Digital insights from 1975

Jeremy Bullmore

What are the strengths and weaknesses of digital advertising? Jeremy Bullmore looks back 38 years to explain

One of the great strokes of luck in my life was working with Stephen King. He had an astonishing ability to cut through the chunter and see things with a simplicity and clarity that made it possible to understand not only what the issue really was but also how to do something practical about it.

For the past 10 years or so, I've been puzzling about this unsatisfactory word 'digital' – and since his death in 2006, feeling deprived of Stephen's incisive guidance. I've now belatedly come to realise that a Stephen King analysis of digital advertising's strengths and weaknesses exists posthumously. He first revealed it at a Market Research Society conference more than 38 years ago.

In the last issue of Market Leader (September 2013) there was an exceptionally important piece by Les Binet and Peter Field entitled Brand Success in the Digital Age.