Thinking

Humor. It’s a tactic that’s been used to great success in business-to-consumer advertising for decades. In fact, of the 15 campaigns Ad Age named the best of the 21st century, the majority employed humor in some form.1 Yet, despite the fact that laughter is a proven tool for grabbing and holding audience attention, comedy is […]

The key to influencing a business-to-business purchasing group? Find your brand champion.

Voice is here. And yet some research suggests that 69% of marketers still don’t believe it's the "next big thing." Are you aware that voice affects every last aspect of the marketing landscape? From strategy and creative all the way through to tech and analytics. Talking is becoming the new typing. Are you ready?

Steve McCarron, MD of gyro Manchester, shares the secrets of how to build 'confident optimism' in business relationships.

When a generation looks to the top of business with the thought 'That's not what I want to be', it reflects the virtual and physical evolution of the nature of role models within creative leadership.

As the adage goes, professional lives and personal lives are best kept separate. In theory, it’s solid advice. But in business-to-business relationships, feelings and business are intrinsically linked. According to Christoph Becker, CEO + CCO of global B2B powerhouse gyro, “There needs to be a feeling of intimacy that exists. Igniting emotions is what ignites business decisions.”

The dilemma is acute: to transform marketing model in face of digital disruption. And this goes way beyond Cambridge Analytica and Facebook. Or Sir Martin Sorrell leaving WPP in such a sorry state that pundits are estimating its break up value to be greater than its total market cap.

While it is easy for marketers to get distracted by the power of data and technology, a new report reminds us what really drives business decisions: feelings.

Social Media Week New York had its strongest showing yet as many of the world’s biggest brands and agencies came together to talk about how the industry is transforming.