The death of the 30 second TV ad was recently declared (again), this time by an advertising guru, Trevor Beattie. Yes, online overtook TV in its share of advertising spend some time ago, and YouTube is now the second largest search engine, as Google love to tell us. Along with the rise of social media and two-screen activity, Sky+ and TiVo, it seems quite plausible that the TV commercial should be replaced by advertising that we either choose – like online search – or can’t avoid – like the first five seconds on YouTube, Read More

Comment | May 2013

How brands grow: what marketers don’t know, by Byron Sharp

Based on analysis of twenty years of rigorous purchasing data from many categories and markets, this book debunks some of the myths about how marketing builds business success.  An Aussie academic who worked with the great Andrew Ehrenberg of London South Bank University, Sharp shows how a lot of marketers focus on the wrong things, and tells you what you should focus on. Read More

Books | July 2012