Strategic intent behind creative executions
Nearly 30 years later, this ad for Impulse Body Spray remains one of the most effective spots I’ve ever seen. I came across an old (2010!) post on here this week and realized the video link was broken. Fixing it sent me back to the ad I’d written about. It’s even better than I remembered….
Parmigiano Reggiano has signed with UTA for film and TV placement. Yes, cheese now has an agent. At first glance it feels like a quirky headline, but it points to a bigger shift that’s been underway for years. Many Americans call it Parmesan, plenty think of the green can, and even when the real thing…
An agency executive reached out to me after reading my recent RFP Clarity series. They wanted to understand why their team’s RFP efforts were falling short of expectations. Our conversation reminded me that the classic 4 Ps of marketing (Product, Price, Place, Promotion) don’t explain much about who wins or loses in a competitive agency…