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Mark Ritson: The real lesson of Pokémon Go is that today’s marketers will...
I tried to resist as long as humanly possible. But the gravitational pull of Pokémon Go has pulled me into its digital tractor beam and forced me to join the throng of marketers enthralled by every...
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Mark Ritson: We’re all killing our businesses by giving the hard work away...
A lovely long lunch with a couple of advertising people remains one of the great unadulterated pleasures in life. Like cigarettes at midnight or urinating on your lawn, it is a lovely combination of...
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Mark Ritson: TV and digital are dating, so who’s going to get screwed?
If you’ve been a marketer for the past five years you have almost certainly been sucked into the ongoing debate about the death of TV as a channel and as an advertising medium, and its imminent...
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Mark Ritson: Facebook’s segmentation abilities are depressingly impressive
The recent surge in attention being paid to the Russian influence on American society via its use of social media has produced a stream of ever more amazing insights. A few months ago the headline...
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Mark Ritson: Even ‘millennial-minded’ marketers should see TV as a gold mine
In 1996, the United Nations General Assembly proclaimed this day, 21 November, to be World Television Day. That’s right on this very special, if rather arbitrary, date we are meant to spend the day...
View ArticleMark Ritson: Nike’s Londoner ad is great creative, but is the city-focused...
I don’t know about you but when someone on social media tells me to “take a look at this video” my first instinct these days is to hide in the wardrobe. It’s either some highly suspect motivational...
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Mark Ritson: Marketers are clueless about media effectiveness – here’s the proof
Being sent new research or industry reports is a common experience for columnists. I’ve been writing for Marketing Week for a long time and rarely does a fortnight pass without an approach from an...
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Mark Ritson: We must fight the philistines on the value of marketing training
No one knows if the Philistines actually existed. They turn up in the Old Testament being a bunch of wankers to the Israelites and then promptly vanish from history. But something about their general...
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Mark Ritson: Marketers’ silence on Cambridge Analytica speaks volumes
Cambridge Analytica whistleblower Christopher Wylie testifying to the House of Commons DCMS committee on 27 MarchIt’s ironic, is it not. We marketers spend our lives trying to get the public’s...
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Mark Ritson: Understanding customers is marketers’ most misunderstood mission
Forty. Bloody hell! It’s an interesting milestone. Unlike other anniversaries such as your 18th or 21st that are largely ceremonial, you feel your 40th marching up the hill about six months before it...
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Mark Ritson: Targeting or mass marketing? The answer is both
Mark Ritson debates Byron Sharp on mass marketing versus targeting at the Festival of Marketing 2017The ads for this year’s Festival of Marketing have sparked happy memories of last year’s event. The...
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Mark Ritson: Calling all marketers – it’s up to you to prove if Vote Leave’s...
You can feel it in the morning. An auburn tinge in the sunrise, an impatience in the leaves above, and a distinct nip in the air before you close the door at night. Autumn is on the way. Perhaps not...
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Mark Ritson: Gary Vaynerchuk is wrong, wrong, wrong, wrong, wrong about media
Photo by Stephen McCarthy/RISE/SportsfileEvery advertising era has its guru. From Thomas Barratt and the advent of modern outdoor advertising to David Ogilvy and the creation of effective print ads,...
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Mark Ritson: Revenue is a lousy measure of success for most ad campaigns
This year has begun pretty much the way 2018 ended, with a spate of big advertising campaigns that have divided the marketing community. Kaepernick for Nike. Elton John for John Lewis. Not to mention a...
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Mark Ritson: Think TV is dying? You’re forgetting about the ‘Knopfler Effect’
Photo: Victor SchiferliAlas, I am old. I can remember glimpsing the initial efforts of MTV on American TV screens and then, a little later, on the sets back in the UK. And I can recall the videos that...
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Mark Ritson: Binet and Field’s research may not be perfect but that doesn’t...
When Bill Murray meets people who tell him they want to be rich and famous the actor always dispenses the same advice. “I tell them to try being rich first,” he told The Guardian in 2003, “and see if...
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5G is the latest hot topic on the bullsh*t roadshow
Well that’s Cannes over for another year. I don’t know about you, but I am exhausted. Fortunately, I applied my tried and tested three-point plan for getting the most out of the Cannes Lions Festival...
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Cinema’s comeback is a tale worthy of the big screen
When I was a young, beautiful marketing professor in the late 20th century, it was customary to show the amount of advertising money spent across the various channels in pie chart form. You’d have a...
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