The Real Target Audience: The Subway Wagon Filter

Posted by in Advertising, Communication, Consumer

Working on weekends is nothing desirable. Yet, the subway ride to work yesterday opened my eyes regarding one of the most important questions in advertising and communications: Do you know your target audience? Next time you ride the train, don’t just regard the other passengers as annoyingly sweating, dozily wheezing, and yet to be turned into social creatures by a high concentration of caffeine. Look at them and see them as what they are: they are probably part of your target audience. I don’t know why I never thought about…read more


Survey: The Best Agencies To Learn Planning.

Posted by in Advertising, Strategy

Disclaimer: I am currently working for thjnk in Hamburg. End of last year I’ve conducted a short online survey. I was curious to find out which advertising agencies Strategic Planners consider good places to learn the craft. So I asked where they would send their children to pick up the knowledge. Due to poor attendance the results are far from being significant and their helpfulness rather limited. Nevertheless, I promised to share them so here they are. As of yesterday, 33 people took part, among them 20 planners. 16 respondents…read more


3 Insights on Location-based Advertising

Posted by in Advertising, Communication, Social Media, Technology

Advertising messages have always been sent through one or more channels. With the advent of new technologies there secretly is hope for new and better ways to reach specific target audiences. One of those developments is the rapid spread of GPS enabled smartphones and the growth of location-based services (LBS) that allow marketers for disseminate commercial offers just at the right place (and further, at the right time, in the right context, etc.).  In the first half of 2011, I conducted some qualitative research on location-based advertising for my master’s…read more


There’s No Such Thing As „The Next Big Thing“

Posted by in Advertising

Dear advertisers, dear creative people, dear marketers. Let me tell you one thing, for we all know right now you are out there, desperately seeking for it. It, the next big thing, the solution to all your problems, the path to glory and honour. I have to disappoint you, there is no such thing as the next big thing. Let me explain. (1) First of all, big things start of like all things: small. They start as ideas, sparks in the labyrinth of our brains. They stick around there, nag,…read more


Advertising Is A Ball Game

Posted by in Advertising

It’s easy to read disappointment or frustration into this post. But it’s probably more a naive curiosity that keeps me wondering why people in our business – the creative business – spend so much time preparing keynotes to back up our latest idea with successful examples of other agencies, companies, or organizations creations. (I said „spend time“, not „waste time“.) The reasoning seems to be: „Dear client, if company A was successful with idea A, you too will be successful with idea A*.“ Yes, this might work. But. Shouldn’t it…read more