break to Gibraltar, marred only by a return flight delayed by 6 hours. On return home, and that same morning, I was surprised to receive an email from Monarch Airlines apologising for the … Continue reading

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Social Media is a game of chess

This article has also been published at Marketing:Blogged The recent news that McDonald’s is recruiting an army of friendly bloggers in the US to write positive stories about it should come as no surprise. Indeed it tested the water in 2010 … Continue reading

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