Criticism looks academic

Marketing Week

If Philip Kotler is quoted correctly in your news story, it seems to be a classic case of an academic saying what he thinks rather than studying empirical evidence. TV advertising works. It does not always work very well. It is often not profitable (short, medium and long term). It is sometimes done when there […]

Results show we hit the right note

Marketing Week

Your piece on the music for Asda’s Tickled Pink Breast Cancer Care campaign (MW September 25) misses the point. This is not about cynicism, it’s about creating a powerful communication device to raise awareness and funds for Breast Cancer Care. And it worked. We purposely developed the song from the Asda jingle for two reasons. […]


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