Category Archives: business

Les Binet on COVID-19

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Must read for marketeers

The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
In this article, Les Binet (Head of Effectiveness, adam&eveDDB) explores:

  • How businesses should focus on doing what is most helpful and in the public interest, rather than focusing on making money in the short term
  • What brands could do to help “The War Effort”, how a brand behaves may have a bigger effect on brand perceptions than advertising
  • Whether direct response advertising can also play an important functional role
  • Opportunities for some big, emotional, morale-boosting advertising, without looking opportunistic and self-serving
WARC Guide to Marketing in a Recession
Part of our WARC Guide to Marketing in the COVID-19 Recession

Marketing spend in crisis

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Why brand should keep up their marketing spend in times of crisis. Data proven advice.

What does the data tell marketers to do during the Coronavirus Crisis? | Liberty Digital Marketing
Consumer habits have changed and are likely to continue to change over the coming weeks. We share how you can take advantage of the situation online.
What-does-the-data-tell-marketers-to-do-during-the-Coronavirus-Crisis_-_-Liberty-Digital-MarketingDownload

Marketing impact

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Impact on marketing post-Corona, 7 non-obvious. From content babies overload to nostalgia to the explosion of innovation.

7 Non-obvious coronavirus implications for marketing | Schaefer Marketing Solutions: We Help Businesses {grow}
Coronavirus implications for marketing are straight-forward, but there are some non-obvious things to think about. Coronavirus implications for marketing are straight-forward, but there are some non-obvious things to think about.
7-Non-obvious-coronavirus-implications-for-marketing-_-Schaefer-Marketing-Solutions_-We-Help-Businesses-growDownload

Very good read on the impact on society by Yuval Noah Harari.

Yuval Noah Harari: the world after coronavirus | Free to read
This storm will pass. But the choices we make now could change our lives for years to come
Yuval-Noah-Harari_-the-world-after-coronavirus-_-Free-to-read-_-Financial-TimesDownload

FB ad and video tips

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Facebook blueprint tips for creating assets

Tips for Visually Awesome Ads
Learn how to create video and images for your Facebook ads campaign to increase audience engagement through mobile. Browse similar lessons or discover from a large selection of topics to gain from.

8 photography tips for adds

Photography Tips for Ads
Learn how to create ad images for your Facebook ads that are optimized for mobile. Browse similar lessons or discover from a large selection of topics to gain from.

Moldy Burger: 5 lessons

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Nice read! Few quotes:

In my view, a good CMO needs to be doing two things at the same time. First, you need to drive sales. I doubt any CMO will last too long if the brand is tanking in sales. Second, you need to make your brand “future-proof.”

Making the brand “future-proof” requires one to create a vision about how the future will be.

I think one doesn’t need to be a marketing visionary to imagine that five to 10 years from now, people will be eating food that doesn’t contain artificial ingredients.

The main objective of the Moldy Whopper campaign was not to drive short-term sales. From my personal experience, the best way to drive short-term sales in our product category is to do a promotion (and the fast food category is filled with them) and/or to launch a new product.

Moldy Whopper grew consideration to visitation by 22.8%. And that’s truly remarkable.

Why you need the campfire and the fireworks

One common question with Moldy Whopper is: Do you really need to go that far?

Yes.

Yes, we do.

As Bill Bernbach once said, “If no one notices your advertising, everything else is academic”

5 Lessons Burger King Learned From the Moldy Whopper – Adweek
In my view, a good CMO needs to be doing two things at the same time. First, you need to drive sales. I doubt any CMO will last too long if the brand is tanking in sales. Second, you need to make your brand “future-proof.”
5-Lessons-Burger-King-Learned-From-the-Moldy-Whopper-–-AdweekDownload

Modern marketing

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‘The traditional way to create content, for instance, is to roll out periodic, one-size-fits-all campaigns that can be modified only to a limited extent. On the other hand, a modern marketing organization has systems that allow for large volumes of messages and content to be constantly created, monitored by performance analytics, and then adjusted as needed.’

‘We estimate that making this change can unlock 5 to 15 percent of additional growth and trim 10 to 30 percent of marketing costs.’

Source: McKinsey&Company

Modern marketing: What it is, what it isn’t, and how to do it
To drive growth in the digital age, marketing needs to modernize a specific set of capabilities and mindsets.
Modern-marketing_-What-it-is-what-it-isn’t-and-how-to-do-it-_-McKinseyDownload

Dick pic app

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Man Sends This Woman An Unsolicited Pic, She Responds By Saying An App Sent It To The Police
The internet is a strange place and there is always a thing or two that can go wrong. This is especially true when texting with strangers out there. There are plenty of nice guys and you might get lucky enough to find one in the wavy sea of online dating, but a part of it belongs to the creeps with …
Woman Comes Up With Genius Response To Unsolicited Dick Pics And It Works Like A Charm
There are so many kick-ass things that come with being a woman, but harassment by creepy men is not one of them. These unwarranted advances come with an array of excuses, for example, the way she was dressed or her chosen profession. In the digital age, technology has provided an additional space fo…

Writing tips

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Love these tips by David Ogilvy. Shameless copy-paste from https://www.brainpickings.org/2012/02/07/david-ogilvy-on-writing/

The better you write, the higher you go in Ogilvy & Mather. People who think well, write well.

Woolly minded people write woolly memos, woolly letters and woolly speeches.

Good writing is not a natural gift. You have to learn to write well. Here are 10 hints:

  1. Read the Roman-Raphaelson book on writing. Read it three times.
  2. Write the way you talk. Naturally.
  3. Use short words, short sentences and short paragraphs.
  4. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
  5. Never write more than two pages on any subject.
  6. Check your quotations.
  7. Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.
  8. If it is something important, get a colleague to improve it.
  9. Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.
  10. If you want ACTION, don’t write. Go and tell the guy what you want.
10 Tips on Writing from David Ogilvy
“Never write more than two pages on any subject.”