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Martin Wiegel: How to fail. From Golden Drum 2012

by on Nov 07, 2012

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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 2 months 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. 2 months 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) 2 months 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 2 months 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. 3 months 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 6 months ago
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  • kelnikagency Интерактивное агентство «Кельник» at Интерактивное агентство «Кельник» Спасибо! 6 months ago
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  • marydoolittle14 Maria Hérsen Thanks ) 6 months ago
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  • Affect_digital Affect Digital at Affect Digital Отличная презентация! Спасибо. 6 months 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