Luxury: An industry redefined by cultural tensions
With logo-driven conspicuous consumption no longer fashionable, luxury brands must show a gentler, more discreet face.
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Polluted persuasion
Marketers have enjoyed a certain liberation from the truth since the profession’s earliest days, but the time has come to stop muting outrage and call out purveyors of outright falsehoods for the liars that they are.
Has the ‘big idea’ lost value in our digital, social world?
The flood of information served up by social streams has spawned an attention-seeking ‘anything goes’ approach to brand marketing—but only consistent communications can deliver long-term impact.
Take research with a grain of salt, and other hard-won marketing advice
To those climbing the marketing ladder, listen closely and learn from the mistakes of your forebears. Be sceptical about research, listen to feedback and maybe your ego will be spared a few dings.
Goodbye cruel year; can 2017 do worse?
The past 12 months have been ‘WRONG’ on almost every level, but marketers can work for a better world over the coming year, writes Diageo Reserve's James Thompson.
‘Big ideas’ can block true experimentation
I used to ask my agencies for big ideas, but in some ways big ideas are the enemy of much-needed agility, writes Diageo's James Thompson.
What are you worried about?
In a data-soaked age, why is return on investment still the top worry for marketers?
Design cuts a direct line to the brain
James Thompson discusses one of the few marketing tools that can override rational thought.
Farewell to fidelity: I’m playing the field
I’m being unfaithful and, what’s more, I’m loving it.
Spotify’s sickening terms of disservice create a feeling of 'ek'
Allow me to propose a new word: ‘ek’, which means: “to feel queasy at the risk of being violated by an overpowerful marketing ploy”.
Patriotism branding: Will it resonate?
James Thompson examines issues raised by Budweiser's temporary rebranding as 'America'.
Neuroscience shows all we know is wrong
Scientific findings about how humans makes decisions challenge marketers to throw away the century-old map they've been using.
Clients take more hands-on approach
It's not easy being an agency, especially when clients are taking on an increasing amount of the work they used to pay agencies to do, writes James Thompson.
Buzzword bandwagon: Spare me your 'insights' into 'millennials'
Why is the industry still lapping up garbage masquerading as insight?
The threat of fragmentation
Does a proliferation of award categories reflect too much compartmentalisation in creative disciplines?
Purpose-driven branding is critical
In a consumer-savvy world, why shouldn’t brands be expected to behave with ever higher standards?
Marketing minstrels, our time is now
James Thompson kicks of his regular Campaign Asia-Pacific column by explaining what today's marketers have in common with Shakespeare.
Targeting works, but can be controversial
A BMW promotion using fine-grained targeting on WeChat recently proved that few things are so inviting as being excluded, writes James Thompson.
Leo's Oscar and why I hope the industry sticks with awards
Work that wins acts as an example to the rest of the industry, writes Diageo's James Thompson.
Two camps clash over the true value of ads
It has never been easy to put hard numbers to the value of advertising, but client-side marketers are wising up to the possibility agency types might be being deliberately pulling digital wool over their eyes.
What if your industry simply ceased to exist?
Marketing and communications isn't the only industry changing at a neck-breaking pace. You can't fight the disruption that's underway, and James Thompson argues that you shouldn't.
The new awkwardness of globalisation
A backlash to globalisation, personified by Trump's recent visit to Asia, is challenging the big brand world order writes, Diageo's James Thompson.
When trust is snapped
Diageo's decision to pull ads from Snapchat following an ASA ruling reflects a broader problem with media trust, argues the global MD of the company's luxury portfolio.
I regret nothing (well, maybe the dog with the erection)
Cannes week puts James Thompson in a reflective mood.
Banish the blame and build a fearless culture
From naming the wrong Oscar winner to failing to question nonsensical orders from on high, mistakes happen all the time, but simply punishing those responsible can create a harmful climate of fear.
No risk, no reward
Pepsi’s latest horrible offering demonstrates just how easily a communications gamble can fall flat, but one of the lessons brands should learn is that it is always worth giving the dice another roll.
Bravery in advertising is a relative concept
One of James Thompson's ads was praised for its boldness, but here's the true story.