medium.rare

Unfollow. Why following each other won’t get us nowhere new

Posted by in Communication, Innovation, Strategy

Over the past weeks I tried to get back a bit more into my old “reading interesting stuff the industry is talking about” routine. Staying up to date on strategy, planning challenges, the industry and their thought leaders is, after all, part of what enables a strategist do to their job. Or at least that’s what I thought. What a mistake. Too much of the same? After clicking a couple of links on Twitter that all led me to the same WARC articles and after skimming through a bunch of newsletters…read more

The Risk of the Customized Agency

Posted by in Advertising, Workstyle

And here it is: another ‘customized agency‘ It’s been in the press for a while, but today it got some more exposure. ThyssenKrupp and Thjnk (where I’ve worked before moving to Amsterdam) are launching a new agency, a customized agency. Which seems to be the latest rage among bigger brands, not only in Germany (McDonald’s, Seat, to name a few.) I do get that it’s an interesting concept and I’m curious to see how it works out long-term. There’s some obvious risks. One of them pointed out by Marc Recker…read more

How Creativity Benefits From Noise. Or: Jump in the Pool

Posted by in Advertising, Workstyle

The past months have brought some changes in my life. Nothing dramatic, but still significant enough to allow some of these finding their way onto this blog in the next couple of weeks, because in a way #everythingisnieuw. About three months ago, I moved from Hamburg to Amsterdam, from a German agency to an international one: from thjnk to 72andSunny. I moved from a comfortable position into an uncertain situation. I moved from a small office that was only populated by me and my own rollicking ideas, to a more open, more generous shared office space. Instead…read more

JWT’s Take On Marketing Trends 2015

Posted by in Advertising, Consumer, Innovation, Technology

With the new year right in front of our noses, it’s time to look at what 2015 marketing trends might hold. Thankfully, many agencies are happy to provide their predictions. One of the more extensive looks into the future (110 pages) is served by JWT Intelligence: The Future 100 offers a glimpse into trends in food, beauty, retail and more. And obviously, it is mostly about our favorite target audience – the Millennials. It makes for a good (holiday) read and will probably give you at least one idea for 2015….read more

The Misguidedly Targeted Flyer

Posted by in Advertising, Brand Experience, Communication

Every now and then a little piece of direct marketing gets lost in my mailbox. This particular time it was a flyer from an online retailer where I had bought some technical accessory for a washing machine a while ago. They offered me a 10 EUR discount code for my next purchase. On the front page of the flyer: a blonde woman in a winter coat. The guys in the marketing department there know my name (a common first name for a male in Germany) and they have my one dimensional purchase…read more

What A Priest Told Me About Lovemarks

Posted by in Advertising, Communication, Consumer

Two weeks ago I attended the wedding of my cousin. I expected to hear a lot about love and faith and relationships. What I didn’t expect was hearing about brands. Most of you have probably heard of the lovemarks concept, introduced by Kevin Roberts some 12 years ago. That book made me think about the power of brands and ultimately got me into advertising. Over the years I somewhat dreaded how everyone got obsessed with their brand having to become a lovemark – a brand people were loyal to beyond…read more

Customers Catering to Customers

Posted by in Communication, Strategy

Converse is extending their campaign with a new sales approach onto Facebook. Users can design their own pair(s) of Converse and sell them to their friends and/or can even open their own store. Since the program only launches in the UK and US, I wasn’t able to try it, however, this post deals more with the underlying principle rather then the execution. With this app, Converse basically outsources risk. The risk of failing to recognize trends. The brand provides their customers with the infrastructure and technology (store & shoe) and…read more

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