Can data and technology add some clarity to the process? Chris Wood on October 19, 2021 This week’s Marketoonist pokes fun at the many approaches marketers and their agency counterparts take in coming up with a creative game plan. Fishburne’s take: “Having been on both sides of the table, I think the quality of the … Continue reading Creative briefs: Marketoon of the Week
We hope your customer experience was seamless and delightful but we don’t know when we’ll deliver your order. Chris Wood on October 6, 2021 Fishburne’s take: As “Shipageddon” roils the best laid marketing plans, marketers will have to work even closer with their supply chain colleagues so they can communicate the right messages about the … Continue reading Supply chain breakdown: Marketoon of the Week
Get creative with results instead of how to name them. Chris Wood on September 24, 2021 Fishburne’s take: As WPP CEO Sir Martin Sorrell put it, “The referee and player cannot be the same person.” The issue brings to light a broader issue. Frequently in digital marketing, the referee and player are the same person. Marketers … Continue reading Metrics are up: Marketoon of the Week
Who’s being heard? Chris Wood on September 13, 2021 This week’s Marketoon examines the classic metric, share of voice. Fishburne’s take: Share of voice (SOV) became a marketing staple decades ago. In theory, share of voice is a simple way to compare a brand’s media spending against the total media spending of the category. The … Continue reading Share of voice: Marketoon of the Week
What’s the right way to use LinkedIn? Chris Wood on September 7, 2021 In the latest Marketoonist, personal branding meets the digital age on LinkedIn. Fishburne’s take: Tom Peters ushered in the age of personal branding with a 1997 cover story in Fast Company titled “The Brand Called You.” This was a liberating shift in thinking … Continue reading Your personal brand: Marketoon of the Week
Finding keys to a brand that everybody can agree on. Chris Wood on August 30, 2021 This week’s Marketoon takes a closer look in the decision making that goes into branding. Fishburne’s take: The Brand Onion rarely passes the “Factory Floor Test” — could you share it outside of the Marketing Ivory Tower without … Continue reading Defining your brand: Marketoon of the Week
Before you switch agencies, take another look at how you’re measuring campaigns. Chris Wood on August 2, 2021 This week’s Marketoon asks: how data-driven is your media spend? Fishburne’s take: Media spend is rebounding in 2021 with a continued spending shift from traditional to digital channels. Zenith reported this week that digital ads will make up 58% … Continue reading Media planning breakdown: Marketoon of the Week
If companies are in doubt, they should consult their marketers. Chris Wood on July 21, 2021 This week’s Marketoon speaks to the tortuous decision employers and their teams might have to make if the world ever gets on the other side of the pandemic. Fishburne’s take: Separate from the obvious benefits of schedule flexibility and … Continue reading Work from where: Marketoon of the Week
