Brands, buzz and business

Mark Hughes

Mark Hughes, CEO of Buzzmarketing.com, argues that mediocre advertising leads to wasted budgets. He advocates MIRP (media impressions beyond rating points) by generating a word-of-mouth buzz for your brand or service.

Brands, buzz and business

Mark HughesBuzzmarketing.com

I was the number two adman for a US-based retailer five years ago. We had just hired a well-known ad agency owned by one of the top three conglomerates.

We increased our budget to 40 million dollars. We committed to five new creative executions costing 1.2 million dollars in production. We followed the yellow brick road that was supposed to lead to a new destination for our brand and the increased market share that would surely follow.

Sound familiar?

Next the TV ads began to run. Before long, the millions of dollars...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands