As new opportunities emerge, many brands are chasing the "shiny object" instead of starting with a strategy. 

New media channels can present exciting opportunities but don't get caught chasing tactics -- chase your customer.

In an age where digital channels allow more exposure, click-through, and even purchase rates -- brands have routinely failed at measurement. 

All too often, we see brands discussing their measurement strategy after the campain but due to this they are often not set up to ask the right quest...

The failure to develop a creative brief is a cardinal sin. The creative brief is important because it is the unifying document that identifies the important key benefits for a campaign of launch.

The creative brief tells the story and explains why it's important to the aud...

Having poor objectives that do not convey what needs to be done will not lead to a desirable outcome because it order to achieve that we need to understand which metrics needs to be moved and by how much to accomplish that business goal.

The reality is that although we want 'everyone' to be our target audience, it is neither realistic not sensible. Consumers are different -- each have a distinct functional and psychological need -- therefore we have to talk to them differently to be persuasive. 

Plus, targe...