by MarkLives. What are the expectations of South Africa’s marketing and advertising leaders for the industry in 2017? Next up is Mike Abel.
by MarkLives. At a time of political crisis, we ask Mike Abel: Should corporate leaders expose their political thinking and address issues of national importance?
by Mike Abel. So much time is spent in our industry developing brilliant work, yet how much time is spent on training creatives (and strategists and suits) on how best to evaluate it?
by Mike Abel. Now is the moment to develop and adopt aggressive market-share offensive strategies which are specifically ‘tough-time’ friendly.
by Mike Abel. Our traditional view of the Big Idea itself can no longer be the standalone silver bullet to communication success.
by Mike Abel. As marketers, our lives have become far harder. In developed markets, the “lift pitch” we call advertising has fewer floors to travel with the customer.
by Mike Abel. As the world moves toward new ways of reaching and touching consumers, I’ve decided to look at one of the “old” ways of communicating a brand’s proposition – and understanding its role currently and looking ahead.
by Mike Abel. The big question is: When to judge and when not to?
M&C Saatchi Abel MD Mike Abel takes a closer look at the art of creating true challenger brands.
by Herman Manson. Mike Abel could have been your dentist. So how did he land up in adland with his name up next to those of the legendary Maurice and Charles Saatchi?