Posts tagged: ideas

  • Why Segments Exist

    Why Segments Exist

    Why is it that in almost every category, industry and area of life, there emerges a finite number, usually just a handful, of “segments” when it comes to how the market divides itself? Not a huge number—and not a single monolithic segment. For example, a few years ago I worked on a project with a… Read more »

  • Memes Are Memetic

    Recently, I gave a lecture at the Association of Fundraising Professionals (AFP) National Congress in Toronto, where thousands of nonprofit executives and fundraisers gather every year to get professional development and inspiration. As the topic of my lecture was “Memes and Marketing Causes,” I feared that the attendance would be slim at best. After all,… Read more »

  • Big Ideas

    Every month, we get all our account people together for Wunderkind University, a monthly in-house seminar where I torture them by having them write and present creative briefs for imaginary campaigns. We also bring in guest speakers. Recently, our guest speaker and guest “judge” for evaluating briefs was Mary Koven, ex-President of multiple ad agencies… Read more »