Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

This Week's Cartoon

How to Write a Creative Brief

Marketing creative can only be as good as the creative brief that went into it. Yet creative briefs are frequently one of the more overlooked parts of the creative process. Creative briefs are often neither creative nor brief. I like how Creative Director Howard Margulies voiced this in an AdAge article a while ago: “Too often, the creative brief is… Read More

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snackable content

Havas Media recently reported that 60% of content created by the world’s leading 1,500 brands is “just clutter,” defined as “poor, irrelevant or fails to deliver.” This conclusion was part of their annual Meaningful Brands study, which measures outcomes for brands that form “meaningful” connections with consumers. However, Havas found a 71% correlation between brands that create meaningful content and… Read More

the problem with focus groups

“The correlation between stated intent and actual behavior is usually low and negative,” HBS Professor Gerald Zaltman wrote in his classic textbook, How Customers Think. Years ago I took Zaltman’s class as a student and it made an impact on me. He talked about the conundrum that 80% of new products and services fail within six months of launch, usually… Read More

brand love

Marketing is full of myths, anecdotes, and long-held beliefs of what drives growth. I think part of our job as marketers is to continually question these assumptions. It’s easy for marketers to get entranced by the idea that consumers will fall in love with our brands. Former Saatchi & Saatchi CEO Kevin Roberts coined the term “Lovemark” in 2005 and… Read More

marketing procurement

In my marketing career, I’ve worked on both sides of the client-agency relationship. I’ve experienced genuine strategic partnerships where the resulting work was greater than the sum of its parts and I’ve experienced dysfunctional alliances that were transactional and even combative. One of the biggest changes to the client-agency relationship in the last 15 years is the increasing role of… Read More

unsung advertising awards

I love this statement from David Droga as he accepted Lifetime Achievement recognition at the Cannes Lions Festival of Creativity a week or so ago: “I used to try to sell things just on the creativity of something, and I’d be furious if they didn’t see the genius I saw. Now if I was a client, I wouldn’t want to… Read More

extreme market research

I first drew a version of this cartoon years ago sitting behind the focus group one-way mirror while working at General Mills. We held a lot of focus groups, many of them in a Minneapolis suburb called Eden Prairie. We used to jokingly refer to those focus group respondents as “The Oracles of Eden Prairie.” We seemingly brought just about… Read More

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About Marketoonist

Tom Fishburne is the Founder and CEO of Marketoonist, a content marketing studio that helps businesses reach their audiences with cartoons.

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