Why you shouldn’t be afraid to cut your losses — Every marketing agency I have ever worked for claims to have some proprietary process(es) that are designed to give clients reassurance that the agency has a plan they will work through when presented with a marketing problem or brief. These processes are reassuring, adding structure and a clear path for…

With Eric Folliot, European Marketing Director for Square Enix — My partner, Jennifer Clinehens, and I have a podcast called ‘Everybody hates your brand’. We discuss everything from CRM to Customer experience to Brand to Behavioural Science. We also interview some great guests and we wanted to turn them into articles to increase their accessibility. In our most downloaded podcast…

A Four P’s Battle Royale — Unless you live in a ridiculously remote area of the globe, it would be hard not to know about the video game ‘Fortnite’. Developed by Epic Games, it launched in September 2017. Since then it has become one of the most played and famous video games in the world. As…

Invest in your marketing skills. — In 2017, Econsultancy published a report entitled ‘How Marketers Learn’. The goal was to identify how marketers were approaching their professional development. Its primary message can be simplified down to one mantra: Always be learning. It’s a mantra that is ever more applicable. The world of marketing barrels along at…

How PlayStation came so close to the perfect email — As is the case in this pandemic, I have been playing a fair few video games. I recently bought and finished Far Cry 5, a 2018 title that was on sale for the bargain price of about seven quid in PlayStation’s store (at time of writing it’s £49.99). In addition…

How to have confidence in your effectiveness — If I was writing a list of the things that annoy me about marketing the most, high on that list would be our discipline’s penchant for measuring things that aren’t really important or for measuring things that do matter but in hugely flawed ways. Whether its judging email success only…

What areas should you improve on? — Be productive. Learn something new. Improve yourself. During the pandemic that’s been the mantra of a lot of people writing articles on Medium, talking on podcasts, making posts on LinkedIn and more. The thinking goes that if there’s one thing that the pandemic and its consequences have done is present…

Why you should tell customers why you’re emailing them — There are times when I curse my advancing age. Before, during and after leg day for example. Or when I mentioned Jim Morrison at work and 90% of my team had no idea who he was. But there are times when there are benefits — one of which is learning…

And charges for the privilege — If I asked you to give me an example of a hugely successful loyalty program, would you mention Amazon Prime? After all it doesn’t have the trappings of a stereotypical loyalty program — no points, no tiers, no rewards for transactional frequency or spend. Yet you should be in no…