I just read where Coke CEO, E. Neville Isdell refrained from using the word carbonated in a recent earnings call with investors. Instead he used the word “sparkling” in part to apparently put some distance between his company, which is the leader in the carbonated beverage category and the use of this “tired old term [...]
Read Full Perspective Comments (0)If I had to sum up what business development meant in two words I think “time” & “relationships” would be appropriate. I hope most people would agree with me that business gets done with people we enjoy having a relationship with. In those instances where we do not have a relationship with a company we [...]
Read Full Perspective Comments (0)A client of mine recently debated the relative importance of decision makers and influencers from the perspective of helping their clients communicate to their respective target audience. It got me thinking that the same issues face companies selling professional services in the marketing communications industry.
Whether you’re a full-service ad agency or a printer, getting access [...]
Even if you are not involved in the advertising industry some of you may have heard about all the rage Kevin Roberts, CEO Worldwide, of Saatchi & Saatchi has gotten for writting a book called lovemarks. It’s the first time to the best of my knowledge that writing a book has won an agency not [...]
Read Full Perspective Comments (0)Two thumbs up for Tom Denari who wrote a piece for Advertising Age explaining “Why Spec Creative Doesn’t Pay.” This is an excellent article which should be mandatory reading for all corporate marketing individuals who are charged with finding an agency to work with. As Tom states in his article it’s not about devaluing the [...]
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