James Thompson kicks of his regular Campaign Asia-Pacific column by explaining what today's marketers have in common with Shakespeare.
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.
Work that wins acts as an example to the rest of the industry, writes Diageo's James Thompson.
Cannes week puts James Thompson in a reflective mood.
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.
A backlash to globalisation, personified by Trump's recent visit to Asia, is challenging the big brand world order writes, Diageo's James Thompson.
James Thompson discusses one of the few marketing tools that can override rational thought.
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.
In a data-soaked age, why is return on investment still the top worry for marketers?
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.
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.
Scientific findings about how humans makes decisions challenge marketers to throw away the century-old map they've been using.
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.
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.
Allow me to propose a new word: ‘ek’, which means: “to feel queasy at the risk of being violated by an overpowerful marketing ploy”.
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.
A BMW promotion using fine-grained targeting on WeChat recently proved that few things are so inviting as being excluded, writes James Thompson.
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.
Why is the industry still lapping up garbage masquerading as insight?
One of James Thompson's ads was praised for its boldness, but here's the true story.