Originally posted on BITE Purpose has arguably fast become the most overused and misunderstood term in advertising. However, Andy Last, CEO of MullenLowe salt is determined to prove that tackling social issues can drive business growth. In the midst of increasingly polarised public opinion, the role of ‘purpose driven’ marketing is hotly contested. While critics…
Originally posted on MarketingWeek. Written by Robin Bonn (founder of agency management consultancy Co:definery). Featuring Phil Rumbol. From short-termism and risk aversion to misguidedly exploiting an oversupplied agency market, are marketers harming their chances of success? If you’ve ever watched agency folk at industry events, you may have noticed their response whenever a marketer takes the stage….
Written by Brynley Walbrook No-one cares about your brand. No-one cares about your product beyond using it. And no-one cares about you. Let’s get that straight. The only way to make them care is to make it more than just a thing they buy and use. I’m told time and time again that a brand’s…
For full article please head over to The Stable. Mark Elwood’s comments below. Pitches are weird things. They’re expensive, and a lot of that cost is in the wear and tear on agency people and the self-confidence of the agency as a whole – no one wins every pitch. They’re a contest – but usually,…
Campaigns for Good Awards: Agency of the Year revealed This article was originally posted on Campaign Winner: MullenLowe London The London office of the global marcomms group used three key arguments to prove it deserves the prestigious Agency of the Year accolade. Firstly, and simply, the sheer volume and variety of good-cause campaigns executed across…
Written by Laurence Green and originally posted on Campaign There’s a new book that should be sitting on a strategist’s desk near you, but probably isn’t. Sean McFate’s Goliath has been called “The Freakonomics of modern warfare” by its publishers – and called a lot worse elsewhere – as it dares to skewer the West’s inability to win the…
Written by Phil Rumbol and originally posted in The Marketing Society‘s new EMPOWER magazine When did marketing become so annoying? Earlier this year Keith Weed spoke at the ISBA Conference about the breakdown in trust between advertisers and consumers. The days of consumers enjoying TV ads more than the programme are a distant memory, with…
Written by Katy Cowan and originally published on Creative Boom. Laurence Green has had quite the journey on his way to becoming Executive Partner of MullenLowe Group UK, one of the world’s largest advertising agencies. Learning the tools of the trade at Lowe in the ’90s, he went on to co-found and chair Fallon London, which was…
Written by Laurence Green and originally published on Campaign Advertising has an image problem. It’s a terrible irony and an inconvenient truth for all of us who ply our trade in that big tent. But we can’t pretend it’s not the case; the year began with the Advertising Association’s gloomy declaration that trust in advertising is at…
‘When you work in Colombia, you have to show where things have worked before. Here, you’re inventing this shit’ Jose Miguel Sokoloff Chief Creative Officer, MullenLowe Group UK Drug lord Pablo Escobar was among the forces that took Jose Miguel Sokoloff home. Amid an exodus of foreign talent at the height of the Colombian conflict,…
Written by Tom Knox and originally published on Finance Digest One of the most significant marketing trends of the last few years has been the rise of so- called ‘purpose brands’, as marketers look to tap into the increasingly values-driven mindset of consumers. At advertising agency MullenLowe we have expertise in working with clients who buy…
We must remember that truth is our strategic sword and maybe even our creative answer. This column’s timing is somewhat contrary. It lands in the midst of the strategy awards season – like Cannes but with less rosé and more graphs – but speaks to the kind of thinking that jurors typically disdain. The stuff…
