The commoditisation of media management is creeping ever upwards towards the top of the value chain – data management. In a world where measurable value is everything, it all comes down to the data; how clean and complete it is and how you handle it. Despite the pleas of creatives and content evangelists, they will always be…
[First published on Google+ 20/02/2013] So there I was at another through-the-line campaign briefing and I suddenly felt like I was in the wrong century. Planners from every channel were stepping up in quick succession to reveal with gushing enthusiasm how they intended to spend millions of pounds of nameless client budget. This is all…
[First published as an UpFronts column in Figaro Magazine on 3/01/12] This year opened with the predictable news that online marketing budgets were on the increase once again (72% of companies said they were increasing by 35% on average) and much has been made of the increasing budget allocated to online channels, mainly at the…
[Originally published on 6/1/10 on the Greenlight blog here] So, less than a month after filing the trademark application for the ‘Nexus One’, Google has launched its first hardware retail product direct to consumers and starts a direct assault on Apple’s dominance of the mobile sector. This is a great example of ‘speed to market’…
Chris's Blog 