Quantum Marketing Theory: Relationships Matter. It’s always about relationships.

by Tom Polanski
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” - John Wanamaker
I think we can all agree that the internet is like a giant calculator. Our ability to track is unparalleled and still, money is wasted by advertisers. In this new economic reality, we’re [...]

Can We All Just Get Along?

I read this week that in the US, the heads of two agencies (one media and one creative……..err, one called Carat, one called Ogilvy) had a public fight at a discussion on who is in charge of the communications process. With the breakdown of the single agency structure into specialist shops, this will [...]

The Agency of the Future

It’s December 2027 and the annual bonuses are being dished out.
This year, the best agency executives are getting more than the bankers at Goldman Sachs.
An unlikely scenario? Yes, probably…but if the advertising business is to thrive for the next 20 years, something the industry can do more than just dream about.

WHAT [...]

Declare War on Time-Based Marketing Costs

It had to happen. The industry consultant that helps marketers on agency fees is now going to complain about agency fees. The industry is mired now in complicated process, adding cost, time and complexity, and making it more difficult for marketers and agencies to build profitable relationships. What sorry [...]

Experiment and Analyze

In Should Marketers Stop Talking About Advertising, our own Mary Lou Roberts in her DIY Marketing blog draws factful conclusions from several recent studies regarding the persistent migration of marketing spending away from more traditional media and towards interactive & social media in particular “emerging channels” which include blogs, social networks, advergaming and beyond. [...]

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