To harness its power, marketers must first face their fear of pricing
Andrew GeogheganMarketers shy away from pricing strategy because they lack ownership and confidence, but they need to see it for what it is – their most powerful tool.
All bets are off: The pandemic has reset our ideas of workplace culture
Andrew GeogheganThere’s no ‘going back’ to the office – the 18-month break means attitudes have changed and an effective working culture must recognise new realities.
Experiences make memories – it’s time for brands to be bold again
Andrew GeogheganExperiential marketing has been on hold in the pandemic but, while expensive to invest in, experiences are important to consumers, so brands should let their imaginations fly again.
The pandemic has forced brands to shift from insight to intelligence
Andrew GeogheganCovid has forced an overhaul of research tools and approaches, making them quicker, more accessible and more focused on both long- and short-term KPIs.
To make business more sustainable, focus on what you can change
Andrew GeogheganSustainability is not just a ‘hygiene factor’ for businesses but a crucial opportunity for change, so brands need plan their approach systematically.
Brand birthdays can help you realign for the future as well as celebrate the past
Andrew GeogheganCelebrating a brand’s anniversary shouldn’t be about complacency or introspection but a reassessment of what its heritage means for modern consumers.
Foresight is about actions, not just trends
Andrew GeogheganNormality is an illusion – consumer behaviour is always in flux and the marketer’s challenge is to assess which trends are worth anticipating and acting on.
Social inclusion is everyone’s job
Andrew GeogheganWhile it is important to make some big symbolic moves when it comes to social inclusion, just as important is having humility to learn from others.
Insight teams must see themselves as business leaders
Andrew GeogheganThe insight industry is in need of renovation to position itself as a business leader agitating for consumer-centric growth.
Marketing needs a culture of creativity
Andrew GeogheganMarketers need to deploy creativity against strategic opportunities, a broad audience and balancing long-term and sales-generating activity.
Diageo’s playbook for global marketers
Andrew GeogheganWhile the old rules still apply, there are seven characteristics successful brands display – from making time for strategy to simple KPIs and strong leadership.
ASA stereotype rules have kick-started positive change
Andrew GeogheganThe new rules around harmful gender stereotypes have caused brands to rethink how they portray gender in advertising and look more closely at the make-up of their own teams, says Diageo’s Andrew Geoghegan
Disruption comes from ideas, not just tech
Andrew GeogheganThere are five key ways for brands to grow and disrupt a category, none of which begin with data or technology.
It’s basic stuff, but marketers are still failing to put their audience first
Andrew GeogheganBrands need to rethink how they fit into consumers’ lives, whether that’s online of offline, to ensure the audience always comes first.
Five tips for surviving the planning season
Andrew GeogheganThe end of the year often sparks marketers to look ahead, but to ensure they come up with future plans that lead to growth they need to make sure they are getting the best out of their teams.