Let’s invent a market: an established, low-tech, low-cost, repeat-purchase market. Let’s call it the greeby market.

Greebies are used in

 Traditional marketing approaches run the risk of being slow and ponderous. Anthony Freeling argues that ‘agile marketing’ is a requirement

THE QUESTION of how much control we, as marketers and brands, should hand over to the consumer in relation to

All transactions involve games. Rory Sutherland analyses the short versus the long game in business, and wonders if the instinct

Peter Field describes an ingenious analysis of cases from the IPA awards and Gunn report that puts to rest any

Lemon. If there was one word that summed up marketing and advertising in 1961, it was lemon.

In the US

The Brand Learning WheelTM is a simple model to help organisations appreciate what building marketing excellence requires in practice and

I like aphorisms. Not for nothing are these compact little sayings the finest means of wisdom delivery known to mankind

If your car let you down catastrophically and then cost a fortune to fix, you probably wouldn't hesitate to switch

Today, hundreds of students from all over Britain will converge on Golden Square in London to learn about 'creativity' in

I started in marketing 50 years ago, joining Procter & Gamble in 1959, the year The Marketing Society was founded

Bill gates famously said in 1981 that 'a memory of 640 kilobytes ought to be enough for anyone'. People now

In this edited version of his address at the IPA annual lunch, Mark Hunter spells out his vision for transformational

A social media strategy has become an essential part of a wider communications strategy. Julian Saunders describes why

If your

Like any emerging technology, the web has continually reinvented itself, first as sites that simply reproduced printed matter, later as

I recently spoke to a group of students studying art and design who were considering a career in advertising. There

A seasoned China watcher takes a look at China’s progress in terms of the brand issues marketing people need to

Not so long ago, agencies were classified using an imaginary line, whose origins stemmed from 19th century accounting terminology1. In

If any CEO knows about marketing’s contribution to success it is Tesco’s ex-marketing director, Sir Terry Leahy. Here, he urges

Many years ago in America, Listerine had an antiseptic liquid for which it needed a mass-market use. So they invented

When marketers who are experienced in the fmcg sector change to the world of B2B, many find it unnervingly different