A new model for activating corporate character and authentic advocacy

As a judge of the Public Relations Society of Kenya’s excellence awards, I have had the opportunity to review some of the best PR campaigns that have been carried out in the country over the last 10 years. Looking back I would estimate that 20 percent of the campaigns submitted for evaluation have had clear objectives that are linked to the corporate vision, and follow … Continue reading A new model for activating corporate character and authentic advocacy

Achieving high standards in advertising is a collective responsibility

‘May you live in interesting times’ is a phrase that sums up the advertising industry in this age. We believe that there’s never been a better time to work in the industry due to the incredible opportunities offered by technological advancements and scientific discoveries around why we choose brands. Creativity is also stretched based on the fact that our world is increasingly becoming a multi-media … Continue reading Achieving high standards in advertising is a collective responsibility

Marketing strategies that are customer centric get great results

‘He profits most who serves best’ is a quote from Arthur Sheldon, a Rotarian and Business School owner who lived between 1899 and 1929. The quote, used as the Rotary theme for many years, was considered to mean that those who offered service to the community would benefit the most in life. The Rotary motto has since changed to Service Above Self, removing the reference … Continue reading Marketing strategies that are customer centric get great results

Select the right target audience to increase advertising effectiveness

When the managers of Caltex walked into our offices and started talking about their high value customers, we thought they were talking about people who drive gas guzzling four-wheel-drives and luxury sedans. We discovered, on the contrary, that their high value customers are people who spend most of their time driving including taxi drivers, bus drivers and lorry drivers. They may not own the vehicles, … Continue reading Select the right target audience to increase advertising effectiveness

Grow marketshare by differentiating your brand through word and deed

Brands in Kenya today are engaged less in competition and more in copyitis, pronounced copy-it-is, meaning that they copy each other and don’t attempt to differentiate themselves among their target audiences. The opinion of South African investors I know is that this is a market where a new product is launched today and replica products are introduced tomorrow, as is the case in the sports … Continue reading Grow marketshare by differentiating your brand through word and deed