Thought For The Week

TFTW Arnold Palmer

Golfing great Arnold Palmer once said; “The more I practice, the luckier I get.”

It’s the same with most things in life, including creative thinking.

The more we practice, the better our ideas become.

The best way to have great ideas is to have lots of ideas.

Thought For The Week

TFTW Procurement

I don’t have a lot of time for pitch consultants or procurement people.

They are the intermediaries who sometimes stand between brands and agencies during the pitch process.

Their promise to the marketing department is – we’ll save you time and we’ll save you money.

I’m not convinced.

Even the best ones tend to get in the way of a brand discovering if they like the people they may be working with.

Using a pitch consultant is akin to abdicating responsibility for the choice of your life partner to a stranger.

Be warned – it often leads to a loveless marriage!

Thought For The Week


How many Fs are there in the next sentence?
“Finished files are the re-
sult of years of scientif-
ic study combined with the
experience of many years.”
Some see three, others four, some five, a few see six.
They are actually right, there are six.
The moral of the exercise – sometimes we look but we don’t see.
In the world of business, we need to keep our eyes open to spot the niches that others have missed!

Thought For The Week

TFTW Big Ideal

Brands have always focussed on big creative ideas to differentiate them from their rivals.

But is the big idea enough to make them meaningful in today’s hypercritical society?

I’ve said it before and I’ll say it again – brands with a future are brands with a purpose.

Brands should not only be looking for the big idea, they should also be looking for the big ideal.

It makes an L of a difference!

Thought For The Week

TFTW Marketing to Mattering

In days of yore brands talked at people.

Now we communicate with people and that’s a massive step change.

Communication involves listening as well as talking and, thanks to technology, we can now enjoy direct relationships with customers.

In the past we and we alone shaped our brand.

Today we create buy-in by inviting our customers to participate in fashioning our brand.

We’ve moved from marketing to people to mattering to people!