The invention of each media over time delivered new context that required advanced creativity and production techniques to fully take advantage of the opportunities. Snapchat’s IPO symbolizes a new frontier in audience engagement.… Read More The changing face of advertising in the rise of social networks
A country can be competitively positioned by building upon the unique and hard to replicate attributes.… Read More Position Kenya to boost foreign exchange earnings
Bold advertising builds brands that can withstand price wars and it takes a single minded approach to create great campaigns.… Read More True brand building is needed to win a price war
In the 80’s and 90’s Nancy Regan championed the Just Say No campaign from insights gathered over the years. Kenyan authorities can borrow a leaf from her efforts.… Read More Use advertising in the War on Drugs to reduce demand
One of the things about highly competitive market segments is that brands tend to use the concept of ‘monkey see, monkey do’, in that they follow similar strategies for visibility, brand appeal and sales. The incremental one percent in advertising share doesn’t shift the needle even though it represents a substantial investment. To drive differentiation,… Read More Celebrity endorsements are costly but with good return-on-investment
Joe Otin 