Inspiration and Ideas
Clippings of images, thoughts, links, and ideas designed to inspire creatives, marketers, and brand builders.
Inspiration and Ideas
Financial analysis for marketers
Incrementaility and attribution
How advertising provides pricing power
Breakdown/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 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
medium.com
Hunting Byron Sharp in the Wild