by Martin MacGregor. It seems simple but, too often, tactics are discussed first and strategy is retrofitted. The result? Failed campaigns, normally.
Category archives: Media Redefined – Martin MacGregor
Media Redefined: Netflix & the quest for calm
by Martin MacGregor. In this crazy, busy world, all consumers are searching for are calm places.
Media Redefined: Brands need to find their inner mosquito
by Martin MacGregor. The vast majority of brands don’t have big media budgets. That doesn’t mean they can’t make a big impact.
Media Redefined: Amazing! How to put toothpaste back into the tube
by Martin MacGregor. Someone once asked Sir Martin Sorrell if he ever thought media would go back into creative agencies. His reply? “You can’t put the toothpaste back in the tube.”
Media Redefined: The dangerous new power of media agencies
by Martin MacGregor. The priority of efficiency over effectiveness is something that has been bothering me since I’ve been adland — and it’s getting worse.
Media Redefined: Behaviour is truth
by Martin MacGregor. The biggest challenge any marketing activity has to do is to get consumers to change behaviour.
Media Redefined: Moving digital out of the toy shop
by Martin McGregor. One of the main problems I have with most digital ideas I see is that the focus is always on the WOW.
Media Redefined: The future of TV is live
by Martin MacGregor. There’s something incredibly intriguing in watching content that’s unpredictable and the outcome unknown to anyone.
Media Redefined: The death of clutter
by Martin MacGregor. Nobody looks for advertising.
Media Redefined: How to win a Cannes Media Lion
by Martin MacGregor. There are two very clear themes that are being rewarded: relevance and dominance.