Book collection celebrating 15 years of Marketoonist

This Week's Cartoon

Guessing the Brief cartoon

Guessing the Brief

I stumbled across a quote recently from legendary ad agency founder Pat Fallon: “If the creative brief is not itself creative, what right do its authors have to expect anything different?” The brief is often treated as a formality or a tick-box exercise, rather than one of the most important tools in a marketer’s toolkit.  A brief is frequently the… Read More

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Most Recent Cartoons

Market Share cartoon

Market Share and Competitor Obsession

I’m returning from giving a keynote talk in Europe on different types of marketing myopia, and gave some thought this week to category myopia. There’s a famous Jeff Bezos quote attributed to an early Amazon shareholder letter: “We’re not competitor obsessed, we’re customer obsessed. We start with what the customer needs, and then we work back from there.” In contrast,… Read More

Marketing Math cartoon

Marketing Math

Marketers learning to speak the language of the CFO has been a running theme in my cartoons over the years. Even as marketing has become more data-driven, there’s still a gap between marketing and the rest of the organization. Last year, Mastercard CMO Raja Rajamannar brought his CFO Sachin Mehra to the Cannes Lions to give a joint talk on… Read More

AI Co-Pilots and the Future of Work cartoon

AI Co-Pilots and the Future of Work

I like the analogy of AI as a “co-pilot.”  Microsoft largely popularized this model — now branding all of their AI tools as “Copilot,” from GitHub to a new “Copilot” key that is even part of the PC keyboard. But it will be interesting to see how the role of “co” in the “co-pilot” model evolves, particularly as AI tools… Read More

Marketing Seat at the Table cartoon

Marketing Seat at the Table

“A sign of success by any marketer is if they get sponsorship around the boardroom table.” I like this observation from Abigail Comber, former CMO at Debenhams.  It’s a reminder of how much of the marketing role is an inside job — the ability of marketers to influence the rest of the organization. MarketingWeek reported earlier this month that more… Read More

Market Research cartoon

Market Research

This cartoon is partly inspired by a classic quote attributed to David Ogilvy: “The trouble with market research is that people don’t think what they feel, they don’t say what they think and they don’t do what they say.” That’s not to say that that market research isn’t important. But directly asking consumers what they want is inherently flawed. People… Read More

The Large Print Giveth cartoon

The Large Print Giveth

In 1976, Tom Waits released his classic song “Step Right Up”, a hilarious rant on the state of advertising. It’s an anthem to all the bad marketing clichés of the time with lyrics about “year-end clearances” and “50% off” messages jockeying for attention. He closes with a line that inspired this cartoon:  “The large print giveth and the small print… Read More

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