It must be at least 30 years old by now. For the few who have not yet been exposed to this ugliest of acronyms, the BHAG stands for Big, Hairy, Audacious Goal. BHAGs first came to my attention through my colleagues working on P&G in the 90s. They had been presented with a marketing BHAG […]
Posts By: Craig
The 20% Marketing Procurement Podcast
Tuning Up the Client-Agency Relationship w/ David Meikle
Getting to the Point
With David Meikle, author of Tuning Up, on the life-changing power of the Meikle Matrix
Creative Agency Account Manager Podcast
How to improve performance and reduce stress, with David Meikle
Creative Agency Account Manager Podcast
EP82: How to Improve Performance and Reduce Stress. David Meikle. HTBAG
Higgle: The B2B Sales Club
Moving Beyond Cost: A New Approach to Marketing ROI with David Meikle
The Human Risk Podcast
How can we manage people who are doing creative work? On the one hand, letting someone do what they want feels incredibly risky. On the other hand, creativity requires a degree of freedom, experimentation and agency.
“Working” and “non-working” marketing spend are dangerous misnomers.
As H.L Mencken put it: “For every complex problem there is an answer that is clear, simple, and wrong.” The widespread belief that “non-working” marketing expenditure should be sacrificed of the for good of “working” marketing expenditure is just such an answer, wrong. It perpetuates an elementary misunderstanding of how advertising works. Most importantly, I […]
Why the outcry over poor pitch practices?
Adweek recently reported that General Millsis one of the latest advertisers to be subject to the outcries of the ad industry for their poor pitch practices. (Their latest pitch process, reportedly included 120 day payment terms for an unspecified number of brands, an unspecified length of contract and the dubious treatment of agencies’ intellectual property […]
What if you ran a pitch and nobody came?
Many pitches have been postponed to later this year, so we can expect a bubble in the new business market. How will you ensure that the best agencies will accept your invitation to pitch? Intuition would tell you that the end of this year will be a feeding frenzy for agencies when all the pitches […]