Brand Truth

Post by Pete Watson-Wailes

business, marketing

There's a lot of talk about transparent, open & authentic communications nowadays. To me, the end goals of this discussion can be summed up thus: Honesty in brand to the consumer This is, of course, vital (and always has been). However, in a world where everyone has personalised their media…

Goldfish Advertising

Post by Pete Watson-Wailes

marketing, business

How many ads can you remember? How many do you think you've seen? How many did you care about; which ones made you feel something? The first number is fairly small. The second is vast beyond belief. The third is trivially miniscule. £18.3 billion is spent on all forms…

Big & Meaningless Data

Post by Pete Watson-Wailes

web dev, business, marketing

The main problem with the digital industry at the moment was nicely summed up by Bob Hoffman: The online advertising industry is drowning in data, but has generated almost no useful facts or principles. The encyclopedia of things we don’t know about online advertising since we started collecting 'big…

Thoughts on the Future of the Creative Agency

Post by Pete Watson-Wailes

marketing, business

A brand must do many things to have and stay relevant with people. It must matter. It must stand for something meaningful and shout about it. It must act in a way that affirms that this is something they are passionate about. That can be a message. Dove and Real…

Wallpaper Not Required

Post by Pete Watson-Wailes

marketing, business

There's an interesting, let's be generous and call it a feature, of modern residential architecture. It all looks the same, more or less. I recently bemoaned how some things look similar, because they're made of the same things, with the same end goals in mind, resulting in base form that…

Similarity vs Copying

Post by Pete Watson-Wailes

business

I recently bought a new laptop (HP Spectre 13 for any interested, and yes, the keyboard really is as good as the reviews say). On seeing it, a group of designers and developers remarked that it looked like a copy of Macbook or a Macbook Air. When I asked them…

What You Do is Abstract, Not Specific

Post by Pete Watson-Wailes

business

We never think of ourselves as tied to any particular technology or skillset; we think of ourselves as tied to our customers, and we're trying to work backwards from their needs — Jeff Bezos There's no such thing as a digital marketing agency, just a marketing agency that currently works through…