You are in
Mike Teasdale
Planning cannot afford to keep repeating old mistakes, says Mike Teasdale, if it is to adapt to the rise of data, platforms and short-term response creativity and the decline of long-term brand-building ideas.
When brands come under public scrutiny for getting something wrong, how they act in the aftermath will dictate the narrative going forward.
The new EU data privacy laws, GDPR, could give brands a chance to strengthen their relationships with customers, says Mike Teasdale, as long as new-world companies realise they need to offer their customers rewards for the privilege of handling their data.
In a tough climate for brands, messages are increasingly filtered through a sceptical lens. People get their trusted information about brands from family, friends, co-workers and from the pooled wisdom of the wider population, so, as Mike Teasdale explains, getting the basics right is paramount if you want to build brand trust.
Today’s advertising environment increasingly sees long-term, equity building mass marketing being replaced by short-term, response-generating micro marketing and, says Mike Teasdale, ageism in ad agencies is contributing to the problem.
For Mike Teasdale, the notion of brand love is a flawed one, believing it to be nothing more than a habit with some emotion or nostalgia thrown in.
As 2018 marks the bicentenary of his birth, Mike Teasdale ponders what Karl Marx would make of today’s consumerism and what he would think of future consumerism driven by digital and AI.
Mike Teasdale offers up his Christmas wish list for the industry, which includes taking the management consultancy threat more seriously, using the blend of creative and data to generate transformative work, agency leaders doing more for diversity and advertising becoming an interrupter once again.
Mike Teasdale warns network ad agencies that they should focus on how to use data to help their clients achieve a consistently connected brand experience or risk being run over by the management consultancy juggernaut.
Mike Teasdale discovered some of the secrets to building a successful brand when working on the launch of the New Covent Garden Soup Co.
Mike Teasdale looks at what ad agencies can do to get out of the rut in which many of them find themselves as they watch competitors such as management consultancies move into their territory I will declare my hand straightaway.
About Mike
Mike Teasdale is Director at Left-Handed Planning. His 25 years of experience as a strategist in top ad agencies such as BBH, BBDO and Lowe help him advise clients on how they can spark and nurture opportunities for creativity.