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Giles Hedger
London
Global Chief Strategy Officer, Leo Burnett
Interests: The good stuff.
Recent Activity
Somebody recently warned me that it is impossible to write about the challenges of modern marketing with any clarity or humility, so entangled are we in the ivy of our own lexicon, so blinded are we by the white light of technology. And it’s true. Our pronouncements add either to... Continue reading
Posted Apr 27, 2015 at Adsnob
I’m not a loyalty denier, I know that something akin to loyalty exists, I know that a so called loyal customer is more valuable, head for head, than a dis-loyal customer. What I don’t know, is why loyalty has become a separate branch of marketing enquiry, when in reality it... Continue reading
Posted Apr 27, 2015 at Adsnob
So, you’re back from Austin, brim full of the brave new world. As you disgorge tech-stained t-shirts into the laundry basket, you ask yourself when it will be time to start packing for Cannes. A quick calculation confirms that there is a full two months, broken only by Easter, until... Continue reading
Posted Apr 27, 2015 at Adsnob
Marketing has always thrived on the concept of the middle class. Whichever definition you prefer, the section of the population that occupies the swollen centre of the socio-economic bell curve has formed the demographic basis of most brand building for 150 years. The middle class has been a perfect storm... Continue reading
Posted Jan 8, 2015 at Adsnob
Why size is the least exciting thing about data. There are about 25,000 verbs in the English language. That’s if you only count those with full entry dictionary status. So, conservatively, if you were to write a sentence in English that described the reason you exist – your all-governing purpose,... Continue reading
Posted Oct 24, 2014 at Adsnob
So, you’re back from Austin, brim full of the brave new world. As you disgorge tech-stained t-shirts into the laundry basket, you ask yourself when it will be time to start packing for Cannes. A quick calculation confirms that there is a full two months, broken only by Easter, until... Continue reading
Posted Apr 29, 2014 at Adsnob
Why is it that all the best apocalyptic films contain a sequence in which the lights stay on whilst all around them the streets fall silent and mankind slides into the abyss that it (a) saw coming and (b) richly deserves? Lights in deserted office blocks; lights above looted shops;... Continue reading
Posted Mar 6, 2013 at Adsnob
Green shoots grow in the strangest of places. With Western economies buckling under the weight of their indebtedness, and with George Osborne predicting another 6 years (at least) of UK austerity, conditions may not appear ideal for a creative revival in advertising, but an air-pocket is opening up and if... Continue reading
Posted Dec 1, 2011 at Adsnob
When I was ten I was given a ZX81 and encouraged to learn a computer language called BASIC. The assumption was that we would all acquire and apply this new language, for if we did not, we would be unable to construct any sort of identity, environment or livelihood in... Continue reading
Posted Sep 15, 2011 at Adsnob
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Sep 15, 2011