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An inch away

Thursday, February 17th, 2011 by Craig Mawdsley

Your company is an inch away from greatness. Just one inch away from explosive growth and healthy profits. You have all the ingredients in your company to make the change required to dominate your competitors and grow beyond your category.

But you’re not going to make it. (more…)

What kind of ideas do we really want?

Friday, May 28th, 2010 by Craig Mawdsley

Never before has there been such confusion between marketing people and agencies about the kind of ideas we’re all looking for. In the past, things used to be quite simple – marketing people wanted short, product-focused ads with big logos on them and agency people wanted long, conceptual ads, with small logos on; agency people wanted beautiful double-page colour spreads with small logos on them and marketing people wanted small-space black-and-white ads with big coupons on them. The battle lines were clear and debate was entered from there, usually finding a happy ending on the middle ground in between. (more…)