- Are you and AI Prompt Engineer? 😄😄😄 https://t.co/xUBvDsz0Km
- Is this the beginning of the end for Dame Sharon White at John Lewis? #johnlewis https://t.co/yfivANVxJE
- This is so true. https://t.co/il06AjysYG
- https://t.co/bM4L96yx5N
- How to destroy your brand by alienating your core customers. #budlight Bud Light have 'set their loyal fanbase on… https://t.co/8HdesN3gg6
Author Archives: Richard Fullerton
McKinsey: The next normal arrives – Trends that will define 2021 and beyond
The following article is an abridged version of the full article on the Next Normal to be found here (4th Jan 2021) I am not the author of this article. The authors are Kevin Sneader, Global Managing Partner, New York Shubham Singhal, … Continue reading
Posted in Uncategorized
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Australia Tourism’s new ad ‘Matesong’ pitches short
The latest ad promoting Australia as a holiday destination fails for a number of reasons but mainly because the song accompanying it is so dreadful. Continue reading
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
Posted in Digital
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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
Posted in Advertising, Branding, Retail, Services
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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
Posted in Advertising, direct response
Tagged attribution, direct response press, local media, local press
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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
Posted in Advertising, Branding
Tagged brand slogan, brand slogans, branding, Carlsberg, Guinness, Helen Edwards, Mark Ritson, slogans, straplines, taglines, Unilever
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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
Posted in Advertising, Creativity, Digital, Media, Social media
Tagged Agency-Client relationships, creativity, media fragmentation
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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
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
Posted in Advertising, Uncategorized
Tagged Aldi, Asda, Boots, Chanel, Christmas 2012 ads, Co-op, Coca-cola, Debenhams, HMV, John Lewis, M&S, Matalan, Morrisons, Sainsbury's, Social media, Tesco, Waitrose
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