January 2015

How to localise global marketing campaigns and assets


For Marketing Managers that work for global brands, being part of a global team can sound glamorous and exciting but once you scratch the surface, the reality can be time consuming and end in frustration – a lot like travelling on business. You have to deal with elements of differentiation on many levels, including unsociable hours on conference calls, multiple languages, time zones, cultural variations and of course the reality of the deadlines and a launch date.

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Bodyform: The best viral video response. Period

As social media usage grows, more and more of us are taking to the social waves to express our opinions (good, bad and ugly) about the brands we find on there. Increasingly this is becoming a great way to vent our spleens and to engage with the brand at a customer service level, but sometimes it’s just to have some fun and to gain our fifteen minutes of fame. Read more

“Attention Deficit … Ooh Shiny!” (ADOS) An epidemic amongst marketers?

Shiny Golden Ticket

It was a fellow speaker at a  conference in Stockholm that first alerted me to this phenomenon and since then I’ve been tracking it like some kind of obsessive virologist.

It may have just been a disposable (yet very insightful) quip, but it does point to an interesting challenge that modern marketers confront – how to know what technology to buy and how much of it is needed to be successful. Read more

The Three Ps of Content Marketing

The Three Ps

Content marketing seems set as yet another key focus area for 2015, and rightly so. The idea of producing relevant, timely and useful information in varying formats should not be a trend, it should be an imperative for every marketer. It’s just common sense, to produce and send out information that will be relevant and valuable to your audience. Read more