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While many client organisations have been ‘doing digital’, some haven’t been doing it right

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  • September 6, 2016
Lucinda Peniston-Baines, Owner and Managing Partner of The Observatory International, a firm specialising in marketing and communications consulting, describes 2015 as a good and busy year. “We didn’t experience quite the same level of growth as in 2014 (which had been exceptional), but it was more than satisfactory. Our business was strong and stable, both in London and across the world.” Lucinda attributes the marginal reduction in activity to some client hesitancy about what support they required, given the more unpredictable market conditions that emerged last year.
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Letter From… The Observatory International, Switzerland

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  • August 2, 2016
Why market forces matter What kind of goods come to your mind when you think of Switzerland? Swiss watches, Swiss chocolate, Swiss cheese, right?
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Der Einkauf steht Kopf: Modernes Marketing braucht Investment Manager und keine Kostendrücker

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  • July 14, 2016
Mehr Kanäle, mehr Devices, enge Budgets, knappe Ressourcen, hohes Tempo des Wandels, enormer Erfolgsdruck und die Anforderung, die gesamten Consumer Journey zu beherrschen – das ist die Realität und der Alltag eines jeden modernen Marketers. Die Art und Weise, wie Marketingteams sowohl intern miteinander als auch mit externen Partnern zusammenarbeiten, verändert sich zunehmend.
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The Observatory International, Paris; France – VIVATECHNOLOGY a crazy bet…

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  • July 14, 2016
One of Mark Twain’s famous quotes, “They did not know it was impossible so they did it...”, comes to my mind as the first edition of VIVATECHNOLOGY has just closed its doors.
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Letter from Cannes: Creativity in the age of the machine

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  • July 8, 2016
This year marks the 63rd anniversary of the Cannes Lions International Festival of Creativity, the largest industry global event with more than 15,000 creative communications, advertising and marketing professionals gathering together.
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Letter from Paris: Luxury and digital

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  • July 6, 2016
The 2016 Digital Luxe meeting took place here in Paris in early May, with marketing professionals gathering to share their views on the issues affecting the luxury goods sector...
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La Créativité à l’ère de la machine

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  • July 1, 2016
2016 marque le 63ème anniversaire du Festival International de la Créativité Lions Cannes, le plus grand rassemblement mondial des professionnels de la création, la communication, la publicité et le marketing. Cette année, ils étaient plus de 15 000 à arpenter les couloirs et les auditoriums du palais du festival. Organisé traditionnellement à Cannes, cette version 2016 nous a fait connaître plus de 43000 travaux dans 24 catégories différentes, allant des pubs TV à la presse, en passant par le print, les réseaux sociaux et le marketing ainsi que l’innovation et la santé.
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Lettre de The Observatory International, San Francisco, Etats Unis

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  • July 1, 2016
Dans les années 70, San Francisco était un centre culturel global, connu pour ses hippies et radicaux… Aujourd’hui, la ville étonne en hébergeant plus de 2 000 entreprises des NTIC tout en récoltant les faveurs de Twitter et Instagram. Certains disent que l’âme de la ville a bien changé…
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MarTech: Künstliche Intelligenz für das Marketing von morgen

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  • June 8, 2016
78 % aller Entscheidungsträger im Marketing weltweit vertreten die Ansicht, Marketing und IT müssten in Zukunft viel enger zusammenarbeiten als bisher (Quelle: The Inaugural 2015 State of Content Survey by Accenture Interactive). Nur so wird es möglich sein, zwei Entwicklungen von heute unter einen Hut zu bringen, die sich eigentlich gegenseitig ausschliessen: Komplexität und Beschleunigung.
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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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