Paul Ashby

Brands

Brands need to take notice of the amazing opportunities available to them right now, opportunities that have laid dormant because of the strangle hold ad agencies have had on the marketing communications process until very recently. All advertising is ... Read >

Advertising – The Future.

Long view of change Undoubtedly, the media landscape has changed . "It’s Really, Really Bad," read the headline of a BNET article . While dramatic, and perhaps tragic, the changing media landscape hasn’t occurred suddenly: It’s been a process that ... Read >

What on Earth are they teaching these days at our Business Schools?

Because it certainly does not include honesty! It can be said with certainty that the current global financial crisis was created by the utter dishonesty of the banks. The reputations of the largest corporations in the world are being questioned more... Read >

The Broadcast Ad Model Is Broken. Now What?

But what they don't yet realize is the fact that by the very nature of advertising it has always been thus! If today's TV buying is the model for the future advertisers are in trouble. Virtually all parties involved -- marketers, media buyers and the medi... Read >

This marketing crisis is an opportunity to call advertising to account.

Are we at all surprised that the current advertising crisis has come this far? Let's be honest: the warning voices have been around for a long time, the fact that these warnings were consistently ignored has now brought about the near collapse of the sys... Read >

Game Playing and Marketing Games Offer you a Unique Way to Entertain -- and sell at the same time!

Whilst experimenting with social networks, user-generated content and on line video, marketers appear content to view games as little more than another advertising platform. The untapped potential of game playing lies in their ability to tell stories, th... Read >

The poor old Clients have nothing at the moment!

And it most certainly isn't a case of "You pays your money and you gets your Choice" So many billions of dollars/pounds are spent on television advertising that a lot rides on making the right commercials and providing some sort of real accountability." ... Read >

As More Power Shifts to Consumers the need grows for 'Renaissance Marketers'

Together with a deeper understanding of Interactive Marketing Communication. Interactive marketing communications isn't new, but it's gaining momentum as power shifts from the marketer to the consumer and as marketers recognize the power and efficiency of... Read >

No more retreat. We must admit to advertising’s failure!

The £500,000 Honda waste of money on "live" television advertising is perhaps, the final straw in the acceptance of advertising as a means of "communicating" with consumers. Our unwillingness to admit to the huge failings of advertising are reflected ... Read >

How to avoid ruining your marketing strategy!

The most dramatic and disturbing period in modern media history is clearly present, yes, actually dominant: The transformation to " digital". The consequence will be that the traditional marketing consultants must adapt to a fundamentally different world... Read >

Why anybody pays good money to advertise on it…

…I can't imagine! A recent article on the state of television said "Surely a fine of £6 million isn't going to prevent ITV from cheating and lying to viewers" It went on to say "But nothing will change, TV by its very nature is deceptive and dishone... Read >

Our Media is terribly exposed to the inefficiencies of the advertising industry!

The substantial revenue generated by the broadcast and cable up front is more a result of long-standing process than logic. The billions of dollars/pounds/yen generated for the broadcast and cable networks persist on this imprecise practice of guarantee... Read >

The “new� media is causing more problems than it is worth!

Clients and their brands risk alienating consumers by running TV-style ads before and after Internet TV programs, according to research. The majority of commercial broadcasters rely on pre- and post-roll ads to generate revenue from video-on-demand pla... Read >

It’s time we woke up to the fact that Sir Martin Sorrell does immense damage...

...to the advertising business! Let's face it he is an accountant turned adman. He may possibly have been a very good accountant but as an adman he is turning into a disaster! As some of his recent pronouncements will serve to confirm. He was qu... Read >

Go for an arresting Claim…

Advertising agencies have, for years, been past masters of making an arresting claim whenever they are hazy about facts or logic, which happens to be most of the time! The world, the media and our own country have for too long indulged advertising by... Read >