End of a medium-length line

So I’m leaving Motiveworks. I don’t know what’s going to happen with it. Since joining Owens DDB and setting up the planning unit (Motiveworks) here, I’ve been encouraged and frustrated, as is the case with anyone making a career change and trying to build something new. I think there’s a place for an evidence base … Continue reading

The insurgent customer: confronting energy pricing in the UK

Thirty years ago in the UK, (aeons for marketing types who exist on quarterly horizons), the utilities were state-owned, and so advertising them was akin to writing a tone poem: no tactics, no core message, as there was no market: just solemn content about how they served as life’s platform. Now, in the midst of … Continue reading

Can Nintendo keep it up?

Brand positioning, segmentation and pricing have been core to the success of the Wii. The company managed to differentiate its product from those of its competitors by creating a new console which incorporated new motion sensor technology as well as offering simple ‘casual’ games targeted at the whole family. By doing this, Nintendo has expanded … Continue reading

Our guess at what’s coming down the tracks for 2012

We’re finalising some stuff in the office, but before we dispatch our last bits of client work for the year, here are some of our thoughts about what we think is in the air for 2012. Here’s our mix of global and Irish predictions. 1. Facebook and Google will fine-tune their user analytics for advertisers. … Continue reading

Do you want to live forever? Here’s how…

We all know the Facebook statistics. How many people are signed up to the site. How many actively log in each day. How long each visit lasts on average. The average number of friends each user is connected to. Well, here’s a new one for the list: three Facebook users die every minute. Facebook or … Continue reading

The lazy but seductive focus group

    Too often, market researchers have just two shots in their research locker: the survey and the focus group. Both have the potential to work well, but you need to understand what they’re best suited for and where they should not be used at all, or need to be supplemented with other qual methods, … Continue reading

Eamon O’Cuiv and the fiction of the party political brand

TV3’s documentary on the current sorry state of Fianna Fáil last night touched off the question of the party’s brand. Senior figures from the pantheon of FF greats (OK, I’m joking) commented on the worth, heritage, and connotations of the name Fianna Fáil. Party political brands are deemed by the commentariat to be of much … Continue reading

Puma goes off track to grow a social clothes brand

How are multiple brands advertised so that the consumer decides that one product is better than its competitor? One perfect example of this brand “rivalry” is illustrated by the sportswear market, and more specifically, by the competition that exists between Nike, Adidas, and Puma. Out of the three, Nike brings in the most revenue per … Continue reading

The Digital Challenge for News Media

The blogosphere is abuzz at the moment with discussion of the Guardian’s newly announced “digital first” strategy. Journalism and advertising have long been intertwined. The recession has seen brands slash their advertising expenditure but, more importantly, the digital revolution has instigated a paradigmatic shift in how news is reported, distributed and shared: whereas it used … Continue reading

Unfinished John Green Novel Hits Number One on Amazon – A “How To” of Social Media in Advertising.

Last Tuesday 28th June, the best-selling American author John Green bagged the number one spot on both amazon.com and barnesandnoble.com for his new book, “The Fault in Our Stars”. Not only is Green’s latest offering as of yet unfinished, but its early success is attributed not to a flashy media blitz or carefully crafted campaign, but to … Continue reading