Once in a while, someone will ask “How did we do?” In one of my past lives, one would hear responses like “the media plan delivered X number of GRP’s at Y CPM ” but rarely about how it impacted sales. There seemed to be a disconnect between the spreadsheet on the Media Director’s desk at the agency and the one on the Chief Revenue Officer’s desk at the client. Every so often, a forward-thinking client would try to get everyone in the media and marketing chain to be accountable, but the fact that so much of the media world was estimates – ratings, attention levels, commercial effectiveness – it was almost impossible to say if a pop in sales was due to fabulous creative, brilliant media strategy, or just dumb luck. Continue reading
Monthly Archives: January 2009
Staying Focused
As I’ve often said, there’s no limit on the sources from which one can learn a great lesson if you’re predisposed to observing and thinking about what 
it is you’re seeing. I was reminded of this again yesterday afternoon as I was walking the dog. Amazing what a 15 pound ball of fur can teach a guy. Continue reading
Filed under Consulting, Helpful Hints
Repeat After Me
- Image by Getty Images via Daylife
President Obama took his oath of office for a second time yesterday. We won’t debate whether he needed to or not but, as usual, we will discuss the business lesson we can learn from his having done so. Confused yet? Read on! Continue reading
Filed under Uncategorized
Consult Keith 