OPINION

You don't have to be Mel Gibson to please a client

You don't have to be Mel Gibson to please a client

Someone said to me the other day: "Wouldn t it be great if we could hear what clients are really thinking, like in that Mel Gibson film What Women Want ?" You know, the one where he meanders around an ad agency and can hear the inner-thoughts of his...

 
 
Global viewpoint from São Paulo

Global viewpoint from São Paulo

Jabuticaba: a little black fruit you ll only find in Brazil. Jabuticaba syndrome: a typical illness you will also only find in Brazil. It s a condition that compels people to get too easily settled. You will find that sufferers often use the excuse t...

 
 
Tech viewpoint on tech democratisation

Tech viewpoint on tech democratisation

Forgive the reference to Mad Men, but a sub-plot in this final series prompted a then-versus-now train of thought.

 
 
Customer insight is the key to successful brands

Customer insight is the key to successful brands

Jill McDonald, the UK chief executive of McDonald s, has outlined the key to the fast-food giant s recent turnaround, and it made me think about successful brands. McDonald says a heavy investment in consumer insight has enabled the company to unders...

 
 
 
Link to Bullmore Bot: random gems of wisdom from adland's agony uncle, Jeremy Bullmore

Latest from the blogs

  • ‘Go back to basics’ – Jo Travers, dietician NABS 19-Dec-2014

    In the run-up to Christmas and the New Year, NABS is taking a look back at some of the best bits from this year’s various programmes, such as its Tuesday Club Talks and Resilience Programme, and choosing the best piece of advice from each speaker and challenging you to take it on in the New Year.

    Read more on ‘Go back to basics’ – Jo Travers, dietician…

  • ‘Pay attention to your thoughts’ – Graham Lee, mindfulness expert NABS 19-Dec-2014

    In the run-up to Christmas and the New Year, NABS is taking a look back at some of the best bits from this year’s various programmes, such as its Tuesday Club Talks and Resilience Programme, and choosing the best piece of advice from each speaker and challenging you to take it on in the New Year.

    Read more on ‘Pay attention to your thoughts’ – Graham Lee, mindfulness expert…

  • ‘Welcome your thoughts and emotions’ – Dr Guy Meadows, sleep physiologist and founder of The Sleep School NABS 18-Dec-2014

    In the run-up to Christmas and the New Year, NABS is taking a look back at some of the best bits from this year’s various programmes, such as its Tuesday Club Talks and Resilience Programme, and choosing the best piece of advice from each speaker and challenging you to take it on in the New Year.

    Read more on ‘Welcome your thoughts and emotions’ – Dr Guy Meadows, sleep physiologist and founder of The Sleep School…

  • PREDATORY THINKING IN SPACE Dave Trott 17-Dec-2014

     

    In 1957, America was stunned.
    The Russians launched Sputnik: the world’s first satellite.
    It passed over the USA every 90 minutes, sending out radio signals.
    The USA couldn’t shoot it down, they didn’t have the technology.
    The entire country was petrified.
    American newspapers went into hysterics.
    With a fleet of satellites, Russia could hit the USA whenever they wanted.
    America, the world’s most powerful country was defenceless.
    At that moment the Space Race began.
    For the next twenty years America would throw everything they had into beating Russia.
    The world could see it was the one country they were scared of.
    Russia officially became a global superpower, like the USA.
    But what did it look like from the other side, the Russian side?
    At the end of World War Two, Russia was broke, they could barely feed their own people.
    They tried to build a nuclear missile like America had.
    But theirs was too big, too unwieldy, too slow to set up.
    So the scientists decided to see if they could use it to launch something, anything, just to keep their jobs.
    A crude metal sphere would do, but how would they know if it worked?
    They had no radar that could see anything that far away.
    The cheapest and easiest way was to fit a small transmitter inside the metal sphere, just sending out “beep beep” signals.
    So the Russian scientists sent up the little metal ball and listened for the “beep beep” signals to confirm it worked.
    Then they went off to the canteen and thought no more about it.
    But the USA didn’t know it was just an empty metal ball.
    To them it was something out of science fiction, an immense threat.
    When Khrushchev saw the American hysteria he immediately told the scientists to launch more ‘firsts’.
    Russia couldn’t afford new missiles so they had to use what they had.
    The missile that could just about get something up into orbit.
    So they put the first living creature, a dog, into orbit.
    Then they put the first man, Yuri Gagarin, into orbit.
    Then they put the first woman, Valentina Tereshkova, into orbit.
    Then they had a cosmonaut make the first ever space walk, in orbit.
    All the Russians had was a missile that could just about achieve orbit.
    But the Americans didn’t know that.
    With each ‘first’ the Americans got more hysterical.
    As they did, they cemented Russia’s place in the world’s mind as the USA’s only real rival.
    For Khrushchev it was a classic piece of marketing.
    He made America spend all those billions on advertising Russia.
    The world believed America had an equal.
    Which is why you want the market leader to respond to your campaign.
    To needle them into spending their money on a campaign that advertises your brand.
    In the public’s mind it becomes a two horse race.
    Your brand is elevated into equality with the market leader.
    And that’s how, with hardly any money or resources, the Russian ‘space team’ took market share from the brand leader.
    Of course America eventually won the space race, with their vastly superior resources they were always going to.
    But Russia made sure the USA spent a lot of their money giving them a piggyback ride.

    Read more on PREDATORY THINKING IN SPACE…

  • ‘Be true to yourself’ – Karen Blackett, CEO at MediaCom NABS 16-Dec-2014

    In the run-up to Christmas and the New Year, NABS is taking a look back at some of the best bits from this year’s various programmes, such as its Working Parents Programme , and choosing the best piece of advice from each speaker and challenging you to take it on in the New Year.

    Read more on ‘Be true to yourself’ – Karen Blackett, CEO at MediaCom…

  • KEEPING IT UNREAL Jonathan Staines 16-Dec-2014

    I left my gym this week and shortly afterwards, I received an email from them telling me that they’ll miss me. Awwww, that’s nice. Isn’t that nice? I can just picture the manager of Bannatyne’s and the staff looking more and more despondent with each passing week that I don’t turn up. I can see them all looking pathetically at each other and saying things like, “Oh, I really wish Jon hadn’t left. This gym just isn’t the same without him. Why? Oh why did he have to leave? I miss him so…”

    Read more on KEEPING IT UNREAL…


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