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June 23, 2017

At first glance animals, children, and ad agencies might seem like an odd bunch to group together, but they have more in common that it might first appear, for example:

  • Dog owners spend hours training their pets, and indeed they want them to perform well: to come wh...

June 22, 2017

The whole issue around client/agency transparency seems a little opaque.

There appears to be an almost blanket expectation of total disclosure by marketing services suppliers to their clients, and that this should be considered normal, reasonable and fair. But as is the...

June 21, 2017

Marketing procurement continues to get a lot of flack from the agency community, not least for heavy handed negotiation practices over the levels and terms of fee payments.

There are lots of contentious issues that contribute to the cyclical debates between these two pa...

June 21, 2017

There is an inextricable correlation between an ad agency’s talent and the value the agency can create for their clients.

It’s the primary reason many of the older agencies had the names of their founders above the door or recognized by their initials. These figureheads...

June 19, 2017

The laws of investment apply to marketing investments as much they apply to investing in starting a business or buying government bonds: you cannot increase your return on a reduced investment without increasing your risk.

To put this statement into a context for the ch...

March 22, 2017

Most big advertisers’ idea of best practice for the development of ad campaigns includes a fairly rigorous quantitative test before they put an ad on the air. Often the test results involve prescriptive changes and retests until a ‘pass’ is declared.

But the effectivene...

November 30, 2016

As H.L Mencken put it:

“For every complex problem there is an answer that is clear, simple, and wrong.”

The widespread belief that “non-working” marketing expenditure should be sacrificed of the for good of “working” marketing expenditure is just such an answer, wrong....

September 14, 2016

What good management can teach us about managing brands and ad agencies.

“Do unto others as you would have them do unto you.” Many managers have been given this advice and many have regurgitated it throughout their careers, and doubtless they continue to do so. But it’s...

August 31, 2016

Einstein once sagely noted, “We can't solve problems by using the same kind of thinking we used when we created them.” As obvious as that might seem it is perhaps not so obvious to the marketing and advertising worlds, which appear to continue repeating their aggressiv...

August 31, 2016

There was a time when it was enough to have a reasonable non-vocational degree from a reasonable university to make it in the advertising business – because you could learn the rest on the job. You’d learn about advertising strategies and ways of working, you’d learn a...

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