Millennials are not bad – and they’re not a marketing segment, either
My new column is live at The Drum (with a bonus interview with Ad Contrarian Bob Hoffman): If your target market segment is ‘millennials’ or ‘baby boomers’ or any general demographic, you are doing it wrong. So I was leaving work one day and...Will marketing agencies always be nothing but sweatshops?
My new column is live at The Drum: There are so many slaves in the marketing industry that we should create an underground railroad beneath all our office buildings. Following the recent news that the Japanese advertising firm Dentsu has been charged in the suicide of...Forget the hacks – create a real integrated marketing plan
My new column is live at The Drum: Too much direct response marketing and personal selling, and no one is watering the tree. Too much brand advertising and public relations, and no one is picking the fruit. All parts of the promotion mix are important for long-term...The tyranny of ‘content’ and the return of creativity after Cannes Lions
My new column is live at The Drum: In a first-season episode of the American TV drama Scorpion, the show’s crack team of techno-wizards meets a man who developed a computer program that uses an algorithm to create instant pop music hits. Such software would be worth...No, the Fyre Festival debacle did not kill ‘influencer marketing’
My new column is out in The Drum: If you post about marketing and have writer’s block, you can always ponder whether some recent negative news over some marketing tactic will lead to the ‘death’ of that practice. It’s unoriginal and cliched,...
I Speak
“Someday, I’ll get to see Samuel Scott speak live. For now, the transcript and slides will do. Great material as always.”
— Blaise D’Sylva, VP Media at Dr Pepper Snapple Group