Monday Masterclass Articles

  • Marketing & Sales: The Perfect Match

    July 6, 2015

    Sales and Marketing share the same goals but the way that they talk about them, set about achieving them and expect the other half to contribute to them keeps pushing the two apart. It sounds like the tragic story of a doomed relationship – only this is a relationship that neither party can afford to fail. In many ways, Sales and Marketing are closer than ever...

  • Data-led creativity: the key lessons from Cannes

    June 29, 2015

    It’s amazing what a difference a year makes. At the Cannes Lions festival 12 months ago, plenty of people still saw data as the enemy of creativity. This year, all that has changed. Data-led creativity isn’t just a nice idea; it’s an essential characteristic for competitiveness. And that’s true for both brands and agencies. But just how do you go about injecting...

  • Cracking the Enigma of Creative Effectiveness

    June 22, 2015

    The quest for creative effectiveness will dominate the agenda at Cannes this week. It’s a puzzle that advertising’s been testing itself against for as long our industry’s existed. However, it’s a puzzle that keeps resetting itself – not entirely unlike the Enigma code machine in The Imitation Game. The code changes with every new brief, audience, generation and...

  • How to create great customer journeys

    June 15, 2015

    Customer journeys are the new products of the digital age. They are what you are judged on as a brand, and what differentiates you...

  • Ad Week Europe, Day 1: Desperately seeking Authenticity

    Ad Week Europe, Day 1: Desperately seeking Authenticity

    March 23, 2015

    Whether you were a brand marketer, media owner, politician or blogger, there’s a good chance that you left the first day of Ad Week...

  • 5 Classic lead nurturing mistakes revealed

    5 Classic lead nurturing mistakes revealed

    February 17, 2015

    When is lead nurturing not very nurturing? Answer: when you make one, or more, of the five classic mistakes outlined in this post....