Apart from the startlingly obvious fact that a company must first acquire users to retain them, ther...
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Is there a solution to the advertising disconnect?
Advertisers are desperate to get their audience's attention. Most of that audience would prefer not ...
Can DTC brands beat the performance plateau?
A couple of weeks ago I published this post asking why and when startups should start investing in b...
Effective advertising requires more than originality
I believe originality is an important quality of effective advertising, but originality must do...
What do we mean by creativity in advertising?
This might seem an obvious question until you try and put the answer into words. Marketers talk abou...
Why does most advertising fail to get attention?
Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facin...
How to become an advertising rock star
OK, maybe that title is a little misleading. Rock star advertisers usually get awarded Lions at Cann...
In advertising, creativity is not an end in itself
So much gets said about the importance of creativity in advertising, but it is not enough just to be...
Most advertising delivers an impression, not a message
My thanks to Derrick Rozdeba for reminding me of this post of mine about the fine art of making an i...
Lessons in brand building from Airbnb
Back at the end of 2021 I questioned whether it was too soon to judge the effectiveness of Airbnb's ...
Are we underestimating the long-term effects of advertising?
In his recent presentation as part of the IPA's 3rd Age of Effectiveness Les Binet stated,"Most of t...
Is this really the 3rd age of effectiveness?
I have just watched The 3rd Age of Effectiveness presentations. Kudos to Les Binet, Dr Grace Kite, a...
KISSED: four fundamentals for effective brand advertising
The whole point of marketing is to influence purchase decisions, so marketers need to understand how...
Repetition in advertising evokes recognition and recall
The first time that someone actively attends to an ad is an experience that they will never repeat. ...
Implicit learning from advertising first requires attention
A large amount of our knowledge is implicit. We did not set out to learn something, but somehow it e...
Ten assumptions underlying the misuse of digital advertising
The potential power of digital marketing is huge. So why am I left with the feeling that the practic...
Is creativity killed by indifferent consumers?
A few days ago, WARC saw fit to publish this opinion piece from Vince Usher and Adam Ferrier ti...
What is an effective frequency for advertising?
Let's be clear up front, the answer to the question posed in the title is it depends. The frequently...
Five ways brand marketing creates financial value
So much is written about why brands are valuable. And about how brand marketing influences future bu...
Three questions to help set realistic marketing growth targets
In his recent article on Mumbrella, "The forgotten 'P' of marketing," Ryan France references the 'sp...