January 24, 2019

“That new Gillette ad, it’s so patronising. How dare they think they have the right to lecture men on how to be men!”


“Well, they are a shaving -- ”


“And not just men but their own customers! Do they want to lose even more of them?”


“But they can’t just sit there waving them --”


“Have you seen YouTube? 1.2 million down votes.”



January 10, 2019

It’s all too tempting in marketing to stay up the shallow end.


There may be loads of people there and it can be noisy as hell. But at least you keep your feet on the ground. None of that over-intellectualising psychological nonsense.


The problem is you never learn to swim.


So you focus on short-term activation at the expense of long-term brand bu...

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October 1, 2020

September 17, 2020

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