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19 November 2019 • Post-GDPR, it’s becoming ever clearer that consumers will have to decide whether they are willing to give up their personal data, and if so, to what extent. Michael Hanbury-Williams assesses their options.
30 August 2018 • In the marketing space, a consistent failure to define the problem creates consistently suboptimal marketing results. Overcoming this, Tim Williams says, requires a commitment to a much more proactive approach to investigating and articulating obstacles to business success.
04 April 2018 • Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void. Tim Williams offers five ways in which advertising agencies can transform their business models and move beyond being viewed as offering a commodity.
04 April 2018 • In the pursuit of greater personalisation, we’re crossing the boundary between clever and creepy. We have reached advertising’s ‘uncanny valley’ - when technology becomes so human-like that it makes people uneasy – argues UM’s Michael Hanbury-Williams.
07 March 2018 • The term ‘strategic’ is overused and often misused, says Tim Williams. Marketing professionals should think more carefully about using the word, as calling people ‘strategic’ can make everyone else with a non-strategy role feel unnecessarily undervalued.
05 February 2018 • Purpose has gained something of a reputation in marketing as merely window dressing. But Freya Williams of Futerra North America argues that this interpretation ignores the fundamental shift throughout the business world.
01 February 2018 • The implementation of the time-based billing model – borrowed from law firms by agency leaders like David Ogilvy in the 1980s – was actually a giant step backward for the ad industry. It’s high time, says Tim Williams, that agencies stopped tracking and selling the efforts required to produce deliverables and, instead, track and sell the deliverables themselves.
About Flora Williams