MarCom Professional

There are many ways to judge the creativity of marketing work but I believe that the amount of cash generated by a creative idea is the one that really matters.  But this measure is only rarely applied.  It is almost never celebrated.  Why?

An Agency Creative Director is a good judge of the quality of the creativity he or she produces.  A client's Marketing Director or Board is another judge of the creativity of their campaigns.  Marketing industry peers, with awards and ceremonies, are also good judges. 

But they almost always judge on aesthetics and not function.  And very often, the work which is judged as most creative, fails on the function test. More...

With the Bank of England under fire this week, it's another opportunity for everyone to talk about trust.  Last week it was the BBC.  Next week it will be someone else.

The discussion is about how important it is, how it is created and how it can be restored.   There's virtually an industry around the concept of trust but I am beginning to think it is very misguided.

Here's my thesis - I don't  think consumers "trust" in the way they used to.  With blind faith.  They take things on face value.  As people, we are taking more and more things on face value.  We question and we choose.  When we enter into a relationship with a person, an institution or a brand, it's only for as long as it's useful or entertaining. More...