‘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 … Continue Reading Achieving high standards in advertising is a collective responsibility
‘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 … Continue Reading Marketing strategies that are customer centric get great results
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 … Continue Reading Select the right target audience to increase advertising effectiveness
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 … Continue Reading Grow marketshare by differentiating your brand through word and deed
‘The customer is king’ is a corporate cliche that emphasises the fact that a company’s direction is ultimately determined by its customers. That is why $40 billion was spent on … Continue Reading C-suite social media engagement teaches us to make more time for our customers
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” said John Wanamaker at the start of the last century. He was a … Continue Reading The costly gap between the corporate vision and marketing goals
Diageo is a company that I greatly respect. They are a leading alcoholic beverage company that has an impressive corporate social responsibility element that isn’t spoken about as far as … Continue Reading Clearly defining your problem leads to better advertising results
Before you start on a marketing journey, it is important to know the extent of your trip.
Technology advancement is like a tsunami; once it begins there is nothing that you can do to stop it. I say this because we have watched the transformation from a … Continue Reading The growth of digital in Kenya
I recently watched a recording of the first ever televised presidential debate in the 1960 elections between Senator John Kennedy and Vice President Richard Nixon, and I was amazed at how … Continue Reading Will Kenyan brands benefit from digital migration?
Audience research has been a long-standing activity in the media and advertising industries. It all began in the 1960s when BBC commissioned the first audience measurement survey, and despite investing … Continue Reading The benefits of audience measurement in a growing advertising market
This paper was presented by Joe Otin, Media Research & Monitoring Director, Synovate Pan-Africa, at the 2011 PAMRO Conference on August 24th 2011 held in Dakar, Senegal. Media research organizations … Continue Reading Is Africa ready for advertising ROI measurement?