Category Archives: GTM campaigns

Bubble Trouble

You’re only ever talking to one person. That’s the old idea.

You should be able explain a campaign to your mate in the pub. If he gets it, you’re on to winner. But what if the pubs that directors, strategists and creatives drink in are slightly different than the people we’re selling to?

Yes, we’re only ever talking to one person. But we should ask ourselves, who is that person?

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Crowd Creativity

This is another ambient media rant. Yes, Yes I know most people aren’t interested in this traditional stuff, but it is the stuff we all see and the big idea (or lack of it) is front and centre, so that makes it a little more fun to discuss.

The worlds most loved brand gets themselves a big idea, and then develop it into a big creative idea. They break with the category, find a universal truth – or at least a truth that connects with crystal clarity to the core target audience, and then execute it in a way that makes people think, feel and do something differently.

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