"The consumer isn't a moron; she is your wife." So said David Ogilvy, the man who founded the company I work for. It's a memorable quote, in no small part for the way it reveals attitudes of his time (it appears in his book, Confessions of An Advertising Man, first published in 1963.)
Fast-forward to the present day and our media landscape looks like a shattered kaleidoscope - ridiculously fragmented, all over the place. The democratisation of media; handing power back to people so they can read and watch what they want, when they want (not to mention be publishers and broadcasters themselves) has fundamentally changed the way media owners and brands operate together.
A quick glance around the office tends to make me feel older than I am. Or that it's time for botox. That's because at Maxus, over 70% of our team are from the so-called Millennial generation. In fact, a whopping 70% our global workforce is now aged under 33.
Marketers spend somewhere in the region of £20bn in the UK each year, much of it with the express objective of making consumers feel more positive about their brand.
In essence, the all-encompassing 'mobile' represents the first time that an advertiser can fully gather and effectively use all of these data touch points, across channels, to create a unified profile of users based on measurable behaviors.
Mobile has become more than a digital communication device; it is a personal assistant, an alarm clock, a music player, a social connector, a navigation device and our access to online content and videos.
Every week is Advertising Week for me, but this is for everyone. And it couldn't have arrived at a better time because, suddenly, something remarkable has happened to advertising: it is advertising itself. As an industry, advertising has woken up to the fact that it needs to evaluate itself better and explain to the world how incredible it is.
Nurture your star performers. Our research shows that only 6% of people felt their businesses had successfully identified their next generation of leaders. In a time when promotion opportunities are scarce, it is critical that you identify, stimulate and reward your brightest talent - before they ask and before they seek satisfaction elsewhere.
The best brand plans are built on the rock of consumer truth. Yet for many brands, the most desirable consumers are increasingly
There has never been a more tumultuous time to be working in marketing communications. We are - all of us - in a perfect storm of economic, technological and societal change, and it is all the more reason, if only occasionally, to put our competitive instincts to one side and stick together.