This section contains a small selection of thoughts and ideas on marketing, media, brands and related digital technologies. It's a mix of creative, technical and commercial observations and not a portfolio or a manifesto.
If there is a common theme, it's my belief that even as wonderful new technologies emerge and consumer behaviours shift, fundamental principles of marketing and branding remain true.
Perhaps more importantly, this section highlights the fact that the primary criterion for judging the merits of any marketing is driving sales. Although advertising can successfully employ great artists and utilise extraordinary creativity, it is not art. Similarly, digital tools, however clever or curious are merely tools. Unless they can be proven to serve a useful purpose, they are merely toys.
Finally, for me, 'marketing' is more than just promotion. It's a complete approach to business which seeks to understand and respond to market demands. As such, it needs to be integral to all business functions, from product development and financial management through to distribution and customer services.
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