Articles

I'm always enthusiastic when people in marketing make the distinction between EFFICIENCY (do things economically) and EFFECTIVENESS (do the right things). The first requires benchmarks and techniques, but in general it is easier to [...]

Στο marketing, αυτό που ακούς να επαναλαμβάνεται συχνότερα πως ...δεν πρέπει να γίνεται, είναι αυτό που συμβαίνει συχνότερα: Τα δεδομένα συγκεντρώνονται σε διαφορετικά “silos”. Και αυτό βρίσκει πολύ ισχυρή στήριξη, στην ίδια την ανθρώπινη [...]

Ραγδαίες οι αλλαγές που έφερε στη στη ζωή μας η επιδημία, με αρνητικές αλλά και θετικές συνέπειες. Θα καταγράφαμε σαν κορυφαία  στις θετικές, την επιτάχυνση του προσωπικού Digital Transformation, που έμμεσα διευκολύνει και αυτό [...]

Μία γενική αντίληψη ότι τα media είναι κάτι πολύ μακριά από τα θέματα δημιουργικότητας στη διαφήμιση, φαίνεται να είναι καλά ριζωμένη.  Κι' όμως, αυτοί που στελεχώνουν τις εταιρείες media, είναι πιο κοντά απ' όλους [...]

Media Pitches need to follow the guidelines of EACA, The European Association of Communication Agencies. MEDIARISK works towards this end. Points to consider: TV & Digi need separate processes. The Pitch process does not [...]

My friend and business colleague Alain, who focuses on CX, makes the difference today. He does not repeat for a millionth time the literature on corona, but he offers a sound orientation for Customer [...]

I am borrowing one only phrase from the survey results just published: Globally, people are most in favor of brands responding to the outbreak by providing flexible payment terms (83%), offering free services (81%), [...]

The chronicle of the disease in GR: Wed 26 Feb 2020, the first case in Thessaloniki Thu 12 Mar 2020, the first loss of life Fri 13 Mar 2020, Restaurants, coffee shops etc, ordered [...]

Marketing managers, you are not the sole guardians of the Brand. But you are the sole responsible for the systems and processes by which you measure the Brand and its competitive performance! If you [...]

The well-known WeTransfer service, just published its 2019 IDEAS REPORT. For sure you will recognize many of your own thoughts. But this is a concrete compilation to have at the beginning of 2020! How [...]

Analytic Partner’s latest ROI report is now out. Insights from over 16 years of research and measurement projects conducted with 700+ brands. Findings indicate higher ROI potential over traditional channels, although one needs not [...]

After decades of TV advertising, there is a market culture, that certain things are certain. As for example the ratings campaigns are getting. No question about it, as every TV spot list can be crosschecked [...]

Behavioral changes in TV consumption – once limited to young early adopters – are now cascading through older age groups. The trend is also present in Greece, as seen on the above chart, based [...]

In April 2019, all main TV Channels had -5% in number of spots on air and +15.5% in GRPs delivered!!! Contributors to this result were The unusual for the season cold weather, that kept [...]

We were saying in our June 2018 post, that a study published by ADMAP magazine in March 2018, referred on research results comparing 30 sec TVCs and 15 sec. Using rational and emotional drivers of [...]