Robin Bonn: Don’t be seduced by chemistry – it shouldn’t win the pitch
In challenging times, having different views on the role of ‘chemistry’ means marketers and agencies are both missing what’s important.
Robin Bonn: Don’t miss out as agencies finally toughen-up
Smart agencies are taking responsibility; rethinking their lemming-like, pitch-for-anything behaviour. Marketers must press the reset button too, says Robin Bonn, founder of Co:definery.
‘Marketers must empower their agencies to fail’
It’s all very well spouting West Coast mantras about ‘failing fast’, but agencies need encouragement to get things wrong, says Robin Bonn, founder of Co:definery.
‘Reduce risk by giving your agencies hell’
If brands are going to innovate and win back consumer trust, then marketers need to call their agencies to account, says Robin Bonn, founder of Co:definery.
Dior, Apple, Nike: The top 10 YouTube ads in September
Dior’s ad featuring a sultry Jennifer Lawrence topped September’s list of the most popular YouTube ads, followed by Apple’s jam-packed ‘big news in 108 seconds’ and Fiat’s ad paying homage to a Hollywood classic.
Dollar Shave Club shifts business model as subscription growth slows
The disruptor brand has had a “fundamental rewrite” of its data management platform to help drive sales as it looks to new areas of growth.
How Bodyform took the ‘toxic shame’ out of periods
The sanitary care brand’s realistic portrayal of periods, while potentially polarising, has opened the door to more positive conversations and helped break down taboos.
EasyJet’s new CMO on using data to ‘supercharge creative judgement’
EasyJet’s Lis Blair in on a journey to move the brand beyond price with a new campaign just six months into the job and a long-term plan to balance creativity with greater use of data.
