Share of voice in advertising measures the proportion of total advertising presence your brand holds within a category, relative to competitors. It matters because brands that consistently outspend their market share tend to grow, and those that fall behind tend to shrink. That relationship is not a coincidence. But share of voice is one of…
Waze advertising puts your brand in front of drivers at the exact moment they are making location-based decisions. It is a contextually rich, intent-heavy channel that works particularly well for businesses with a physical presence, a local footprint, or a reason to intercept someone mid-experience. But like most platforms, it is better understood as one…
Ogilvy on Advertising is David Ogilvy’s 1983 distillation of everything he learned building one of the most commercially successful advertising agencies in the world. It covers research, copywriting, campaign strategy, and what separates advertising that sells from advertising that wins awards but moves nothing. Forty years on, the principles are not nostalgic curiosities. They are…
Gamification in advertising is the use of game mechanics, such as points, challenges, rewards, leaderboards, and progress bars, within marketing campaigns to increase engagement, change behaviour, and drive measurable commercial outcomes. Done well, it creates participation loops that keep audiences coming back. Done badly, it is expensive theatre that generates activity without generating growth. The…
B2C advertising is the practice of marketing products and services directly to individual consumers, using paid media, creative, and targeting to move people from awareness through to purchase. It spans every channel from television to paid social, and every format from a thirty-second spot to a single static image. What it rarely does well, in…
Advertising healthcare services is harder than most categories because the purchase decision is rarely rational, rarely urgent until it suddenly is, and almost never made the way the funnel models suggest. The people who need your services most are often the least likely to be actively searching for them. That gap between need and intent…
Gen Z advertising fails most brands not because the audience is hard to reach, but because most brands approach them with tactics built for a different generation. Gen Z is not simply a younger millennial. They process media differently, trust differently, and make purchase decisions through a fundamentally different social architecture. Getting this right requires…
Business to business advertising operates under a fundamentally different set of rules than consumer advertising, and most of the frameworks borrowed from B2C either break down or mislead when applied to it. B2B advertising works best when it treats buying as a process, not a moment, and when it builds familiarity with buyers long before…
International advertising is the practice of running paid or earned marketing communications across multiple countries, adapting creative, media, and messaging to meet different cultural, regulatory, and commercial conditions. Done well, it compounds brand equity across markets. Done poorly, it burns budget on campaigns that resonate nowhere because they were optimised for everywhere. The failure mode…
Referral advertising is a paid or incentivised mechanism that encourages existing customers to introduce new ones, typically in exchange for a reward. At its cleanest, it is one of the most efficient acquisition channels available: you pay only when a new customer converts, and the person doing the selling already has credibility with the prospect….
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