John Sills

07 September 2020 Among the many behaviour changes wrought by COVID-19 is the way people consume content. John Phillips looks at how subscription-based models can build on the success they ’ ve seen in recent months. 
Opinion
13 May 2020 A delayed train in Switzerland, and the response of staff, show how an understanding of a customer’s emotions is as important as delivering on the promised function.
Opinion
20 January 2020 Brands that don’t keep their promises across the entire customer experience are playing a dangerous game – The Foundation’s John Sills considers the remedies.
Opinion
14 November 2019 Addressing complaints is about more than simply fixing what went wrong, says John Sills; consumers require emotional reassurance as well.
Opinion
09 August 2019 New research from Accenture has identified the qualities of the minority of marketing chiefs: innovative CMOs able to drive change right at the top of the organization. Accenture's John Zealley considers the three qualities they display.
Opinion
08 August 2019 The Foundation’s John Sills looks at four areas of brand activity causing headaches – and how history has been there before.
Opinion
31 July 2019 John Seifert, Chief Executive, Worldwide, Ogilvy, chaired the jury for this year’s Creative Effectiveness category. Here, he reflects on why Carrefour took the Grand Prix and the themes that emerged in the judging room.
Opinion
10 July 2019 Interest in the ICC Cricket World cup has been growing in Australia where social buzz has increased the popularity of the sport. MiQ ANZ's John Danby explores the data around the new Australian cricket fandom.
Opinion
01 July 2019 The world famous, Nobel prize winning, behavioral economist, Daniel Kahneman has spent years reviewing and leading the whole literature on happiness research. Overwhelmingly, it finds that if we really wanted to be happy, we wouldn’t be interested in premium brands at all. All the luxury brands in the world, only contribute to a brief boost in peoples’ happiness, after which, through a process of what is called “the hedonic treadmill” we get used to our new found bling, and quickly return to a relatively stable level of happiness.
Opinion
09 April 2019 Transformation is all the rage at the moment, but it implies a destination, an end point. Modern Craft’s John Ounpuu suggests there’s more to win if we focus on strategy and adapt accordingly.
13 September 2017 GroupM's John Montgomery, EVP, Global Brand Safety, told WARC why advertisers can never totally eliminate the risk of appearing alongside inappropriate content; while it is possible to introduce strong safety measures, he adds, these come at a cost.
Opinion
25 November 2016 About 2,500 year ago, Chinese military strategist Sun Tzu observed that "tactics without strategy is the noise before defeat". I often wonder what he'd think of modern marketing.