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2010年以来,我们品牌方向上最大的策略转型就是最近推出的‘改变命运’平台,‘相亲角’是这个平台上的主要活动。 在这个转型中,我们从仅专注于产品的功能优势到专注更大的目的,在更加情感化的层面上与女性连接,这几大加速了我们的商业,这是前所未有的。

宝洁SK-II全球品牌总监Kylene Campos view source

We cannot sustain the ways we've been doing business.

Michael Mendenhall, CMO, HP view source

it’s almost meaningless if all of your channels aren’t working together to drive growth

Rosie Hanley view source

The winning brands are the ones using social media purposefully, efficiently and creatively, in line with their brand identities.

Adèle Gritten, head of media and financial services consulting, YouGov view source

People talk about the businesses of the future needing to be more agile and more responsive if they are to be successful. But this requires a deep change in the way organisations work.

Andrew Curry, director, The Futures Company view source

The key to successful integrated channel planning is not in innovative use of media and using multiple channels, but in understanding consumers, brand and category.

Guy Hearn, director of communications insights, Omnicom Media Group Asia Pacific view source

Getting paid, owned and earned media to work in tandem, enhancing the effect of each, is the ultimate goal, but it requires a fully integrated marketing structure.

Alistair Green, head of strategy, Mindshare view source

It is a truth universally acknowledged that integrated campaigns are more effective.

Kate Cox, head of integration and orchestration, MPG Media Contacts view source

With advertising media channels becoming ever more fragmented, retail point-of-sale is arguably the universal meeting point – the place in which the crucial act of relating with the brand, switching from interest into involvement and, ultimately, the act of buying, takes place.

Luca Catzola, CMO, Carrefour Group Italy view source

Sometimes, a great shopper insight is more valuable than a great product.

Jeff Swearingen, group vice-president/sales and shopper marketing, Frito-Lay view source

The path to purchase was never quite as linear as some of the models seem to suggest. But now, sweeping changes in technology, marketing and shopping are making the need for a new, more flexible model even more urgent.

Jonathan Dodd, global head of strategy, G2 Worldwide view source

The ethics on which brands are built need to be ingrained in the business if the brand proposition is to be credible to consumers.

Paul Gaskell, brand strategist, The Value Engineers view source

The most effective advertising embodies the understanding that it needs to sell to the ‘whole consumer’ – head, heart… and hands.

Charles Young, founder/CEO, Ameritest view source

Millennials live in a fluid world that requires an unprecedented mutability of mind and action, and plasticity of identity and disposition. Millennials expect to live their lives in constant transition.

J Walker Smith, The Futures Company view source

In just a few years, we have gone from neon advertising to LED video billboards. But consumers are about to see a huge step change, with 3D video ads that react to their mood and context.

Daniel Steinbichler, CEO, 3M|GTG view source

Perhaps the most salient factor for the most successful brands is the promise of consistent quality. Whether it's a business or a consumer making a purchasing decision, they want to be sure in this world of endless choice that their decision is the right one.

Rosi McMurray, executive director of strategy, The Brand Union view source

A clear provenance and country of origin gives brands the distinct advantage of authenticity.

Rosi McMurray, executive director of strategy, The Brand Union view source

The secret to successful communication is about saying the right thing in the right way in the right place and moment. However, the opportunities to do it right (and wrong) increase dramatically in the more complex and individualistic world.

Sue Elms, evp/head of global brands, Millward Brown view source

Twitter is a conversation forum. If your brand wants to be successful at conversation, obey the rules of healthy conversation, and you will be fine.

Henry Manampiring, strategic planning director, Lowe Indonesia view source

Hopefully, we will soon (...) understand that, when it comes to marketing innovation, emerging markets are simply ahead of us.

Christophe Crosnier, worldwide planning director, Publicis view source

Capitalism can change the world for the better but, to do so, it needs to reinvent itself. Marketing can contribute, but only by challenging its traditional ways.

Christophe Crosnier, worldwide planning director, Publicis view source

Big clients want strategic advice from people who are fluent in understanding how ideas and cultures can collide in the most distinctive and beautiful ways. Knowing the difference between how Muslim, Confucian and Latin cultures respond to ideas is the new currency of planning, sitting alongside all the technical fluency that the modern world demands.

Guy Murphy, worldwide planning director, JWT London view source

The best drivers of product recommendations are not loyal customers but non-loyal customers – people who have tried your product and may even still use it, but use a rival product most often.

Justin Kirby, founder/CEO, DMC view source

The key to delivering successful initiatives is establishing a reciprocal relationship with consumers that respects their privacy and reassures them of the benefits of receiving tailored messaging. This should form part of a holistic approach that embraces new marketing strategies, while improving traditional tried-and-tested techniques.

Ged Egan, managing consultant, TNS Research International view source

Mobile is both a channel to deliver the right message at exactly the right time and a manifestation of post-digital thinking. It's more than just an interface – it's a digital service that offers activation in the physical world, offering tangible incentives in exchange for digital data.

Tracey Follows, head of planning, VCCP view source

Agencies will need to move away from traditional planning and buying skill-sets to find new talent with strong data and analytic capabilities.

Norm Johnson, global digital leader, Mindshare Worldwide view source

The debate is no longer about whether we should use personalised data for marketing, but rather, what is the best way to use it?

Tony Effik, senior vice-president for strategic consulting, Publicis Modem USA view source

Despite political and economic integration within the European continent, cultural homogeneity is still a long way off.

Bob Burgoyne, associate director, TNS-RI view source

Consumers are discovering the advantages of knowing themselves, not in spirit but in data.

J Walker Smith, executive chairman, The Futures Company view source

There is no point in retaining a brand equity if it has no traction with consumers, or has no likelihood of doing so.

Nick Cooper, managing director, Millward Brown Optimor view source

Success often looks seamless. People are much more likely to recall failure. So, think hard and invest time in making the right decisions, as early as possible in the process.

Toby Southgate, managing director, The Brand Union view source

A well-defined brand architecture strategy is essential in ensuring that mergers and acquisitions add shareholder and brand portfolio value.

Martin Bishop, director of brand strategy and analytics, Landor Associates view source

The advent of web-based interviewing has brought with it the ability to survey populations without interrupting the continuity of people's normal lives.

Philip Garland, Surveymonkey view source

From market-place results that I've both caused and witnessed first-hand, one thing is certain - your failure to act may be your competitor's gain!

Phil Barden, Decode Marketing view source

If the X Factor was ever brought to the research industry then ethnography would surely be a finalist; hotly tipped for success by both the panel and pundits.

Mark Thorpe, Truth view source

How we form romantic bonds helps us to understand how we form emotional bonds with content and brands.

Nick North, GfK Media view source

Primary research materials are often uncut gems of great value and beauty in their own right.

Bob Cook, Firefish Innovation and Inspiration view source

True cultural connection is the Holy Grail for brands if they want to create an enduring emotional relationship with people.

Adam Chmielowski, Flamingo view source

Partially due to the recession and somewhat to do with the focus on baby boomers, we are seeing increasing use of icons and symbols within the store that reinforce comfort, trusted sources and childhood memories. There is a significant increase in the way culinary items are used in displays in food-only stores to reinforce messaging that the items are freshly baked and home-made, and how baskets and wooden trays are used to merchandise both produce and packaged items.

Vanessa Hartnoll, Hall & Partners view source

Media planning has been based for far too long on how consumers’ lives used to be. The way we all consume media has changed enormously, yet our media planning notions and measurement have changed little.

Mike Bloxham, Ball State University view source

An average effective campaign in the 1990s used three media channels. Effective campaigns in 2010 used seven channels.

Tim Broadbent, Ogilvy & Mather view source

One of the biggest silos we need to break down is our own ‘funnel vision'. Shoppers don't follow the funnel. They simply don't see their behaviour in those terms.

Sarah Ivey, Initiative Worldwide view source

Over 50% of India is under 30, and this statistic is becoming apparent in the average age of politicians, film stars and cricket heroes. Today's youth are a distinctly different generation and are driving change in the country.

Katie Zurita, TNS view source

Social media is no more a concept in India but something that brands are investing real time and money into, as we speak. There is an overwhelming acceptance of the fact that there are huge gains from this medium if used correctly, and that is shown in the structured approach that brands are adopting - in deployment as well as measurement.

Karthik Nagarajan, director, The Nielsen Company India view source

Unequal societies are less healthy and less happy.

Jo Phillips, associate director, The Futures Company view source

The portrayal of the Indian woman has changed in the last decade. The emergence of a multi-tasking, educated super-homemaker, who puts her family on the path of progress, is quite a distance from the subservient housewife of earlier years.

Dr Anupama Wagh Koppar, Indian marketing professional view source

Our emphasis is on digital marketing because we feel that by harnessing the power of the web we can overcome language barriers as we expand globally. We also believe that an image speaks a thousand words and images and music transcend language. Combining the web and placing an emphasis on image and sound can be extremely powerful when creating global campaigns.

Daisuke Hase, Uniqlo view source

Chinese consumers have embraced Brand China with a passion and are seeking outlets for their love and exuberance.

Angie Chan, senior research manager for Greater China, Starcom Mediavest view source

Online video may be a laboratory today, but wise marketers will experiment early and often.

David Wolf, president/ceo, Wolf Group Asia view source

The consumer and behaviour data that's currently being produced from the mobile industry is huge. It's basically the biggest chunk of data that researchers have ever encountered.

James Riley, client operations director, Lightspeed Research view source

Every trend has an implicit "anti-trend" associated with it.

Joseph Gelman, partner, Prophet Madrid view source

It's easy to mock the old days, when copywriters were all poets manque or had half-finished novels in their desk drawers; but they were a great deal more effective than most of today's writer/art director teams who take it in turns to be the writer.

Jeremy Bullmore, author and former JWT executive view source

The only companies who stand a chance of coming up with new categories and brands are those that consistently cultivate new capabilities.

Kieran Levis, UK author and marketing expert view source

At the birth of the web, companies aimed to get their website bookmarked. Marketers should be in a race to get their apps on the home screen of consumers’ smart devices.

Dick Stroud, managing director, 20plus30 view source

We recognise the power of markets outside the organisation to allocate resources efficiently and inspire entrepreneurialism. Introducing markets into the rigid hierarchies of traditional companies has the power to reap the same kinds of rewards.

Dr Jules Goddard, UK academic view source

If the ad business has a besetting sin, it is an obsession with novelty and a corresponding contempt for the past.

Paul Feldwick, UK marketing consultant view source

Every business wants to be innovative and to do things differently, whether it is talking about R&D of new products or communication and marketing. So it is perhaps surprising that some of the best examples of successful business come from old concepts.

Robin Lauffer, The Bank Robin Lauffer, The Bank view source

We can't buy fans and we can't schedule our commercials into the consciousness of our fans. Rather, we must speak with clear intent and respect the boundaries of the relationship.

Judy Franks, The Marketing Democracy view source

This group is coming of age with an entirely new expectation: that every form of communication in their lives be instantaneous. And if they expect no less of friends and peers, they'll expect no less of brands.

Mark Tutssel, Burnett Worldwide view source

Remember that people are the new media - and that consumers are your key partners for generating content and ideas to fill the ever-growing news cycles.

Karl Wilkström and Michael Bugaj, DDB Sweden view source

All business growth can only happen if business learns faster than the rate at which its customers change.

William Charnock and Jonny Longden, R/GA view source

We will have to become 'perpetual marketers', to learn to be channel and data planners without losing our human insight or creativity; to vastly increase the level of accountability and provide more relevant experiences for customers.

John Woodward, Publicis Worldwide view source

If companies and brands do not really care about people, society and the planet, they cannot expect people to care much about them.

Sara de Dios López, Havas Media view source

We are a social species; seeing other people happy elicits happiness in ourselves, and it is therefore vital that all communications, no matter what the message, make the generation of happiness their key aim.

Catherine Fish, Brainjuicer view source

It is rare to encounter people who actually describe themselves as "rich" regardless of their level of wealth.

Shobha Prasad, Drshti Strategic Research Services view source

Behavioural Economics seeks to understand what drives imperfect decisions, how they are influenced by systematic biases in our thinking, and how these tendencies lead to deviations from the rational norm in terms of the choices we make.

Luke Perry and Alex Johnston, directors, Jigsaw Research view source

Rapid innovation is the cure for the ills we face, but because innovation is difficult and susceptible to failure, we might need to rethink the way we approach innovation and how we drive it through our companies.

Richard Owen, global head of innovation, Hall & Partners view source

We know from neurological research that the brain processes the act of purchasing – that is to say, parting with a valued resource like cash in exchange for goods or services – in the same region that it processes the experience of pain. It does in fact, from a brain science perspective, ‘hurt’ to hand over money in a transaction.

Anantha K Pradeep, ceo, NeuroFocus view source

Market research is seen by participants as an opportunity to disclose their experiences and attitudes to an understanding audience who can speak their language; a language that is often too opaque or lacking in context for clients. This positions market research as an information gatekeeper, a translator, and communicator for clients; and a middleman through which to gain access to the lives of everyday people.

Josephine Hansom, GfK NOP view source

We set out to write this article because of a sneaking suspicion: that the technocratic, rule-making, mode of co-creation (with its heavier focus on crowdsourcing, on rational / scale-based engagement) is taking the upper hand and that the play-making, humanistic mode may be increasingly an endangered species, much as the arrival of the grey squirrel in the United Kingdom led to the decimation of red squirrel populations.

Felix Koch and Nick Coates, Promise Corporation view source

We are at a crossroad[s]; either we ground our research with proper theory or we lose to those who claim to read the wisdom of crowds.

Steven Gittelman and Elaine Trimarchi, Mktg, Inc view source

To read the literature on survey experience one would imagine that a poor survey experience is all about poorly worded questions, big grids and radio buttons on Likert scales. On the contrary when you ask respondents about their survey experience it is the lack of survey experience that is foremost in mind.

Kees de Jong, ceo, Survey Sampling International view source

Research is about people. To better understand them, we can look and listen: watch how they behave in a shop, analyze what they are saying on Twitter, read what they write on their blogs and newspapers. Or we can communicate and interact directly with people, by discussing face to face, by sending a questionnaire by mail, or by using a device as an intermediary such as a telephone, a computer, or a mobile.

Emmanuel Bellity, ceo, Opismart view source

It could be argued that the single biggest challenge facing RPD is not client engagement or excitement but rather the evolution of standards and practices.

Richard Marks and George Shababb, Kantar view source

While nobody would stipulate that you can only create a good song by writing the lyrics first, the advertising approval process now requires us to judge a proposition in advance of executing it. This is absurd.

Rory Sutherland, vice chairman, OgilvyOne London view source

In a 20-year career in which I have worked as a marketing director for Unilever, Orange, Royal Mail and TomTom, as well as in advertising and brand consultancy, it is disappointing to report that I have met only one ceo who spontaneously asked me about market research.

Alex Batchelor, chief operating officer, BrainJuicer view source

In recent years, far too much of the noise around ‘social’ has been about tactics (social media etc) and far too little of it strategic – being at the heart of our brand thinking. We need to be more strategically social.

Mark Earls, principal, Herd Consulting view source

Environmental concern has shown a classic long-term trajectory of a value-led trend from counter-cultural minority ... To being the norm.

Melanie Howard, chair, Future Foundation view source

While marketers do their best to imbue brands with positive, motivating values and associations, marketers do not decide a brand's ultimate meaning. Consumers do – and sometimes they find relevance, purpose and significance that the brand's creators may not have seen or intended.

Dorothy Fitch, global analyst, Millward Brown view source

Brands, at their best, are, among other things, bundles of meanings, some of them robust, some of them delicate, all of them poised to speak to one or more segments and to deliver an understanding of not just what the product does but what it means – its cultural meaning.

Grant McCracken, US marketing expert and academic view source

You as a marketer should lead change. If you do not lead change, your partners won't lead change. If you ask for 'x' but pay for 'y', you'll get 'y'.

Rishad Tobaccowala, chief strategy and innovation officer, VivaKi view source

Don't get seduced by the next shiny thing, because you'll get caught up chasing shiny things and that will keep you from addressing what you really need to accomplish.

Joseph V. Tripodi, chief marketing and commercial officer, Coca-Cola view source

Unless you have absolute clarity of what your brand stands for, everything else is irrelevant.

Mark Baynes, global cmo, Kellogg Co. view source

We've lost trust in institutions of all sorts - the church, the state, multinational companies - and taken refuge in other people: people trust each other more than they trust any form of advertising or marketing.

Robin Grant, md, We Are Social view source

Agencies could actually have charged more money for that, and recognised that, ultimately, the very thing that digitalisation was going to do was to commoditise the one place where they were making money - production. Their loss is the gain of a whole plethora of new businesses.

Michael Birkin, former vice-chairman, Omnicom view source

The walls have to come down at agencies. We can sit and work together with them, but we can’t work with silos. The future is not in competition but in finding partners and building businesses together.

Robin Domeniconi, svp/chief brand officer, The Elle Group view source

Clients no longer exist to fund media. Every client can create its own [content] assets that stand up against the rest of all other media.

Paul Woolmington, partner, Naked Communications view source

The credibility of major companies has been shattered. There's a lot of cynicism and distrust in the world of big institutions, and companies really need to share with people what they value, what they care about. The recession has changed us all.

Marc Pritchard, global marketing officer, Procter & Gamble view source

In contrast to popular thought, 'doing more with less' is as much about innovative thinking as it is analytics.

Ruth Saunders, partner, Galleon Blue view source

I'm not suggesting that traditional advertising is dead - but, from our point of view, the constant pressure to drive return on investment means that this kind of advertising - in its classic sense - is not getting us there.

Clive Sirkin, general manager/global integrated marketing, Kimberly-Clark view source

You don't spend ten years appealing to middle-aged women and then suddenly turn around and start trying to connect with 25-year-old women. You're almost certainly going to alienate the people who have an investment in your brand, and there's no guarantee you're going to be successful with the new group.

Kevin Lane Keller, US academic view source

The world is becoming more affluent. We are generating more and more money - so more spending will go on. In the west, we're opening our purses and moths are flying out - but we've got to remember that, in other markets, this is not an issue.

Joe Staton, director of global trends, GfK Roper view source

As clients, too often we choose the comfortable agency, when we should be looking for something unique and different - with something we don't have, with some people who can challenge us, and make us stronger…. And we fail miserably when an agency looks too much like its clients.

Bruno Gralpois, director/global agency management, Microsoft view source

Emotion dominates. We used to think that it was thought [that dominated], but it doesn't. Emotion is not primitive and simple. It's unbelievably complicated.

Joseph Plummer, US academic view source

What marketers need to do is realise that the shopper needs to feel that she is making smart choices. It does not help the brand if she feels that she is being taken for a ride.

Bindu Sethi, chief strategy officer, Grey Asia Pacific view source

Despite clear demands for better service, customers report almost no improvement in the last decade. Why? Companies too often ignore the dynamic people issues that truly affect customers' experience.

Jörg Höhnery and Charles Kirk, Maritz Research view source

The market research department is increasingly perceived as being not just responsible for the organization of research, but also for sharing and distributing knowledge and expertise in a credible and convincing way.

Christoph Palmer and Sigrid Schmid, GIM view source

The emotional benefits that come from the consumption of a particular product are directly linked with the actions that the consumer will take in order to possess it.

Lidia Oie Jiques, Ipsos APOYO view source

A brand should always keep in mind that prestige is not enough. It has to be the leader of the category, the one and only, and must give total satisfaction to its customers. Customers will not allow failure and must trust brands in order to obtain confidence from them.

Laura Ruvalcaba and Deborah Elkes, Group Brain, Mexico view source

While economic and demographic differences between markets have obvious ramifications for business, it is culture that most affects the development and marketing of brands. Culture – the history, beliefs, customs, habits, values, and social behavior of a group of people – determines the way people will think, behave, and react to the world around them. Therefore culture has a massive effect on the acceptability and appeal of brands and their marketing communication.

Nigel Hollis and Jorge Alagón, Millward Brown view source

Despite the cultural changes linked with modernization, society's traditional cultural heritage shapes its values systems.

Constanza Cilley, TNS Gallup, Argentina view source

When all around are reacting simplistically by cutting their budgets in anticipation of lower sales, the sophisticated marketer holds the line, increases share of voice in relationship to share of market, and gains market share as a result. If marketers exploit this media fact of life alone they’ll be winners.

Moray MacLennan, chairman, M&C Saatchi Europe view source

To acknowledge that, in digital, the tasks of leading the development process, understanding agency fees or demonstrating the success of activity are all far from straightforward management challenges is seen almost as an admission of failure. Digital communications can thus all too easily become the “emperor’s new clothes”, with all sides colluding to talk it up.

Libby Child, ceo, APRAIS UK view source

Like Damocles, if you keep looking up at the sword hung above by the single thread of horsehair, you will only distract yourself from the profitable business in hand. That is looking after the brand.

Peter Walshe, global account director, Millward Brown view source

Just as we no longer really ask or notice if someone was in the same room as the person they were talking to or speaking on the telephone, soon we won't bother to distinguish between forms of interaction or whether they are on or offline.

Bill Thompson, UK new media pioneer view source

A powerful global conversation has begun. Through the internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter – and getting smarter faster than most companies.

Martin Oxley, BuzzBack Market Research view source

I get the sense many people are unsure about their digital media allocation. Even those who believe they are progressive in their thinking wonder if they have got it right.

Mark Renshaw, Leo Burnett/ARC Worldwide view source

If cuts have to be made, the question then becomes which expenditure adds the least value? This is possibly what drives companies to reduce their advertising expenditure - simply because they do not understand its full value and especially as it is usually the single biggest investment on the balance sheet.

Paul Dyson, Data2Decisions view source

Experience has already taught us that even if a new all-singing and dancing platform is available, without high quality appropriate content, consumer adoption will be low.

Neil Mortensen, research director, Opera view source

Integration in television shows and films acts as one of several marketing tools to showcase the many dimensions of the brand as well as our iconic packaging…The uniqueness of brand integration is its global reach - that is truly international.

Christopher Carroll, global manager brand experience, Heineken view source

The super rich can afford any luxury branded product they desire. But what adds greatly to the desirability of that brand or product, is not being able to get it. Genuine rarity and unattainability has a particular appeal for this group.

Margaret Johnson, group ceo, Leagas Delaney view source

We would argue that women both need and want exactly the same products as men - albeit marketed very differently - and will not be fobbed off with fripperies such as cosy websites or chats about clothes budgets.

Catherine Tillotson, Scorpio Partnership view source

To many, viral internet marketing embodies the shotgun approach to brand campaigns. The advertiser tries to reach the greatest number of people by creating a message with broad appeal which can be quickly forwarded.

Jimmy Maymann, chairman, GoViral view source

Search represents a huge opportunity for brand advertisers, as long as it is planned with as much care and attention and granularity as would be given to a television branding campaign, and as long as it is not planned in isolation from other media initiatives operated by the advertiser.

Jenny Kirby, i-level view source

Consumers must be made to feel good about making the right choice, not pressured into it.

Guy Champniss, Havas Media view source

In the next five to ten years the mobile will be the device that allows the retailer and the brand owner to influence shopper behaviour.

Jim Taylor, MEC Retail view source

The great benefit of account planning, both to agency and to client, is that it eliminates dud ideas early on, and it identifies avoidable gaffes and clangers buried within good ideas, so they can be changed before the creative work is presented to the client.

Winston Fletcher, UK advertising expert view source

Good, engaging creative has one core feature: stickiness. Stickiness is the quality of something which catches our eye and makes us stop; something original, intriguing and enjoyable; something that pushes the attention button in our brain and makes us investigate further.

Jimmy Maymann, chairman, GoViral view source

You get a sense of what people think of you from a survey. But if you actually hear customers, it’s remarkable what you learn.

Jennifer Khoury, vp/corporate communications, Comcast view source

Planners used to think nine to 12 months out. Now they have to learn to think 9 to 12 minutes out.

Rick Murray, president, Edelman Digital view source

Planners shouldn’t decide whether the work is right or wrong; creatives hate absolutism and truth. There is a perception that we have to separate dead campaigns from live ones. Guide, don't judge. Planning is not an end, it's a means to an end.

Jeff Goodby, partner, GSP view source

Most brand strategies end up being a penetrating insight in the blatantly obvious.

Brad Jakeman, US marketing expert view source

The brands that perform well will wrap their hands around the notion that it’s not just advertising business they’re in, but the content business, full stop.

Kevin Kells, director, Google view source

If clients are from Mars, agencies are from Venus - namely, agencies respond well to the touchy-feely, emotional "thank yous" in life.

Libby Child, ceo, APRAIS UK view source

The average rate of real economic growth has been following a largely unrecognised falling trend for many years. Every successive decade since the 1950s has seen a lower rate of real growth than the preceding one. There are few reasons to believe this trend will reverse, but many reasons to believe it may worsen.

Mike Waterson and Raymond Cheung, World Economics view source

Consumers do not view communications in isolation. They bring with them all their past brand experiences and associations.

Josh Hunt, associate director, The Futures Company view source

It's wrong to say we don't care about the environment. But it's not one of life's priorities ... The majority put their personal motivations ahead of their motivations as a citizen.

Fran Walton, director, The Futures Company view source

Now our industry is poised at an important inflection point: As much as we may hate to admit it, we've developed as a direct-response industry. And, in truth, we've been very successful. But we've not been as successful at building brands.

Randall Rothenberg, president/ceo, IAB view source

You have to have faith that if you want people to like your brand, you have to do likeable things. There has to be some degree of trust that, if you're an enjoyable brand, people will want to spend time with you.

Jeff Chapman, director of global brand communications, Schick & Wilkinson Sword view source

The smartphone means that no one will be lost ever again.

Faris Yakob, chief innovation officer, MDC Partners view source

Local brands evoke national pride, are seen as less profit-oriented, and are often formed on deep local insights. But quality worries persist, innovation is questioned, the information can be woefully inadequate, they are sometimes seen to be opaque – and their advertising is clearly recognised as not being of a global standard. For local brands, quality, innovation and transparency are critical hills to climb.

Miles Young, ceo, Ogilvy & Mather Worldwide view source

Leveraging social activity around virtual goods proved enormously successful for building awareness of the brand, influencing positive opinion about the product and driving purchase intent.

Joy Liuzzo, senior director/marketing and mobile research, InsightExpress view source

Just as conventional advertising must recognize and address cultural cues, digital marketing will increasingly be compelled to do so as well.

Christian Kugel and Ellen Bird, VivaKi view source

Telling a story remains one of the biggest challenges facing market research today.

David Smith and Patrick Young, DVL Smith Ltd view source

Whilst we are all doing market research in the same fundamental way, we're not joined up and we haven't learnt from our clients when it comes to globalization, standardisation and quality of product.

Judith Passingham and Bill Blyth, TNS view source

What is the value to a marketer of insight that isn't implemented? Zero.

Rex Briggs, Marketing Evolution view source

For us to feel impelled to share an idea with others, we need to feel something beyond a vague feeling of warmth of liking. We need to feel energised by it; we need to feel excited by it and, above all, sufficiently inspired to 'hit the send button'.

David Penn, founder and managing director, Conquest Research view source

People may not decide rationally, but they don't decide in a totally erratic manner either. Instead, they make predictable errors – particularly when dealing with price.

Florian Bauer, managing director, Vocatus AG view source

If someone says, "Don't think of an elephant," the first thing you do is think of one. If you tell a customer, "We're not like those other banks," the first thing they do is wonder if you are.

Jiao Zhang, Attune view source

When we look at contagious ideas, what seems obvious is that they generally arise because of the feelings we have about them – the more intensely we feel about them, the more likely we are to share them with others. And, we don't only share the idea, we also seem to share the emotion – which means our emotions are contagious as well as our ideas.

David Penn, founder and managing director, Conquest Research view source

Expect to see in-game ad formats and opportunities being built around integration with a brand's social media strategy – such as in-game content that unlocks based on user engagement on a Facebook page, or brand engagements in the game being seeded out to an individual's social network.

Bant Breen and Michael Hayes, Initiative USA view source

Social networking sites in China are a different species from Facebook and the like. In China, they are gaming businesses with a social networking skin.

Steven Hu, InGameAd Interactive view source

Gaming is more mass-market than it has ever been. There are different types of games for different types of people, many games types are more female than male, and many skew much older than you think. So, it might be worth considering gaming, even if your knee-jerk reaction is that yours is ‘not a gaming kind of brand.'

Matt Willifer, nDreams view source

Replacing the constant accumulation of stuff with these more substantive intangibles lies at the heart of the current shift toward mindfulness – a movement in which heedless excess is exchanged for a more conscious and considered approach to living.

Marian Salzman and Ann O'Reilly, Euro RSCG Worldwide view source

So what’s our short answer to why some advertising imagery lasts a long time? It goes something like this – the unconscious mind says: "Look at this!" And the conscious mind responds: "Wow, that was something!"

Charles Young, Ameritest view source

Nowhere in marketing do emotions run hotter during today’s slowly fading Great Recession than when it comes to the role of (low) prices being highlighted in advertising.

Dan Hill, Sensory Logic view source

Brand hate is not just an extremist phenomenon. Regular consumers hate brands too – regularly.

Douglas Bryson and Glyn Atwal, ESC Rennes School of Business view source

Traditionally, gaming has been treated as a silo in media plans, but this is changing. Now, a mobile or search call-to-action can drive activity to other media channels, and content or messaging can unify in-game elements and separate platforms.

Bant Breen and Michael Hayes, Initiative USA view source

Working in social media provides a good sense of what the American Goldrush must have been like – people piling into frontier towns with very little idea of exactly what they were doing, but a burning desire to make a buck doing it.

Leo Rayman, DDB view source

Gaming is increasingly mass-market, increasingly diverse, increasingly fascinating... Think gaming is not for you? You might well be right, but you probably should be considering it.

Matt Willifer, nDreams view source

Persuasive commercials are more likely to preserve the continuity of visual imagery in consumer memory. Conversely, non-persuasive commercials are characterised by a high degree of fragmentation of picture recall. You might think of this as a kind of entropy, or disordering of the imagery of a commercial as it is stored in consumer memory.

Charles E Young, Ameritest view source

Contagion in marketing is all around us and always has been – yet it's tempting to believe that it was born in the age of the internet and social media.

David Penn, md, Conquest Research view source

While we like to believe our buying decisions are made consciously and rationally, they are far more usually made subconsciously and emotionally.

Ian Addie, r&d director, Nunwood view source

In the fractured, schizophrenic Indian consumer market, where price-value rules, brand loyalty does exist – up to a point. But it cannot be taken for granted.

Subbu Subramanyeswar, national planning director, Publicis Ambience India view source

It has been said that no other man-made device since the shields and lances of ancient knights can fulfil an ego like an automobile.

Robert Passikoff, founder and president of Brand Keys, Inc view source

Movements should be highly attractive to brands because, if you get it right, they are so powerful that people become your media and do the work for you, amplifying your message far beyond anything possible using 'paid-for' media alone.

Bridget Angear, head of planning, AMV view source

By a quirk of culture and history, it could be that China has arrived today where many other 'more developed countries' will arrive tomorrow.

John Woodward, global planning director, Publicis Worldwide view source

Chinese consumers are brand-loyal because they are reluctant to try something new, not because they actively love the incumbents.

Ratan Malli, director, JWT Shanghai view source

The tradition of research has always been to keep an arm’s length in the marketplace. If you engage, you cannot get a clean data set. But there’s no longer a strict delineation between research and marketing.

Jeff Flemings, svp/renaissance planning, VivaKi view source

We need to go beyond passive listening to connect with our customers. That’s not manipulating, but it is intelligently observing. You go out with a question, you come back with an answer.

Donna Goldfarb, vp/consumer & market insights, Unilever Americas view source

Our goal in research should be to inspire senior management to move to the front end of the curve.

Artie Bulgrin, ESPN svp/research and sales development view source

Research as we know it will be on life support by 2012. I know I will buy a lot less of it.

Kim Dedeker, vp/external capability leadership, Procter & Gamble view source

Measuring engagement and engaging consumers are two sides of the same coin.

David Penn, md, Conquest Research view source

No one looks forward to a recession, but economic downturns can provide opportunities.

Byron Sharp, Australian academic Byron Sharp, Australian academic view source

I think a lot of campaigns are designed to be very short-term, buzz oriented, which is the equivalent of doing a stunt in Times Square. It may get you on the evening news that night, but does it do anything long term for the brand?

Ed Keller, president, Word of Mouth Marketing Association view source

When people read, they want to read a book or an article. When they watch, they want to watch a show or a program. When they play, they want to play a game. When people engage, they engage with content.

Randall Rothenberg, president/ceo, IAB view source

People will pay for content ... Everybody is going to have to start charging. They'd be crazy not to.

Lloyd Braun, co-owner, BermanBraun view source

The best innovations are the result of uninhibited exploration and collaboration. The key tenet is that transformation requires taking risks and challenging conditions.

Jim Forrest, svp, Ipsos Open Thinking Exchange view source

Print is not dead. And the iPad is not going to replace magazines. It's going to enhance them.

Jackie Seligman, svp/director of print services, Universal McCann view source

Broadly speaking, a brand is a set of hooks the mind uses to organise its experience of a commercial offering.

Eugene Yiga, knowledge manager, Synovate Laboratories view source

One of the most effective and cost-efficient customer touchpoints is the sales force – yet salespeople are often unaware of what the brand positioning is, how it better meets customer needs than competitors and how to bring the brand experience to life.

Ruth Saunders, managing partner, Galleon Blue view source

CRM and research are blurring into holistic feedback systems.

Ray Poynter, md, The Future Place view source

Marketers who think they need to fight only on price in the developing world run the risk of never establishing a sustainable brand.

Phil Worthington Millward Brown, Vietnam view source

Ads work only if context allows.

J Walker Smith and David Bersoff, The Futures Company view source

If we want to increase the impact of market research, we need to focus far more on helping organisations predict, shape and capitalise on change than on carefully explaining their past.

Stan Sthanunathan, vp strategy and global insights, Coca-Cola view source

We must not lose sight of the need to understand motivation. Then we need a cool way of visualising it all – a mix of art and science.

Richard Helyar, head of research, BBH view source

Don't come to me and talk about behavioural economics. Just say 'we can help explain the irrational parts of decision-making' and I will listen.

Rhidian Taylor, head of brand strategy, Barclaycard view source

Bad news sells papers. It also sells market research.

Professor Byron Sharp, Australian academic view source

You can’t set out by saying, ‘Oh, we’re going to deliver you a viral video’, because you’d be lying.

Dennis Ryan, cco, Element 79 Partners view source

In the past, marketers had worried less about the collateral impact that one brand in their portfolio might have on another. Now with the internet, word-of-mouth and other forms of communications, they know that consumers understand the linkage between brands and also their corporate parents.

David Pring, evp/Ipsos Insight US Products view source

Consumers have changed. In a number of ways, they trust each other more than the brands.

Jeff Flemings, svp/renaissance planning, VivaKi view source

Measuring engagement and engaging consumers are two sides of the same coin.

David Penn, md, Conquest Research view source

The story of brands getting old is a story of relevance.

Joseph Gelman, partner, Prophet Madrid view source

Brands are not ends in themselves; they’re a solution, something that allows us to achieve something.

Alan C Middleton, US academic view source

We all operate with an infinite variety of semiotics. There are signs all around us and we have to read each of them in a different way. And, unless you know the language, you really can’t know anything at all.

Hernando de Soto, president, Institute for Liberty and Democracy view source

Accountability, the ability to make media evaluations and selections based on how effectively the media act to generate marketplace sales, has long stood as the sought after 'holy grail' in advertising and media.

Leslie Wood and James Spaeth, Media Trust LLC view source

“Sense the market and respond” should be today's paradigm instead of the “invent in your laboratory and sell” philosophy of the production-led past.

Andera Gadeib, Dialego AG, Germany view source

The benefits of a well-communicated 'vision' in the innovation process might mean the difference between approval and investment or a return to the drawing board – no matter how good the blueprints.

Lucy Blakemore, Gravity Planning & Research, UK view source

Having an idea in the first place is just the start; bringing that idea to life in a way that inspires others to help it grow can mean the difference between an abandoned sketch on a notepad and a successful finished product in a customer's hands.

Lucy Blakemore, Gravity Planning & Research, UK view source

If you go running, you put on sneakers. When you go bowling, you take your personal bowling balls with you. In much the same fashion, it won’t be long before you have your special sunglasses to take to the movie theater.

Jeffrey Katzenberg, ceo, DreamWorks Animation SKG view source

Mobile gives us a lot of segmentation opportunities that don’t exist in any other channel today.

Stacy Fassberg, vp, Marketing Celltick view source

Attention is the scarcest commodity in media. It is also the most strategically vital.

Jimmy Maymann, chairman, Go Viral view source

The traditional model we all grew up with is obsolete.

Jim Stengel, global marketing officer, P&G view source

People tell us the countries that we'll have the most difficulty with are France and Japan. They say, 'Nothing you do in the rest of the world will work for us.' But that's changing. The differences are narrowing.

Joseph V. Tripodi, svp/chief marketing and commercial officer, Coca-Cola view source

We used to put the brand in the middle. Now the consumer is smack-dab in the middle of everything we do. And that means we need to understand who our customer is.

Joaquin Hidalgo, brand cmo, Nike view source

The paradox of the 21st century economy goes like this: On the one hand, consumers are confronted with an ever-increasing amount of products and services; however, this complexity seems to generate more confusion than happiness. On the other hand, companies face an intensified global competition, which often leads to shrinking profit margins.

Richard Gehling, Research International, Germany view source

The greatest challenge of doing business across cultures and markets is the ability to localise products, services and ways of communication.

Alexander V Shashkin, OMI, Russia view source

The bad news for our industry is that we periodically forget that people are notoriously bad at telling us the truth.

Stephen Needel, Advanced Simulations, LLC, US view source

It is not a brave new world we are facing as researchers, but it is a more demanding one. As our tools grow in number and sophistication, we need better trained researchers to understand them and to be able to explain the results we derive from them.

Stephen Needel, Advanced Simulations, LLC, US view source

The paradox of success is you need to embrace failure to achieve it.

John Kearon, BrainJuicer view source

With the blurring of age and gender, marketers are putting more and more emphasis on understanding the personal values of their consumers.

Nick Chiarelli, GfK Roper Consulting, UK view source

Research is about engaging in a conversation with a brand.

Matthew Rhodes, FreshNetworks, UK view source

The most effective online communities for research are those that are branded by the client.

Matthew Rhodes, FreshNetworks, UK view source

Online's departure from our industry's long-term reliance on probability-based methods should not disqualify it as a useful survey methodology. However, it is the proverbial “horse of a different color” and as such should be thought about and evaluated differently.

Reg Baker, Market Strategies International, US view source

After a decade of extraordinary growth, online research has now entered a period in which there are significant concerns about panel data quality and even about the validity of online as a research method.

Reg Baker, Market Strategies International, US view source

Online data collection is here to stay in the continuous panel environment ... It is not acceptable to hide behind long established processes saying change is a risk.

Mark Van Walwyk and Catherine Garland, GfK Research Panels, UK view source

You wouldn't buy a TV that required you to press ctrl-alt-del to switch it on. Or a fridge, or a car. So why copy the outdated protocols of 1970s computing when you design your software?

Simon Silvester, evp head of planning, Y&R EMEA view source

The brand plays a crucial role in the co-creation process: especially in the non-mediated medium of the internet, the brand offers the only recognisable interface that frames the conversation between producers and consumers.

Martin Kornberger, UK author view source

Why has corporate social responsibility failed so spectacularly to address the very issues it claims to be most concerned about?

Dr Wayne Visser, founder and director, CSR International view source

The clamour for change and innovation can easily drown out the quieter, less sexy voice of continuity – especially as change and continuity tend to be regarded as polar opposites.

Chris Baker, partner, Bacon Strategy & Research view source

Recessions bring out the worst in cost-cutters. It is irrational for costs to become more important when economic conditions are difficult. If costs are important, their significance should not vary at different stages of the business cycle.

Jules Goddard, research fellow, Management Innovation Lab at LBS view source

If cost is the focus of attention, then strategic thinking is superfluous.

Jules Goddard, research fellow, Management Innovation Lab at LBS view source

The concept of 'the line' came from a financial model that no longer exists – production funded from commission – yet it is still in use today.

Mark Hunter, ceo, Molson Coors view source

Ideas and creativity still matter a lot, but they need to be connected to technology, consumer insights, and analytics.

Christopher Vollmer, vp/partner, Booz & Co view source

People who best learn how to use the tools of creativity will be at the leading edge of our industry. But you also need to learn to accelerate. The tools don't stay the same for a decade.

Andy Berndt, md, Google Creative Lab view source

In the old days brands supported big media. Today, clever brands have disintermediated big media and seized control. They're becoming portals.

Paul Woolmington, founding partner, Naked view source

The evolution of audience measurement now seems as inevitable as the emergence of digital. In fact, the two very much go hand in hand.

Robert Dreblow, marketing communications manager, WFA view source

It's not necessarily about spending more, rather spending more strategically by thinking about the consumer's online 'journey' and reflecting that path in the marketing plan.

Nick Drew, EMEA performance media research manager, Microsoft view source

Website reviews can help build retailer image / reputation and customer loyalty. Done properly, this strategy could result in higher profits.

Susanne Goller, director, Ipsos MORI view source

Diverse backgrounds, perspectives, and persuasions contribute to a more inspiring and creative environment - the kind that stimulates marketing processionals to produce the best work possible. Businesses that support inclusion set an example for their employees and positively influence society - at large - by broadly socializing the inherent value of diversity.

Bob Liodice, president/ceo, ANA view source

The future is a world in which consumers receive only messages that interest them - and only when they are receptive to those messages.

Bob Liodice, president/ceo, ANA view source

The case for WOM can be confused with the media on which it’s based. At the end of the day, it’s about getting people to talk about the brand, not the funny video the brand released.

Dave Balter, ceo, BzzAgent view source

The ability to align new product development, positioning and marketing communications with genuine customer needs, motivations and desires is widely held as the way to differentiate brands in an increasingly competitive market place.

Judith Staig and Rose Tomlins, GfK NOP view source

Market-led innovations is one of the top issues for B2B companies and gaining end-user insights is the largest perceived capability gap.

Vivek Banerji, McKinsey and Company view source

The need to engage businesses and decision makers with customers can only increase in importance, and as it does, the market research industry must recognise that engagement is a facet of what we do.

Alex Johnston, Jigsaw Research, UK view source

We have the potential to provide much richer, more creative, and ultimately more valuable advice when we combine what we learned from “the study” with what we know in other ways.

Keren Solomon, Intuit, US view source

We tell market researchers that we don't mind paying more for green benefits but only a minority of zealots ever really will. A campaign that delivers more widespread green behaviour is going to need to be cleverer that that.

Chris Powell, BMP DDB and NESTA view source

Most analogue marketing hits the wrong people, or the right people at the wrong time. Digital is more efficient and more impactful because it can hit only the right people, and only at the right time.

Simon Silvester, evp head of planning, Y&R EMEA view source

The biggest challenges aren't coming from the internet and new technology but rather from the different kinds of relationships customers will demand from companies. It will take more than sending colleagues to internet conferences to paper over the cracks.

John Griffiths, UK planner view source

Strong brands are built on the basis of sound business practice and a great brand experience. When solid fundamentals are accompanied by a clear, compelling brand proposition and a strong sense of momentum, a brand is likely to increase both sales and shareholder value.

Peter Walshe, global account director, Millward Brown view source

Marketers talk a lot about above-the-line and below-the-line but we don't talk so much about behind-the-line. I'm a big advocate of behind-the-line marketing – what I think of as internal marketing.

Mike Hoban, customer and brand marketing director, Scottish Widows view source

A brand strategy can enable, sometimes crucially, the potential of an innovation to be realised. There are times when you literally need to brand it or lose it.

David Aaker, Prophet Brand Strategy view source

Businesses are beginning to realise that becoming more sustainable can create new sources of competitive advantage, as well as achieving cost savings and stimulating innovation.

David Whiting, sustainable business expert view source

Marketing is too important to be left just to the marketing department.

Philip Almond, marketing director, Diageo view source

Major brands don't know what to do with happy customers. They make it hard for customers to say thanks and way too often companies don't celebrate and embrace customers' positive gestures.

Paul Walker, GCI Group view source

Innovation without insight is failure.

Mark Simmonds, Insight and Idea Development view source

The human race has survived turbulence only through adaptation; the same goes for organisations.

Derek Williams former md, Cadbury Schweppes view source

The future belongs to brands that do more than pay lip-service to real dialogue and recognise that their customers want them to believe in something.

James Murdoch, chairman/ceo, News Corporation, Europe and Asia view source

Connectivity doesn't just mean you get a lot more chances to deliver messages about customer service and pricing plans. This isn't one-sided. It enables people to talk back.

James Murdoch, chairman/ceo, News Corporation, Europe and Asia view source

What makes a media company successful is how it copes with competitive markets in which people have a choice. Competition today is at a more intense level than it has ever before been because the barriers to providing information in the virtual world are so low and the choice of provider nearly infinite.

James Murdoch, chairman/ceo, News Corporation, Europe and Asia view source

My belief is that if you grapple with the big changes until you really get them and if you develop an internal compass to steer your marketing and communications, you will be working in a discipline that is more exciting, more intellectually rich, more delightfully complex and ultimately more rewarding than it has ever been.

James Murdoch, chairman/ceo, News Corporation, Europe and Asia view source

More brand valuations, it appears, are commissioned for financial purposes than for marketing purposes.

Janet Hull, IPA view source

It is a truism that in a recession 'big brands get bigger'. The reality is that in a climate of weak consumer confidence, falling demand and price warfare, the ability of marketing to influence purchasing behaviour is likely to become a great deal more reactive and tactical.

Charles Kirchner, Marketing Supply Chain International view source

Emotion – once a largely ignored field of cognitive psychology – has become accepted as a major spring of consumer behaviour. So much so, that many advertisers now view the creation of emotional engagement as their primary objective.

David Penn, md, Conquest Research view source

Business has still to embrace emotion as a leading indicator of future behaviour, let alone advertising effectiveness.

Orlando Wood, innovation director, BrainJuicer view source

I want to suggest that researchers need to talk a lot more about sampling. And population. For research to provide a distinctive contribution I would suggest that the methodologies we follow require us to construct samples that are representative of the population at large.

John Griffiths, UK planner view source

The research industry needs to evolve in order to weather the digital storm of change that threatens to engulf it. The industry has the objectivity, expertise and client relationships to survive. However, it is stuck using out-dated models, old techniques and has an – at times – overly purist, scientific mindset.

Tom Woodnutt and Richard Owen, Hall & Partners view source

If the industry is moving to a model of research where the 'instant' responses in the backroom and/or the 'raw' first impressions of the moderator alone comprise the findings, then something of immense value is lost.

Peter Tottman, Jigsaw Research view source

Driven by insight-demanding clients, the world of market research has been groping towards new methodologies and approaches that go Beyond Asking People Stuff.

Anthony Tasgal, POV Marketing and Research view source

Traditionally, market research has not made a strong claim on the future. Its traditional methods... are inevitably limited to discovering how consumers feel today.

Dr Rachel Lawes, Lawes Consulting view source

Co-creation is a slippery term. It has been used so widely and so loosely that it has virtually lost all meaning.

Dr Sheila Keegan, Campbell Keegan view source

We believe that we need to look outside our classical practice to draw on alternative ways of thinking if we are to realise a step change in the role and value of market research. We need to identify alternative 'fuels' to drive new insights for brands.

Patrick Massey and Liz High, Intrepid view source

Let's be honest, quantitative research has an incredible ability to kill a good story. And today, if you don't have a good story, no one is going to remember it. And if they don't remember it, they aren't going to use it.

Graham Saxton and Andrew Davidson, OTX Europe Research view source

The consumer is no longer a passive recipient, we are actively encouraged to design, create, even produce products.

Dr Julia Wolny, UK academic view source

It is not sufficient to merely have social goals at the centre of the communication strategy. Authentic CSR stems from a way of doing business and is most powerful when it actively involves consumers.

Liz Harrison, The Co-operative Group view source

The seeds of our future are on our present: perhaps they are not yet in their final form, but the hints are all around us.

Lisa Galarneau, Intrepid view source

Identity is cause; brand is effect. And the strength of the former influences the strength of the latter.

Larry Ackerman, The Identity Circle view source

Behavioural economics codifies principles of human behaviour that explain much of the puzzle of inconsistent and sometimes downright poor decision-making.

Wendy Gordon, Acacia Avenue view source

It would be no great exaggeration to say that we appear to have been witnessing the strange death of the monolithic brand.

James Withey, senior director, Landor view source

For brands to be most effective in our concerted battle to remove what are such unsustainable practices, they should stop focusing on the communication of operations-driven sustainability efforts, and throw their weight behind nurturing social capital instead. If they're successful with the latter, the former will follow, with the result being far more durable, innovative, transformational sustainability.

Guy Champniss, Havas Media view source

There is a wave of responsible individualism: people want to make a difference. It used to be, 'You are what you own,' or 'You are what you drive.' Now we hear, 'You are if you care,' and 'I care for brands that care'.

Larry Light, ceo, Arcature view source

Eye-tracking is not a panacea. It is a diagnostic tool to be used alongside other methods.

Nathan Bartlett, director - retail & shopper at Ipsos MORI view source

We need to be going into real environments, we need to be measuring conscious brain activity and experiences in a natural way in order to develop a true picture of how they are responding to the environment, rather than being always in the lab.

Ian Addie, r&d director, Nunwood view source

As an industry, we've been seduced by the aesthetic principle. We have 'rules' passed down from generation to generation that if we want to change people's behavior, we need to change how people think first. And we do that by crafting, polishing and projecting an image for a brand. It's like we've only ever noticed peacocks.

Gareth Kay, director of digital strategy, Goodby, Silverstein & Partners view source

The heart of marketing is behavior modification, and this will remain our focus.

Jennifer S Nelson, global director/global strategy and insights, Johnson & Johnson view source

We are not a dying business. But we talk like a dying business.

Rishad Tobaccowala, ceo, Denuo view source

I don't see anything that's not to like about citizen journalism from a traditional media point of view.

Meabh Quoirin, md, Future Foundation view source

The more we use the internet, the more we use it for our direct personal or financial benefit.

Christophe Jouan, ceo, Future Foundation view source

We are ROI rigorous. But you can't get anywhere until you try something. You just do it and learn… take a portion of your budget and experiment.

Jodi Allen, vp/North American Baby Care, P&G view source

The behavioral change engendered by the recession is not simply down to genuine economic impact. There is evidence of what could be considered Recession Concussion: many consumers are dazed by economic events over the last year and are just feeling their way financially.

Karina Besprosvan, OmnicomMediaGroup, Chile view source

Adolescents distrust the media and advertising. The advertising that is able to bond with them is the advertising that subjects itself to self-criticism, which moves away from the aspirational mainstream and shows its increasing capacity to embody what is real and sincere day by day.

Rosalba Olivella and Carlos Hernandez, Feedback Profile view source

The "pulse" of a country in crisis is the beat of their consumers.

Alicia Martin del Campo and Gloria Hidalgo, Qualimerc, SC view source

The way people communicate is deeply linked with the culture, values and norms of a society.

Shobha Prasad, Strategic Research Services Pvt. Ltd. view source

The pleasure of indulging in one's favorite chocolate bar, or the pride experienced when friends admire one's new mobile phone, strengthen our brand commitment.

Raimund Wildner and Laena Liu, GfK view source

Microsites have a limited life, whereas you can have a Facebook page and invite a dialogue with users on an ongoing basis for years, if you so choose.

Blake Chandlee, VP Europe, Facebook view source

The media agency model has been hit by a perfect storm ... We are chasing share in a broken system, rather than changing the system.

Nick Manning, coo, Billetts view source

This crisis is not just a crisis. Consumers are understanding for the first time that [their] degree of personal happiness doesn't rise past a certain earnings threshold.

Fernando Rodés Vilà, ceo, Havas Group view source

The most popular reporting today is a quick read on a BlackBerry. Get out your insights in real time.

Diane Hessan, president/ceo, Communispace view source

With the tablet, you'll have the opportunity to make the most measurable advertising ever. Where do your fingers go? What did you do with an ad? How did you engage with the product? What engages people to put their fingers on their screens?

Chris Anderson, editor, Wired view source

People will start subscribing to certain i-mags just for the ads alone.

Luke Hayman, partner, Pentagram Design view source

Once upon a time, your only intent was to sell the brand. Not any more. Now you work for the people and they'll carry the brand.

Jaime Cohen Szulc, cmo, Levi Strauss & Co view source

You get the clients you deserve. But you have to recognize your limitations as part of your responsibilities to their business if you really expect to make a difference to their brand…. When something isn't working, it's okay to say, 'Stop!' and change everything. Learn to be fallible.

Kristi VandenBosch, ceo, Publicis & Hal Riney view source

The i-generation is more demanding. But it's a myth that brands are unable to communicate with youth. But we've got to work harder to engage them … [and] if there is a value exchange, they will engage.

Douglas Dunn, managing director, Tuned In view source

Ideas are future cash flow for our companies: if you do an excellent job on innovation, you will drive the bottom line. The right ideas – focused on big economic levels and profit – equal success.

Patrick Edson, vp/marketing innovation, MillerCoors view source

Speed is the key strategic and insulating advantage. Every other strategy can be copied.

Jason McDonell, vp/general manager for customer strategy, Frito-Lay view source

Despite what many blogs argue, content does not want to be free, particularly when you talk to its creators, which very much want to get paid. In any case, the total advertising pie is finite, and it can't alone fund unlimited free content forever; especially when less of it is flowing to the content companies.

Hernan Lopez, coo, Fox International Channels view source

We need to provide solutions that put content and advertising in niche sites where consumers go. Scale is important. But targeted scale is even more important.

Joe Lagani, vp/brand sales, Glam Media view source

Consumers' desire to be listened to and involved more directly in what a brand does and says means that now, more than ever, there is a great opportunity to market with consumers rather than at them.

Andrew Needham and Philip McNaughton, Face view source

While the term social marketing has become voguish, it is frequently used in actual practice to describe communication campaigns rather than integrated marketing programmes based on a deep understanding of the target consumer populations.

Vivek Banerji, Angela Spatharou and Takashi Takenoshita, McKinsey & Company, UK view source

Web 2.0 has created a generation of proactive communicators who are no longer content with the marketing monologue.

Tammy Jalboukh and Ambrish Chaudhry, TNS Middle East view source

The future success of online social networking sites as an advertising medium depends on its acceptance as an advertising vehicle that can deliver a message to a micro-target in a manner that will be well received and that increases the likelihood of interaction.

Louise Kelly, Gayle Kerr, and Judy Drennan, Queensland University of Technology view source

Marketers... Can't simply put a more environmentally friendly package on the shelves – and assume that shoppers will recognize and appreciate the change. If the goal is to drive preference or justify a price premium, the environmental benefit needs to be conveyed.

Scott Young, Vincenzo Ciummo, Perception Research Services view source

It is important to understand quantitative hard facts as well as qualitative soft facts. Both are driving the business at the point of sale.

Karsten Kamin, Coca-Cola Germany view source

Those manufacturers and retailers who are mis-aligned and "out of synch" with the consumer don't acknowledge the dream and aspiration of the digital categories. They treat it as a commodity category, with the consequence that they value down the category.

Yvonne van Veen, Philips Consumer Lifestyle, Netherlands view source

There will be an enduring role for the 'soft' side of planning. The piece that deals with meaning, identity and ideas. This is the slightly intangible piece that creative agencies hold at their heart.

John Woodward, global planning director, Publicis Worldwide view source

Much of the discussion among marketers about the so-called 'multi-channel shopper' has focused almost exclusively on the channel and hardly at all on the shopper.

Dr Alan Treadgold, Leo Burnett view source

Where technology has many possible applications, the users rather than the producers often work out what it is really for.

Charlie Leadbeater, UK author view source

Like it or not, the walls of a corporation are becoming transparent. Customers, suppliers, and even critics, have the ability to reach inside the walls of a company and connect directly to employees at every level. Today, you have no choice. Every company must either be more open or risk being defined by others on the outside.

John Winsor, Victors & Spoils view source

A brand must use consumer participation to shape the fundamentals of what it offers people, and constantly keep up with changing needs. It's the game of relevance, and brand and consumer must be on the same side.

Tracey Follows, planning partner, VCCP view source

What if we were to repurpose our tools to get our research subjects to play to their strengths as social creatures, to tell us about those around them, rather than about themselves?

John Kearon, BrainJuicer view source

The global economy is currently experiencing the equivalent of a war. At the same time the market research profession continues to be at war with other suppliers of marketing services for shrinking budgets. Within organizations the marketing department is at war with other departments for its share of budgets that are being cut back.

Peter Harris, Colmar Brunton Australia view source

Holistic approach to communication generates natural “liquid” flows from offline towards on line.

Carlotta Ventura, Telecom Italia Group and Matteo Cardani, Mediaedge:cia view source

The more obvious benefits of search advertising tend to be around behavioural effects and metrics such as click-through and tracked online sales. The brand effect of search is less obvious to identify and more difficult to evaluate.

Mark Greenstreet and Jonny Protheroe, ævolve Waqar Riaz, strategist, Rapp London view source

We all have to get comfortable with the idea that we have less control. But, at the same time, we need to work harder on our influence skills - some of them outside traditional marketing - to stay in touch with consumers.

Cammie Dunaway, cmo, Yahoo view source

Neuroscience unlocks the universal language of the brain. It avoids catching the bits people didn't mean to say but did, and does catch the bits they meant to say but didn't.

Dr AK Pradeep, ceo, Neurofocus view source

The Obama campaign is one of the greatest examples of what is possible in the brave new world of 21st Century marketing. They did a masterful job of connecting with minds, personalizing messages, refining old and new media, sending clear messages, and providing the feedback that enabled them to respond to the messages they heard.

Anne Mulcahy, ceo, Xerox view source

In five years, everybody is going to be on Facebook.

Eric Hippeau, managing partner, SoftBank Capital view source

Good content costs a lot. And delivering good content costs a lot. And that's a problem with user-generated content.

Brian Berger, vp/strategy & development, Comcast Interactive Media view source

In five years, I'm not going to be reading five newspapers a day. Maybe just a handful of the best. But is my daughter going to be reading the New York Times? Probably not.

Habib Kairouz, managing partner, Rho Capital Partners & Rho Ventures view source

In this economy, plans mean nothing if they don't reflect your latest market conditions.

Scott Crystal, chairman/ceo, TV Guide view source

Marketers have realized that their solutions are not wrapped up in 30-second commercials. They need a 360-degrees program that takes into consideration all the challenges a brand has today. And that represents more of a service discipline.

Thomas L Harrison, chairman/ceo of Omnicom Group's Diviserfied Agency Services view source

Budgets may be cut. But we cannot cut back on innovation.

Nick Brien, president/ceo, Mediabrands view source

We created a new kind of agency ... We had to retrain our people. But the corporations that will be successful will be those that are willing to change.

Howard Draft, chairman/ceo, DraftFCB view source

If we don't find a way to self-regulate, we will be regulated.

Scott Howe, corporate vp, Microsoft view source

If I had one dollar to invest. I'd invest it in service. That's where I'd get the best and biggest return.

Joanne Bradford, ex-head of sales, Yahoo view source

We need to become an 'And' industry, not an 'Either/Or' industry. We need to use both direct mail and brand advertising. We need to encourage the intelligent use of data that we can turn into consumer insights that unlock the power of the web.

Wenda Harris Millard, ceo, Martha Stewart Living Omnimedia view source

Advertising still is about the art and science of persuasion… and, I would add now, participation.

Randall Rothenberg, president/ceo, IAB view source

Digital and above-the-line can work both ways. The best approach for ad agencies is having an element of separation and an element of integration, working together but separately. The beauty of being in the same building is that you can achieve that.

Richard Exon, ceo, RKCR/Y&R view source

The advantage ad agencies have over digital specialists is that we tend to have lead relationships with clients, and we are called in a little earlier and on a more strategic long term basis.

Tom Morton, planning director, TBWA\London view source

Multi-platform, multi-media opportunities translate into multi-choices. Social media and the Internet, in general, have turned life into an interconnected open-book exam - a sharp and important difference from the closed-book-exam shape of traditional research.

Joel Rubinson, chief research officer, ARF view source

The big subject is the need for people to simplify their lives in a world of exploding choices and how they go about doing that, and how marketers are focused on the wrong thing. They need to bring value to people not just by creating new options but also by simplifying choices.

Joel Rubinson, chief research officer, ARF view source

If there are questions that are unanswered by research, they will be answered by a strategy division, a data-mining group or someone else within the organization. We need to be more effective at collaborating with these groups.

Stephen Kim, senior director, Microsoft Advertising view source

To be relevant, we need to focus less on research and more on business; to show how and where to win.

Donna Goldfarb, vp/consumer & market insights, Unilever Americas view source

You don't need a big research budget, a big marketing budget. Understanding the social world of people and how a product works within it is much more important than a big advertising budget.

Mark Earls, Herd Consulting view source

Marketing of the past took us door to door. Technology today enables us to do much more. For instance, we now know when consumes do something different than what they say they do ... Listening gives us deeper, more penetrating insights.

Phil Roos, managing director, GfK Strategic Innovation view source

Most of what influences what we say and do occurs below the level of awareness. That's why we need new techniques: to get at hidden knowledge-to get at what people don't know they know.

Gerald Zaltman, US author view source

There is strong historical evidence around companies that step up with their innovation and advertising and their ability to move through economic downturns and emerge with stronger brands.

Russ Klein, cmo, Burger King view source

In the virtuous cycle of paid search, you need advertisers. The more advertisers you have, the more bids you have. The more bids you have, the more traffic you have. The more traffic you have, the more money you get per search.

Gary Flake, director, Microsoft Live Labs view source

We need to get to kids who have no idea what we do. We need to open the doors wide and let them in. There are many undiscovered voices out there - voices that, against all odds, can rise up and enrich this culture and perhaps change the very nature of the marketplace for the better.

Dan Wieden, co-founder, Wieden + Kennedy view source

There's been a rash of green messages. But consumers know who's genuine and who's there to exploit a quick buck.

David Jones, global ceo, Havas Worldwide view source

The next horizon will be deep integration of the physical and interactive worlds. The future of online is offline.

Cyriac Roeding, entrepreneur-in-residence, Kleiner Perkins Caufield & Byers view source

If you don't create change, change will create you.

Jason McDonell, vp/general manager for customer strategy, Frito-Lay view source

Advertising is the life blood of the digital economy.

Nick Stringer, head of regulatory affairs, IAB UK view source

Brand equity doesn't change based on economic considerations.

Chris Jogis, svp/group head, U.S. Consumer marketing, MasterCard Worldwide view source

Research needs to be part of an interlocking process that systematically informs targeting and positioning; getting this right the first time is more than a priority - it's a necessity.

Katherine Binns, senior vp, Knowledge Networks view source

More than half the world's population in the 20th century saw the greatest rise in prosperity in history. This was largely due to a combination of liberal democracy with free market (if not unbridled) capitalism. The engine of this was marketing.

David Pearson, chairman, innovITS view source

Overnight the digital age had changed the course of history for our company. Everything that we thought was in our control no longer was. But within a year we had invested in social media and digital experts. Now Starbucks is the number one brand on Facebook.

Howard Schultz, chairman/ceo, Starbucks view source

We're only at the beginning of the process where everything we consume, whether it be goods, services, entertainment or finances, will create a digital trail. Once you've got a digital trail, you've got data. Once you've got data, you have the basis for insight.

Martin Hayward, ex-director of strategy and futures, Dunnhumby view source

Right now, conspicuous consumption is out of fashion. The logo-driven excess of the past decade is being looked upon – at least in the Western world – with distaste. And so luxury is showing us a gentler, more discreet face.

Mark Tungate, Kogan Page view source

People don't buy colas the same way they buy mobile phones; nor wireless services or airline tickets the way they buy bottled water. But still many agencies, research houses and marketers seem willing to trade product and category specificity for the comfort of cross-category, generalised trend observations.

Robert Passikoff, founder and president of Brand Keys, Inc view source

Developing markets are exciting, fast-moving and profoundly unforgiving. In the past Western brands wrongly assumed that they would be attractive to millions of potential consumers simply by virtue of who and what they were.

John Matthews, head of strategy, Blue Marlin Brand Design, Sydney view source

If there is one thing more dishonest than dodgy marketing, it is the pretence that marketing raises no ethical concerns. The truth is that marketing raises enormous ethical questions every day – at least it does if you are doing it right.

Rory Sutherland, vice-chairman, Ogilvy Group UK view source

It's in our nature to simplify. Social scientists have learned that it's the way people make choices. And marketers can find great opportunities if they learn from the same lessons.

Joel Rubinson, chief research officer, ARF view source

Online advertising doesn’t have to be a "wild west."

Benjamin Edelman, Harvard Business School view source

The new face of luxury we see emerging seems to represent a return to the essence of luxury and its core values. After years of vulgarisation, the recession has put luxury back where it belongs.

Caroline Brethenoux, Lowe & Partners view source

In a nutshell, brand magic is about making the impossible possible for consumers.

Nick Gadsby, associate director, Lawes Consulting view source

Being green doesn't narrow your market. Managers of green brands who don't realise this risk missing out on mainstream category users.

Dr Anne Sharp and Kate Newstead, Ehrenberg-Bass Institute for Marketing Science, University of South Australia view source

Digital media has a fundamental role to play in best practice sponsorship activation now. Further developments in technology will only make it easier for brands to reach fans and target audiences and to enhance their experience of, or interaction with, the sponsorship property.

Charlie Dundas, director, MediaCom view source

At the root of all sponsorship strategies is sound business planning.

Karen Earl, chairman, Synergy Sponsorship Ltd view source

Transparency – talking and responding out in the open from day-to-day – is the new idiolect form of our post-crunch times.

Joe Staton, planning director, Future Foundation view source

With more than half the population now checking their account balances more often as a direct result of the downturn, and with more of us comparing prices in virtually every market, it is natural to turn budget management into a skill, an accomplishment, a badge of lifestyle success.

Joe Staton, planning director, Future Foundation view source

If businesses are to redeem themselves in the eyes of the public and regain the trust that they have lost, they should worry a lot more about what they stand for and entrust those with expertise in communication a much freer rein to express this in ways that people might recognise as being sincere and sympathetic, rather than stilted and formulaic.

Nick Baker, planner, Ogilvy & Mather view source

I question the premise that digital is necessarily the enemy of traditional media. In many ways, it presents us with enormous opportunities.

Scott McDonald, svp/research, Condé Nast view source

Magazines continue to be the most trusted and liked medium at all stages of the purchase funnel.

Betsy Frank, chief research & insights officer, Time Inc view source

It was tough when media companies were spun off from agencies. It's one of the things I hate. Separate is as separate does. It has to come back together.

John Osborn, president/ceo of BBDO/New York view source

The distinctions between advertising and marketing are blurring, requiring new roles and new forms of consumer-centric marketing.

Saul Berman, lead partner/strategy & change consulting, IBM Global Business Services view source

For a long time consumers have been regarded as being cash-rich and time-poor. Now we're seeing evidence of people willing to trade back some of this time and effort in return for tangible financial rewards and even social kudos at having gotten their hands on a really great deal.

Dominic Harrison, editor, TrendExpress view source

There's a belief that rising affluence has corrupted the value of money for the generation growing up.

Barry Clark, global account associate director, Future Foundation view source

Social media can be a laboratory for understanding more about how people react to traditional media. We need to build on our learning about TV spots, blogs, and the Web - in fact, about everything we post.

David Smith, ceo, Mediasmith, Inc view source

Think twice before using simple Flash. Make sure your animation communicates rather than annoys.

Leah Spalding, advertising intelligence manager, Google view source

The number of clicks on display ads is not an accurate predictor of the effectiveness of online display ads.

Gian Fulgoni, chairman, ComScore view source

Today's Twitter is tomorrow's whatever. New challenges are critical, but they have to make sense for brands and never be isolated from the larger brand strategies.

Sean Finnegan, president/chief digital officer, Starcom MediaVest Group view source

You don't need to innovate for the sake of innovation. If it's a bad idea, it's not going to help. It might impress your boss, but we evaluate marketing spend not on analysis but on call volume. If the phone's ringing, the creative people have done their job.

Jon Gieselman, brand manager, Ray-Ban view source

We need to think harder and smarter. What we really need is holistic analysis, not holistic media data. We need to make better use of what we have. We need to dig deeper and ask, 'Do you need to repeat the whole study or can you examine the bits that have changed and re-calibrate?'

Jennie Beck, global director, TNS Media view source

The big thing is that the future of digital will be about marketing. It won't be about advertising.

Rishad Tobaccowala, ceo, Denuo view source

You should create your own social brand guidelines and start a conversation with your customers. Watch and learn as you go along.

Erin Vogel, strategy director, Pixel view source

Avoid the 'business as usual' approach in your advertising. Unless you have an iconic brand which can thrive in timelessness, this choice can result in ads that are out of touch with people's concerns during a recession and, eventually, translate into a waste of money.

Joseph Sassoon, president, Alphabet view source

If we see this great recession as a fire, we should ask how nature responds to a fire. It grows.

Adam Werbach, ceo, Saatchi and Saatchi S view source

Companies will be a part of sustainability, or they'll be bowled over by it.

Adam Werbach, ceo, Saatchi and Saatchi S view source

We are not only looking for better or more robust versions of current media metrics. We need a clear path toward the results-based metrics that are clearly, and rightfully, being demanded by advertisers.

Alan Wurtzel, president/research and media development, NBC Universal view source

Historically, recessions have developed over time. This one seems to have developed overnight.

John Partilla, president, sales, Clear Channel Media Holdings view source

Our business involves a process of rejection ... But you have to feel you can make mistakes and not get in trouble. That you can bounce back.

Jeff Goodby, co-founder, Goodby, Silverstein & Partners view source

The message of multiculturalism and diversity doesn't get the rounds of attention it should. If the industry is to progress in ways it should, it's important for the entire community to embrace them.

Bob Liodice, president/ceo, ANA view source

Having a strong and desirable brand matters now more than ever. Continue to invest in your number one asset. Do not cut costs, because consumers will notice.

Nick Bull, senior director, Millward Brown view source

There's no bigger growth engine than marketing, but at the moment it's an under-leveraged asset.

Scott Davis, senior partner, Prophet view source

The way to spread viral content is to put something in that allows consumers to express themselves with embedded messages as to who they are.

Edward Boches, cco, Mullen Advertising view source

The recession has reminded consumers of risk, which a lot had forgotten about, and it will stay in the residual collective memory for some time to come.

Nick Watkins, md, GfK NOP Financial view source

Acquiring information is becoming easier and easier. It comes to you don't have to choose it. The challenge is to transform and integrate that information into a business process.

Michael Bartl, ceo, HYVE view source

It strikes me that, throughout my career, marketing research was always tied to survey research. Now that link has been broken.

Reg Baker, coo, Market Strategies International view source

The internet is no longer just a search and discovery tool. I think the internet is becoming more and more a consumption tool, and as it becomes a consumption tool, you're going to have the ability for big brands to establish themselves, just as they did on the television set.

Amy L Banse, president, Comcast Interactive Media view source

If the first phase of the internet was getting people online and the second phase of the internet was helping people navigate… the third phase of the internet is about producing great information where people can actually spend more time engaged with information, engaged with brands, engaged with writers and things they care about. That's where we believe the next wave of the internet is going.

Jeff Levick, president, global advertising and strategy, AOL view source

Personally, I can envision a day when most of the news consumption is not only online, it's mobile, through mobile devices and electronic readers.

Jonathan Miller, chief digital officer, News Corp view source

You talk to a lot of brands and they're terrified of the user-generated space. We all have to get a little bit more comfortable that the … conversation is already happening. It's whether or not we begin to participate that counts.

Kay Madati, vp, audience experience, CNN view source

Advertising [is] one of the most fundamental ways to sort out information. And that’s the gift of advertising - to connect with people in a human way - to make the kind of emotional connections that are at the core of story telling.

Eric Schmidt, ceo, Google view source

We're about to see an acceleration in technological platforms that, for marketers, will be on a scale rivalled only by the arrival of color TV.

Eric Schmidt, ceo, Google view source

If we're doing nine focus groups, two will be Hispanic, two will be Afro-American, and two will be Asian. It's the best way for us to develop the deepest insight in the products we're offering.

Neil Golden, svp, McDonald’s USA view source

Context matters in marketing. You're going to be judged by the company you keep. We build family-oriented products and brands. If those brands [are advertised] in the wrong context, all that effort is for nothing.

Edgar Sandoval, general manager/marketing, P&G view source

Building a brand is about a thousand little new touches ... Consistency is only for liars.

Eric Ryan, co-founder, Method Products view source

For traditional agencies, it's hard to be patient enough to do product development. Not only does it take a lot of money to build a business, but you work on a different timeline and need a different level of commitment.

John Winsor, Victors & Spoils view source

Somebody finally has to get out an ad, often after hours. Somebody has to stare at a blank piece of paper. Probably nothing was ever more bleak. This is probably the very height of lonesomeness. He is one person and he is alone – all by himself – alone. Out of the recesses of his mind must come words which interest, words which persuade, words which inspire, words which sell. Magic words.

Leo Burnett, founder, Leo Burnett Company view source

I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.

Leo Burnett, founder, Leo Burnett Company view source

I have learned that trying to guess what the boss, or the client, wants is the most debilitating of all influences in the creation of good advertising.

Leo Burnett, founder, Leo Burnett Company view source

We in the advertising business are in constant competition with the best editors, publishers and producers – in concepts and in craftsmanship. Let's try to put them on the defensive and keep them there. As a result we shall have better magazines, better newspapers and better TV shows.

Leo Burnett, founder, Leo Burnett Company view source

Our business once revolved entirely around men with pencils, men with an inbred selling instinct, a nose for ideas, clarity of thought, and a great gift for human expression. These men put on the map some of the greatest brands in this country. Decades before motivation research was even heard of, these men were really practicing it, singlehanded.

Leo Burnett, founder, Leo Burnett Company view source

It seems to me that in their natural anxiety for pre-determined results many advertisers are walking right past basic principles, which have been around for a long time, or after having gone as far as possible with research, either shy away from really great and daring ideas or pull their punches in the execution of them.

Leo Burnett, founder, Leo Burnett Company view source

Our job – if I can see straight and hear clearly and understand – is to make advertising and run advertising that is seen and read and heard – and remembered – for its reasonable and compelling truth.

Fairfax Cone, Foote, Cone & Belding, Chicago view source

I do not apologize for advertising. I think it is as vital to the preservation of freedom in my country as the free exercise of publishing a newspaper or the free exercise of building a church or the free exercise of the right of trial by jury.

Tom Dillon, president, Batten, Barton, Durstine & Osborn view source

It's relentless, brave agencies that win good clients. Agencies who know what they're in business to do, who have a clear point of view, and who've built their businesses from the ground up to be laser-focused on winning— be it in the marketplace or in the presentation room at some Holiday Inn Express off the interstate.

Mark Goldstein, ceo, Fallon Worldwide view source

You do not build brand value by saying how cheap you are. You do build brand value by reinforcing how special you are.

Larry Light, US brand consultant view source

A brand is more than a trademark. It is a trustmark. A brand is a covenant between the company and the consumer. A trusted brand is a genuine asset.

Larry Light, US brand consultant view source

Advertising, to be successful, must be truthful or it ceases to be read or believed, and at that point it ceases to be advertising.

William A Marsteller, chairman, Marsteller Inc view source

Fear and creativity don't mix well.

John E Pepper, chairman, P&G view source

Passion and love for a brand and its consumers sustain us. For how can we ever devote our continued highest energy to something if we don't believe in it passionately.

John E Pepper, chairman, P&G view source

At the end of the day, we are in the business of taking basically parity products and by virtue of understanding the audience, by virtue of human insight and intuition, by virtue of creating new ways to communicate both rationally and emotionally, we create brand distinctions. That is what creativity in advertising is all about.

Allen Rosenshine, BBDO chairman emeritus view source

Companies that recognize the need to be creative about their businesses are going to pursue this creative thinking with us or without us. It's our collective responsibility, our collective future to make sure they choose to do it with us.

Bob Schmetterer, Havas and Euro RSCG Worldwide view source

Applying creative thinking to our clients' business strategy—this should be our industry's new core competency. And—in what is very good news for our industry—this kind of creativity, creativity that goes to the heart of business, is more in-demand than ever.

Bob Schmetterer, Havas and Euro RSCG Worldwide view source

Consumers today are less responsive to traditional media. They are embracing new technologies that empower them with more control over how and when they are marketed to.

Jim Stengel, global marketing officer, P&G view source

We are an industry that has historically been at the forefront of defining new media environments in ways that benefit consumers and move our entire business model forward. We must ensure that while we are moving quickly, we are also moving smartly.

Jim Stengel, global marketing officer, P&G view source

One of the things I have learned over 26 years in the business is that the most productive place to focus new business efforts on is current clients. Think about it – you have the relationship, you have inside knowledge of the company, the people and often, the brand, so it's a much less diverting exercise. Simply put, the odds of getting a higher share with current clients is much better than getting in the front door with new ones.

Shelly Lazarus, chairman/ceo, Ogilvy & Mather view source

No movie becomes a hit without good reviews and word-of-mouth. No agency ever became a great brand by merely saying it was great - in advertising or by any other medium.

Shelly Lazarus, chairman/ceo, Ogilvy & Mather view source

An advertising agency is or should be involved, one way or another, in the entire communication process of its clients. The involvement of a buying service in the sales process is superficial and transitory.

Paul C Harper, chairman, Needham Harper Worldwide view source

Advertising is in a way the most fragile and difficult part to manage of the entire marketing mix: This is because despite all the science available, it is still difficult to establish a direct link between sales and most forms of national advertising. But what we do know is that advertising has to have everything going for it to pay off.

Paul C Harper, chairman, Needham Harper Worldwide view source

We actually sense a growing acceptance of surveillance [among web users] so long as tangible rewards are received in return.

Dominic Harrison, editor, TrendExpress view source

The mobile strategy needs to be integrated in terms of CRM customer experience strategy. It shouldn’t be a marketing initiative. It’s a fundamental channel for your customers, and therefore needs to be seen as a cross-line of business channel. From a service perspective, from a sales perspective and from a marketing perspective.

Natalie Kouzeleas, senior director of marketing, Oracle view source

In many circumstances, the fundamental similarity between people makes data gathering relatively simple and the wisdom of crowds may be sufficient. If you get vast numbers of people all doing the same thing then you know what people want.

Andy Wells, UK academic view source

Online is old news. Online in social media is today's news … Social media is not a subset of the internet. Social media is the internet.

Sean Case, svp, sales and client services, Peanut Labs view source

There are unlimited opportunities for display advertising. In fact, we're in the process of massive change in the display industry - how it's bought, how it's sold, and how it's targeted.

Susan Wojcicki, vp/product management, Google view source

Think back 10 years ago. People have changed. Their lives and needs have evolved. But brand marketing really hasn't changed in a fundamental way. It has not linked up to what consumers have become.

Frank Cooper III, svp/chief consumer engagement officer, PepsiCo view source

The current model is broken. It's under attack from all sides, including within.

Bryan Wiener, ceo, 360i view source

The digital premium business content model is broken and we should all be taking appropriate steps now to ensure the viability of this business is preserved by other means.

David Moore, chairman, 24/7 Real Media view source

No longer will we be silent and complicit to the failings of logic and reason when it comes to the barriers that have prevented this great industry from genuinely reflecting diversity of race, ideas and experience; we promise to raise the battle-ax and help tear down the walls that keep us from the truth.

Nancy Hill, president/ceo, 4A's view source

The crisis, then, became a watershed, an opportunity to reexamine our most basic beliefs and redefine where we want to go, what we aspire to be, which is much greater and more deeply involved than we had ever been before.

Nancy Hill, president/ceo, 4A's view source

Each space has a role to play, but while to date the majority of media investment and energy has really focused on the bought on the bought space … this balance is shifting to a much stronger emphasis on owned and generated spaces.

Jamie Leach, international client managing director, Starcom MediaVest view source

The startling characteristic of this recession has been the survival rate of media ownership, which has created a pretty well perpetual abundance of media inventory, which has kept a cap on pricing, from a buying point of view.

Adam Smith, futures director, Group M view source

If we're not paying for things, there is not enough advertising to support everything that we want to consume.

Phil Stokes, head of entertainment and media, PricewaterhouseCoopers view source

We, as a company, rely too much on [the 30-second spot]. That doesn't have to be. Our agencies need to help us. To lead us out of this rut.

Kathy O'Brien, vp/personal care, Unilever view source

We start with our consumers and spend an exorbitant amount of time talking with them, trying to figure out what's driving them, finding out where they are and how they're changing things.

Kathy O'Brien, vp/personal care, Unilever view source

For those companies who have a choice, they should be confident that they will benefit significantly in the medium-to-longer term by maintaining their investment in innovation and new product launches through the challenging economic times.

Mitch Barns, President, Nielsen Greater China view source

Twitter, Facebook, MySpace, LinkedIn, etc. are not successful because their technology is especially clever (although it is), they are successful because they tap directly in the Super-Social collective, and provide easier and more fulfilling ways for people to exhibit group behaviour.

Ray Poynter, Managing Director, The Future Place view source

A brand sensitive to its customers' hardships can support them through these tough times by underlining that there's always a light at the end of the tunnel.

Joseph Sassoon, president, Alphabet view source

Public opinion has not been blind to the increment of public power by private companies and their gradual occupation of the political sphere, traditionally the turf of government and other institutional players.

Fabián Echegaray, Market Analysis, Brazil view source

If sustainability has not been tested and approved by a neutral body such as an official organic certifying organisation, it might not be as easy to apply to a brand by mere assertions and wishful thinking. Endeavours must be sincere.

Stephan Götze, German consultant view source

The crisis causes regression to safe, trusted brands along with a number of other coping strategies.

Peter Cooper and Simon Patterson, CRAM International, United Kingdom view source

Most marketers assume TV is becoming less effective, yet the numbers stubbornly disagree.

Les Binet and Sarah Carter, DDB view source

Opportunities in social media marketing seem boundless; the best do not seek to disrupt conversations but to integrate – to add something useful and compelling.

Nuri Djavit, founder and ceo, Last Exit view source

For too long, research has been guilty of creating silos of methodology and techniques. Behavioural economics, and the opportunity it presents to create a holistic measurement of human choice and behaviour, provides the opportunity to break down these artificial boundaries.

Vanella Jackson and Duncan Houldsworth, Hall & Partners view source

Behavioural economics marks a sea change in the way we think about consumers and their relationships with brands and communications. It has the potential to transform marketing and market research.

Vanella Jackson and Duncan Houldsworth, Hall & Partners view source

Pitching can be a very time-consuming, frustrating, disheartening and expensive process. All too often, the unfortunate incumbent becomes the scapegoat for all the brand's problems.

Merry Baskin, UK brand consultant view source

There are really very few economies of scale in centralising or standardising advertising.

Stephen King, former JWT executive view source

Crowdsourcing can greatly increase the number of ideas entering the front-end of the innovation funnel, however, using the wrong source can result in a large number of inappropriate ideas, and the lack of defined process for managing the progress of ideas through the funnel can result in the funnel becoming blocked.

James Kennedy, BrainJuicer, and Laurent Verard, Philips Healthcare view source

Bloggers have become experts at managing their own data and are practiced at only publishing information that they are happy sharing with a wider audience.

Nick Buckley, Josephine Hansom and Alison Palmer, GfK NOP view source

We need to embrace this new influence of the consumer as now product innovation has become so democratic, consumers are unlikely to hand back the reins of power.

Darren Lewis and Koen van der Wal, MetrixLab view source

The web has staged an interactive coup and has handed power firmly to consumers.

Darren Lewis and Koen van der Wal, MetrixLab view source

Where agreement seems to exist, is this evidence of genuine consensus? Not always. Often, it is closer to what social psychologists call group influence. Often, it's people repeating what others are saying, characterized by a simple lack of independent thinking.

Ron Riley, principal, Innovation River view source

An increasing number of new entrants have entered the online panel provider market. These new entrants, including existing online research panel providers, are all chasing the same respondents. As a result, there is a real danger of many respondents turning 'professional'.

Brian Fine, Con Menictas and Paul Wang, UTS, Australia view source

The future of brands is, in many ways, the future of business. Well-managed brands are the most efficient and effective creators of sustainable wealth.

Richard Cordiner, planning director, Leo Burnett view source

Brand planning must continue to paint a vivid description of the consumer today. The challenge is that it can feel like this picture changes daily. Planning's job is to help separate the temporary shifts from foundational understanding that underpins overall behaviour.

Jim Moseley, senior vp, consumer planning and research, Diageo North America view source

Account planning was invented to help the agency get the advertising right more often, more consistently, as it became apparent that advertising was less of a science and more of an art. ('Art' was seen as bad for business, since the agency could not sell an effective campaign with any degree of proof, and the client could not buy one with any degree of certainty.)

Simon Clemmow, partner, Clemmow Hornby Inge view source

We're in the third age of advertising. People aren't just engaging with the messages; they're interacting with the media. Brand communication that fails to get consumer participation is increasingly wasted.

Simon Clemmow, partner, Clemmow Hornby Inge view source

The countries that are brand enthusiastic tend to be from the developing world; the countries that are the least keen tend to be from the developed world. This suggests there is a life-cycle for brands. The longer consumers have lived with brands, the less likely they are to still love them.

Guy Murphy, planning executive, JWT view source

Briefing your agencies is not a chance to pass the buck and sit back. A subtle blend of styles is required: information and inspiration; prescriptiveness and openness; and focus and dialogue.

Merry Baskin, UK brand consultant view source

Segmentation should be a way to find the starting points for consumer dialogue. By using it in a forward manner, we can focus our listening to see how ideas and innovation can best be generated.

Marie Lenatupot and Tim Stock, ScenarioDNA view source

Brands are built from within; any chief executive worth their salt knows it, but it remains an uncomfortable truth for most marketing departments. Brands, in practice, have very little to do with promises made through advertising. They're all about promises met by employees.

Ian Buckingham, founder, Bring yourself 2 work view source

Eighty to ninety percent of our behaviour is determined by our subconscious mind. The problem market researchers face is that they communicate with the conscious mind of consumers.

Ralph Poldervaart, adviser, Motivaction NL view source

To understand how consumers really think and feel, it is vital to go beyond words.

Katja Bressette, director, strategic inititatives, Olson Zaltman Associates view source

Every research department could learn from Katie Price.

Jon Cohen, Digital People, and David Cousino, Unilever view source

Advertising sells normalcy, so not only does it tell society what a woman/man is, it creates an image of the perfect woman or man. The women in advertising are representative of less than 5% of the whole population.

Annelies Jansen and Wieke van der Borg, Ferro, Netherlands view source

The imaginative power is just another description for the difference that makes us spend money - and spend it again and again. This irrational motif drives us to buy car with a star, sneakers with a swoosh, a coffee brand with a mermaid, etc. The quality, the service is easy to copy (look at the Chinese market) - but the brand power can hardly be imitated.

Hans-Bert Matoul, Stefan Hagl and Michael Wittenberg, H,T,P, Concept view source

Customer service affects every area of our lives almost every day of every week of every year.

Nigel Cover, director, Grass Roots Group UK Limited view source

Neuromarketing can tell us what, but it cannot tell us why - particularly when it comes to emotion.

David Penn, md, Conquest Research view source

For advertisers, what's important about emotion is the motion in emotion.

Charles Young, founder and ceo, Ameritest view source

In the end, thinking of your customers' relationship with your products as a brand is just a model. And, like all models, it is a simplified version of reality. As long as you remember that, it's useful.

Brian Millar, creative director, Brand Tacticians view source

Only about half of all commercials actually work.

Jerry Thomas, founder, Decision Analyst view source

With the right budgets, allowing lots of people to see your logo is easy. But driving advocacy, word of mouth, loyalty and genuinely influencing trial and purchase is infinitely more complex, but unarguably more useful.

Ian Millner, joint ceo, iris view source

Marketers are, by nature, optimists. In order to rise in the morning and look forward to going to work, we have to believe that something we will do today will shine through the fog of competitive noise, resonate in the minds of our customers and prospects, and ring the cash register.

Patrick LaPointe, managing partner, MarketingNPV view source

In the 19th century China dominated the manufacture of porcelain. Then European factories discovered a cheaper method of making pottery of equal quality, demolishing the Chinese industry – the exact reverse of what is happening now. World economics have turned full circle.

Sir Martin Sorrell, ceo, WPP Group view source

We have moved from the age of the brand to the age of the retailer – a shift that has led many brands to a near-chronic state of constant stress and confusion.

Lars Thomassen, ceo, Walls view source

The real winners in this new media environment are those that manage to develop something that becomes 'social currency'.

Peadar Drislane, account director, BLM Azure view source

The internet affords a level of relationship with consumers hitherto unfathomable.

Lucas Donat, founding partner, Donat/Wald view source

Despite the cries of doomsdayers, there is scant evidence that total viewership of TV-orientated programming is experiencing a decline and fall off.

Todd Merriman, senior consultant, Group 1066 view source

An invitation to participate online is unlikely to provoke a negative perception of the brand involved, even if the respondent does not wish to participate.

Julian Smith, Insight & Research Director, MEC Interaction view source

If you think about a corporation as a giant machine, you compartmentalise yourself, become a cog in its wheels, and attempt to move it through force by identifying leverage points to build a business. If you think about a corporation organically, then you become part of an ecosystem in which you compete to find your niche, and you grow business through patience and cultivation.

Charles Young, founder and ceo, Ameritest view source

The task for qualitative research is multi-faceted. We must assess the propensity of creative material to generate attention, to be enjoyed, to be correctly attributed and to refresh or build the associations that make it more likely that the brand will be both salient and compelling in purchase situations.

William Landell Mills and Ged Parton, Synovate view source

It is time to recognise there is a strong case for the disestablishment of advertising as the de facto starting point for planning thinking and practice.

John Griffiths, UK planner view source

Especially in challenging economic times, every communication dollar counts. Public relations is a far more effective and credible vehicle for persuasion of key constituents than advertising.

Milton Pedraza, founder and ceo, Luxury Institute view source

Middle-aged markets, such as Brazil and China, have a striking similarity: they look like developing markets from the outside but behave like mature markets from the inside.

Al Moffatt, president/ceo, Worldwide Partners view source

Why don't we read ads any more? Why don't we really even look at the 'speeds and feeds' on a product's website? Because we don't want to think about things we buy.

Brian Millar, creative director, Brand Tacticians view source

Tracking account planning is rather like counting a mixed batch of tropical fish. You think you see patterns, but they've all changed by the time you've finished counting.

Stephen King, former JWT executive view source

Fame works – and it makes hard-pressed communications budgets stretch further by getting consumers to do some of the work.

Peter Field, UK marketing consultant view source

Both agencies and research companies need to take responsibility for helping their clients create a more totalitarian regime. Some may ask: 'Do we really want to encourage some of our clients to get in touch with their despotic side?' But I say, better a despot who decides, than a procrastinator who is never more definite than 'maybe'.

Jon Steel, planning director, WPP view source

The idea of marketing as stimulant of un-requested consumption looks a little thin nowadays. In fact, it looks a little mad.

Giles Hedger, group chief strategy officer, Leo Burnett view source

Consumers will take care of moving great content along at the high speed of their network connection. They, in essence, have become the most powerful media channel in any media plan.

Judy Franks, founder and president, The Marketing Democracy view source

Measuring emotional response should be central, not peripheral, to pre-testing.

Orlando Wood, innovation director, BrainJuicer view source

Marketing to social media audiences is doomed. A marketing-based social media strategy starts in the wrong place and leads to us doing the wrong things with the wrong people in the wrong context.

Steve Taylor, head of digital planning, CMW view source

If a product is not a brand, it is a commodity. This is where brand equity demonstrates its value by translating into revenue – through increased sales driven by branding, as well as the willingness of consumers to pay a premium.

Michael Lieberman, founder and president, Multivariate Solutions view source

The first marketers who meet the challenge and close the gap between the realities of social change and their procedures will reap the benefits of discovering new marketing opportunities. The tools are available to all.

Rena Bartos, former senior Vice President, JWT view source

The keys to keeping up with change in the marketplace are available to all of us. If marketers use them, they can, in fact, link social change to their marketing procedures.

Rena Bartos, former senior Vice President, JWT view source

This blurring of the old social class distinctions could mean a lot more for marketing than the abandonment of social class as a standard breakdown (it hasn't been much use for years, anyhow). Combined with the search for real values and the new individualism, it could mean the development of new sorts of market polarisation.

Stephen King, former JWT executive view source

A campaign, like a brand, is not just a number of bits put together—a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life.

Stephen King, former JWT executive view source

One can often trace the sources of a brand personality—here it is the advertising, there the pack, somewhere else some physical element of the product. Of course, the personality is clearest and strongest when all the elements are consistent.

Stephen King, former JWT executive view source

The only leverage the manufacturer can apply to the retailer is his relationship with the consumer. And the main element in profit growth is going to have to lie in making his brand more valuable to the retailer, through its being more valuable to the consumer. And that means his brand must be unique, it must have no adequate direct substitutes - because it is in this, after all, that value lies.

Stephen King, former JWT executive view source

Advertising and the free society are closely connected. Advertising helps to make a free society remain so by increasing competition, and by helping to maintain the freedom of the mass media themselves. The free society is one where advertising and advertising agencies are likely to be in considerable demand, though it is true that even in a totally centralist society there would still be a need for organisations and people to have access to mass communication media.

John Treasure, former chairman, JWT view source

Advertising is in essence simply a means of communication through mass media which is available to anyone who can pay for it. It is, in this sense, rather like electricity, which can be used to work a refrigerator or a dentist's drill.

John Treasure, former chairman, JWT view source

The experience of working in hard times has taught us, as never before, to value sound thinking, relevance and sheer creativity.

Peter Bostock and Judie Lannon, JWT view source

On the whole, most brands have some sort of added values as relationships. Between mother and children; host and guests; host and relatives; wife and husband; housewife and family.

Stephen King and Jeremy Bullmore, JWT view source

It's very easy, when attempting to predict the future, to believe that there are certain pre-destined trends which are bound to occur: and all the shrewd manufacturer or marketing man has to do is to identify those trends in time to cash in on them.

Stephen King and Jeremy Bullmore, JWT view source

What matters is not that the advertisement should be familiar, but that the brand should be familiar. All other things being equal, a brand about which something is known is probably more likely to be chosen than a brand about which nothing is known.

Dr Timothy Joyce, British Market Research Bureau view source

One of the strongest points which can be made by the supporters of advertising is that the consumer's level of aspiration is continually being raised by advertising, which says to her, in effect, that life could be better. Of course, the critics of advertising would say that this creates needless discontent, or that the objects of aspirations are meretricious. Either side of the argument implies that advertising can influence needs, in the ordinary sense of the phrase.

Dr Timothy Joyce, British Market Research Bureau view source

The advertising must fit the product, since users are in a position to compare what they think it says about the product with their current or recent own experience. If the advertising does not fit, for example by over-claiming, dissatisfaction may result.

Dr Timothy Joyce, British Market Research Bureau view source

Research can only present data about the past. No one seriously believes that people's answers to hypothetical questions about the future accurately represent their future behaviour; they merely represent a current attitude, which may or may not be translated into future behaviour.

Stephen King, former JWT executive view source

It is fairly clear that many of the arguments against proposition testing are really arguments against propositions themselves.

Stephen King, former JWT executive view source

The size of total expenditure on advertising is obviously a question of great interest to people in the advertising business. It is, apparently, also a question of considerable interest and concern to politicians, economists and other social commentators.

Dr John Treasure, Director of Marketing and Research, JWT view source

The acceleration of the marketing process, the concentrating of manufacturing, greater diversification, increased international competition, have in turn speeded up product improvements, product innovations and new product introductions. The stakes are high, the failures costly.

Tom Sutton, md, JWT, speaking in 1964 view source

As a region becomes richer it does not simply buy the same sort of goods as before (food, cigarettes, etc.) paying a little more for higher quality. It spends the extra money on new things for the house and on services.

Stephen King, former JWT executive view source

Advertising tends to be most effective in jogging finally into action those people who are well-enough disposed towards a product, but have not yet got around to buying it.

Stephen King, former JWT executive view source

Some commentators imply that any evidence of commercialisation must be replacing love and care in the minds of young people. What we have found is that they co-exist: the commercial world is there, but it is much less important in young people's lives than the more socially-orientated goals.

Ian Douthwaite, managing director, Dubit view source

Brand is a valuable asset of the corporation, and should be treated like any other asset. This means it must be invested in, put to work to generate value and held accountable for the results.

Joanna Seddon, evp, Millward Brown view source

Advertising is fundamental to the accessibility, affordability and dynamism of the internet, helping to pay for much of the content and services we all enjoy and use for free.

Nick Stringer, head of regulatory affairs, IAB UK view source

There is more emotion in real life than advertising knows, but brand communications have to become more emotive to remain effective.

David Bonney, account planner, DDB UK view source

Strategy doesn't change when hard times arrive. Consumers' willingness to try, and to stay loyal, remains, the goal. Winners know this; their brand focus and strategy remains consistent.

Andrew Seth, chairman, Green Rewards view source

Every advertising campaign, irrespective of the size of the company, hinges on appealing to individuals. Why is this emphasis not shared when it comes to approaching online customers?

Malcolm Duckett, vp, Marketing and Operations, Speed-Trap view source

Getting the 'head' part right by communicating rational, performance-based factors isn't enough to wed our consumers to our brand. Rational engagement is like slipping your foot inside the door to hold it ajar, and to offer this as the solution for developing and maintaining loyalty to a brand is to ignore the underlying needs of human nature. This is where emotional engagement comes in.

Jana Bowden, research consultant with the Bowden Marketing Group view source

You could also say that a precious brand often has rituals associated with it. They reinforce the specialness of the brand. And of course the brand owner can help ensure those rituals are created.

Andrew Doyle, chairman, Holmes & Marchant view source

While holistic communications planning has been a buzz phrase for about 20 years, generally creating more buzz than action, the dramatic changes in the consumer and media landscape that we have seen in the early years of this new century have brought new urgency to the need to walk the talk of holistic communications.

Frank Harrison, strategic resources director, worldwide, ZenithOptimedia view source

The digital revolution has not just arrived, it has well and truly settled in. Traditional communications channels have mutated, fragmented and diversified to create a spectrum of media experiences that give consumers unparalleled options and freedom of choice.

Cate Connolly, consumer insights manager, Universal McCann London view source

Keeping a secret provides us with some kind of aura: if people say someone has an aura, then they actually mean she or he is mysterious. And the same is valid for brands.

Hans-Bert Matoul, Stefan Hagl and Michael Wittenberg, H,T,P, Concept view source

Creative excellence should flow from creative development research. The creatives should be key clients of such research and should welcome the insight that it can provide. Rarely does this happen.

Chris Stride, ceo, Totman Stride Planning & Research view source

Risk - calculated risk - is key to success online.

Arthur Ceria, founder and chief creative officer, CreativeFeed view source

While the 'public journalism' that social media enables has the potential to produce considerable amounts of junk content, a need to sort the wheat from the chaff continues to produce increasingly smarter ways for communities to authenticate and aggregate content worth noticing.

Jonathan Hall, founder and ceo, The Virtual Works view source

Generating buzz for your brand around social networks does not absolutely require bespoke content for people to share with friends, but it certainly helps.

Peter Field, UK marketing consultant view source

Prominent brand placement affects memory positively, but affects attitudes negatively when audiences are involved with the medium vehicle, when they like the medium vehicle, or when they become aware of a deliberate brand placement.

Eva Van Reijmersdal, Dutch academic view source

The sales response to TV advertising appears to be increasing - not decreasing - over time.

Joel Rubinson, chief research officer, ARF view source

It is futile to assume that an initially ineffective advertisement still needs to wear in; wear-in either happens quickly or it does not happen at all.

Gerard J. Tellis, US academic view source

Spokescharacters can give meaning to a brand by symbolizing its character, and they can lend emotional appeal to the brand by personifying the product.

Kartik Pashupati, US academic view source

Don't let quality control get in the way of quality creation.

Nick Southgate, planning partner, Grey London view source

A recession is just a cycle; the fundamental drivers of quality, convenience and care for the product will endure, and we forget this at our peril.

Martin Glenn, ceo, Bird's Eye Iglo view source

The current economic crisis will accelerate success or failure. The victors will be those who innovate. The losers will be the change-averse. The future favours the fearless and the foresighted.

Laura Desmond, ceo, Starcom MediaVest Group view source

Most of us have worked through one, two or even three similar downturns. Experience tells us that our clients will need our advice, guidance and support more than ever. Like our clients, we must be determined and tenacious.

Maurice Lévy, chairman and ceo, Publicis Groupe view source

A company blog is not a press release; making it just another channel for company fluff is the fastest way to kill it.

Lazar Dzamic, digital planning director, Kitcatt Nohr Alexander Shaw view source

Online media, pound-for-pound, is cheaper and more cost-effective than traditional media models based on largesse, waste and inefficiency. And recession-minded marketers are going to leverage that by moving greater shares of their advertising budgets online, and using that as a wedge to drive costs down in traditional media.

Joe Mandese, editor-in-chief, MediaPost view source

Organic growth from current operations and incremental innovation is not usually sufficient for long-term survival. The growth rates will be stable, but probably not enough.

Laura Morris, global account director, Nunwood Consulting Ltd view source

Smart recessionary marketing means not waiting for business to return to normal. Instead, you should cash in on this invaluable opportunity your more cautious competitors may be creating for you. If they pull back, your media investment works much harder.

Sarah Carter, strategy director, DDB London view source

The most prevalent view of advertising is that it persuades, yet there is little evidence to support this idea. There is, however, more evidence in favour of an alternative view that says brand salience is what really counts.

Dr Jane Leighton, cognitive neuroscientist view source

The high growth rate of China's online population reflects the general mindset of the region's consumers, which is one of early adoption. In the west, things take a while to be truly embraced and accepted by the public; in Asia, consumers are constantly looking out for innovation.

Dirk Eschenbacher, executive creative director and managing partner, Tribal DDB Asia Pacific view source

Twenty years ago, the annual US spend on food and beverages was $614 billion; $2 billion was spent on computers – a ratio of 300 to one. Today, that spending ratio is at parity. We spend as much on technology as we do on our nutritional needs.

Cheryl Swanson, principal managing partner, Toniq view source

How a brand change is implemented can sometimes be remembered more than the brand identity itself. Having a tactically executed plan that considers all the brand touchpoints is crucial.

James Gregory, ceo, CoreBrand view source

TV needs advertising for more than just the money. Advertising plays a significant role in creating a dynamic and vibrant medium and needs to be at the heart of the experience.

Nigel Walley, managing director, Decipher view source

The overload of competing data makes media buying harder, but even more essential in today's economic morass.

Gary Arlen, president, Arlen Communications view source

I once asked the head of an agency, who had risen through the creative ranks, how he thought about brands. He described a brand as a kind of disco ball; a multi-faceted, reflective globe you can rotate over time to show different faces of the brand to the consumer.

Charles Young, founder and ceo, Ameritest view source

The default dialogue has been that of 'global' versus 'local'. This binary choice becomes even less useful when it comes to planning for creativity, which thrives on specific and interesting stimuli that can be used to create a variety of responses. 'Global' and 'local' are both bland and general.

Orlando Hooper-Greenhill, director of global planning, JWT view source

The narrative will shift back on to consumers and their behaviour. It is this – whether consumers spend or save, which brands they spend their money on, and how they consume media – that will decide how long the recession will last, and what shape the advertising industry will be in when it gets back on its feet.

Jenny Biggam, founding partner, the7stars view source

In a media environment that is increasingly diffuse, and a world where consumers might be losing faith in big business, a brand that clearly stands for something is a real asset.

Chris Francis, director, Flamingo view source

This media revolution can be an extremely sharp double-edged sword.

Geoff Gray, group managing partner, Naked Communications view source

The success of any user generated content-related project should be judged in the long term. Try not to use it as a one-off campaign activation idea. Think of it instead as the beginning or continuation of an ongoing dialogue with your consumers.

Damian Thompson, head of consumer insight, MEC MediaLab view source

Clients want agencies to be a cross between the vendor who does as they say, and the doctor who refuses to provide medicine that doesn't cure his patient.

Alain Thys, managing partner of Futurelab view source

Brands are part of the commercial landscape – as are new products – but young people are not hanging on to every last word of a campaign, or worrying about material items more than they do about their friends and family.

Ian Douthwaite, managing director, Dubit view source

Understanding how to behave in social media is easy: be nice or leave.

Faris Yakob, evp/chief technology strategist, McCann Erickson view source

The scope of research with children is wide, but much of it relies on the expertise of the researcher, and it would be foolhardy to attempt it without an understanding of child development.

Barbie Clarke, founder, Family Kids and Youth view source

The traditional view – that brands are about logos and packaging, and only meaningful for consumer products' businesses - is on its way out.

Joanna Seddon, evp, Millward Brown view source

One important question is whether we can exploit the basic biology of the human brain to generate indelible memories of aspects of our creative products (or, at least, more vivid memories than the mundane ones that seem to characterise much of everyday life).

Geoffrey Beattie, psychologist view source

The main problem is that there is still enough money in the old world to hold off the transition. With media fragmentation and proliferation, the advertising industry has been somewhat sheltered from these changes. However, the longer they hold off, the bigger the trauma is going to be. Look at the music business.

Tony Effik, chief strategy officer, Publicis Modem view source

Search is an integral part of truly integrated marketing campaigns that ties offline and online elements together, pushing consumers to engage with static media, or giving them the option of responding to offers or ideas promoted by them.

Joe Mandese, editor-in-chief, MediaPost view source

An old adage has it that a picture is worth a thousand words. But research across many countries has taught us that the opposite is also true. One word can be worth a thousand pictures. The trick in advertising global brands is in finding the few pictures from those thousand that consumers everywhere can agree mean the same thing.

Charles Young, founder and ceo, Ameritest view source

Just as Coke needs Pepsi, just as Audi needs BMW, we all need a bit of 'other' to define us. In order to know what we are, it helps wonderfully if you know what you are not.

Rory Sutherland, vice-chairman, Ogilvy Group UK view source

For all companies, effective marketing accountability requires a mix of art and science: it requires transformation of culture, of process and of the methods used to measure marketing effects, and to act on the insights from those measures.

Frank Harrison, strategic resources director, worldwide, ZenithOptimedia view source

It is clear that retailers need to move beyond just 'advertising', and a consumer-centric measure of engagement-based, integrated media and cross-media consumption can facilitate that shift.

Robert Passikoff, founder and president of Brand Keys, Inc view source

In difficult times, people hark back to what they trust.

Marie Ridgley, managing director of brand development, Added Value view source

Many advertisers are yet to be assured that online advertising can have an impact on branding, to positively shift attitudes and perceptions. To convince them, you need proof.

Christina Goodman, director of global marketing, Dynamic Logic view source

Commercial blog publishers play a potentially powerful role in creating new product buzz for marketers, but must tread a careful line between blatant product endorsement and spirited independence if they are to retain the trust of their audience.

Dr Jonathan Reynolds, academic director, Oxford Institute of Retail Management view source

To accompany the four Ps of classical marketing, marketers would do well to instil the digital four Cs, around conversation, collaboration, culture and compensation.

Zaid Al-Zaidy, managing partner, Saint view source

Customer service and research should be the departments that first adopt Twitter in an organisation. Every brand should be listening when its customers talk, and every brand should be proactively engaged in resolving customer problems wherever they find them, and there are many to be found on Twitter.

Faris Yakob, evp/chief technology strategist, McCann Erickson view source

Brands have never been a more significant part of our personal and economic landscape. Understanding the real value they bring to customers and to business is even more important.

Paul Simonet, founding partner of Alternative Genius view source

'Corporate' has become a swear word. In the democratic, fiercely independent and idiosyncratic wilds of web 2.0, where openness, dialogue and personality are the new marketing watchwords, the very worst thing a business can be is a corporation, with the living, breathing people behind the brand lost in a faceless, formal group.

Molly Flatt, word of mouth evangelist view source

Focusing on fewer varieties with a bold assertion that 'we know what you need' takes serious faith in the quality of your product, but also inspires intrigue in the current it's-up-to-you environment.

Molly Flatt, word of mouth evangelist view source

It's often said that what you don't know can't hurt you, but when it comes to shoppers making decisions in-store, the opposite is true.

Jordi Connor, head of information and insight at OgilvyAction view source

As banks reorganise and restructure themselves to serve customers in the new financial era, they will need to keep a close eye on what may become the new 'normal' and what will emerge to be the new banking customer as we make our way through this financial crisis.

Brandon Murphy, director of planning and engagement, 22squared view source

A brand is nothing more than a story wrapped around a product or service ... the reason we consistently refer to a small handful of brands is because they're the ones that have got their stories straight.

Richard Cordiner, planning director, Leo Burnett view source

Marketing is one of the last of the wild frontiers in American business today, a place where "cowboys" with wild ideas can literally create fortunes out of thin air.

David W Stewart, US academic view source

I believe consumers will respond with their pocketbooks to advertisements that reflect ethical considerations. Companies that follow high ethical principles in their advertisements will do well by doing good.

Wallace S Snyder, ceo, American Advertising Federation view source

Looking at the economic importance of brands on an international stage, the 100 most valuable brands in 2008 were worth over $1.2 trillion, which would make them the 11th biggest 'country'in the world by GDP, ahead of India and just behind Brazil.

Rita Clifton, chairman, Interbrand view source

A handful of companies, such as Apple, Google, 3M and Reckitt Benckiser, still do real innovation. For the majority who don't, the long-term consequences of serving empty marketing sandwiches will prove dire. The internet searchlights of blogging, social networking and comparison sites will increasingly focus on the filling, and mercilessly expose empty sandwiches.

Hugh Davidson, former marketing manager at Procter & Gamble view source

It is no good a company extolling its green credentials if it has skeletons in the cupboard. Sooner or later an employee will the spill the beans on Facebook or some other community.

Richard Scase, UK academic view source

It's not enough for people to just know your brand. You want people to be actively thinking about your brand, and, crucially, talking about it. Really famous brands, like Apple or Nike, become part of the cultural lexicon, the web of symbols that we use to define ourselves and our world.

Les Binet, European director of DDB Matrix view source

Brands are arguably the key assets that a company possesses and they should therefore be a top-priority for senior management and not seen as something left solely to the marketing department. They represent the embodiment of a company's differentiation and positioning.

Chris Halliburton, professor of international marketing, ESCP Europe view source

Advertising is simply a use of the right of the manufacture to present his case and to employ the same arts of appeal and persuasion accorded to the politician, the preacher, the lawyer, and to every other individual who has a special interest in something, whether a creed or a commodity.

Raymond Rubicam, advertising pioneer and co-founder of Young & Rubicam view source

I'm afraid too many advertising people blame the public inability to sort out commercial messages or advertisements in magazines on stupidity. What a lousy, stupid attitudes to have! I believe the public is unable to sort out messages, not just because of the sheer flood of messages assaulting it every day, but because of sheer boredom!

Leo Burnett, founder, Leo Burnett Company view source

I take the attitude that advertising was just invented yesterday. By that I mean that advertising should not be regarded as a static, formalized business but a fluid and dynamic force in modern communications. I believe there is an unlimited opportunity in the business for any creative person who approaches it from that point of view.

Leo Burnett, founder, Leo Burnett Company view source

The plain truth is that the only consistent theme in advertising is the absence of any consistent theme.

William Hesse, president, 4A's view source

Advertising, as a single entity capable of creating vast changes in our social structure, simply does not exist. Its impact is too diffuse, too omnidirectional.

William Hesse, president, 4A's view source

When you look at a strong brand, you see a promise.

Jim Mullen, founder, Mullen Advertising view source

Consumers know precisely what's wrong with advertising. Be it TV or print or whatever, they know that advertising is never creative enough … never as witty, inspiring, sophisticated, entertaining and downright likeable as they would like it to be.

Phil Dusenberry, former chairman, BBDO view source

As an industry, we too rarely speak about 'effectiveness'. We tend to speak about 'creativity', as if these two phenomena can be separated. That's ridiculous.

Brendan Ryan, ceo, FCB view source

Never underestimate the importance of self-belief to transform your own organization, to reassure nervous clients, and to change the future of our business.

Ken Kaess, former ceo of DDB Worldwide view source

There is empirical evidence that leading brands that keep investing during recessions gain share.

Ken Kaess, former ceo of DDB Worldwide view source

Advertising ministers to the spiritual side of trade.

Calvin Coolidge, US president 1923-29 view source

It seems to me probable that of all our economic life the element on which we are inclined to place too low an estimate is advertising.

Calvin Coolidge, US president 1923-29 view source

What is more important in our business than bringing together into creative harmony the wide range of talents, temperaments and skills that we have to deal with?

Paul Harper, chairman, 4A's view source

We, as advertising men and women, are the great energizers of this marketplace. And the force that makes this possible is easily labelled but hard to define. Very simply stated, it is Creative Fire.

Paul Harper, chairman, 4A's view source

Emerging minorities are eager to adopt new technologies and use media in different ways. It is perhaps that they see in these media and technologies ways to bridge differences and acquire information power. The marketing plan can no longer segregate the 'general market' from emerging minorities. It is emerging minorities that are driving it.

Felipe Korzenny, US academic view source

Observing and understanding the social media phenomenon is one thing—leveraging this trend for advertising purposes is quite another. While most companies recognize the value of social media advertising opportunities, not many have figured out how to execute these kinds of campaigns and the unique risks they entail because of the potential that a viral marketing effort can backfire and actually harm a brand.

Stephen Kim, senior director, Microsoft Advertising view source

There are on the order of one quadrillion (1 followed by 15 zeros) media exposures annually in stores around the world.

Herb Sorensen, founder of consultants TNS Sorensen view source

Although marketers recognize the political and economic force of China, many have yet to respond to the increasing importance the internet is playing in shaping the country's consumer opinion.

Cate Riegner, co-founder, Netpop Research view source

Any brand theoretically is capable of producing unique, empathetic, and creative advertising that can build strong brand relationships and induce the consumer to participate with the brand. This is the key to engagement, and the real strength of television advertising.

Robert Heath, UK academic view source

Innovation today is much more than technology or new products and even more than just new products, technology or processes – like an orchestra, it is a balanced interplay and interaction of all these elements.

Anupama Wagh-Koppar, vp and strategic planning director, JWT view source

The arrival of MySpace, Facebook and Bebo has given consumers the confidence and the ability to take more control of the relationship they have with brands.

Andrew Needham, founder, Face view source

Across a client's organisation and its agencies, there are many people who can solve problems. Only a tiny number of them are called creatives. More and more, both clients and agencies are looking to harness these alternative sources of creativity and put them to work in a creative briefing that is collaborative and collective, rather than linear and sequential.

Nick Southgate, planning partner, Grey London view source

In daily practice, the word brand stands as a surrogate for the word reputation. In fact, your brand acts just like a person. When you know a person's reputation, you can predict his or her behavior. You know what that person is likely to do or say—or not do or say—in any given situation. Your brand works the same way.

Jim Mullen, founder, Mullen Advertising view source

Risk - calculated risk - is key to success online. There's no need for complicated metrics to prove this point. Logic tells us that with so much content clamouring for attention, offering something new, authentic and genuinely interesting is the only way to get people to pay attention.

Arthur Ceria, founder and chief creative officer, CreativeFeed view source

The pressure on marketers to deliver faster advertising return on investment should be a good thing for the research industry because it forces us all to question some fundamental research practices.

Jill Telford,ceo, Synovate UK view source

The greater your command of brand loyalty, the less you must worry about price sensitivity and competitive promotions—and the less you must pay for marketing.

Jim Mullen, founder, Mullen Advertising view source

The work, the work, the work. This is what the business is all about. This is the fun, the glory, the pleasure. It's the only true measure of an agency. In the absence of great work, nothing else matters.

Phil Dusenberry, former chairman, BBDO view source

Marketing accountability must inform us how well we are building brands and growing businesses.

Bob Liodice, president/ceo, ANA view source

In an era of transparency, you can have innovation without branding, but you cannot have branding without innovation.

Sir Martin Sorrell, ceo, WPP Group view source

What the nervous system is to the body, the brand is to a healthy organisation.

Terry Tyrell, Worldwide Chairman, Brand Union view source

Conversations in pubs, at school gates and online are by far the most important medium in the marketer's armoury.

Richard Pinder, chief operating officer, Publicis Worldwide view source

Sampling is an under-exploited opportunity for most brands. Done right, sampling can convert habitual consumers of rival brands, breaking their habit and turning them into advocates.

Frank Harrison, strategic resources director, worldwide, ZenithOptimedia view source

Marketing people have every reason to be grateful for the existence of reluctant consumers: if it weren’t for them, we wouldn’t have jobs

Jeremy Bullmore, author and former JWT executive view source

It is not necessary to know how advertising works to be good at advertising.

Winston Fletcher, UK advertising expert view source

In today’s mass societies, it takes only 1 per cent of people making a dedicated choice - contrary to the mainstream’s choice - to create a movement that can change the world.

Mark J Penn and E Kinney Zalesne, authors of Microtrends view source

Towards the end of the 20th century, marketing companies were converted to a belief in integrated communications. And at exactly the same time, the purveyors of those communications disintegrated completely.

Jeremy Bullmore, author and former JWT executive view source

Copying among a population with frequent interactions creates a pull mechanism by which things – visible behaviours, opinions, skills, fashions and so on – spread through populations. This is the opposite to conventional marketing wisdom, where 'influence' is a 'push' idea.

Alex Bentley and Mark Earls, advertising authors view source

There is always a need to be clear about the rational drivers of brand choice in your category, but it is rare for consumer purchase decisions to be based purely on logical grounds, and it is tapping into the emotional triggers that will make the difference between strong brand leadership and being an also-ran.

Roderick White, former editor of Admap view source

It is not possible to make a realistic test of the effectiveness of a commercial in a laboratory situation in advance of real-life exposure. Until this simple but uncomfortable truth is grasped much advertising research will go on being sterile and unproductive.

Alan Hedges, advertising author view source

When Leo Burnett founded his agency in the middle of the Great Depression he may have had two advantages – the first is less competition. The second is counter-intuitive, but makes sense: a market needs strengthening precisely when it is weak. The very fact of starting an agency was an act of courage and encourages like-minded people. In a services business, this leads to bonding.”

Simon Broadbent, UK author view source

We've weathered several periods when times weren't so good, and so I don't think we'll cancel our advertising now. In fact, we might even increase it.

W K Kellogg, US entrepreneur view source

The best way to ensure that you adopt the right strategies in recession for your businesses is to determine which strategies have proved successful for businesses analogous to your own.

Tony Hillier, author view source

More than ever, the recession gives marketers an imperative to think outside their categories. Abstaining in one market might prove an opportunity to treat in another. It seems the key to capitalising on 'the recession' is to drop the idea that there is simply one recession.”

Richard Storey, chief strategy officer, MC Saatchi view source

Look at the recession as an opportunity to deliver the death blow to some marginal players.

Edward Lawler III, US academic view source

Like Damocles, if you keep looking up at the sword hung above by the single thread of horsehair, you will only distract yourself from the profitable business in hand. That is looking after the brand

Peter Walshe, global account director, Millward Brown view source

Given the current economic climate, there are opportunities for brands to package frugality and value for money as sensible and identify themselves as citizen brands by emphasizing transparent, flexible and empathetic ways of doing of business.”

Dominic Harrison, editor, TrendExpress view source

For the aggressive marketer, the data suggest that a more ambitious increase in expenditure, although reducing short-term profit, can take advantage of the opportunity afforded by a recession to increase market share even further.”

Alex Biel and Stephen King, advertising executives view source

Above all, recession will mean an insistent and potentially rewarding invitation to consumers to reconsider everything they do/buy/desire. This will result in a fiercer scrutiny by consumers of all claims, and declining tolerance for unsatisfactory experiences. Where decline is already under way, it is accelerated”.

James Murphy, editorial director, nVision view source

The Web is functionally fantastic, but it's a tool. A terrific place to present information but not, at this stage, a tenably emotional location.

Kevin Roberts, ceo, Saatchi & Saatchi view source

Traditional market research, Research 1.0, was designed to work in yesterday's world, where suppliers, customers, and employees were all kept at arm's length. In a participatory world, new techniques need to be developed, which work with the powers of collaboration, rather than the out dated concept of command and control.

Ray Poynter and Graeme Lawrence, Virtual Surveys view source

With the creation of Web 2.0, we are seeing the emergence of a new type of digital consumer, who is no longer simply a passive 'site-seer' on a fixed consumer journey but an independent explorer craving freedom, adventure and companionship. The challenge for businesses and advertisers is to engage with the active digitraveller as well as the passive digitourist.

Sarah Morning, planner, OgilvyAction view source

This is the model for the 21st-century advertising agency. Sitting upstream of the silos, agile, flexible, one touchpoint for the client, with the ability to understand and connect with the consumer, and ideas that rise above media schedules and engage with people in a way that has true mutual benefit and value.

Philip Beeching and John Wood, Beechwood view source

Nothing is 100% safe or 100% contained on the Internet. If you need to be 100% sure it won't appear on a million PC screens worldwide, don't use the Web.

Ray Poynter and Graeme Lawrence, Virtual Surveys view source

Even the sexiest brand will see its creative streak wither and die if its staff are constantly told to follow 'the corporate way of doing things.

Richard Scase, UK academic view source

The ultimate aim of creativity is to move markets. And, if we get it right, to move them more cost-effectively because we have been more creative.

Roderick White, former editor of Admap view source

I hail comparative advertising as our industry's own brand of consumerism when properly executed. It makes the consumer more conscious of his responsibility to himself to compare before he buys. Moreover, it serves as an incentive for advertisers to produce better products. And isn't that the greatest reward that advertising can offer the consumer?

Herbert Zeltner, US media consultant and author view source

Let me give you one piece of reassurance. The day Saatchi & Saatchi puts risk management at the top of its agenda,you can be sure, like Elvis before me, that I will have left the building.

Kevin Roberts, ceo, Saatchi & Saatchi view source

Emotion. Passion. Ideas. Simplicity. These are the big things that big business needs from its creative agencies. No one else is going to provide these essential elements for business.

Kevin Roberts, ceo, Saatchi & Saatchi view source

Advertising is not being broadly seen for what it really is, namely, the single most powerful tool to produce profitable sales growth and to increase brand value. The purpose of creativity is to enhance the ability of advertising to actually sell.

Brendan Ryan, ceo, FCB view source