This first appeared in the AdNews 2019 Annual edition. Subscribe here for your copy.
This year we are seeing the beginning of actual marketing.
Figuring out the brand tone. Keeping it simple. Having a clear narrative. Having an ACTUAL benefit.
Applying the “less is more” approach.
Great storytelling — KFC, ALDI, Westpac, Bunnings, Afterpay.
Using technology to connect people in a smart and fast way, rather than as the answer to every problem ever mentioned in any boardroom anywhere.
Spend is recovering. The part that hasn’t moved is our ability to accurately account for all the places and ways it is being spent. Attribution is better, not perfect.
My one recommendation? If you are a leader, lead. Have a point-of-view. A vision. Make it brilliant. And a strategy that is so smart, it becomes easy to rally the troops. Sitting on the fence makes the derriere very sore. Pick a side.
And for Pete’s sake, lose the buzzword buffet.
Resolution? Be better. Every day. In small ways, in big ways. Lead by example. Make it a hugely fun place in which to thrive. Encourage excellence. Be kind. Laugh a lot. A little bit of black humour can (usually) lighten the load.
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