Blog

Creative is not a department

The creative department is changing. What was once a traditional, distinct team (often in twins and more recently triplets) is now evolving into groups of micro-specialists...

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Happy Marriages

What’s really going on in loyalty marketing? According to the consumer press loyalty marketing is all on the decline...

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Pigs transformed

Earlier in my career, we used one expression a little too much - “putting lipstick on a pig”...

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What’s missing?

The National Innovation and Science agenda is a massive step forward for us, so rather than view this as a criticism...

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Customer Experience

A study by SDL suggests that of great customer experiences, only 7% are created by technology alone. 42% are created by people, and 49% created by the combination of people and technology. In the rush to enhance customer experience and modernize our processes we often forget the power of human interaction. The solution lies in thorough understanding of your customer journey and reviewing two things at a quantitative and measurable level: 1. Where are the customers falling out of the purchase funnel and how can you focus technology to help your people prevent that from happening? 2. Where are you making money and how can you create technology to help your people do that easier?...

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Digital marketing is dying

It stuns me to see (what should be respectable) marketers "trailing" mobile ads and eDMs in irrelevant places, at irrelevant times, in irrelevant ways. I’m not being an old fart about it - a more direct, less erudite millennial colleague summed it up with “they suck!”. And when something sucks that badly – expect regulation to follow. The worst writing, the poorest insights, the clunkiest design are saved for a medium where customers expects the best. Digital marketing can be done better. And our customers already know it....

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Serif to Sans Serif

The age of traditional branding is well and truly over. What is "on brand" is determined by a sense of the values behind the brand, not the faithful reproduction of an image adhering to formulaic brand guidelines. In truth, the change of the logo means very little - Google do that every week. But the story behind is what makes it compelling. ...

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Punching above our weight

Australian businesses think of Australia as a staid, backward nation. But this is an outdated view built on clichés that simply aren't true. Our banking system is one of the most stable and advanced in the world and we contribute disproportionately highly to the world rankings of effective advertising campaign. It is high time we start looking at innovation in a different light and take on new projects with the well-founded confidence that we can do it....