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Neil Perkin
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I talk a lot to clients (and also in my book of-course) about what the shift from product orientation to experience really means. As software eats the world an ever increasing number of products are becoming services - even those... Continue reading
Posted May 17, 2017 at Only Dead Fish
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I was lucky enough to be in New York this week doing a workshop for a big pharma business and took the opportunity to catch up with Mark Raheja, founder of the brilliant August. In our conversation Mark mentioned a... Continue reading
Posted May 14, 2017 at Only Dead Fish
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Delighted to say that Richard Shotton is the winner of this month's vote with his excellent post on 'Truthiness in marketing', so well done Richard. You are entered into the hall of fame. My thanks to everyone who took part.... Continue reading
Posted May 6, 2017 at Only Dead Fish
Thanks for the nominations. So our vote this month is between: Truthiness in marketing: is the evidence behind brand purpose flawed? by Richard Shotton People who predict the death of brands don’t understand why they exist from Shann Biglione Decorating... Continue reading
Posted May 5, 2017 at Only Dead Fish
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It's Post of the Month time again. So if there is a post that you've read over the past month that you think is particularly good please do nominate it via the comments below or direct. Once I have a... Continue reading
Posted May 4, 2017 at Only Dead Fish
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Jeff Bezos' latest annual letter to Amazon shareholders was well shared but is full of insight into how Amazon retain agility as they scale. It was released a couple of weeks back, but I'm capturing my key takeouts here as... Continue reading
Posted Apr 24, 2017 at Only Dead Fish
Here's the video of the full Ad Week session at which I launched the IPA Future of Agencies report which was in turn based on the research I'd been doing over the past few months. I talk through the findings... Continue reading
Posted Apr 10, 2017 at Only Dead Fish
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Something of a runaway winner in this months vote, and delighted to say that it was Graeme Douglas's brave and wonderful post on battling mental health in adland that was that runaway winner. Well done Graeme. You are entered into... Continue reading
Posted Apr 7, 2017 at Only Dead Fish
Thanks for the nominations. A slightly shorter shortlist this month which is no bad thing - so our vote is between: In search of sanity: a candid tale of battling mental health in adland by Graeme Douglas Invisible advertising by... Continue reading
Posted Apr 6, 2017 at Only Dead Fish
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It time again to open up nominations for Post of the Month so if you have a piece that you've read over the past month that you thought was particularly good do nominate it in the comments below or direct.... Continue reading
Posted Apr 5, 2017 at Only Dead Fish
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My book was finally published yesterday. It sounds a bit cheesy to talk about a 'journey', but this does feel rather like a cairn on the summit of a gently sloping trail of learning which I've been travelling along for... Continue reading
Posted Apr 4, 2017 at Only Dead Fish
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Several months ago the IPA asked me to conduct a new piece of research giving a fresh perspective on the future of agencies. The culmination of that work has now arrived with the launch of a new report. I presented... Continue reading
Posted Mar 27, 2017 at Only Dead Fish
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One of the attendees of last week's Google Firestarters said (in his write up of the event) that Firestarters had become established on the strategy and planning scene as 'the place where the most informed debates happen', which I took... Continue reading
Posted Mar 20, 2017 at Only Dead Fish
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A close run vote this month but in the end Faris's excellent post on The Paradox of Buying Influence just edged it. So well done to Faris who's now a double winner. My thanks to everyone who took part. Continue reading
Posted Mar 8, 2017 at Only Dead Fish
Thanks for the nominations. So our vote this month is between: Junior Planners: Everything I've learned from Tess McGourty Learn from products by Gareth Kay The Paradox of Buying Influence from Faris Yakob Advertising Amnesia: why brains beats bytes from... Continue reading
Posted Mar 6, 2017 at Only Dead Fish
Thanks to Peter for pointing this out to me. A great thought on insight, numbers and words from the great Jeremy Bullmore: 'The origins of an insight are usually to be found in numbers. That's how we know an insight... Continue reading
Posted Mar 5, 2017 at Only Dead Fish
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Time again to open up nominations for Post of the Month. If there's a post that you've read in the past month and particularly liked, do nominate it directly or in the comments below. As a starter I've listed three... Continue reading
Posted Mar 4, 2017 at Only Dead Fish
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Delighted to say that Google Firestarters is returning for 2017 (our sixth year believe it or not) and our next event is fast approaching. On 15th March, 6.00pm at Google HQ London we'll be running our first Firestarters of 2017... Continue reading
Posted Mar 1, 2017 at Only Dead Fish
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Accepting the (current) limitations of machine learning (and some recent hiccups), it's still fascinating how AI capability is developing so fast despite the field being far from new. The 'AI beating humans' narrative (as Tom Chatfield talked about at last... Continue reading
Posted Feb 22, 2017 at Only Dead Fish
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Thanks to Faris for pointing at (in his excellent post on the paradox of influencer marketing) Bill Buxton's idea of the 'long nose of innovation': 'My belief is there is a mirror-image of the long tail that is equally important... Continue reading
Posted Feb 20, 2017 at Only Dead Fish
Another one of those popular yet ill-defined phrases this isn’t it? When I hear people talking about 'agile marketing', they’re mostly speaking about fast-turn-around, tactical, opportunistic messaging which (when done well) can amplify in the short-term but (when done badly)... Continue reading
Posted Feb 10, 2017 at Only Dead Fish
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Well, a real run of votes has meant that Lazar Dzamic's post on behavioural economics has won the vote. In fact it completely ran with it which, in a way, is a bit of a shame as it's somehow better... Continue reading
Posted Feb 8, 2017 at Only Dead Fish
Thanks for the nominations. So our vote this month is between: The Schedule and the Stream by Matt Locke How I Got My Attention Back by Craig Mod Planners Need to Get Out of the Echo Chamber by Richard Huntington... Continue reading
Posted Feb 6, 2017 at Only Dead Fish
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It's time to open up nominations for Post of the Month. If you've read something particularly good over the past month that you'd like to put forwards you can do so direct or by the comments below. As always I... Continue reading
Posted Feb 3, 2017 at Only Dead Fish
Omnichannel has become one of those chronically overused terms in retail and marketing and we tend to throw phrases like 'omnichannel customer experience' around as though there is a broadly accepted common understanding for what it really means. For years... Continue reading
Posted Feb 1, 2017 at Only Dead Fish