Andrew Teman
@andrewteman
Andrew Teman
Financial analysis for marketers
When it comes to marketing payback, words matter just as much as numbers
Dr Grace Kitemagicnumbers.co.ukIncrementaility and attribution
How advertising provides pricing power
Boddingtons' 'Cream of Manchester' Campaign: Crafting Iconic Advertising from a Northern Bitter
Dave Dyedavedye.comBreakdown/Behind the scenes of the famous Boddington's campaign
Peter Field & I recommend that marketers use a mix of “brand building” & “activation” comms. Our research suggests the optimum split is usually ~60% brand, ~40% activation, but varies by context.
But why split brand & activation at all? Why not do both at once?
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Les Binettwitter.comLes Binet thread on brand and activation
100 Things every planner should know
On creativity not trumping effectiveness
Marketing Response Curves: The Science of Diminishing Returns and Saturation
Hunting Byron Sharp in the Wild