Recent posts

  • Keeping the Advertising in Advertising Week Europe

    April 29, 2016

    I love Advertising Week Europe – and it was fantastic being a part of it again this year. I have to admit though, to a nagging concern about its future. How long can it be until someone decides to rebrand the event? The argument for a rebrand would be quite a strong one – after all, how many of the sessions at Advertising Week Europe actually focus on advertising? There’s a lot of discussion of data and technology, a huge amount of sessions devoted to storytelling and content...

  • How to build a purposeful brand

    April 28, 2016

    Brand purpose has been climbing the marketing agenda in the last 12 months – and with very good reason. Research points to the significant competitive advantages that accrue to purposeful brands. They differentiate themselves through building and delivering consistently better customer experiences. They command greater loyalty, become an automatic choice for many customers and consumers, enthuse employees and are able to recruit the most talented people. Despite the mounting...

  • On the content couch: Alex Cheeseman

    April 27, 2016

    As Newscred’s Head of Global Marketing and International Strategy, Alex Cheeseman knows what it takes to bring content ideas all the way from concept through to delivery – and just as importantly, how to ensure that they deliver meaningful results. As part of our new Sophisticated Marketers Guide to Content Marketing, we sat down with Alex to talk through the key changes he’s seen in the content marketing landscape, the brand that most impresses him with his approach to content,...

  • The best TED talks on innovation

    April 26, 2016

    It’s the holy grail of almost any organisation: a healthy, sustainable and profitable pipeline of original ideas. But where does winning innovation really...

  • How do you market to professionals with a human touch?

    April 25, 2016

    This question was posed to me this week by LinkedIn at their Ad Week Europe session in London. Much is made of the differences in B2B and consumer...

  • The sweetie jars have spoken: how you voted on the big issues at Advertising...

    April 22, 2016

    Jon Snow will rise again, hair should be a trust issue in politics, marketers could do with more self-confidence, and adland values the chance to schmooze...