The other half

June 8th, 2010

One of the most famous marketing bon mots, usually attributed to Lord Leverhulme of Lever Brothers fame, is “Half of my advertising is wasted, but the trouble is, I don’t know which half”. In the digital age however it is much easier to see if your marketing is working effectively. If you create a banner advertisement and no one clicks on it, you’ve clearly got a problem. If your email campaign remains steadfastly unopened, it’s time to rethink the content. Equally if your website is attracting loads of visitors but no one’s buying from it, it’s time to adjust either your proposition, presentation or product range. The good news is when you can quickly see which part of your spend is falling down you can adjust it equally quickly. Google is fond of advocating trial and error. As a design and advertising agency, we’d reckon our experience can make the latter a little less likely.

Making Social Media Work

May 17th, 2010

Interesting to hear Martin Sorrell say that whilst social media is fine, you still need advertising to drive people to it. It’s certainly a powerful (and largely free) adjunct but people still need to know and care about your products in the first place before they follow them on Twitter. Sometimes the excitement of getting 100 Facebook fans seems to outweigh the actual financial benefits this might bring. At mhm grax we believe in including social media in the marketing mix, but not in using it in isolation. Take Stephen Fry – massive Twitter following, but only sustainable through exposure in other media such as TV and radio appearances

T/20 Cricket World Cup

May 14th, 2010

Twenty 20 cricket bears the same relationship to Tests as a 30 second TV commercial does to a cinema epic. As a nation we’ve always led the world in the innovation of our TV spots now we look like being pretty innovative at T20 too.

21st century Mad Men

May 14th, 2010

Another beautifully crafted series of Mad Men comes to an end. The only series ever created to accurately capture the atmosphere of an agency, albeit one in the 1960s. (And what a stark contrast to the embarrassment of the recent BBC ‘comedy’ The Persuasionists which unbelievably was written by an adman. Do see Adam Buxton’s hilarious apology for the show.)
Back to Mad Men, It is fascinating to speculate what agency creative chief, Don Draper, would make of today’s rapidly changing advertising scene. Somehow I can’t see him sitting in front of a computer screen all day (and the ubiquitous glass of Scotch would have to go), yet his basic stock in trade of imaginative creative communication remains as valid today. With the advent of many new online marketing techniques, social media and SEO, good creative thinking will still play the definitive role in marketing (and of course TV) success.