A compendium of expert essays to help marketers make good decisions during our uncertain times which draw on empirical evidence to formulate practical recommendations on media, creative, and business.

As Warren Buffett colorfully said, “you only see who is swimming naked when the tide goes out.”

Each of the essays included “clothes” itself in empirical evidence, giving our clients the data and stories necessary to protect their brands as the “tide goes out” and to prepare their brands as, inevitably, the “tide comes back in.”

Specifically, we make the following cases:

This collection of essays attempts to answer important questions such as:
  • What role does marketing play in getting back to growth?
  • What do my CEO / CFO want from marketing?
  • How should I manage my creative messaging?
  • How should I invest my media budgets?