Trebles all round…
Digital return on investment or measure for measure?
“What does a successful digital campaign look like?”
This is one of those questions you get asked on a daily basis and my usual answer is: a successful digital campaign should challenge and favourably evolve people’s perceptions of a brand and strengthen their relationship with it. Sometimes this means drip-feeding bespoke and appropriate, ownable content and [...]
Potential impact of the recession on online advertising
In the next phase of the recession there is going to be even more pressure for blunt, back to basics messaging.
Much online advertising is already crammed to bursting with USPs and “brand essences”, proof points and CTA keyframes but it is often the phatic element – the charm, the entertainment, the engagement and the smile [...]
Emirates Miles Better is Eyeblaster Campaign of the Month
Chemistry’s Miles Better online advertising campaign for Emirates has been chosen as Eyeblaster Campaign of the Month in The Blast. Well done to Seb & Ray for the idea, Doug for building it (helping rebuild part of the global Eyeblaster system in the process and getting Google Maps working door to door in an ad [...]
Online advertising thoughts
I was asked to get involved with a Marketing Week article about online advertising the other day and it was going to be a debate about creativity in online advertising and whether it was burnt out. In the end a follow up chat on the mobile while dashing across a car park became part of [...]
