1001 better ways to segment your market (than outdated LSM)

1001 better ways to segment your market (than outdated LSM)

The most important first step taken by any classical marketer is the decision of which consumers to target.   Often we need to ask the question: are you targeting every individual on the planet or might you have better success if you focus your efforts on one or two...
Why you shouldn’t cut Adspend in a Bad Economy

Why you shouldn’t cut Adspend in a Bad Economy

In a bad economy, the first budget to be cut is usually the ad budget. Why continue pushing sales when you know people won’t have the money to buy?  That is possibly not the best thinking. It’s not guaranteed that 2017 will be tough year but it’s...
How to prepare the best media agency brief

How to prepare the best media agency brief

Preparing a media agency brief is a crucial step for a brand or marketing manager.  It can mean the difference between a brilliant revert and completely unguided guess, the difference between an effective 1- or 2-week process, or a completely ineffective months-long...
Why you need to pay special attention to the Y axes on Charts

Why you need to pay special attention to the Y axes on Charts

In marketing, and especially media, we see a lot of charts.  Very often the Y axes are shown to benefit the point of the chart.  It’s always good practise to check the axes – it could be showing a very small variance (in number) but it might look big....