#brand planning, Econometrics, as explained by the IPA

We live in tough times

Marketing budgets are being scrutinised harder than ever. Activity that doesn’t add to the bottom line is increasingly difficult to justify. In this climate, spending on communications can seem like a luxury. So wouldn’t it be easier if there were a way to measure the payback from your marketing communications?

The (an) answer is Econometrics and a paper from the IPA by Louise Cook and Mike Holmes is a really interesting – or required – read for agency planners and clients.

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#brand planning ~ Thought leader or thought leadership?

Thought leader or thought leadership?

I read a thought-provoking article on LinkedIn Pulse by Jason Miller (article) asking where a business focus should be: Though Leadership and Thought Leader.

He argues that ” … as marketers we shouldn’t necessarily all be striving to become the next thought leaders … it’s just not scalable or realistic … instead … we should be focused on creating a culture …. harnessing insights from our brightest employees to collectively achieve thought leadership as an organization”

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#brand planning ~ What is an insight?

What is an insight? Getting to the holy grail of a creative brief

Interesting presentation from Umar Ghumman on planning – and the definition of an insight. To quote “The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight”.

Brought together are definitions from leading industry brand planners.

Well worth reading.

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#brand planning ~ Client and Agency relationships

“Clients get the advertising they deserve”

Clients, in the opinion of David Ogilvy as this presentation by Graham Robertson of Beloved Brands points out in this Slideshare presentation, get the advertising they deserve.

Set out here are thoughts on how clients (brands) and agencies can work better together to produce better results – advertising, relations and in the end, revenue.

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