Category: strategy

IGNORE ‘BEST PRACTICE’ AND MAKE COMMUNICATIONS HARDER TO UNDERSTAND

Many brands try to cut-through the cacophony of communication by deliberately asking as little as possible from their intended recipient. John Harrison, Managing Partner at BBH London, argues that the most effective communications are those that force people to make a mental leap. It is sometimes said that there are only two types of people in this world: Those unable...

STOP BUYING REACH AND START EARNING IT

Media is slowly suffocating social media. The relentless optimisation towards media efficiency and mass reach is resulting in shorter, less effective social banner adverts. This is disrupting people’s experience of social and not shifting brand metrics. It is time marketeers shifted their focus away from paid reach and towards organic resonance, writes Jack Colchester, Senior Data Strategist at BBH London....

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When Everyone Talks and No-One Listens

Author: Jim Carroll, Chairman, BBH London First Published in Hall&Partners magazine, Matters. It’s often said of the characters in Anton Chekhov’s plays that ‘everyone talks,but no one listens.’ The cast of feckless aristocrats inhabit a troubled world of melancholy, loss and ennui. They speak endlessly at each other of their dreams and disappointments, but they rarely pause to listen. Their relationships seem...