In our highly connected economy, where trust and relationships are central, convergence has become a driving force shaping our lives. Convergence is the coming together of multiple separate entities, technologies, functions, experiences or groups. In the tech world, convergence often relates to the fusion of...
They say mistakes are the best way to learn. I’m not so sure about that, but mistakes definitely make for memorable lessons. Back in the late nineties, I began my first job in media buying. Essentially, learning how to spend a lot of money –...
Giving? No, in the world of retail, it’s about sales. There is a growing sense that this year, retailers are focusing on providing valued experiences in-store rather than over-investing in expensive advertising to get people through the door. This is hardly surprising in a climate of...
Everyone in business knows the importance of a clearly defined strategy, even though it is often eaten for breakfast by culture, according to Peter Drucker. It sometimes seems like culture and strategy are polar. That the two can never coexist. That they are combative. Divergent....
I just came back from a lovely trip along the Digital Highway Stopped off at a few retailers along the way I called on dear old Amazon To see what they say They took me to their workshop And told their plans to me, so You better watch out You better...
John Lewis & Partners in the UK has declared 2018 to be the “year of shopping on the move”, citing in their Annual Report how smartphones now account for 42% of visits (up 17 percentage points year on year). Downloads of the John Lewis app...
We’ve talked in this parish before about the gap between promise and experience. Two years ago we called it the expectation gap. I believe that gap is widening and it seems the greater the promise in advertising, the worse the product experience. You may also...
The lead up to last Tuesday’s advertising projection on the Sydney Opera House caused phenomenal public backlash and made headlines globally. The projection was advertising The Everest, a horse racing event. In the lead up to the advertising stunt, there were plenty of opinions ranging...
This week, swimwear brand Seafolly launched interactive smart mirrors in their fitting rooms for the first time, following the footsteps of fashion retailers Mango, Ralph Lauren and Rebecca Minkoff who pioneered use of the technology in their stores. The intent is to offer greater convenience...
There can be no doubt that programmatic media buying has the potential to change the way brands connect with customers. The promise of more relevant, timely and persuasive communication is intoxicating for a marketer. Coupled with a more efficient media buy and greater transparency, programmatic...