Category: Marketing Effectiveness

The 2017 Oscars. The gulf between awards and market performance.

Awards / Marketing EffectivenessLeave a comment

The 2017 Academy Awards once again recalls the gulf between awards and results. Between creativity and market performance. None of the top twenty box office hits of 2016 made the nominations for Best Picture, the most prized Oscar. Many creatives and advertising agencies see their works through the lens of a Cannes Lion or a D&AD Pencil. They live on …

“Come now. Let’s make us a soup with the CMO.”

Innovation / Marketing EffectivenessLeave a comment

I’ve had a dream where, in the C-suite, all the important Cs were seated together at one end of a long shiny table, and the CMO, with his pink pocket square, was seated alone at the other end of the table. The CMO smiled uneasily at the other Cs. The smile was not returned. The CEO then brought out a …

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