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Martin Wiegel: How to fail. From Golden Drum 2012

by Digital strategist at Grey Moscow on Nov 07, 2012

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110 of 11 previous next Post a comment

  • gabrielpatru gabrielpatru This is a 'comms model' employed by Wrigley Mars since more than 2 years ago, also Coca-Cola went with the same philosophy...

    But does this still applies when you don't have the money for competing with such large spenders, or you are a niche?

    The presentation is very nice, still, does not hold the absolute truth.

    Promotion is not king, STORYTELLING IS!!
    6 months ago
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  • triciaseverson Tricia Leanger Randomly got onto this slide share from doing research on Mina Seetharaman... so happy I did! Great stuff here! @MNdesignGal 10 months ago
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  • AdrianLangford Adrian Langford at Ogilvy & Mather @tomjohnsonbeta Oh and the evidence of buying behaviour data shows that promotions, BOGOFs are ineffective but addictive. The CEO of one of Germany's largest grocery retailers recently went public with this view, but again the evidence was in the data all along 1 year ago
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  • AdrianLangford Adrian Langford at Ogilvy & Mather @tomjohnsonbeta Martin's statements may seem superficially similar to advertising rhetoric of the past, but they are based on evidence of real buying behaviour which contradicts much established marketing practice. This evidence exposes fondly-held notions including 'loyalty', 'segmentation', 'brand positioning' and 'heavy users' as fallacies — dangerous fallacies at that which damage businesses when slavishly applied. Mass media remains important as it's almost always the case that penetration is the vital metric, and narrow targeting misunderstands how brands grow. In terms of creativity the evidence explains and supports the reason why a great deal of highly effective advertising contains no 'message', or any 'message' is irrelevant to its success. Some of Martin's assertions — for example the obligation to charm and entertain — may be familiar but they are not part of modern marketing beliefs and counter to the logic-driven culture of many big marketing organisations. Yes they were espoused in past from intuition. Now it's easy to show hard evidence for why they are correct. Please read Ehrenberg and Barwise who go back over 50 years. Read Byron Sharp if you want a more accessible version of that original work (in particular Sharp's analysis of dangers of social media for brands). Read Martin's presentation if you'd like it boiled down. 1 year ago
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  • tomjohnsonbeta Tom Puukko at Hypernaked @AdrianLangford 'advertising is not vital but incidental'. 'Our task is overcome indifference'. 'Be a part of what interests people.' How is that reversing trad marketing theory? Could have been written at any point in the last 120 years. Only thing the deck argues against is 'engagement' - the (once) hot new theory that did reverse traditional marketing theory (debate if engagement is good/bad/right/wrong...but it's different) 1 year ago
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  • AdrianLangford Adrian Langford at Ogilvy & Mather Tom Puukko seems to have missed important point in the argument, and the dact that it reverses status quo if trad marketing theory 1 year ago
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  • tomjohnsonbeta Tom Puukko at Hypernaked Beautifully constructed deck - but essentially argues for the protection and sustenance of a 50-year old status quo. One where an FMCG brand can only be grown via the leaky buckets (increasingly more leak than bucket) of mass media, bogofs, promotions etc and an unfaithful audience of occasional buyers. But don't worry client! Sit back, relax. For the agency promises to temporarily plug those leaking holes with something 'awesome', dude. 1 year ago
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  • Clippingpathzone Clipping path zone at Clipping path zone awesome and unique collection of sequence photography i love it.
    Thank for sharing
    1 year ago
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  • kelnikagency Интерактивное агентство «Кельник» at Интерактивное агентство «Кельник» Спасибо! 1 year ago
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  • marydoolittle14 Maria Gersen Thanks ) 1 year ago
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Martin Wiegel: How to fail. From Golden Drum 2012 Martin Wiegel: How to fail. From Golden Drum 2012 Presentation Transcript