by Bob Hoffman | Campaign Asia

Bob Hoffman

Marketing

Nov 23, 2020

Bob Hoffman

Clueless and out of touch

THE AD CONTRARIAN: How can professional people who work in an industry that is largely constructed on media behaviour be so astoundingly misinformed?

Marketing

Nov 16, 2020

Bob Hoffman

Mondelēz and the self-delusion of brand purpose

The Ad Contrarian minces no words reacting to Mondelēz's new 'Humaning' approach to marketing: "In any sober industry the perpetrators of this nonsense would be taken out back by grown-ups and beaten to a pulp."

Analysis

Oct 12, 2020

Bob Hoffman

Advertising and logic

THE AD CONTRARIAN: The only function in business in which logic is not essential is the creative component of advertising. This is distressing to a great many very smart people.

The mystery of modern media: Mass reach in the age of fragmentation

Advertising

Sep 18, 2020

Bob Hoffman

The mystery of modern media: Mass reach in the age ...

THE AD CONTRARIAN: The fact that mass reach is harder to achieve than it used to be doesn't mean it's a bad idea. It just requires a more sophisticated strategy—and more sophisticated strategists—to execute properly.

Marketing

Aug 19, 2020

Bob Hoffman

Marketing's stupidest religion

THE AD CONTRARIAN: Every 20 years or so the research industry has to come up with new fresh and mysterious "generational" horseshit to sell to marketing dimwits.