Quite often we see “one off,” “stand alone,” “one shot” ads. These ads are designed for a single purpose – an event, a special offer, a single purpose. But they really miss the boat. Any advertising for a brand or product needs to be part of a continuing dialogue with your target consumers. It advances… Read More: Why Campaigns Are Stronger than Ads »
La publicidad no es solo un ‘negocio del espectáculo’; también hay mucho trabajo detrás de las cámaras que hay que entender antes de desarrollarla. Queríamos saber cómo mejorar las ventas de jabón para nuestro cliente, Procter y Gamble de Venezuela. Por eso le pedí a uno de sus vendedores que me llevara al mercado mayorista… Read More: Los Mayoristas Sí Saben »
We buy media against demographics like age, income and education. And target our creative at that target. We are consistent and correct – right? Let’s check by starting with how well people perceive themselves. Take you for example. (Pull out a mirror or look at the graphic to the left.) Do you always “act your age?”… Read More: Aim Creative at Who the Target Thinks They Are, Not… »
We started our little company in the early 90s and used computers as the core of our infrastructure. This was a quite unusual at the time; but, it paid off over the years. Slowly we added people. First there was an Art Director who had recently arrived from India. She had worked for a multinational… Read More: We Built Our Company on Diversity »
The leaves don’t turn; the snow doesn’t fall. It doesn’t get colder or in the spring thaw. There are some seasonal changes, more or less rain, hurricanes. But no gradual progression of the seasons. So how do people mark the changing of the Florida seasons? The secret for Florida residents is the flow of commercial… Read More: The Changing Seasons in Florida »
Most catastrophes come about through the concurrence of a number of errors, not just a single one. Our brains like to believe in single causes; our brains have challenges dealing with complexities. When we hear that an Earthquake on the Iran/Iraq border killed thousands, we resolve to stay away from earthquakes or Iran. But earthquakes… Read More: The Making of a Catastrophe »
Perhaps no other game has more intricate rules than golf. The lawyers love this game; they can quibble about its many nuanced rules for hours. No where else can you see championships changed by TV viewers calling in with rule challenges. Too many rules makes for a duller game. So, we have some additional rules that take… Read More: Canadian Rules Golf »
Have you ever felt like some company was buzzing around you, becoming so irritating and you couldn’t seem to bat them away. All they wanted was a little bit of your blood. Take the banks and cell phone companies. Somebody, please… take them… They are constantly sucking just a little bit of blood out of… Read More: Mosquito Capitalism »
Our company was the first agency in Canada to start building websites on the internet back in 1994. We saw the internet as a new form of communications. We had opportunities and plunged forward. It took some figuring out, some investment and some staffing to organize into an area that was new to everyone. We… Read More: The Times We Knew It – But Blew It »
On October 17, 2018, the Canadian government legalized cannabis. The federal government left it up to the provinces to figure out distribution but it seems like no one really did the marketing calculations right. In Ontario, for example, orders are going unfilled despite a move to throttle demand by limiting distribution until next April. The… Read More: Never Introduce a Product Without the Product »