Bob Hoffman

Jan 31, 2023

Fame: Brands wanna live forever

THE AD CONTRARIAN: While most brands are preoccupied with differentiation, positioning and purpose, their real aim ought to become famous in their category.

Mar 14, 2022

Billions of ads misdirected, and no one noticed

THE AD CONTRARIAN: Revelation about billions of misdirected ads—that no one noticed for nine months—exposes the elephant in the programmatic-advertising room. But which elephant is it?

Feb 7, 2022

GDPR: It's all illegal

THE AD CONTRARIAN: What will happen now? My guess, the IAB will come up with some new horseshit that will take years to litigate while the adtech industry goes merrily along screwing the public.

Jan 10, 2022

The programmatic poop funnel

THE AD CONTRARIAN: I know 97% of my programmatic ad budget is wasted, I just don't know which 97%.

Nov 8, 2021

Question everything, including this

THE AD CONTRARIAN: Assumptions must always be challenged if we are to have confidence that we actually know anything, but an evidence-based approach is all too rare in marketing.

Nov 1, 2021

A perfect brief is one sentence long

THE AD CONTRARIAN: There is perhaps no bigger waste of time, energy, and resources in the client-agency relationship than what is laughingly called "the briefing process".