A Matter of Execution

A Matter of Execution

Last week in a meeting with a new client the question came up whether their lackluster sales growth is because their strategy is off or whether it’s an outcome of poor execution. I thought of my favorite quote from Isaac Asimov “The true genius of any plan lies as...
Buying Media Without Strategy Is Wasting Money

Buying Media Without Strategy Is Wasting Money

As we enter a new year and everyone is thinking about their resolutions it’s time to step back and rethink the approach to media buying. While tough media buying will save you money, smart media strategy will MAKE you money. You need a well thought out media plan to...
Are We Even On The Same Page?

Are We Even On The Same Page?

According to a recent ID Comms report, marketers and their media agency relationships have gone from bad to worse. Marketers are continuing to view media as a cost, focused more on pricing and efficiency than on it being an investment. The marketers also view their...
Winning The Private Label War

Winning The Private Label War

Last week Nielsen released this report on private label brands. Private label has been the bane of brands for as long as I can recall in the industry. But for most of that time it was a brick-and-mortar issue as retailers would put much cheaper, yet more profitable,...
What is Continuity?

What is Continuity?

One of my pet peeves as it relates to media planning is when people use the expression “continuity”. It is usually used in context of how many weeks or months a campaign is scheduled for. The misconception is that if you have longer blocks on your flowchart then you...
Is Your Marketing An Investment Or A Cost?

Is Your Marketing An Investment Or A Cost?

Never underestimate the importance of goal setting and strategy in media. While smart media buying will save you money, smart media strategy will make you money. Without a well thought out media plan you are not getting the most from your budget because you have not...