Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.
The nature of the relationships between all the teams across client and agency has a direct impact on the work that comes out. Small areas often overlooked — like how much care is taken in writing briefs or how how much a gauntlet there is to run to get paid — can make a difference in marketing campaigns with the…
Read More
Gary Rogers, former Dreyer’s Grand Ice Cream CEO and Levi Strauss Chairman, used to encourage his teams not to obsess too much on “worm races.” “Worm races” were Gary’s nickname for line charts that showed competitive market share over time. He observed that marketers often spent too much time focused on what their competitors were doing and not enough…
Read More
It’s inevitable. As soon as a new social platform starts to attract an audience, brands will follow — sometimes with awkward attempts to “authentically” engage that audience. It can be a tricky dance for marketers when part of the appeal of a platform is the absence of brands. The latest social network wunderkind is BeReal, which was created as a…
Read More
Ad exec Dave Trott once pointed out the dictionary definition of “content” to unpack his distaste for that term in marketing: “Content (noun): everything that is inside a container; the contents of a box.” “So there it is: we’re in the shipping business. That’s what happened to what we used to call ‘the idea.’ The idea has become whatever goes…
Read More
Rutgers professor Shagun Jhaver coined the term “algorithmic anxiety” while researching Airbnb hosts in 2018. He observed the obsessive lengths that hosts were taking to try to boost the rankings of their properties — while not quite sure how the Airbnb algorithm worked or what would make a difference. Shagun described many of these attempts as “folk theories”, like…
Read More
Nike CEO John Donahoe recently gushed about Generation Alpha, the under 12 demographic that comes after Gen Z: “The way most companies look at consumers is ‘well, who’s got disposable income?’ We don’t look at it that way. We look at, who is setting the agenda? Who is the future?” Many marketers are starting to jump on the Gen Alpha…
Read More
A couple years ago, Accenture found that only a third of businesses trust their data enough to use it effectively. Only 27% reported that their data and analytics produce insights and recommendations that are highly actionable. They identified a widening chasm between the amount of data and the value derived from it. They called it the “Data Value Gap.” Some…
Read More
