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Letter from San Francisco: MarTech and the second age of the machine

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  • May 16, 2016
In the 70s, San Francisco was a Global hub of culture, known worldwide for hippies and radicals… Nowadays San Francisco is home to a staggering 2000 tech companies, including the likes of Twitter and Instagram. Some say that is changing the “soul” of the city…
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Marketers are not getting the best bang for their marketing communications bucks – and here`s the secret ingredient

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  • May 3, 2016
Globally, we see a relentless drive for more data, more measurement and greater accountability. And rightly so, as the pressure mounts on CMOs to demonstrate RoI
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The Frustrations of Agency Fee Negotiations

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  • May 3, 2016
What makes negotiating Agency fees so difficult? Well it might sound obvious, but the principle issue here is that when you’re buying Agency services you’re not buying a predictable commodity – you’re buying people’s skills – thinking skills, business skills, and creative skills – and that presents a whole set of complexities to negotiation.
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Pros and cons of zero-based budgeting for marketing dollars

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  • May 3, 2016
In January this year, Unilever CEO Paul Polman announced the company would roll out zero-based budgeting globally – a move it had tested in Thailand last year, which cut down the spending by two percentage points as a share of sales.
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Letter from London: multi-culturalism and global comms

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  • May 3, 2016
Around 70% of the agency search and selection tasks we handle from our London office are to appoint pan-regional or global agencies, to deliver communications which will travel across borders. Finding agencies in London capable of delivering on this most basic principle isn’t difficult. At least in theory…
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Letter from Japan: The oddity of the Japanese advertising industry

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  • May 3, 2016
How would you feel about a country where the top two ad agencies own half of the industry? Pretty odd, isn’t it? Well, that’s exactly how it is in Japan, the third largest advertising market in the world (including all disciplines like creative, media, PR, digital, etc.).
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Letter from Germany: the era of Projektgeschäft (project work)

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  • January 19, 2016
Things used to be so much easier than they are today. That’s not just true of life generally, but also true of my experience working in advertising, which started in 1997 in Hamburg, Germany.
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What modern marketeers need from their procurement colleagues

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  • November 9, 2015
More channels, more devices, tight budgets, leaner resources, exponential growth in brand content, pace of change, the need to drive business growth, manage the consumer experience across the whole customer journey – this is the reality of the modern Marketing function.
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Roster Modelling

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  • August 4, 2015
Tight budgets, less resource, more channels, more devices, a need for agility, the requirement to drive business growth, managing the consumer experience across the whole customer journey beyond just the marketing function - this is the reality of the modern marketing function.
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Innovation and how it solves a lot of problems for the CMO

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  • July 22, 2015
Innovation and how it solves a lot of problems for the CMO
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