19 March 2024
Let’s take a closer look at why brand fame is such an important part of building brands In this POV originally written for mSix […]
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17 October 2023
You’ve probably heard the expression ‘The devil is in the detail‘. It tells us that focusing on detail is the way to solve problems. In many […]
15 April 2023
In this article, written for the mSix’s website, I highlight how digital media has passed the tipping point and why marketers must evolve beyond the simplistic […]
1 March 2022
This is a piece I wrote for an m/SIX newsletter in January 2022. Effectiveness and efficiency are not the same but they are both critical in […]
17 September 2019
Introduction This paper defines the marketing attribution problem and looks at the ways marketers can generate an accurate view of their return on marketing and media […]
19 June 2018
Brand advertising techniques are very different to direct response advertising techniques. Even when you are running an integrated multi-channel campaign it is important to understand the […]
30 May 2014
Techniques for tracking advertising and media ROI are often discussed by both advertisers and agencies as they seek to identify and maximise the ROI effect of […]