RUN WITH FOXES

Scroll Down

We are hedgehogs

I’ve spent 20 years in marketing. Every year I discover new things that make me seriously question the beliefs I’ve previously held. Question the decisions I’ve made along the way. It’s pretty humbling. Been lucky though. Was tasked to manage some truly wonderful brands. To create…

A hedgehog that believes in being a fox

My dad was a doctor. A Professor of Pathology. He was a man of science and a teacher. He was a humble, quiet-spoken man, despite his reputation as one of the world’s most respected Pathologists. Whenever I met his students, they would corner me for hours telling me how…

Need an orchestrated effort across TV and digital

Gabe Leydon is a fox-like marketer. He was co-founder and CEO of the global mobile games developer, Machine Zone, the company behind major hits like Game of War: Fire Age and Mobile Strike. Gabe is critical of the advertising industry’s lack of accountability and measurement. He invested heavily in…

Create a brand that gets talked about - a fame strategy

Empirical evidence, from the IPA, shows that ‘fame’ strategies are the most profitable ones in terms of improving business results. In 2011, I was tasked with creating a brand for a new mobile network aimed at youth segment. We set out to create a brand that would get talked about…

Long Term Brand Building Campaigns

One of the most important pieces of evidence that exists is the finding that the marketing activities that are effective in the short term are different to ones that are effective in the long term. So, some types of marketing campaigns can bring in customers long after the campaign is…

The misunderstood genius of the O2 brand

There is an insightful piece about O2 in Robert Heath's wonderful book Seducing the Subconscious. Robert writes about how the brand launched in the UK in 2001 with... "... an unassuming advertising campaign that occasionally showed doves taking off and people dancing, but mostly featured blue water with bubbles bubbling…

TV is a small bet

TV is a small bet. TV was found to have the highest short-term ROI generating £1.73 for every pound spent. This is remarkably consistent with ndings for the last 10 years, where the ROI gure for TV has been between £1.70 and £1.80, depending on cost in…